Demand generation is an important part of any marketing strategy. Much like the overall marketing strategy itself, it should be made with achievable goals and measurable outcomes in mind. It requires specific objectives and targets that a business hopes to achieve. For the demand generation plan, it means raising awareness and boosting your reputation as a business. This will, in turn, make customers want to purchase your products and services. You are creating demand for you and your offerings, which is what makes it a “demand generation” strategy. A demand generation strategy works best when aligned with digital marketing; when they work together to achieve the same outcomes and accurately represent your brand on all fronts.
A demand generation strategy fits into the overall marketing strategy because it is needed to build trust, establish your brand as an authority, and grab the attention of leads. These are all things that improve the effectiveness of an overall marketing campaign. Let’s look at how demand generation works and how it fits into a marketing strategy.
Why do you need to Include Demand Generation Into a Marketing Strategy?
Business is at its best when the individual parts (teams) work together towards the same objectives. This can be achieved by aligning sales and marketing. Have clearly established goals that everyone is working towards achieving. As you develop your marketing strategy or overall business strategy, ensure that demand generation is in there somewhere.
Demand generation and marketing go together hand in hand. Demand generation can improve marketing results, while marketing, in turn, improves demand generation. If you’re looking to increase revenue, then you need to leverage brand generation. It helps you establish a better reputation, which helps to convert more leads. If the goal is to boost traffic for your website, then you can achieve this using the marketing materials you create for demand generation. Things are at their best when the strategies work together in harmony to generate and convert leads.
Demand Generation Techniques
When it comes to demand generation techniques, there are several to choose from. A successful strategy involves combining several techniques to get the best results.
We all know how important it is to rank high in search engine results. The reason it’s so important is that most people – around three quarters – never reach the second page of search results. Being on that first page is vital. SEO is vital for any business that aims to build trust, improve the discover-ability of their website, and generate traffic for that website. You have to post regular content and optimize the website, so it loads quickly. Effective use of keywords and high-quality backlinks help too. For instance, guest posts or link insertions on authority websites, editorial links from big magazines or local citations (for local SEO) are good ways to start your link building campaign. All of those go together to create an effective SEO campaign that is sure to help you reach your business goals.
- Content Marketing
Content marketing should be an integral part of the demand generation strategy. Most marketers create one form of content per day. This content marketing strategy is particularly important if you want to post content regularly, position yourself as a thought-leader and educator for the industry, and solve any problems customers might have. Having accessible content that offers a lot of value makes it more likely that a customer will give you their information to gain access to gate content, free trials, or a downloadable white paper. You can then use that extra content to convert them into a lead.
- Social Media
The two places people go to research products are search engines and social media. You can’t afford to ignore social media with your marketing efforts. It would mean missing out on important opportunities for demand generation and lead generation. Make effective use of social media to reach as many people as possible at just the right time with just the right content.
Email marketing seems a little old hat, but it still works. According to HubSpot, 59% of people they asked said that email marketing helped them to make purchasing decisions. Utilizing an effective email marketing strategy improves brand awareness and product awareness. Stay in touch with potential customers and send them relevant information and advice and products that would suit them. Stay on top of click-through rates to see what works and watch as your website traffic explodes.
- Lead Scoring
There’s no point in generating leads if you aren’t going to follow up on them. Around 70% of leads are lost because of this. Stay on top of your leads and guide them through the sales funnel. You should score them to be sure they are worth your time and effort too. Marketing starts with understanding your target audience. Knowing who your audience is will ensure that you send the right people the right messages. Lead scoring allows you to qualify leads early on and ensures potential clients are more likely to become leads, and ultimately, customers.
- Marketing Automation
Around three quarters of businesses use some form of marketing automation. Marketing automation comes in a few different forms. It can help to personalize the marketing better and streamline the process or speed it up. Businesses need to keep things simple and consistent, and as free from human error as possible. Those are all things that marketing automation can help with, while it also helps support each stage of the marketing strategy for better results.
How to Best Utilize Demand Generation?
The problem with lead generation and knowing how to use it is that there’s no universal solution. Each business is unique, and they all have their own goals and audience. What works well for one business might be useless to another. Put in some research and monitor what does and doesn’t work. Adjust the strategy as needed. Take advantage of several different demand generation tactics at once and develop the perfect strategy for a great online presence. Don’t forget to take advantage of market automation tools along the way to make life easier.