My take: You cannot successfully push-market into that cacophony. You must pull, because there is already way too much push. I’m thinking Eric Blackwell’s archives warrant your attention.
There’s always something to howl about.
My take: You cannot successfully push-market into that cacophony. You must pull, because there is already way too much push. I’m thinking Eric Blackwell’s archives warrant your attention.
Jeff Brown says:
Just read a description of push marketing, using blogs as an example. Are blogs push marketing? It’s confusing as hell.
April 28, 2012 — 12:47 pm
Greg Swann says:
> Are blogs push marketing?
A blog itself is push-marketing (“Here, take my business card!”), but the consumer searching for your services on Google is pull-marketing (“How can I get your business card?”). Pushing business cards into a hurricane of data will offer diminishing returns, going forward, but strategically-focused weblog content will enable potential clients to find you.
The TwitBook mafia sees a billion users without noting that people TwitBook to talk, not to listen. If you want to talk to those folks, these are the magic words to listen for: “Hey, can I ask you a question?” Until you get to that inquiry or one like it, you’re shouting into a gale-force wind.
April 28, 2012 — 1:25 pm
Peter Jordan says:
Instead of pushing, we need to be asking permission by offering incentives (e.g contests, special offers, coupons) so our advertising is accepted voluntarily.
April 28, 2012 — 3:52 pm
Greg Swann says:
> Instead of pushing, we need to be asking permission by offering incentives (e.g contests, special offers, coupons) so our advertising is accepted voluntarily.
That’s really just more push. An inquiry you don’t have to buy in one way or another comes in over the transom, completely unsolicited.
April 28, 2012 — 5:46 pm
Joshua Dorkin says:
Greg – Do you see blogs as a dying medium, then? Certainly we’ve seen countless blogs come and go through the years, but many have sustained a strong following and continue to grow and thrive.
What’s your take? Thanks for the share.
April 28, 2012 — 4:57 pm
Greg Swann says:
> Do you see blogs as a dying medium, then?
No, I don’t think so. Blogs die because the creators lose interest, but if a blog is either a thriving community, like your place, or a valuable information resource, there is no reason it should not persist. If something replaces search engines as the source of focus-able traffic, things could change. But as long as people are searching, sites that answer questions people want answers to should be fine.
April 28, 2012 — 5:51 pm
Jeff Brown says:
Speaking only for my own blog, Greg, that’s how inquiries come in to me. My big ‘push’ is limited to phone number and a ‘Contact BawldGuy’ button.
April 28, 2012 — 6:02 pm
Greg Swann says:
> Speaking only for my own blog, Greg, that’s how inquiries come in to me. My big ‘push’ is limited to phone number and a ‘Contact BawldGuy’ button.
That’s all you need. Years of laser-focused content bring them in from Google, what they find is what they were looking for and an easy way of making contact ties ’em up with a bow. You could shout for attention all day and get none. But have the answer on hand to the question the prospect is asking and they will come to you pre-sold, yours to lose.
I was saying this same stuff four years ago at BloodhoundBlog Unchained in Phoenix.
The exemption I would make to the general argument is also yours, BTW — comment marketing. When you can insert yourself in an on-going conversation in a way that says “I’m your guy” — that’s a push that can pull.
April 28, 2012 — 6:28 pm
Joshua Dorkin says:
> as long as people are searching, sites that answer questions people want answers to should be fine.
Agreed.
>comment marketing. When you can insert yourself in an on-going conversation in a way that says “I’m your guy” — that’s a push that can pull.
Unfortunately, Greg, most just get the comment marketing wrong. They add little of value and fail to extend the conversation — two of the things that are required to be successful in that medium.
That all said, I wonder if you measured the “most successful” push vs pull techniques, which would end up on top. I suppose it all depends on the site/product, though…
April 28, 2012 — 6:55 pm
Greg Swann says:
> Unfortunately, Greg, most just get the comment marketing wrong.
That’s why I praised Jeff. He’s a master at making connections with choice comments.
April 28, 2012 — 9:05 pm
Alyssa King says:
Great image, Greg. It’s really fascinating. And I agree about the blogs. I think that they can stay alive and healthy if the content is right and the following is consistent (such as this blog). But I think the number of active blogs will decrease as they are seen as an internet fad of the past for those who once blogged more regularly. Similar to how Myspace or Ebay lost their traction because because they were no longer new and exciting- I think some blogging will go the same way.
April 28, 2012 — 10:14 pm
Debbie Gartner says:
Interesting conclusion. I guess this helps support my blogging strategy. I’ve placed the control in the customer’s hands and when they are ready, they will find me and call me.
May 28, 2012 — 11:36 am