What is Push Pull and Dangle Marketing?

An Effective search engine marketing campaign requires three kinds of marketing strategies - "push", "pull" and "Dangle".

Pull marketing is about drawing visitors to your website throughout the buying cycle when they are actively seeking your product or service. Prime examples of pull marketing strategy are search engine optimisation, cost per click search engines, directory listings, and yellow page ads. The PULL marketing strategy is client centred and can include offline as well as online marketing methods.

Push marketing refers to all efforts to get the word out to an entire group of potential customers in order to hit the few that many be currently interested in your product or service. Most traditional offline advertising efforts (magazine, billboard, newspaper, tv, classifieds, etc) as well as online banners ads, pop ups and email broadcasts are considered push marketing. The PUSH marketing strategy is you centred and can include offline as well as online marketing methods.

Dangle marketing is about tempting people to use your services or products long term by offering free tutorials, how to manuals, reports, samplers etc. Many software developers allow you to download 3 month free trial of their products for example. The DANGLE marketing strategy is client centred and can include offline as well as online marketing methods

All 3 strategies become part of your Internet Marketing Strategy. They work for any business or practice, and for any product or service you are promoting on the Internet.

Putting it all together
Keyword research discovers the best Keywords for each stage of the buying cycle. By definition, this means that the content and topic of each and every page must be woven around these keyphrases and that the push, pull and dangle marketing strategies fall in line behind the content.

Therefore it is important to have a means of visualising the process of the keyword research. Below is such a chart.

push pull marketing

This chart gives a clear visual workflow of the task at hand. Each section of the buying cycle along with its associated keyword research and marketing strategies will be covered in detail later in this document.

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