And although we have several strategies available to achieve this, usually the starting point is to reinforce brand awareness to capture leads and generate more sales.
This is precisely what the generation of demand is about.
Keep reading, because in this article we will tell you what this discipline is about, how you can generate greater demand for your products, and how Marketing teams should work to achieve better results.
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Let’s get started!
- 1 What is Demand Generation?
- 2 Demand Generation vs Lead Generation: What is the Difference?
- 3 How to Carry Out a Demand Generation Strategy?
- 4 What Should Marketing Teams do to Promote Demand Generation?
What is Demand Generation?
Of course, the generation of demand arises as to the first response.
And it is that the generation of demand encompasses all Marketing actions that are intended to identify potential audiences and increase their interest in your products and services.
Precisely in our departure, we identified the companies to which we could transmit the value of content strategies to generate real sales opportunities. All through our banner: the content and this blog that you read at this very moment.
There are many cases like ours and in different market segments. Think of Uber’s efforts to position itself in a world that was still used to the taxi. Or what Apple did when it launched the first iPhone.
As you can see, the generation of demand is perfectly applied to companies that want to market a new product or service. But it is not exclusive to these, as established companies can also generate more demand for their existing products.
Thus, in practice, any B2B or B2C Marketing strategy of any company can benefit from the generation of demand to position itself and improve its reputation in the market.
Well, in the end, it seeks to keep your company in the minds of your prospects to foster conversation and break through the long and complex buying process.
Demand Generation vs Lead Generation: What is the Difference?
With all of the above, it seems that demand generation is another term to refer to lead generation, right? In reality, while these strategies are deeply related, they differ on some points.
- First, the objective of demand generation is to increase awareness and visibility about your brand or a product, while lead generation promotes a specific action to obtain information about users, such as filling out a form, registering on a landing page, etc.
- Second, the generation of demand is a more emotional strategy, since it appeals to show the values and attributes of a company. For its part, lead generation is more logical and focused, as it consists of qualifying and retaining the prospects most likely to buy your products or services.
Thus, generating demand is a first step in generating qualified leads, as it opens the way for strangers to move through the sales funnel to become customers.
Ultimately, these two strategies are complementary. And you can’t generate leads without positioning your brand, but your company name would have no value without valuable prospects or customers.
How to Carry Out a Demand Generation Strategy?
Whether you plan a new launch, publicize your business or grow with your star product, focusing on defining a demand generation strategy is necessary to find potential customers.
The question is: how to do it?
To begin, you must be clear that demand generation is not a discipline with immediate effects, so you must focus on the long term. In addition, it is a cyclical process, since it begins, ends, and is repeated at any stage of the Customer Journey.
With this clarification, take note of the following guidelines to carry out your demand generation strategy.
1. Define your goals
Any marketing strategy begins with the definition of objectives. To generate demand, you must focus on the business objectives of the company.
For example, if the Sales team needs to sell X number of software licenses by the end of the quarter, you must identify how many leads the Marketing team needs to generate to fill the sales funnel.
The idea is to determine the approximate number of people that you should impact the demand generation strategy. A good idea is to implement a Sales Enablement system to coordinate the actions and objectives of the Marketing and Sales teams.
2. Build your brand identity
Now, considering that marketing campaigns focused on branding are 4 times more likely to increase revenue and profits, you must work to improve the recognition of your products and position yourself as an authority in your sector.
For this, Branding actions are crucial to define the identity of your brand. Think about the following:
- What are the values that your brand represents?
- How do you differentiate yourself from the competition?
- What is your purpose?
- How can you communicate it at all stages of the Customer Journey?
These questions, while simple, are powerful for creating a consistent brand and conveying a message that resonates with your audience.
3. Thoroughly research who your audience is
What follows is understanding who your ideal audience is. A widely used figure in Marketing is the Buyer Persona. This is defined as a data-driven representation of your ideal customer.
There are many ways to build this profile. By the way, together with RD Station, we developed a Buyer Personas generator that can help you.
Keep in mind that the correct segmentation in this step is crucial to trigger a valuable message to the correct audience.
You don’t want to waste your resources trying to reach an audience that is not interested in what you are selling or, even worse, does not have the problem you want to solve with your product!
