Everyone wants to know how to get more traffic to their website. What are the easy tips and tricks to increase the views on your page? You might assume that’s your job as a growth hacker, but the truth is that’s only one step in the growth hacking funnel. Once new eyeballs have landed on your page, you still have to activate and retain them. So how do you do that?
Two tactics that growth hackers rely on are push and pull strategies. These strategies are used to get a brand’s product in front of its target market in two very different ways. Consider the differences between the two methods:
A push strategy puts a product in front of consumers to gain brand exposure. You actively seek out your customers and then push your products into view. A push strategy often involves you interrupting the content the consumer was viewing by using a form of paid advertising.
Considering this, you need to keep in mind that push tactics more often than not cost money. For example, your content could come across as a YouTube ad people have to watch to get to the content they wanted. Or maybe you run a promoted tweet on Twitter that comes up in their timeline even though they aren’t following you.
So how much is a customer worth to you? Take a step back and think about the amount of money a customer is going to spend with your business over the span of your relationship. Your push strategies should cost enough that you make a profit on moving a customer through the funnel.
Examples of push tactics:
- Direct sales
- Negotiating with retailers to carry your product
- Sponsorships/affiliate marketing
- Social media advertising (Facebook, Twitter, LinkedIn and more)
- Banner ads
A pull strategy aims to get customers to seek out your brand’s product, giving them a reason to come to you. Pull strategies work best for highly visible brands and are known as a method of inbound marketing, meaning the customer comes to you for answers, interest or inquiries.
On the plus side, you aren’t directly paying for your visitors by using pull strategies but the cost could be considered in time spent and personnel resources. With pull strategies, you’ll find that you get more engagement since customers are coming to you, but beware of targeting the wrong audience or losing your customers’ trust. You need to provide something of value that draws your audience in, or else you have no pull. So try to come up with an experience that leaves a lasting impression on your audience.
Examples of pull tactics:
- Blogging and guest blogging
- Social Media
In your growth hacking journey, try using a mix or push and pull marketing tactics for a healthy balance between the two techniques. Once you know the difference between the two and how it affects the growth of your business, you can find out which method brings the best ROI for your brand.
Have you found that push or pull tactics work better for you? Which do you prefer and why?