The technological landscape is constantly changing, and the world of supply and demand marketing is evolving along with it. For this reason, it is essential to the survival of your business to stay up to date on the latest trends. Every business goal is different, of course, so the key is to use analytics to figure out what best works for you. This is likely a delicate combination of push and pull strategies.

According to one study, more than half of all smartphone owners use their devices while watching television. In other words, a lot of consumers can research products and services as they appear on TV. Therefore, ads that include calls to action (the push) will engage viewers and compel them to take the next step (the pull). There are a variety of ways this can happen. Perhaps, for instance, they need help solving problems, or maybe they heard powerful messages that resonated with them.

Television commercials (or other push marketing mediums) direct consumers to specific landing pages – remember that unique URLs allow for better measurability. Marketers can then offer some sort of incentive to stay engaged, such as a free sample or e-book, in exchange for contact information. At this point, the trip down the funnel has officially begun!

Now that you have generated interest and received contact information (name and email address), you can launch an automated drip campaign to educate consumers as they travel through the funnel. This will prepare them for the best experience when they walk through your front door – whether it is brick and mortar or virtual.

This is a relatively clear-cut example of combined push and pull marketing techniques, so it is important to remember a few key points as you customize your own approach. Be sure to target a specific niche, for instance, and prepare your e-book, sample, or other offering. Also ensure that your messages cater to the right demographic, and that the language is concise and simple. Finally, use a highly specific URL as well as an analytics system to help you optimize results. Use these guidelines to increase your ROI by approximately 20%!

Here are some other ideas:

• Social Media: The impact of social media on marketing simply cannot be ignored. Don’t just jump into it blindly, however. Choose your platforms carefully, because different networks cater to different audiences. For example, LinkedIn is great for B2B marketing and Facebook is commonly used for B2C marketing. Make sure your profiles are easy to locate by including them on all promotional materials (flyers, coffee mugs, etc.). Also ensure that your social media content is relevant and interesting, and that it encourages discussion. Take advantage of giveaways, discounts, and exclusive content as outreach tools, too.
• Email Marketing: This medium combines push and pull components. When people agree to receive emails, they’re pulling. When you send emails, you’re pushing. Use A/B testing to track performance and use the information you collect to sharpen your future campaigns. Find out how recipients perceive your subject line, for instance, and know your click-through rates. Something as simple as segmenting lists can make a big difference.
• Search Marketing: Many people get started on their buying journeys by conducting basic Internet searches. SEO is still very much alive, so your content should contain appropriate keywords (just don’t overdo it!). Use your analytical tools to test various keywords as they relate to your conversion rates.

If you only stick to push marketing, it will be difficult to engage prospects who tend to conduct online research. Conversely, if you favor pull marketing, you will struggle with reaching prospects who are unaware of your business. By using both, you boost awareness and provide the information necessary to make purchasing decisions.