World Class Marketing: Balance content and advertising
World Class Marketing for Business Owners
Many small business owners often find themselves questioning their marketing strategies and become disappointed when they don’t see the results they had originally hoped for. The key to generating more leads that convert to sales from your world class marketing efforts is finding the right balance between advertising and creating engaging content.
According to Boundless.com a push marketing strategy is, “a strategy that places the product in front of the customer, via a form of advertisement.” For instance, a Facebook Ad is a conscious effort to make your customers aware of you, as you push it on them. Whereas a pull strategy is, “a strategy that stimulates demand and motivates customers to actively seek out a specific product.” A business experiences this type of pull marketing when it receives a five-star review! Begin with a push, follow that up with another push and then pull them in. [bctt tweet=”World class marketing requires both push and pull to be successful.”]
With that being said, both push and pull marketing play an extremely important role in marketing for your company. For the sake of making this concept simple, we will refer to push marketing as advertising, and pull as organic content creation.
However, they must be used simultaneously in order to work effectively. Using one without the other is like riding a bike with only one pedal. It simply doesn’t work the way it’s supposed to. In order to find a steady ratio between content and advertising, you must first understand how using it will affect your business.
Constant change is inevitable. More technology is coming and you will need a good balance of push and pull marketing to keep up with that change. This balance is not the same for every business, as it must be catered specifically to your business and target audience.
The use of push marketing – more specifically – advertising, can be traced back multiple centuries, gaining prominence in the 1800’s as business owners began to see the benefits of advertising by promoting their businesses to a wide audience. The concept of push marketing is to press your product(s) onto the customers and hope they purchase it. Whether it’s sending out digital marketing ads, printing flyers to hand out, giving out samples, or shipping your products to hundreds of retail stores, a push strategy can be used to get your product/service in front of potential customers.
Originally, the only other form of promotion was word-of-mouth. Then as competition increased, it was not enough to sustain and grow a business. Naturally, businesses had to get more aggressive.
Push marketing quickly took over the business field and became a primary source of getting new customers. This resulted in companies using mass-advertising such as; T.V. commercials, flyers, billboards, banners on websites, radio ads and even guys spinning signs on street corners in attempts of getting their product or service to reach as many people as possible, even if no one wants to see it.
Push strategies will bring awareness to large audiences, but the conversion rate is typically low, and low conversion rates lead to wasted ad spend and even worse – wasted time. Advertisers and marketers have struggled with this problem for decades, but it’s not an “either or” decision. World class marketing includes a strategy that incorporates both. The balance of this strategy is constantly being tweaked in order to find the right fit and maximize conversion rates as well as profitability.
Thanks to recent advancements in technology marketers have found new ways to gather customers without forcing their product onto them. This is done through organically creating content. When a person searches or “Googles” a business, they are actively seeking it out. However, when they stumble upon a site with related content and choose to click on it, this is pull. Otherwise known in the marketing world as organic SEO.
When posting on social media channels, remember that you could be pulling in a potential new customer. You’re not forcing an idea or product on anybody, but you’re providing an update or educating people that are already connected or interested. Those people may share your content with their friends, which can pull more people in and grow your audience.
(Video) content is key. You have to show people who you are and if you aren’t shooting content and putting yourself out there you’re not relevant.” Ban Bacal (instagram.com/benbacalestates)
Content creation can be utilized in both push or pull strategies. However, even though using advertising in your pull strategy can be very beneficial (i.e. discount promotions), the best way to organically attract new consumers is to provide value for them. Whether it’s educating them, solving their problems, or giving them something they want, it’s best to deliver that value through tools such as; Blogs, SEO, attractive and informative social media posts, online reputation, etc.
In 2017, if you are a business or organization of any kind that wants to be heard in the world, refocusing on the content you put out on Facebook, Twitter, Instagram, Snapchat, YouTube, Linkedin, Medium, and whatever else has the market’s attention at the time, is a huge factor.” “No amount of paid media is going to turn bad creative into good content.” – Gary Vaynerchuk
A great example of a successful pull strategy is the TOMS “One Day Without Shoes” Campaign”; a campaign for the health and education issues children in third world countries face every day. They engaged their customers by bringing a current crisis to their attention and then encouraged them to take action by sharing their own stories. TOMS business mission is to provide shoes for every child in need and they do this by giving away one pair of shoes for every pair purchased. The “One Day Without Shoes Campaign” propelled their brand to new heights by equaling more sales than ever before, and they did it without much advertising.
The balance between push and pull marketing is custom to every business. [bctt tweet=”#TOMS perfected world class marketing with this simple strategy. #withoutshoes”] TOMS succeeded by having a heavier pull strategy and a lot less advertising. This worked well for them because it catered to their businesses marketing strategy specifically.
