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What is demand generation? Demand gen is an approach to marketing that prioritizes revenue generation to keep target audiences engaged and interested in products and services throughout the customer life cycle. Demand generation takes advantage of every possible touchpoint in the purchasing narrative to increase customer enthusiasm.
The best tool for accomplishing this approach to marketing is media across different channels. However, it’s important to deploy tactics that are specifically designed to create and maintain brand and project engagement. If your goal is boosting revenue by increasing interest in your products and services, try some of these techniques:
Create Customer-Centered Content
Customers tend to respond best to brands they trust. Brands that provide them with relevant information they need at every point in the buyer’s journey. This expectation is something that should inform all of the content you create as part of your demand generation strategy.
No matter where your target customers are in the process, it’s important to remain focused on answering their questions and addressing their concerns.
The best way to do this is to learn as much as you can about your target audience. Identify its pain points. Learn the steps your customers take on the path to purchase. Then, determine where they are looking for information and the media channels they prefer.
You will be able to use this insight to refine your content strategy and achieve your demand generation objectives.
Score Leads Based on Media Response
Part of your demand generation strategy will be to determine which responses to your media efforts are most valuable to your goals. Then, score your leads accordingly. Here are some examples:
- Reading a blog post — 1 point
- Downloading a free trial — 6 points
- Filling out a form to schedule an appointment — 10 points
The precise lead scoring that you implement will depend on the content you offer as well as the other media tactics you use.
Offer Downloadable Content
You’ll create more demand and interest in your products if you offer content that stands out as being more valuable than average. This advantage is especially apparent when you are engaging with customers nearing the completion of the buyer’s journey.
At this stage, they are likely conducting deeper research and attempting to determine whether your brand and the products you offer are truly the solutions to their problems.
When they reach this stage, you should be providing high-value, long-form content. This content could include whitepapers, case studies, eBooks, and other deep dives. Offer this content for free, or if you do choose to gate it, make sure you create as little friction as possible when capturing information about who accesses it.
Focus on Developing Authority
You must create a strong reputation for authority, expertise, and reliability to keep existing customers and prospects engaged with your brand and committed to buying your products. This reputation is something that your brand must promote at every touchpoint across every stage of the marketing funnel.
Here are some authority-building tips you can implement:
- Use customer success and support initiatives to nurture customers post-sale
- Add chatbots or live messaging support to provide answers in real-time
- Create informative blog posts and articles
- Establish expertise on various social platforms by sharing information
- Take part in user or product forums, and establish your expertise
- Expand your reach beyond owned media to other platforms such as LinkedIn
You can also find opportunities to share your expertise by using the online service Help A Reporter Out (HARO) and the Twitter hashtag #journorequest. Both channels were created to match reporters and publications with subject experts. They can be an excellent way to get your name and brand in front of a new audience.
Invest in Targeted Advertising
Whether you are using paid search, social media, or advertising on streaming channels, precise targeting is important. You are working hard to create content that generates ongoing demand. That’s challenging enough. At the same time, you must do it in a way that meets the needs of different audience groups in different funnel stages.
One-size-fits-all advertising won’t be very effective here. Instead, you will need to create very detailed customer personas. This work includes a study of their common needs and behaviors at various stages in the purchase process. With these personas, you can create relevant advertising content that will get the best audience response.
Demand Generation and Media Strategy Go Hand in Hand
How you use media will impact just how successful your efforts at demand generation are. If you implement these tactics, you should be able to achieve your objective of creating engagement that results in ongoing brand loyalty and consistent revenue.
