Is it time to rethink the push and pull strategies of your
marketing plan? Whether your company in the software sector has just started or
if it has been active for some time, marketing actions must change and evolve
according to the results . Above all, if we talk about the digital sector,
where everything moves faster.
In this article I review the concept of push and pull
strategies, and I list the most effective ones for companies in the software
sector . You will find 13 pull and 10 push strategies to inspire you!
What are push and pull strategies
Push and pull strategies represent two different approaches
when it comes to bringing your product to your potential consumers.
Which one interests you the most?
It will depend on the positioning that your brand has
acquired, the type of product or service you sell within the software sector,
the needs of your target audience and the financial and human resources of your
company to define what type of strategies to use. But, first, let's see the
differences between the two types.
Pull strategies: what are they and why use them?
Pull strategies, also called "attraction" or
inbound, are all that set of strategies that try to attract the user to the
product or service, so it is the consumer himself who is looking for a product
like ours .
The client, therefore, already has a need or is interested
in something related to our product or service. You may or may not be active
searching, but in both cases we will offer you the solution according to the
search phase you are in. It is about being present in the mind of our potential
client , so that brand positioning becomes very important in this type of
strategy.
Examples of pull strategies
A very clear example of a pull strategy is personified by
Google itself, more specifically, its search engine. All users are constantly
looking for information and products in it.
However, another example that we cannot ignore and that
further clarifies the definition of a pull strategy is neither more nor less
than inbound marketing itself. You know why?
Inbound marketing is a work methodology that focuses on
customizing the way the user is impacted and adapting each action depending on
the phase of the flywheeel in which it is.
Advantages of using pull strategies
• Personalization
: these types of actions try to find the ideal buyer persona or customer
archetype through very precise segmentation. In this way, we can fully
personalize the messages of each of the campaigns. The more information we know
about the target audience, the better we can solve their needs.
• Trust :
as these are more personalized strategies aimed at attracting users in a search
process, pull strategies generate more trust . This is because potential
consumers see that the product or service offered matches their needs.
• Quality
leads: users who have advanced to leads were looking for a solution related to
our product or service, so they will be interested in what our brand can offer
them.
• Brand
recognition : one of the objectives of pull strategies is to be in the Top of
mind of people through its content. With this objective, these types of
strategies constantly work on brand recognition.
• Education
about the product or service : These strategies not only focus on the final
stages of the marketing funnel , but also direct efforts to the initial one.
The user may not yet know what they are looking for or have their need
identified. Our company will be in charge of naming this need, educating you
about what you need and helping you move up the funnel .
Push strategies: what are they and why use them?
The objective of push strategies , also called
"push", "impulse" or outbound strategies , is for the
product or service to reach the final consumer. With this type of strategy,
what we do is create or look for an unmet need in our potential client and try
to satisfy it with our product or service. For this reason they are called
push: we push the user towards the sale through our marketing actions.
They are a set of downstream strategies, that is, they go
from the company to the consumer, regardless of the channel we use to carry them
out.
Examples of push strategies
What kind of cases do we find in real life that apply 100%
push strategies between their marketing and advertising actions?
Examples of push strategies are:
• Television
or radio advertisements, because they interrupt what a person is doing to try
to sell a product or service.
• The face
to face that NGO commercials carry out in the streets to promote their
organization.
• The
participation in an event or organization may be another example of pull
strategy in the software sector. Let's take the Mobile World Congress as an
example. This annual event, one of the largest in the world in the sector,
brings together hundreds of companies and thousands of users hoping to discover
the latest news, network, etc.
As you can see, they are strategies that are applied more
frequently in offline support, but later we will indicate other push strategies
that software companies can apply in the online or offline field.
Advantages of using push strategies
As these strategies are very different from the pull ones,
we have to assess in which cases we are most interested in one or the other.
That is why we want to explain to you what advantages we obtain when using push
strategies.
• Scope :
by impacting all potential consumers almost completely, we can reach a greater
number of users . Sometimes this can be counterproductive, since our campaigns
may reach users who are not part of our target audience or that we insist too
much on our potential clients for not having carried out a more detailed
segmentation.
• Volume of
leads : as a consequence of the great reach, we can achieve a greater entry of
leads.
• Speed :
likewise, push strategies achieve results faster than pull strategies and, in
the short term, for this reason they tend to be cheaper. READ MORE:- technologyies
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