4. Map the Customer Journey of your potential customers
Since you are clear about who your ideal client is, now you must define the stages of the Customer Journey because once we manage to attract the interest of a person, we want them to continue advancing in their journey until they become a client, right?
Well, in the Customer Journey we have 5 stages:
- and recommendation.
Normally, demand generation is usually focused on the first stage. However, you must generate demand at all stages! The most effective Marketing teams focus on the entire process.
And, even though the ideal would be to attract potential customers from the first stage, in practice they can arrive at any time during their purchase journey. So you must prepare to take care of the relationship with your clients, know their pain, and attend to their needs.
Remember: focus on educating your audience at all stages of the Customer Journey.
5. Plan a Content Marketing strategy
One of the most effective ways to generate demand is Content Marketing. Why? Customers often buy your products from brands they know and trust.
Therefore, it is necessary to earn their trust through valuable content such as videos, blog posts, Ebooks, and newsletters. With these, you can position your company as an authority in your industry.
What should you keep in mind about Content Marketing aimed at generating demand? Mainly, two things: SEO and the creation of truly valuable content.
Regarding the first, since demand generation seeks to increase visibility, the content should be linked to the more general queries about your industry. The keyword research is the key that will connect you with your potential customers.
Once you identify the words and topics relevant to your business and your audience, you need to ensure that you deliver an unforgettable content experience. Make an effort to offer a differential factor such as that offered by interactive content.
The advantage of interactive content is that:
- They favor the engagement and Customer Experience of users, which helps to build a connection that facilitates their transit through the sales funnel; Y
- they can generate leads organically, as interactive content demands user action, which generates relevant data for the company.
Some examples of powerful interactive content today are:
- calculators ;
- landing pages;
- infographics ;
- among several others.
Also, don’t forget to create content for the top, middle, and bottom of the funnel that facilitates a transition between stages maintains interest and improves the shopping experience.
6. Select your channels
In addition to producing valuable content, you must determine which channels you will use to distribute it. To do this, you must take into account the channels used by your Buyer Persona, your goals, and your budget.
In summary, in the digital environment there are 3 types of channels :
- Own channels: website, blog, your profiles on social networks, etc.
- Canales pages: Google Ads, Facebook Ads, YouTube Ads, etc.
- Channels won: reviews in the media, mentions in specialized portals in your sector, public relations management, etc.
What you should aim for is to build an integration of the channels in which your Buyer Persona is in order to interact with her more frequently and stay on her Top of Mind.
You don’t need to invest in paid advertising right out of the box. You can create content on topics that interest your audience to nurture your blog and distribute on social networks. In this way, you can start to strengthen your digital presence organically.
7. Automate your strategy
When you have identified what you need to generate demand at each stage of the Customer Journey, you can begin to automate some parts of the process to optimize your available resources.
- the dissemination of segmented content;
- responses to inquiries;
- attracting leads, etc.
There are numerous tools to automate these actions. Just keep in mind that you must closely monitor their performance so as not to lose the focus of the strategy, which is to generate demand.
What Should Marketing Teams do to Promote Demand Generation?
The demand generation scenario is complex: excess information, increasing competition, great pressure to meet short-term objectives, increasingly demanding customers, and difficulty in engaging in valuable conversations are some of the challenges that marketers face.
And although according to HubSpot, the top priority for Marketing specialists is lead generation, many teams make the mistake of focusing their actions on a single stage of the Customer Journey and not paying attention to the importance of the brand.
According to this LinkedIn post, Marketing teams need to take a totally different approach. In fact, the future of demand generation is understood from the following perspectives:
- Understand the importance of branding in Marketing strategies: lead generation is more effective and profitable in the long term when investing in the brand.
- Balancing more immediate goals with a longer-term vision.
- Adopt a more holistic profile: Marketers must have lead generation must be one of their main skills, but they must also know how to use social networks, master content strategies, and create interactive experiences to create a brand.
Having a flexible skills approach to work and a learning culture can improve demand generation efforts. But this change must be carefully planned!
It is important to structure a solid, strategic, and well-balanced Marketing budget to achieve the expected results.