December 11, 2015 Kevin Erb

Push and pull

We talk a lot about social media, content strategy and digital marketing ‘round these parts. And for good reason, of course; an active and engaging social presence, backed by a high-quality website, provide your audience a high-profile destination befitting of a leading brand like yours. This very important aspect of your overall marketing shouldn’t exist in a vacuum, however. After all, what good is a great destination if no one knows it exists – or how to find it?

In the marketing world, we call it having a healthy balance of “push and pull“. The “pull” comes from your destinations – those platforms you manage (website, social channels, etc.) The “push” is how you proactively connect with your audience, promote your pull presence and, ultimately, drive them there.

It was this article, in fact, that got us thinking about push and pull – and about ensuring that “push” in particular is a key component of your overall marking effort. The important question, then: What are some ways we can push awareness of our social media and digital presence and pull them to it? Here are a few for you to consider:

  • Email marketing. An incredible, outstanding example of which you’re reading right now! Odds are, you have an impressive database of email addresses for current customers, prior customers, vendors, suppliers, etc. Email marketing – developing and delivering an informative/education email on a regular basis (weekly, monthly, etc.) – is a great way to both demonstrate your company’s industry expertise and to drive them toward your social/digital presence.
  • Email marketing. Wait, what? Didn’t we just cover this? We did, but there’s also an easier way to use email to drive awareness of your social and digital presence – include it in your email signature. While, at first thought, it may not have the same impact as the email marketing discussed above, consider the cumulative effect of everyone in your organization including links to your social presence in their email signatures – and then how many emails you send on a daily basis. That can drive a lot of awareness.
  • Everything else. Do a deep, comprehensive audit of all the many different touchpoints you have with your current and prospective customers – business cards, print ads, signage, product packaging, on-hold messaging, etc. How and where can you drive awareness of your social/digital presence on any or all of them simply by adding links and/or logos?

From your own email marketing strategy to simple email signatures, there are a number of effective ways you can drive awareness of your social presence to your key audiences and pull them in. All it takes is a little push to get started.

 

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