Using Push Marketing Techniques to Grow Your Business

Most of us in the marketing business are familiar with the concept of – if not necessarily the term – pull marketing. Pull marketing refers to using your business development strategies to attract customers actively seeking out a product or service to your particular offering. For example, a pizza company might work on increasing its page ranking through search engine optimization (SEO) so that it shows up prominently when a hungry potential customer searches for “pizza near me” in their search engine.

But there’s another type of marketing that takes a more aggressive approach. “On the other side of the coin is a push campaign,” writes Rocco Baldassarre – Founder & CEO of Zebra Advertisement – In an article for Entrepreneur. “A push campaign presents products and services to an audience without serving an initial demand.”

Baldassarre writes about push marketing in the context of online marketing and offers four tips for maximizing the outcome of your efforts.

Take Advantage of Google In-Market Audiences

In-market audiences, as described by Google, serve as a way to connect with consumers who are actively researching or comparing products and services across various platforms connected to the search engine, such as YouTube and partner sites. Baldassarre writes that Google has a large set of in-market audiences, which are lists of users whose online activity indicates that they may be likely to perform some type of conversion – rent a car, order groceries online, etc.

Target Relevant Websites with Banner Ads

Websites with content that is closely related to your product or service are great places to buy banner ad space. For example, a travel website would be an obvious location to place a banner ad for luggage. The key is to find a website that gets sufficient traffic to make it worth your while.

Create Similar Audience Campaigns on Google

“Similar audience campaigns work by looking at an existing target list and identifying new users whose online behavior resembles the ones on the original list,” writes Baldassarre. He gives the example of creating a remarketing list for users who converted on their site – Google can automatically identify those who behave similarly based on various factors of their online activity.

Facebook Behavior Targeting

Baldassarre writes that Facebook offers a very similar service to Google’s in-market audiences, which it calls behaviors and demographics. The tool uses target criteria like credit card usage, shopping frequency, shopping preferences, current needs and others.

Tapping into existing demand is a must for any marketer, but by using push marketing techniques, you can increase both the size of the available market pie as well as your share of it. Today’s technology makes that easier to do than ever before, and imminently measurable so you can determine what works and what doesn’t based on your products, services, audience and goals.  While pull marketing is important and you certainly want to draw potential customers to you, push marketing shouldn’t be overlooked as part of your overall marketing strategy. (P.S. We can help!)


Stay up-to-date on the latest traditional and digital marketing trends and insights for communication leaders: subscribe to our monthly e-newsletter.

About Us

Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We are adept at evaluating and analyzing communication efforts and working with clients to plan, create and publish high-quality, unique content, through both on- and offline media to achieve desired results. Our background in business journalism, marketing, PR/media relations and online communications makes us well-positioned to serve the needs of 21st-century marketers.

We serve clients who are looking for help creating content for a wide array of channels—from social media posts to full-length manuscripts, and everything in between. We focus primarily on service-related B2B topics and work with a number of independent consultants interested in building their thought leadership through online channels. For ongoing content management, our first step is to fully understand your goals, objectives and the competitive landscape.

Then we’ll conduct a thorough analysis and assessment of your digital presence, compared to competitors, and recommend a communication strategy to achieve your goals. But, we also regularly take on individual projects – white papers, blog posts, contributed articles, etc. If you’re interested in learning more, let us know!

(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)

Recommended Reading

21st Century Secrets to Effective PR: Tips and Best Practices for Gaining Media Exposure


Tags: , , , , , , ,

Leave a Reply

Complete the math problem before submitting a comment. * Time limit is exhausted. Please reload CAPTCHA.