Today I wanted to do a quick post about pull vs. push marketing and what strategy you should focus on with your business.
For the uninitiated, push marketing is where you go out and find your clients, as opposed to pull marketing is where you let your clients find you.
A good example of pull marketing is the use of adwords and SEO, while cold calling is a good example of push marketing.
For the team here at PA, we rely on both strategies, but our best ROI definitely comes from pull marketing.
I think we get our best ROI from pull marketing because for bigger ticket items every person will go through a traditional buying cycle and the first stage of that buying a cycle is research.
People will always information gather first, then make a purchasing decision second., and these days, everyone uses Google to do research first.
So at Premium Animations we buy Google adwords to always try to position ourselves to be in front of our prospects eyes when they are doing their research.
But there is a problem.
Adwords is tough to get right. It’s complicated, esoteric and it can become really costly if you get it wrong.
But when it comes to ROI, an effective adwords campaign is unparalleled.
So where to start if you are interested in getting a good ROI from adwords?
If you’re a masochist like me, you can take a few online courses and seminars and begin to do it yourself. This strategy is rewarding but very time intensive. Your other option is to use an adwords firm.
There are some great one out there and they can make life a lot easier.
But something that you should always be wary of is to make sure that every keyword that your firm is targeting has a corresponding landing page and that your firm is Google certified.
On the landing page front, stress this to your prospective firm, as some firms will simply send traffic to your homepage. Simply buying traffic and sending it to your homepage is as good as throwing your hard earned cash down the drain.
We learnt this lesson the hard way. So learn from our mistake on this one and use a firm and make sure they are certified and will also use a landing page for each keyword.