10 Methods for Demand Generation to Boosts Digital Marketing

demand generation efforts

Marketing is all about demand, and demand generation is the process of creating demand for a company’s products or services. In this blog post, we will discuss how demand generation can be used as a powerful marketing tool to help digital marketers grow their businesses.

In recent years demand creation has been on the rise as businesses have sought new ways to generate leads and promote products online. This has led to an increase in demand generation specialists who work closely with digital marketers to create innovative advertisements that stand out from competitors’ ads. Demand generation professionals are well versed in both traditional marketing techniques like public relations and advertising, but also newer tactics like search engine optimization (SEO) and social media marketing (SMM). The right combination of these techniques can create a demand generation campaign that is both successful and cost-effective.

One of the primary benefits of demand generation is that it can help businesses target their advertising efforts more effectively. By understanding what products or services people are interested in, demand gen specialists can develop ads that focus on specific needs and desires. Additionally, by tracking website traffic demand gen specialists can help develop a demand generation campaign that is aimed at people who are actively looking to buy products or services. This allows companies to spend their advertising dollars more strategically and focus on potential customers instead of those who have no intention of buying anything from them in the near future.

In addition to improving demand creation, demand generators also provide value by helping businesses track their online marketing. By analyzing website traffic and engagement data demand generators can help identify which digital marketing tactics are working and which ones need to be changed or improved. This information is essential for understanding how well a demand generation campaign is performing and whether or not it is generating the desired results.

The bottom line is that demand gen specialists have several skills that can help businesses become more successful. Understanding demand, knowing how to create demand, and being able to track demand are all valuable assets for digital marketers looking to grow their business.

These strategies show just some of the ways demand generation professionals can help boost digital marketing campaigns.

  • demand generation boosts digital marketing by targeting ads more effectively
  • creating demand leads to an increase in demand gen specialists
  • demand gen tactics like SEO and SMM are essential for understanding how well a campaign is performing
  • demand generators provide value by helping businesses track their online marketing efforts
  • demand gen specialists have many skills that can help businesses become more successful. understanding demand, knowing how to create demand, and being able to track demand are all valuable assets for digital marketers looking to grow their business.

How does demand generation work?

inbound marketing

It’s important to understand how demand generation works before you can create an effective demand generation strategy. Demand generation is the process of creating and nurturing leads until they’re ready to buy. It’s all about identifying potential customers and bringing them into your sales funnel.

There are several steps in the demand generation process:

  • Identifying your target audience
  • Creating content that appeals to your target audience
  • Promoting your content to attract attention
  • Converting leads into customers

Demand generation is an essential part of any digital marketing strategy. It’s the process of identifying and attracting potential customers, and it’s one of the most effective ways to grow your business. You’re missing out on a huge opportunity if you’re not using demand generation.

Demand Gen vs. Lead Generation

sales and marketing teams

Demand generation and lead generation are quite different tactics that are often mistaken for one another. If you’re looking to boost your digital marketing, it’s important to know the difference between these two strategies so you can better implement them into your campaign.

Demand generation is a strategy designed to fill the top of the funnel—where customers have an interest in what you have but haven’t yet committed to buying. Demand gen aims to create awareness and interest in your product or service, generating as many leads as possible in the process.

Lead generation, on the other hand, focuses on capturing contact information from potential customers who have already demonstrated an interest in what you’re selling. This can be through a sign-up form on your website, a webinar registration page, or anything else that allows visitors to opt-in and provide you with their contact information.

How can I increase demand generation?

demand generation program

If you want to increase your demand generation, then you should look at your lead nurturing strategy. Lead nurturing is the process of developing relationships with leads that don’t know enough about your brand yet, but are interested in learning more.

Lead nurturing can start on day one and go all the way through to an opportunity turning into a customer. When done correctly, it will continue delivering value and building relationships with prospects and customers who may not be fully aware yet that they need your services.

  • Find out what your customer journey looks like
  • Develop a lead nurturing strategy to continue to engage them as the buyer’s journey continues

To really understand how you can increase demand generation for your company, it is important to look at what your customer journey looks like. The buyer’s journey is the process that a potential customer goes through when they are considering buying a product or service. There are three stages in the buyer’s journey:

  • Awareness
  • Consideration
  • Decision

You should have a lead nurturing plan for each step of the buyer’s journey. Each stage of the purchase process will be catered to with relevant information and material.

What Marketing Tactics are part of Demand Generation?

generating demand

Finding the right marketing tactics for your demand generation can vary based on your type of business. It’s important to understand the different types of demand generation that are available. One way to do this is by using a funnel, which can be broken down into two stages: lead qualification and lead nurturing.

With both stage one and stage two in mind, here are eight marketing tactics you should consider for your demand generation strategy…

Demand generation strategy(s) and tactics for success

Below is a list of strategies and tactics you should consider for your demand generation strategies.

