Video as Pull Marketing

Video as Pull Marketing

As the world moves away from traditional "push marketing" towards less intrusive "pull marketing", I would advocate that there are two types of pull marketing. One requires a constant regular effort to stay in front of customers, the other much less so. As Google continues to move the goalposts for search criteria, SEO needs a regular shot in the arm to keep pace and ensure your website ranks well. There is no argument that SEO works, but it also gets bad press. I get spammed on a weekly basis by companies offering SEO services. I also meet people who say they pay out regular monthly fees to companies but don't know what they do. Social media is all about regularity and presence. Either you outsource your social media management to a specialist or you devote time on a regular basis to the task. But time is money. Any business or business owner that considers social media to be a free marketing channel is out of touch. Networking is pull marketing, unless done incorrectly, in which case it is push marketing (or 'shouting' as Sticky Marketing brilliantly puts it). Networking needs to be done on a regular and committed enough basis to work for those businesses which choose to employ it as one of their marketing pillars. That means it can consume huge amounts of monetisable time. (I spend about £5,000 of my time every year).

Video Marketing

Video as a marketing tool can be done regularly but does not have to be. A single investment equivalent to a few hours of time can be working for you, day in day out, while you get on with other things. It attracts qualified prospects, communicates your offering and helps with search engine ranking. It's the gift that keeps on giving, or can be if done wisely. As SEO gets harder and the social sphere fills with more and more 'noise', in 2017 Video as Pull Marketing is still a differentiator.