What is Demand Generation: Guide

Demand generation is using inbound marketing to create interest in a specific product and boost brand awareness. It helps companies generate more qualified leads and revenue.

In this article, we’ll unveil why demand generation is important and how it works. We’ll also compare demand and lead generation and cover 8 effective strategies.

Why is demand generation important?

Each company develops marketing and sales initiatives that impact the stages of the sales funnel. This way, brands strive to create awareness of the product they sell and show customers its value, and drive interest. Once they succeed in communicating their offers, businesses can create demand for their products. Their target audience will be aware of companies’ perks, their teams will have a longer list of qualified leads, and their owners will have higher profits.

By creating interest among your target market, you can obtain a strong position. With demand generation, your team will focus on prospective customers and their needs. You’ll ensure seamless communication with potential clients, optimize interaction with them, and identify their pain points. As a result, you’ll be able to solve problems.

Now that you know why demand generation is important, it’s time to figure out how it works.

How does demand generation work?

To make your demand generation strategy work, you need to complete several steps. First of all, you should create a consistent brand with a clear voice, style, branding, brand personality, and messaging across different communication channels. Every piece of content you publish on your website and social media should comply with your brand values. Secondly, work in hand with your sales team to align all your marketing efforts. Make sure to include a visible call to action button on your website so that your prospects can make the desired action.

Your company should have an accurate buyer persona to meet the needs of customers. Identify their pain points to solve problems quickly. Many businesses leverage special software to reduce the number of tasks during the demand generation process. Once you implement your campaigns, analyze the results. Since demand generation is data-driven, you should pay attention to the effectiveness of your offers, messages, and conversions.

Now that you know how demand generation works, it’s time to proceed to the next section to make the difference between demand and lead generation clear.

Demand Generation vs Lead Generation

Since there’s only a slight difference between demand and lead generation, we’ll review each of the terms in detail to see their features.

Demand generation is a marketing strategy that encompasses businesses using inbound methods to reach new markets and communicate their offers. It enables brands to boost awareness and trust and educate potential customers about products. With demand generation techniques, marketers can make more people aware of the product and its benefits and generate customers’ interest.

Lead generation is a process of nurturing prospects to convert them into customers. Marketers collect contact information of potential customers through lead generation forms, email campaigns, and lead capture forms. Companies provide users with various incentives and content in exchange for their contact information (emails, names, phone numbers, etc.).

Demand generation focuses on making people aware of the company and generating interest, while lead generation aims at converting leads into customers by gathering contact information.

The difference is clear, so we’ll cover 8 effective strategies.

8 Effective Demand Generation Strategies

There are many ways to hook the audience’s attention and drive their interest in your product so that they want to purchase. We’ve prepared a list that consists of 8 effective strategies to boost demand for your product.

1. Implement blogging. Quality blog posts are the source of helpful information in which customers can find solutions to their problems. Blogging is one of the marketing strategies that help drive traffic to your website and social media platforms, convert prospects into customers, build trust, and encourage customer loyalty.
2. Conduct webinars. Real-time conversation with potential customers allows you to share the necessary content and provide information about your product. During the registration, participants provide you with contact information. You can use this data to complete your buyer persona and reach prospects through available channels.
3. Create podcasts. Podcast marketing is increasingly popular among companies now. You can use paid ads on famous podcasts or create your audio to educate people about your industry and product. Once you succeed in making quality audios for your brand, you can establish personal connections with your target audience, generate traffic to your website, have a wider reach, and build brand authority and awareness.
4. Upload educational videos on social media. A short informative video always catches the eye of a customer. If you manage to develop great videos to inform people about your product and communicate your main message, you can increase your customer base. With visual content, customers will remember you and recall your brand in the future.
5. Consider email marketing. Since there are around 4.3 billion email users worldwide, to your leads. Email marketing is a traditional yet effective way to reach your potential customers at the right time, collect feedback, generate traffic, and increase sales.
6. Run social media campaigns. Once you identify the social media networks your target market prefers, use them to connect with your prospects. Make use of paid ads to target potential customers, conduct engaging campaigns to encourage the use of your branded hashtag, and consider influencer marketing. Chatbots enable you to run your campaigns on the necessary social media networks. With SendPulse, you can have a wider reach by implementing our chatbots in messengers like WhatsApp, Facebook Messenger, Telegram, and Instagram.
7. Collaborate with influencers. You can consider influencer marketing so that an opinion leader can endorse your product to followers. This way, you can boost brand awareness, reach more people, increase sales, and gain credibility and trust.
8. Offer free tools. You can encourage customers to register with your service to try it by providing a free tool. If people enjoy your tool, they will recommend it to their friends. As a result, your reach will expand.

Use our strategies to make your demand generation effective. Hope that our information will come in handy when you decide to improve your business.

References:

1. This article defines the term and unveils tips for demand generation campaigns.
2. In this article, you’ll find some great demand generation strategies.

Last Updated: 28.09.2022