Push-Pull Marketing
There are different strategies that one may take when trying to market their product or service. This may seem obvious to some but to those who don’t recognize the difference between push marketing and pull marketing, I will outline some key points.
Push marketing is something we all encounter every day, from billboard to radio to tv. If I had a product or service that was new and largely unknown I would want to “push” it on to the consumer through advertising. The reason for this is that if the product or service is unknown then obviously the demand on the product is non-existent, therefore I would have to create a demand.
Pull marketing on the other hand is a strategy one would use when there exists a demand for the product and the consumer “pulls” it through some kind of delivery channel. Online marketing deals mostly with the pull strategy. As you can imagine, pull marketing is a lot more effective, especially for the wedding photography industry. One very effective way to accomplish this is to utilize the search engines to determine if there is a demand for your product or service. Go to Keyword Research and see what kind of demand there is for certain keywords. For example, the keyword “utah wedding photographer” gets about 1,600 searches a month. This is a fair amount of search volume for a regionally qualified keyword. In order to get any of this highly qualified traffic to visit your website you are going to have to show up on a search engine results page (SERP). This image shows the distribution of clicks 
My next article will cover the different ways one can show up on the front page of the search engines