Demand generation is vital to any business and strategies to generate demand generation make a huge difference. Let’s first understand what is a demand generation strategy? A demand generation strategy is a tool or a marketing system that allows you to bridge the gap between sales and revenue operations of your company. This will include multiple tools and channels such as email lists, blogs, social media marketing, etc.
Just be clear on the fact that demand generation is not inbound marketing although the demand generation strategies may use inbound marketing. Inbound marketing is just one of the many strategies. Also, neither it is lead generation. It is more about identifying potential prospects and getting higher conversion rates and sales. Below are some of the best demand generation strategies to help you hit the bull’s eyes.
- Just the best stuff out
Whatever you do, just make sure that you only give your best stuff. This can be an offer, downloadable content, a campaign, etc. Genuine and good stuff builds a sense of trust in the audience towards your brand. This means that they will like to visit your website more often and advocate your brand without having to ask them to do so. With good information, you give out something of real value to them.
- Offer free tools/resources
Another effective way to make your demand generation campaign a success is to offer free resources or tools linked to it. This can be a document, an app, or anything that offers insight into your business. This isn’t cheap but the benefits it harvests are much more than the investment you will have to make.
- Webinars with industry experts as guests
Webinars are important and everyone knows that. But why will someone pay attention to them if they don’t have an element of exclusivity? That means you must give your prospects a good reason to attend your webinar. Partner with industry experts and invite an expert speaker. This will help you add value to your webinar and build string connection with influencers in the industry.
Following this strategy may also help you up your standing in your industry and increase your brand awareness, which happen to be critical elements when it comes to demand generation.
- Build brand awareness through display campaigns
Now, when we talk about display campaigns we don’t want random displays everywhere. That will only get you bad results. What we are talking about here is managed placements of display campaign that is very controlled and targeted.
This means that your ads should have a limited reach to individuals who you think are more likely to respond positively to them. So what is done here is that a strategy is designed with the more targeted approach. A display campaign is aimed at boosting brand awareness and with managed placements you can make it more effective because you get to control who sees it.
- Invest in content
Investing in good content is more important than it appears to be. You might be doing everything right but if your content isn’t achieving what it intends to, you might want to rethink about making it better. A huge amount of content goes online every day. So your content has to stand out. Original content is more valuable, research-based, incorporates original data and provides insight into new trends. Content is the gist of demand generation and you must not compromise on the quality of it.
- Optimized email marketing
Incredibly powerful tool, email marketing brings wonderful results to those who know how to use it. Unfortunately, many advertisers misuse it or simply fail to make the most out of it. With emails, you need to work smarter. Test your email campaigns and put your best efforts to make the best headline, subject, and the body of the email. Don’t spam the inbox of your prospects. Give your best time to time rather than sending out emails every day.
Know your audience well and identify potential prospects. Demand generation is a lengthy and nurturing process but will always give you good quality leads. Better the leads, higher is the conversion rate and sales.