The Push and Pull of Online Marketing

Traditional marketing strategies were focused on pushing marketing information to potential customers. Enter the internet age and the pushing technique is all but obsolete. What's more important is that businesses learn marketing strategies that enable customers to "pull" the necessary information about their company from various places around the web.

Advertising is everywhere. Consumers are left feeling numbed and overwhelmed by advertising. Instead of noticing advertisement, people prefer to go to the source for expert information, locate it and pull it in for themselves. This information "pulling" helps consumers gather their own information rather than simply accepting what's being pitched to them. While this does not signify the end of "push" marketing, "pull" marketing is becoming more and more significant.

Below are several crucial elements of pull marketing and how to make it work for you:

Join the Conversation

Join virtual communities where the conversations are centered on your expertise. Give free advice. Giving valuable advice establishes you as an expert. Once you've proven yourself, with credible content, connections will take over.
Word-of-mouth combined with search engines will inevitably market your product, taking it beyond your reach.

"Engagement" has become marketing's new key metric.

Engaging with your consumers transforms your marketing messages into conversations that spread faster than advertising campaigns. The sheer speed that your marketing message travels, as well as the extent of its reach, shifts the focus from media buying to customer understanding.

Straddle the Virtual and Physical Worlds

Virtual world sites such as SecondLife and There dot com are a great resource for small business owners. You can test new products and determine the optimum product pricing through trial and error. People who enter virtual worlds will spend real money when they leave the virtual world.

Work to Create a Reputation – Work to Protect It

Building business credibility is even more important for businesses that don't have a track record. Even firms that have been in business for years may not have a well established online presence.

Whether you know it or not and whether you like it or not, people are talking about you. It's your job to establish what people say about you. In effect, you are what you publish even if you don't publish anything. Take the time to craft and maintain your reputation.

 

Written by: David C Skul - CEO

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