Be it a new business or the old one that operates in crowded markets, every sort of business faces the biggest challenge, namely demand generation. Demand generation is a much-involved process that’s why it looks tough for startups.
Today, we are here to cover everything about demand generation, how it is different from “traditional” lead generation, and also will let you know the best demand generation strategies for your business. So let us know what you can do to excite people for your products and services and drive enhanced qualified leads.
What Is Demand Generation?
Like the conversion paths, demand generation can be considered as a funnel. Demand generation starts by analyzing audiences that are expected to be open-minded to the marketing messaging for the brand before guiding prospects through a funnel that locates all the phases of the conversion process.
Although, not like traditional conversion paths or inbound marketing, which play a role in the process, demand generation lines up with marketing and sales closely to attain such goals.
For marketplaces, demand generation can be expensive, specifically in the past days, where you were needed to validate your business model and attempt hard to drive the transaction flow.
Therefore, it is important to reach demand generation with the comprehensive target of testing and validating the growth channels despite dropping your whole marketing budget immediately on a few big tests.
It is all about emerging with the right ad copy, the right content, the right channels, and reaching the right audiences with targeted, small tests, and next, doubling what works the best.
In Simple Terms, demand generation is defined as the generation of demands for products or services of a business. This is achieved through a comprehensive, gradual, and complete process that usually stretches all the marketing departments.
Demand Generation vs. Lead Generation
However, traditional lead generation and demand generation may look much similar, but there exists a chief distinction between these two.
Necessarily, the big difference between lead generation and demand generation is that demand gen is a remarkably more comprehensive process that covers a place over a much greater time needs than lead generation. Also, it includes close communication and collaboration between marketing and sales departments and keeps track of elements of direct, inbound, and email marketing to strengthen prospects, while providing them the material they require to understand more about the procedure of problem-solving.
Best Demand Generation Strategies To Convert Prospects To Leads
A demand generation strategy that is successful catches up the attention of the customers and lures them to learn about, engage with, and buy from a brand. Many marketing approaches are utilized to grab customers and make them move through the conversion funnel.
Here are the top ten demand generation strategies you can start with right now. Let’s start.
#1. Implement A Lead Scoring System
Well, demand generation is not just related to enhancing the number of leads for your brand, yet is also about improving the quality of leads.
One of the best ways to ensure whether your leads are of the best quality is Lead Scoring that your sales team needs to close enhanced deals. It emerges with the past behavior of your prospects and the steps they have taken during the interaction with your brand to check if the individual prospects reveal enough interest to be taken as a “hot” lead for the team of sales. This is attained by reviewing the actions carried with your brand, at several touchpoints. Also, lead scoring can evaluate the power of the lead by checking out the role of the individual in an organization.
Although lead scoring can be attractive, at the same time it may not be essentially good for your brand. For instance, if you are attempting hard to generate sufficient leads for your sales team, it’s likely quite quick to fret about scoring the leads you hold. However, for the brands that are expecting to take their strategies for demand generation a level ahead, lead scoring may be worth incorporating for them.
#2. Leverage The Power Of Remarketing
Many marketers accept remarketing as a robust strategy for enhancing conversion rates. As you need to be remarketing with a target of increasing conversions, remarketing is also an amazingly robust brand awareness-building tool.
A few years back, while we were attracting new traffic to the website perfectly, we discovered that we were performing so well. But, when it was all about converting or retaining this traffic, we were not doing the best. Most of our traffic was from non-branded organic search and never converted. Most users came once to visit the site before leaving and never returned. That’s where display remarketing comes in.
Once we implement display remarketing like a brand awareness-building approach, we increase conversion rates dramatically over time.
By utilizing direct traffic for branded search terms as a proxy, we will witness that post-implementation of display remarketing, we will be able to enhance repeat visitors, conversion rates, and our average time-on-site by an amazing amount.
#3. Email Marketing Strategies Optimization
Email marketing can be a very strong component of your demand generation campaigns, but many advertisers just misuse or fail to reap its potential.
When email marketing checks-in, A/B testing is important, and the saying “Less is More” applies here. If you turn back to carpet-bombing regularly your email list, you will risk converting prospective customers and will also hurt your brand. Despite that, you should blast your lists all the time, so that you may work smarter, not tough.
All about your email campaigns can be A/B tested to make sure that your emails are doing as perfectly as possible. Everything, starting from headline length and copy of subject line to the linking approaches and offer placements, needs to be tested so that you can finalize informed decisions related to your email campaigns that are based on hard data despite assumption.
