Australian small and medium enterprises often grapple with the best way to find new customers. Two core approaches to lead generation are ‘push’ and ‘pull’ strategies, and understanding their differences is crucial for maximising your marketing return. Essentially, push strategies bring your message *to* potential customers, while pull strategies draw customers *to* you.

Push strategies involve actively reaching out. Think cold calling, email marketing to purchased lists, or display advertising. These can deliver quick results, particularly for new businesses needing immediate visibility. However, they’re becoming less effective as Australians become more adept at filtering unwanted marketing. We’re seeing increasing rates of email unsubscribes and ad-blocking, meaning your message may not even be seen. Cost per acquisition tends to be higher with push, as you’re interrupting someone’s day.

Pull strategies, on the other hand, focus on creating valuable content and experiences that attract customers when they’re actively searching for solutions. This includes search engine optimisation (SEO), content marketing (blog posts, videos, guides), and social media marketing focused on engagement. While pull strategies take longer to build momentum, they generate higher quality leads – people genuinely interested in what you offer. They also tend to be more cost-effective in the long run.

Here’s a quick comparison of key differences:

• Cost: Push generally has higher upfront costs, pull builds value over time.
• Lead Quality: Pull leads are typically more qualified and further down the buying cycle.
• Customer Perception: Pull feels helpful, push can feel intrusive.
• Long-term Value: Pull strategies build brand authority and sustainable growth.

The most effective approach isn’t necessarily one *or* the other. We often recommend a blended strategy. For example, a business could use targeted social media advertising (push) to promote a valuable piece of content (pull), like a free guide. As we move into 2026, Australians will continue to prioritise personalised experiences and value-driven content. Focusing on building trust and providing genuine solutions will be paramount.

To determine the best mix for your business, start by analysing your target audience and their online behaviour. Understanding where they spend their time and what information they’re seeking will inform your strategy. A detailed lead generation audit is a great next step to pinpoint opportunities and optimise your current efforts.