If your business has gone past the initial stages of brand awareness and building a fanbase of loyal customers, the push marketing strategies in this post will help you put your products or services in front of a ready-to-buy audience.
Contrary to popular opinion, push marketing is not dead. It is still an effective marketing technique and one you shouldn't overlook when devising a marketing strategy to scale your business.
When we talk about push marketing techniques, we are referring to the use of promotional strategies geared toward selling a product or service directly to consumers. This is like having showrooms, point-of-sale displays, or online stores. But in this case, we are talking about digital ads, not physical or online stores.
However, all push marketing techniques are not created equal. Although some are no longer viable marketing strategies, the following push marketing techniques or tools are still effective for scaling a business.
Conversion-Specific Campaign With Google Display Ads
Toward the end of last year, Google launched the "pay for conversions only" feature with display ads. This turned out to be a powerful tool for businesses that were looking for reliable, cost-efficient marketing options.
The beauty of this feature is that it allows marketers to pay for conversions instead of clicks or impressions. You and I know that more clicks do not always mean more conversions. So, what could be better than paying for results only?
If you are looking to advertise your product to the market without suffering the negative effects of unconverted clicks on your marketing budget, this conversion-based bidding may be the best option for your business.
For example, if you set a bidding cost-per-conversion of $100 and you get 100 clicks but actually converted 20 into paying customers, you will not pay for the 100 clicks. Instead, you will pay only for the 20 conversions.
What Is Conversion in Google Ads?
The term conversion in Google Ads is relative. Depending on your campaign goal, interaction with your ad may be counted as a conversion when a customer signs up for a newsletter, fills out an online contact form, purchases through your website, downloads an app, whitepaper, or e-book, and so on.
You need to set up "conversion tracking" to be able to track your ad and how well it is performing with regards to your campaign objective.
Conversion tracking is a powerful tool that allows you to see what happens after a potential customer has interacted with your ad.
Setting up tracking involves a simple process of generating an HTML code in Google Ads that you then paste into the webpage (or landing page) where customers are redirected upon completing the action that you have specified to mean conversion for your business.
This could be an order confirmation page or thank you page. Since this article isn’t about conversion tracking in Google Ads, I suggest you read about it here.
Google Audience Expansion and Facebook Custom Audience
The Google audience expansion feature is another powerful push marketing tool that allows marketers to scale their marketing without increasing acquisition cost.
By implication, this is an effective way to scale your business. And businesses using this tool see up to 50% increase in conversion without accumulating higher bidding costs.
The Google expansion feature is a powerful push marketing tool, but Facebook's custom audience and lookalike audience cannot be relegated to the background.
Both of these features are effective at reaching millions of prospects who are likely to convert. As such, you shouldn't overlook Facebook remarketing when trying to get your product in front of your customers.
What Is Facebook Custom Audiences, and Why Is It Important?
Facebook Custom Audiences is a feature in Facebook Ads that allows you to retarget people who have in one way or another already interacted with your business.
It could be retargeting people who visited your page, engaged with your page's content or ad, or saved your post. It could also mean targeting those who sent you messages via Messenger or those who performed certain actions such as clicking any call-to-action button
You may be wondering why this feature is so important. The truth is, most of the time, those who engaged with your content are most likely interested in whatever you are offering.
Also, bear in mind that it takes about 6 to 8 touches to generate a viable sales lead. Showcasing your product or service to people time and again will help remind them to take the action they didn’t the first time.
Google’s Dynamic Remarketing
Back to Google Ads once again. Although Google Ads are generally effective for targeting a buyer-intent audience, the dynamic remarketing is more like a retargeting tool that allows you to reach people interested in your kind of services or products, whether they had interacted with your content in the past or not.
According to Google, this feature has consistently delivered up to a 29% increase in returns for marketers using this feature.
In this particular case study, Netshoes, a web-only retailer of sporting equipment and athletic apparel, witnessed a 30% to 40% increase in its overall revenue by using dynamic marketing during the Christmas season.
If you are looking to get your products or services in front of an audience who is really interested in what you are offering, the dynamic remarketing feature is the right tool for you.
In-Market Audiences for Search Ads
Artificial Intelligence (AI) is taking marketing by storm, and Google has been at the forefront of this evolution.
With the in-market audience, Google uses machine learning to analyze trillions of search queries to identify people searching buyer-intent keywords.
So, this feature actually allows you to show your ads to people who are most likely to buy from you. This marketing technique isn't as new as the three discussed earlier, but it is still very effective and widely used by savvy online marketers.
Push Marketing Is Still Effective
Pull marketing may be the reigning technique for increasing your customer base and creating a loyal audience.
But if you have passed that stage and are really looking to scale your business, push marketing techniques such as the ones discussed in this article will help you get the best returns for your marketing spend.
About the Author
Ali Soudi is a digital marketing strategist and the co-founder of Be Unique Group, the fastest growing Premier Google Partner in the MENA region. Ali likes sharing marketing tips that benefit small businesses and has written multiple articles on inbound marketing, social media management, and Google ads.