Finding New Customers: Marketing Strategies

Marketing Strategies: Push and Pull

Acquiring new customers is the first thing that comes to mind to increase turnover but it is certainly not the easiest thing. You could invest a lot of time and money if you lack a clear and shared strategy to acquire customers.

First of all, it is the task of marketing to find customers and cultivate them while it is the task of the sales department to close a negotiation by transforming the prospect into a customer.

In general, we can say that there are two marketing strategies to find new customers: Push Marketing and the pull marketing .
In today's competitive landscape, acquiring new customers is critical. Several marketing strategies can be implemented to achieve this. First of all, it is essential to understand your target audience through market research. Using social media strategically helps you engage with potential customers and build relationships.
Offer valuable content, such as informative blogs or webinars, It can attract attention and position the brand as an authority in the industry. Additionally, targeted email marketing campaigns can nurture leads and drive them toward purchase. Don't forget the importance of word of mouth; Incentivizing current customers to recommend services can expand your network. Finally, participating in industry events allows you to create meaningful connections and generate interest.

Push Marketing (outbound marketing)

Push marketing is all about going to Select a certain type of customers and send direct communications.
In fact, push marketing is also known as direct response marketing or outbound marketing.

Generally, messages are sent by phone, e-mail, fax, ordinary mail or even by SMS or WhatsApp. Outbound marketing is based on techniques and processes aimed at finding more customers, even when they do not want to be found. Acquiring new customers is crucial for the growth of every business and requires an effective strategy.

An effective marketing strategy can make all the difference. Start with the Content Marketing , creating valuable content that appeals to your target audience. Use the Search Engine To optimize your website is essential; Good positioning helps to Find new customers .

Don't forget the importance of Email Marketing Sending targeted newsletters can keep potential customers interested and help attract new customers. Also, explore different Marketing strategies to identify which ones work best for your industry. With an integrated approach, it is possible to Find new customers And building lasting relationships is key to attracting new customers. Remember, the key is to understand the needs of your Potential Customer And adapting your techniques accordingly is essential to stay competitive in a digital environment.

Pull Marketing (inbound marketing)

Pull marketing, on the other hand, attracts potential customers to a website page or social channels and is also known as inbound marketing. In the information age, the customer is able to find what you need yourself through search engines.

They also use reviews and ask their network for advice to select a product or brand, so pull marketing seems to be the better solution of the two, but it is not obvious. Acquiring new customers is crucial for any business.

Implement Marketing strategies effective can make all the difference. A winning approach is to use the Social Media to promote your Product or Service . Creating valuable content is essential; These must meet the needs of new potential customers, i.e. the Ideal customer . Use keyword relevant content helps improve online visibility and attract potential customers.
Investing in the web marketing It allows you to reach a wider audience, increasing your chances of conversion. Don't forget that a well-structured digital marketing strategy is the key to attract new customers and build lasting relationships. Focus on channels where your customers spend the most time to maximize results.

Push marketing or Pull marketing: Two different strategies compared

Is it better to use a push marketing strategy or pull marketing?
In practice, is it better to communicate directly or attract potential customers with more refined and less invasive techniques?

Push marketing can also be defined as the More traditional marketing which uses more well-known messages and communication techniques such as: telemarketing, direct mail, billboards, TV and radio commercials, newspaper advertisements, ordinary mail and even procurers of new contacts to be transformed into customers.

Unlike pull marketing, it is a State-of-the-art marketing technology that uses online channels with communication tools that focus on valuable content (both posts and videos) and SEO techniques to be indexed in search engines and be found by customers.

With pull marketing, it is necessary to create a system capable of generating new customers through several phases: the acquisition of a contact, the cultivation of the relationship with free value propositions to generate trust and finally the profiling of potential customers in target for the conversion from prospect to customer.

Generally It is not possible to determine in advance which marketing strategy is best.
The choice depends on many factors: the type of company, the target audience, the sector in which it operates and also the budget available or the type of product or service sold.

If your company has a b2b model, and for example operates in ICT distribution by turning to stores that sell IT products such as computers, printers, tablets, etc.

In this case, it could be useful to have a complete database or a list of contacts to be transformed into potential customers through pull marketing techniques, communicating the commercial proposal by phone or email, for example.

On the other hand, if your company is aimed at private customers, pull marketing may be more effective, especially with the creation of valuable content such as articles, podcasts, ebooks or whitepapers capable of creating a relationship of trust to stimulate them to buy the product/service.

System for generating customers

In both cases, it is necessary to have a structured system for acquiring new customers that involves identifying sources, assigning the contact to a person in your team in charge of following the qualification and conversion phases of the contact until it becomes a customer.

These rules must be clear and possibly written in a manual that regulates the procedures for engaging new customers.

Finding new clients is a time-consuming and effort-intensive task, and the only way to get results is to try to be as organized as possible.

Regardless of the marketing technique used, push marketing or pull marketing, you need to find a way to better manage your contact list and follow the qualification process.

The best way to manage the master data of potential customers is to use a CRM management software instead of relying on an Excel sheet that in a short time will become very confusing with so many filters and reminders to write down the most important information.

CRM to manage contacts obtained from outbound marketing

In case you have decided to apply outbound marketing strategies, after extracting a list of contacts from the network or through a database of contacts of potential customers in line with your target, you will need to import this list of contacts into your CRM.

You can usually import the full list of different contacts into the CRM so that your team can profile them as you go.
Subsequently, for example, you can send an email to present your offer or start an initial telephone contact to make appointments and check interest.
In this way, you will be able to profile your contacts as you go along, to understand those who are qualified from those who are not.

CRM to manage contacts generated by inbound marketing

If you use inbound marketing techniques to attract customers to a web page, then you will need to generate traffic to that page through valuable content or paid advertising.

In any case, thanks to the CRM You can automatically transfer the contact details of the user who filled out the form and showed interest in your valuable content to the prospects' database.

Below, through marketing automation techniques, you can send e-mails that are timed over time based on the prospect's triggers and behaviors.

Artificial Intelligence: An Ally in Marketing

The Artificial Intelligence (AI) It is rapidly transforming the marketing landscape, giving businesses unprecedented tools to optimize their strategies and increase the effectiveness of their advertising campaigns. Thanks to sophisticated machine learning algorithms, companies can Analyze massive amounts of data in real time , identifying patterns and behavioral trends in consumers that would be impossible to detect manually. This analytical approach allows you to segment your audience more precisely, creating personalized messages and offers that speak directly to your customers' needs and interests.

One of the most significant uses of AI in marketing is the ability to predict future consumer behavior. Through predictive models, companies can anticipate Which products customers might be most interested in , thus improving inventory planning and sales strategies. In addition, AI allows you to optimize advertising campaigns, testing various elements such as headlines, images and calls to action in real time to determine which combinations produce the best results.

Another crucial aspect of AI in marketing is customer service automation. The chatbots, powered by artificial intelligence , can answer frequently asked questions, handle support requests, and even Make sales , all without human intervention. Not only does this improve operational efficiency, but it also provides customers with a 24/7 service experience, increasing their satisfaction and loyalty.

Additionally, AI can help improve customer journey analytics, providing businesses with valuable insights into how customers interact with the brand across various touchpoints. Businesses can then optimize these touchpoints to ensure a smoother and more engaging experience. With the increasing adoption of the Artificial intelligence In marketing, it is clear that companies that do not take advantage of these technologies risk falling behind their competitors, making AI an indispensable ally for finding new customers and growing in today's competitive market.