Search engine optimization (SEO)

SEO is a great form of demand generation for businesses that have a large or engaged audience. By optimizing your website, you can increase the number of visitors to your site through organic search results on Google and other search engines.

Learn more about SEO here: On-Page SEO 2021: Future of On-Page SEO Tactics, and How to Stay Ahead of the Game

 

Content marketing

Content marketing is a marketing technique of creating and distributing useful, relevant, and consistent content to attract and retain a clearly defined audience – with the objective of driving profitable customer action.

Content is king, but it’s only valuable to your business if people want to read it. This means that you need to ensure that what you are creating relates deeply to the audience in which you’re trying for it to resonate. You also have to make sure that the content you’re creating is of high quality and provides real value, whether it be in the form of entertainment, education, or utility.

Learn more about writing good content here: How To Write SEO Content That Will Rank Higher In Google

Lead scoring

Lead scoring is a critical demand generation tactic. By scoring leads, you can determine which ones are most likely to convert into customers, and focus your energies on those individuals.

Lead scoring takes into account a variety of factors, such as the source of the lead, the content they’ve consumed, and their interactions with your website. This allows you to prioritize leads and give them the attention they need to move further down the funnel.

Lead scoring is just one way that demand gen can boost your digital marketing effort. By using a variety of tactics, you can improve your chances of reaching and converting more customers.

Learn more about lead scoring here: 5 Tips to Get the Most Out of Your Sales Lead Scoring Model

Paid search advertising

If you have the budget for paid search advertising, you should do it. This is one of the most effective digital marketing tactics to get immediate results and attract new customers to your business. Paid search ads are highly targeted – they can be shown only on search engines like Google or Bing, where people perform searches related to their problem (you want them to find you). The cost per click will be less than you might expect, and the click-through rates are high.

You can also target your ads by geographic location or language to reach a wider audience in different regions of the world. You have an opportunity to choose from multiple ad formats including text ads, image ads, video, etc. The last thing – paid search is easy to track and benchmark.

Learn more about paid search here (Wordstream): What Is PPC? Learn the Basics of Pay-Per-Click (PPC) Marketing

Social media advertising

Advertising through social media is a great way to reach people quickly and cost-effectively. It is a more popular and cheaper way to advertise than traditional media such as print or television.

You can advertise through, Facebook, Instagram, LinkedIn, and Twitter. The advantage of advertising through social media is that you can specifically target your audience. For example, if you are a B-to-B company, you can target people who work at other businesses.

You can also use demographic information to target your ads. For example, Facebook allows you to target people based on their age, interests, and location.

LinkedIn also allows you to target people based on their job title, company size, or other factors.

Twitter allows you to target people based on their interests or followers.

Instagram allows you to target people based on their gender, age, and location.

You can also use remarketing to target people who have visited your website.

Learn more about social media advertising here (BigCommerce): Navigating Social Media Advertising in 2021: How to Choose the Right Platform and Ads for Your Brand

Landing pages

Having landing pages for the different campaigns you run is an important part of demand generation. If you are running a campaign that is not converting the leads into customers, then maybe your landing page needs some adjusting or reworking. You can experiment with different headlines and calls to action on each one to get the highest click-through rate possible for your campaigns.

Email marketing campaigns

Email marketing is a great way to reach and engage your customers and prospects. It is a highly measurable, trackable, and scalable way to reach out to people who matter.

  • Use email marketing as an engagement tool for social media campaigns: Build awareness of the social conversation by reaching your audience directly with personalized emails. If you’re posting status updates on Facebook or Twitter that relate back to a blogging topic, include an email opt-in to capture the lead.
  • Use email marketing for your website: The more people who come to your site and subscribe through forms or other ways, the better you can target them with relevant content in future emails. This way you will be able to nurture leads from the contact stage all the way to a sale.
  • Use email marketing for lead generation: Collect leads from your website visitors by offering something of value, such as an eBook or whitepaper in exchange for their contact information. You can also offer a free consultation or demo to people who fill out a form on your website.
  • Send triggered emails: Automated email marketing can be used to deliver highly targeted content based on user behavior. For example, if someone abandoned their shopping cart without completing the purchase, you could send an automated email campaign asking why they left and what else they were interested in so that you can offer them additional products or services.
  • Send re-engagement emails: Re-engagement emails are sent to people who have left your site without completing the desired action. For example, if someone abandoned their shopping cart you could send them an email with the items in it that they were interested in and provide links for additional products or services.
  • Send transactional emails: Transactional emails are triggered by user actions on your site. For example, when someone purchases a product you could send them an email with their order information and any follow-up actions that are part of your customer service process.

