There are two main categories in marketing: Push and Pull.

Push marketing is basically when you push your marketing message on someone when they’re in the middle of something else such as driving a car, watching television or browsing the Internet.You may have heard this otherwise called ‘interruption marketing’ and you probably know exactly what I mean. Well, here’s a question for you; how do you feel when you favourite television show is interrupted by an advert for washing up liquid? Pretty annoyed I bet.

So it probably won’t surprise you when I tell you that the best way to increase your conversion rate is NOT through push marketing but through pull marketing.

Pull marketing is about putting your message in front of those who are actively seeking the products or services you offer. If they’re already looking for what you do, then this gives the perfect opportunity to solve their problems and meet their needs.

Some of the most common pull marketing tactics include:

•    Search engine optimisation
•    Pay-per-click
•    Social media sites
•    Newsletters
•    Tradeshows
•    Public speaking
•    Blogging
•    Strategic networking

In general, there’s a lower ROI associated with push marketing. You’ll get far fewer clients for every pound you spend and it requires more effort.

Pull marketing, on the other hand, is very targeted. It gets your message in front of your ideal clients, and it presents your business as the solution to problems that people are actively seeking help with. That’s why pull marketing has such a high conversion rate. It attracts more clients, and it takes much less effort.