Pull Marketing Strategies with Types and Advantages

By Indeed Editorial Team

Published May 21, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Increasing demand for a product or service can help increase sales and lead to higher profit margins. Businesses constantly strive to attract new customers and convince them to try their products. Learning about pull marketing strategies can help you understand different marketing techniques and how to bring in new customers. In this article, we define pull marketing, explain different types of marketing strategies, and discuss the advantages of using this marketing technique.

What are pull marketing strategies?

Pull marketing strategies are any attempts by a business to attract or pull new customers towards their products or services. Marketing efforts strive to increase demand for a product and motivate consumers to seek it out or ask retailers to stock it. Pull marketing contrasts with push marketing, in which companies strive to place their products in the presence of consumers repeatedly until they decide to buy. Pull marketing techniques attract consumers to the product and might make them feel desire for a specific brand.

Some businesses use pull marketing directly to increase sales, while others might employ a marketing agency to develop strategies on their behalf. Pull marketing can involve different types of advertising, promotional efforts, or even discounts or rewards programs. This style of marketing is sometimes more effective for products that already experience high demand. Pull marketing can attract new customers and help convince previous customers to continue purchasing products or services.

Related: A Guide to Marketing as a Career

Types of pull marketing techniques

There are several different pull marketing techniques businesses or marketing firms can use to target consumers. Here are some of the most common types:

Search engine optimization

Search engine optimization, or SEO, involves tailoring a company or product website so it appears high up in internet search results. Consumers are more likely to click on the first few links that appear when they search for something, so optimizing webpages can increase website traffic and lead to increased sales. SEO can involve adding links or keywords to company websites or updating the website with current information. Many consumers use internet searches to find new products, so search engine optimization is an effective pull marketing technique.

Related: How to Become an SEO Expert (With Salary and Job Outlook)

Content advertising

Content advertising is paid promotional material aimed at specific consumers. It might be newspaper advertisements, television segments, or radio broadcasts. Some content advertising takes advantage of specific situations such as changing seasons or holidays to market a product to consumers. For example, a tire manufacturer might advertise a new winter tire during the fall. Content advertising presents an attractive picture of a product to consumers and tries to demonstrate how it can enhance their lives. Effective content advertising stimulates desire in the target audience and pulls them towards further engagement with the product.

Pay-per-click (PPC) advertising

PPC advertising appears on websites and costs businesses a specific rate each time a potential customer clicks on the advertisement. These advertisements generally target specific consumers. For example, if someone searches for kitchen knives, they might see a company's advertisement for a new knife set along with other search results. PPC advertising allows businesses to target consumers that might already have an interest in their product. These ads capture the attention of consumers that may already intend to make a purchase and attempt to influence them to choose a specific item.

Outbound advertising

Outbound advertising is promotional material that a business sends out to consumers. This can take the form of flyers, emails, or phone calls. By reaching out to consumers, a business can establish a connection and make a personal appeal. They can ask consumers for feedback and convince them to consider a product. If a business connects with consumers and builds a relationship, it can sell them other products in the future and gather data on their behaviour. Outbound advertising can also involve creating customer loyalty programs to keep them connected with a business.

Social media marketing

Social media marketing involves sharing information about a brand, product, or service on social media. A business can create accounts for their products or brands on social media and connect with consumers using hashtags and viral marketing. For example, a car manufacturer can share information about their new models and allow potential customers to ask questions and engage with the content. Social media marketing helps businesses pull in a wide range of consumers and establish a personal connection.

Advantages of pull marketing

There are several advantages to using pull marketing techniques to attract customers, including:

Increased awareness

Pull marketing attempts to increase consumer awareness of a company and their products. Every day, consumers encounter a wide range of different advertisements for products and services. When someone feels desire for a specific item, they are often able to choose between a variety of brands. If consumers are more aware of a product, they might feel more comfortable purchasing it. Awareness leads to trust, and trust can lead to increased sales. Pull marketing allows a business to share information about their product and demonstrate how it can benefit consumers.

Related: What Is Product Differentiation? A Complete Guide

Direct connection

Pull marketing can help reduce the distance between products and consumers, making it easy for people to make a purchase or order a service. Many pull marketing strategies directly connect potential customers with specific products. For example, if a customer clicks on an advertisement, the link might take them directly to a company website where they can learn more about that product and other related products from the company, and then make an online purchase. Pull marketing draws customers towards a business and prepares them to make a purchase.

Increased demand

Pull marketing increases demand for a product or service, and demand can help drive further business. When people see that a product is popular, they may wish to try it for themselves. For example, if a restaurant uses marketing to attract customers and is busy every night, people who pass by and see how busy the restaurant is might be more likely to try the food. Consumers might feel more secure using a product that is a popular choice, so increasing demand for a product can lead to further sales.

Further sales opportunities

Businesses use pull marketing techniques to capture consumer interest and draw them towards specific products. Once a business captures the attention of a potential customer, they can share further information, establish a relationship, and learn more about what the potential customer desires. For example, if a customer clicks on a PPC advertisement, the website might direct them to a company webpage where they can enter their email address. Now the company can send them promotional material and new offers.

Customer data

A company that attracts potential customers with pull marketing strategies can collect data on customer behavior to learn more about their target market. For example, a company that uses social media to advertise their products can track which posts generate the most engagement to learn how to advertise in the future. Pull marketing creates opportunities to establish relationships with potential customers and connect them with products. If a company learns a customer's email address, they can send them a survey to learn more about their preferences.

Disadvantages of pull marketing

Pull marketing can increase demand and drive new sales, but there are also challenges inherent to this technique. To mitigate these issues, plan to anticipate the following:

Marketing costs

Pull marketing techniques can be expensive, leading to increased costs and lower profit margins. Some companies employ marketing agencies for help with their strategies. These agencies can charge significant fees for performing market research and creating advertisement content. Companies spend money designing advertisements, purchasing advertising space, and paying for each click of an advertisement. Many companies perform careful market research and determine if an advertising campaign can lead to enough new sales to compensate for the extra expenses.

Supply issues

If pull marketing leads to increased demand for a product, this can cause supply issues. For example, if a company successfully advertises a new toy to children, it might sell out in all local and online stores, leading to consumer frustration. If the company supply chain can't handle increased demand, attempts to speed up production can cause a decline in quality. Freight companies assisting with the transportation of goods might not be able to keep up with shipping demands. Retail stores might refuse to stock a product if it isn't available regularly.

Customer upkeep

Many pull marketing strategies involve establishing a relationship with potential customers and periodically reaching out to them with new offers. This takes additional effort to keep consumers interested and respond to their needs. A company might hire new employees to answer telephone inquiries or assisting customers with issues. Many potential customers like to feel important and valued, so extra effort is necessary to keep them satisfied.

Explore more articles