Find the right email marketing platform here: Our Top 3 Picks: Best Email Marketing Service

Webinars

Webinars are extremely popular these days because they provide marketers with an opportunity to connect one-on-one with their target audience in real-time. We offer a service that allows you to create, host, and distribute webinars for your business or brand through the Webxu platform. The feedback from our users has always been very positive because of how easy it is to use this type of marketing tool.

Another great benefit of webinars is that they help to build relationships with potential customers. By providing valuable content and interacting with participants, you can create a connection with them that could lead to future business opportunities.

Finally, webinars are an effective way to generate leads because they offer attendees the opportunity to provide contact information in exchange for a valuable offer. This is a great way to collect emails and other contact details that you can then use as part of your overall demand generation strategy.

Learn  more about webinars here: The Webinar Checklist: What You Need to Know

Podcasts

Who doesn’t love a good Podcast? They’re informative, entertaining, and perfect for when you’re on the go. What’s great about podcasts is that they offer a unique opportunity to learn about your customers and prospects. By listening to relevant industry Podcasts, you can gain valuable insights into what interests your target market and how you can reach them.

Learn more about Podcast here: Podcast For Marketing – The Basics

PR campaigns

You may have heard that PR campaigns are not an effective demand marketing strategy but the fact is that they still are providing value to marketers. PR campaigns are used to create demand for a brand and they help with increasing the product’s awareness, creating buzz about it, and building an emotional connection between consumers and the brand.

Following that logic, there is no reason why you shouldn’t use PR as part of your demand generation strategy:

  • Build business through media relations
  • Promote your business to the target market
  • Increase brand awareness and visibility
  • Build up a buzz around product launches or events

However, PR tactics should be used in moderation because they are time-intensive. For example, if you want to conduct an influential media relations campaign it can take weeks or even months of preparation.

And it is not recommended to conduct PR campaigns without a strategic plan because that can lead to time-wasting activities.

PR articles are great for demand generation but you should also consider other ways of creating content. This way, your campaign won’t be dependent on the coverage by media outlets.

Learn more about public relations here: How to Create an Effective Public Relations Strategy

Video

Let’s face it, video is here to stay, and for a good reason. People love watching videos, it’s fun, engaging and they can retain more information. You can create videos that explain your product or service in an easy way for them to understand how it works without having to read through pages of content.

Video content should be optimized for social media sites because this will increase visibility in search engines. One great way to do this is by embedding videos on your blog where you can add additional information about the video itself or lead people directly off-site to your social media pages.

The downside to video is that not everyone has the time or resources to invest in it, but when you have a good demand generation strategy and an effective team for digital marketing, then this can be a great tactic in boosting your visibility online.

Learn more about video marketing here: Benefits of Using Video in Social Media to Advertise Business Locally

How does a demand generation strategy help your sales and marketing teams?

demand generation marketing
Photo by Austin Distel on Unsplash

If you have a solid demand generation strategy in place your sales team will love you. The demand generation process starts with your team reaching out to leads and nurturing them until they are ready for a sale. A strong demand generation strategy includes lead scoring so that the best leads will receive personalized outreach from your sales reps.

Demand generation is helpful not only to your sales team but also to the marketing team and the company as a whole. One of the main reasons why demand generation is so important to digital marketing, in general, is because it allows marketers to invest more time and money into the content. This leads us back to your sales team, which will love you, even more, when they see how their efforts are resulting in new leads that turn into paying customers thanks to great content created by your marketing team.

A demand generation strategy is one of the most important aspects of a successful digital marketing campaign. By nurturing leads and providing your sales team with the best leads, you can ensure that they can close more sales and help your company grow. Demand generation should be a top priority for any business looking to improve its digital marketing efforts.

What should you focus on first?

demand generation campaigns

One of the first things I would focus on is really learning about who your customers are, where they spend their time online, and what kind of content they are most likely to consume. Once you have a good understanding of that, you can start creating and sharing content that is relevant to them.

Another important element of demand generation is building a strong sales team. You need people who are going to be able to identify and qualify leads, as well as close deals. Having a well-trained sales team with a good process in place can be what makes or breaks your demand generation strategies.

I would also recommend building out an effective lead nurturing system so you can communicate with leads long after they have landed on your site, but before they are ready to buy. By offering content along the customer journey and reaching out at the right time, you can increase your chances of converting leads into customers.

Demand generation is a process that takes time and effort to get right, but when done correctly, it can be an extremely effective way to boost your digital marketing efforts.

Conclusion

demand generation tactics

In conclusion, demand generation can help boost digital marketing. By focusing on who your customers are, you’ll be able to create content that they’re more likely to engage with and share. You also want a strong sales team in place so leads have the best chance of being converted into paying customers. Building out an effective lead nurturing system will allow you to communicate with leads beyond the point of them landing on your site.

With a good demand generation program in place, you can boost digital marketing efforts and see strong results.

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