How did they do it? They posted about their event on all social media outlets and created the hashtag #withoutshoes. In order to spread the word, they encouraged their customers to go a whole day without wearing shoes and post pictures of their experiences. In return, TOMS promised to provide shoes for children in need when a picture was posted with the designated hashtag. In 2015 they managed to give a total of 265,000 pairs of shoes to children in need during this campaign (http://bit.ly/2tGZGux). This has now become an annual event, occurring every year with thousands of participants all around the world. This natural pull strategy is still running today as TOMS continues to promote “One Day Without Shoes” with almost zero push needed.
The goal of a pull strategy is to make your online presence as appealing, original, and informational as possible. [bctt tweet=”World class marketing makes your online presence the best it can be.”]
Eighty-one percent of shoppers conduct online research before they make a purchase” – Kimberlee Morrison (minewhat.com)
If your online presence is poor, you will never be found. The stronger your online presence, the more customers you will pull in! In fact, this blog can even be used to; educate more small business owners, improve our engagement with our target audience, improve our organic SEO, and hopefully get new clients.
How The Market Has Shifted:
Push strategy plays a very important role in world class marketing, however, when it is used in correlation to a strong pull strategy, a business’s overall customer acquisition will become infinitely better.
A lot of companies have realized this big gap when engaging with customers since their push marketing isn’t producing the same returns as it used to. This created a new shift for businesses and marketers. They began to focus more on engagement with their customers through pull marketing. When they focus on pull marketing they also key into a value exchange strategy and instead of just putting their brand out there, they provide value to their customers.
Figure out what balance your business needs
Ultimately, there is no secret formula that will magically work for your business. In fact, when it comes to businesses, the “blanket effect” never works, since every business is unique.
Copying someone else’s system is not the answer. There is no one system that fits all companies equally well or works under all circumstances. There is nothing wrong, of course, with learning from others.”
(Harvard Business Review)
Find a good balance between push and pull marketing for your company. You’ll need to test and re-test. It will take time and commitment, but it is crucial that you find the right mix between push and pull defining your company’s balance.
As a general rule, start with more pull and less push, measure your results, and then change your strategy. Next, keep the pull amount the same and do more push, measure your results, and compare the two. Then you can start making minor changes, but always make sure you’re measuring and reviewing the results consistently.
Base your decisions on factual data that you collect on engagement rather than your gut instinct.
Your strategy should be measured every 30 days to let it run its course and give you enough data to make an educated decision. As a general rule, we would start with a 3:1 ratio of pull:push for 30 days and then adjust. Next, switch to a 3:2 ratio strategy and see if it improves in the next 30 days. You can then continue to improve your content while you’re tweaking the balance until you find a good balance.
We know this from experience, it’s something that Bluume constantly does internally as well as externally, for our clients. Learning how to balance your push and pull marketing can change course over your company’s lifespan, but following this strategy will lead to an increase in leads and a decrease in your Average Cost Per Acquisition. If you need help, we’ve got you covered – follow this link to discover more.
Consistently Improve By Constantly A/B Testing
A/B testing is the most time and cost efficient way to increase your ROI, in all aspects of digital marketing. If there’s one thing you take away from this blog, it should be the importance of A/B testing everything you can.
Smart promotion creates a snowball effect as you quickly figure out which pieces of content perform the best and how you can use that information to influence your strategy moving forward. – Neil Patel
It’s important to find out what works best for your business, industry, and target market since no business is the same. [bctt tweet=”It’s important to make this world class marketing strategy work for your business. “] Your company’s growth is essential in that you never just make one form of an advertisement, landing page, or email. A/B testing is the most accurate and effective way to know what works best. Don’t just trust your personal judgment, let the data you collect from testing decide instead of getting emotionally attached to either choice. It is important to constantly monitor and improve your A/B tests in order to reap the most benefits from your balanced push/pull strategy.
Click Here to discover the all-in-one tool to help you monitor your online presence and much more.
“Bluume believes in the entrepreneurial spirit, as it’s our core focus to help small business
owners. We’re dedicated to serving the small business market with our cutting edge world class marketing and real-time marketing software.”- CEO, Rhett Doolittle.
World Class Marketing
The most successful and profitable businesses have world class marketing systems. A major part of a world class marketing system is the ability to properly market your business and successfully reach your target audience at the same time. Once you do this successfully, you will have a highly profitable business.
You’re in business to make money, provide a product or service to people who need it, and hopefully to spend your time doing something you truly love. We know that finding a balance between push and pull, A/B testing, and continuing to run your business is a lot to manage.
The time and resources it takes to do all of this are what’s most difficult, but that’s why we created Bluume. We not only take all of this off your plate, but we aim to turn your business into a revenue generating sales machine. Click below to learn more about our programs and we look forward to talking with you soon.
September 14, 2021