In the previous chapter, you learned about the message content you need to attract your audience.
I also introduced the idea of a push message. Now let's look at the difference between push and pull messages using our car rental company example.
Any good marketing program will require both types of messages.
Develop Push Content to Attract Customers Not Actively Seeking You Out
Push (also known as outbound) messages are where an organization wants to promote its products or services to customers who are not actively seeking that service.
Push covers most forms of traditional advertising, cold calls, direct mail, online display advertising, unsolicited email, or SMS.
For an audience that hasn't started looking for your services yet, to create the right content, you need to consider:
Who needs to rent a car?
Where do they live?
What are they interested in?
Which websites do they spend the most time on?
Why aren't they already actively looking for a car to rent?
How can I inspire them to rent one sooner?
Develop Pull Content to Attract Customers Already Looking for You
Pull (also known as inbound) messages rely on customers who have come looking for your products or services. This message could include search results (paid or otherwise) or an ad offering car rental that appears just after the customer has booked a flight online.
In this case, you need to ask questions like:
What keywords have been used?
How many people are searching at a given time?
How is your offer unique?
You can deliver both push and pull messages directly from your CRM software or through integrations with other marketing software. In addition, you can use customer data to target your messages, choosing the right combination of push and pull messages.
Let's Recap!
Push messages are outbound communication, where you are trying to attract the customer to your products, brand, or services.
Pull messages are inbound communications where you are responding to a customer showing interest.
Any good marketing program will require both types of messages.
You are now able to adapt your communication to the marketing strategy. In the next (and final) chapter, we’ll pull everything together and examine how you can prove to the organization that the time and money spent on CRM strategy and software has been worthwhile.