Firstly, you need to keep track of demand generation strategy – “Give away your best stuff“, when email marketing is the main target. Spamming your database constantly with the low-valuer offers is a sure-shot path to make your subscribers go crazy. But, if you provide your list, your best resources, tools, and the offers in your emails, soon you will grab prospects waiting to hear from you.
#4. Invest More In Content Creation
Since the past, the major credit of demand generation strategy is given to inbound marketing whereas, content creation has never been given so much importance.
Continuously producing content may attract more leads and will also increase brand awareness. This leads to increased engagement of users and will attract traffic to your website. Famous forms of content include blog posts, infographics, cheat-sheets, webinars, eBooks, training courses, and more.
Using social media, sharing content, and announcing new trends and promotions within your industry is a great way to craft your content that may instill interest in your audience. You should not be scared to share the testimonials in your blog posts or on social platforms to exhibit your customer satisfaction and industry expertise of your industry.
Content is a long-term investment, like demand generation. For success, consistent effort is needed, something that various businesses just fail to perform when it comes to content.
#5. Utilize Managed Placements in Display Campaigns
Nowadays, sometimes, display advertising gets a bad hit. Certainly, display holds its limitations, but various advertisers miss the power of the Managed Placements in their Display Network campaigns. If you are strange to Managed Placements, let you know that it permits the advertisers to manage where the display ads of the audiences are revealed more effectively by defining where their advertisements will appear, restricting their reach to individuals who are expected to revert positively to them. Accept them as an enhanced targeted strategy to display, despite the scattershot strategy of regular display ads.
As the chief target of display campaigns is to increase brand awareness, the display can be a very effective core of a broader demand generation campaign. Essentially, you are not looking for conversions from the display, despite promoting your brand and enhancing mindshare, both are the roots of display campaigns. Using Managed Placements, merging your such real benefits with additional control over who can see your ads, will make your ad type even more effective.
#6. Invest in Search Engine Marketing
Additionally, to get listed on famed review websites, to make sure that your site alone gets rank on the first page of search engine results, is an essential bit to attract more leads and enhance brand awareness. Yet, if you haven’t developed domain authority to place your site on the first page, you may use pay-per-click (PPC) ads so that your site gets top rank on the first page in search results.
Well, keywords also play a vital role as certain phrases and words will assist your website to be visible above others when a particular keyword is entered into a search bar.
Also Read: How To Perform SEO Audit Of An eCommerce Website
#7. Provide a Free Tool, App, or Resource
Providing a free resource or tool is one strategic demand generation approach that, apart from giving your audience insights into your products or services, also ignites trust with them by revealing the industry expertise of your brand.
Display your best work in a free content piece or a downloadable resource, so that prospects can be able to analyze your company and come up with a well-informed decision relevant to their desire for purchasing from your brand.
#8. On Facebook Use Lookalike Audiences
Well, let’s assume that you are already advertising on Facebook, and advise one of the most robust targeting strategies on the platform that is lookalike audiences.
As their name recommends, lookalike audiences are the custom audiences that look akin to users that have revealed an interest already in services, products, or content, depending on behavioral or demographic similarities. Facebook permits you to upload the custom audiences crafted using data you have gathered already from your characteristics.
One of the crucial advantages of lookalike audiences is that it permits you to necessarily increase the potential reach of your Facebook advertising campaigns by using the vast importance of data that Facebook has on its users. The more custom audience you upload, the more broadly you can cast your net utilizing lookalikes.
#9. Partner With A Related Business
Extremely effective, marketing can be more expensive. You can fight this by partnering with an akin business to market your brands together. Co-marketing permits you to market to an entirely new audience that could benefit potentially from your services or products.
Co-marketing events can embrace events, joint blog posts, cross-promotional agreement, webinars, and much more. All such marketing efforts are useful to magnetize the attention of a new audience. Just ensure that their audience is akin to yours and vice-versa that may benefit both the companies.
#10. Give Away Your Best Stuff
Whether it is a free offer, a content download, or another promotional campaign, just make sure that you give away your best stuff. However, this may look illogical, but constantly providing giveaways holding real value clutch many benefits.
First, it crafts trust between your brand and audience that states that they are more expected to come back to your website or content.
Secondly, it affects well on your brand that your motivated prospects may put one step ahead and become the voice of your brand on your behalf. Ultimately, by providing something holding real value, your visitors are more anticipated to participate with whatever information you require to start qualifying them as a viable lead.
An effective demand generation strategy magnetizes attention from new prospects and leads to engagement. Regardless of what marketing strategies your business follows, demand generation will assist you in truly developing the roots of a relationship between your potential customers and you.
To learn more about demand generation, you may take the assistance of the best eCommerce development company.