Pull marketing, in many ways, is very similar to inbound marketing.
As a matter of fact, most marketing strategies have some overlap.
Inbound marketing, we defined as:
“A marketing program based on the sharing of quality, credible, and pertinent information that generates traffic to a company’s website and, along with it, interest in its products and services, leading to sales.”
Pull marketing takes a somewhat different approach. It can be defined as:
“A strategy that raises awareness about a product. It explains the features and benefits of the product and how these can help end-customers.”
Most often this is accomplished by publishing articles in major trade publications, the ones you’re your end-customers read and trust, helping to educate them about the product and its benefits.
A perfect example of this occurred a few years back.
One of our clients introduced a new vacuum cleaner designed specifically for hotel housekeepers. The manufacturer had taken the time to work with hotel housekeepers in different parts of the country. They developed a good understanding of the many issue’s housekeepers must grapple with when using a vacuum cleaner eight to ten hours a day.
This model was developed to address those challenges.
AlturaSolutions Communications was tasked with preparing a series of articles, published in a variety of cleaning, hotel, and facility management publications. These articles were all designed to educate housekeepers about the machine and how it could help them.
Soon, word got around. The vacuum cleaner began to sell and sell well. Today, this specific vacuum cleaner is found in hotels around the world. This is an example of how pull marketing can go to work for you.
“Robert is my go-to source for cleaning and janitorial articles and web content for the restaurant and retail maintenance industries. He always delivers expert copy that is relevant, concise and well written—and 9 times out of 10, before the deadline! Even with very little lead time, Robert can make it happen. He gets his clients’ names in print!” Kate Lee, Editor, France Media (US)