In a sea of products and services, what makes you think someone will find yours?
Spoiler alert: They won’t. You need a strategy to “get them in the door.”
Lead generation campaigns are important because they’re the first point of contact between you and potential customers.
But what about once they’ve heard of your product? Most customers aren’t ready to buy right away. And they certainly don’t want to be sold to.
Demand generation builds on lead generation campaigns by providing further incentives for potential customers to take action and move down the sales funnel. The goal is to engage, educate, and nurture those leads until they reach a point of readiness where they will eventually convert into loyal customers.
But what is demand generation, exactly?
In this article, we’ll answer that question.
Demand generation is an omnichannel marketing strategy designed to engage prospects and customers on multiple levels. It seeks to personalize marketing communications to specific customers in different ways at varying points in the purchase funnel.
Demand generation campaigns are multi-faceted. They include:
Think of demand gen as an umbrella term for “anything that creates or increases product demand for new or existing customers.”
By creating demand for a product or service, marketers can drive more qualified leads into the sales funnel and increase conversions. And by nurturing those leads over time, they can build trust and loyalty to create lifelong customers.
Demand gen offers several key advantages:
There are a million ways to do demand gen. And every company will have its own marketing mix. Briefly, here are three bulletproof strategies that have worked for us.
Captivating, valuable content that is optimized for search engines is a fundamental strategy to drive traffic, capture leads, and fuel the demand generation engine.
Examples include:
The best thing about content is it’s shareable. When you run an engaging ad campaign or post something valuable on your website, your audience will share it with others. Since you can reach hundreds or thousands of additional customers this way (while scaling brand awareness), the residual impacts of content marketing can be tremendous.
The best way to reach a new audience is to put your product in front of someone else’s audience. People trust their favorite influencers because they have a connection with them. So, when an influencer talks positively about your product or service, their followers are more likely to take action and convert into customers.
You can work with influencers through sponsored posts, reviews, partnerships, events, or contests. Each approach will have a different impact on your ROI. So it’s important to research each option and decide which one is right for you.
Your website should be designed to convert visitors into customers. This means optimizing your pages and content for a great user experience and employing tools like A/B testing to improve conversions over time.
As an added benefit, you’ll also optimize it for search engines, which will index your website higher in search results. When you rank #1 on Google, you’re basically running a demand gen campaign for free — that is, you don’t have to pay anyone for organic traffic.
It also means taking advantage of other demand gen tactics, such as lead magnets and retargeting ads, to capture leads and drive traffic. By making the most of these tools, you can generate more qualified leads, build trust with prospects, and boost conversions.
Demand generation is a powerful strategy for driving more qualified leads into your sales funnel. In the long run, it’ll help you build trust with customers, increase conversions, and achieve measurable results for your business. The key is to have patience and consistency — it takes time to see results with demand gen campaigns.
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