Marketing Awareness

As I progress through some more aspects of Marketing, let us focus on building Awareness. Now, B2B and B2C will have different strategies based on where their potential customers may be and the price point of their service.? First, we will discuss Push and Pull Marketing.

Push Marketing is defined as making your Brand/Product/Service known to a prospect that does not show an apparent need, or want. Most “offline” channels are used in Push Marketing, such as: Billboards, TV, Radio, Print Advertising and Direct Mail.? While Online Marketing (DM) includes, Display and Social Media Ads along with Cold Emails. The overall intent is to be noticed and create interest. ?

Pull Marketing is employed when a prospect has a want or need. Digital Marketing channels such as SEO, Google Map Optimization, Google Ads, and Retargeting are commonly utilized in this approach.? By doing the research, Pull Marketing will be most effective knowing the volume and seasonality of someone "searching."

Albeit, this is academic, but for a business it’s all about when to do what and with what sort of budget—insightful isn’t it?? What’s the determining factor in all this? Budget. Ah yes, what Marketers hate to hear and where ideas go to die.

Over the past year, one of my clients, a seasonal business, had been generating business through advertising in a local mailer/magazine using coupons. The cost per lead and cost per sale were very high.? They have been doing this for 20 years! Upon realizing they were neglecting Pull Marketing, we initially focused on enhancing their local presence, starting with their Google Business Profile. We optimized their GBP, put them on a Review Management system to gain more customer reviews, and persuaded them to invest in Local SEO, all the while running some Google Ads in the short-term.

Because of the warm winter we had recently in the Chicago area, the phone started ringing earlier and more often, because the Local SEO was working.? They pulled out one of the local magazines they were using, and it seems they didn't need Google AdWords either, as Local Search SEO has exploded! The next project is to provide them with an updated website to enhance their brand.

You may think, 'Well, that’s great because it’s a small business.”

Alright, our manufacturing client, whom we persuaded to implement Paid Search based on our research indicating potential volume and exceptionally high ROI on a single sale, believed the data and went all in. What are the results? Well, it turns out the investment they made in 2023 showed a profit of 220%, and now in 2024 they have $5.6M—that’s right, million—in the pipeline. The traditional expos and trade magazines were not enough to hire a new salesperson, which they have now done because of the flow of new inquiries.

I believe by looking at what you're currently doing; sometimes avoiding "we've always done it this way", because there's been results, and be open to other strategies for building your Awareness.? You may need to give your Brand a “push”, or add some “pull”.

Locomo Marketing

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