Do you know how the generation of demand is achieved and why it is such a relevant process to obtain sales? One of the basic objectives of companies is to position themselves as a benchmark in their target market in order to increase their sales and, therefore, their income. But how do they do it?list_altIndex of contents
What is demand generation?
Why is demand generation important?
Demand generation vs. lead generation: how are they different?
6 steps to implement a demand generation strategy
Marketing strategies are developed for that . Depending on the actions we carry out, we will look for one or another objective, and this is the reason why a Greece Phone Number List plan is made (if you still don’t have yours, I recommend this post to get going right away).One of the objectives for which we usually start is to generate more brand awareness that helps us attract more traffic to our website in order to capture more leads and, therefore, seek to generate more sales.But what exactly is demand generation? In this post I want to explain everything to you in detail and give you some keys so that you can incorporate it into your marketing plan. We started!
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What is demand generation?
Demand generation is a process aimed at making potential customers want a certain product or service or, failing that, feel interest and / or attraction towards them.To do this, consumers must be aware of a need, realize that the pending problem to be solved is related to the product or service in question and understand that this company is a benchmark in its sector.When is it applied?It is a widely used Greece Phone Number List technique that needs to improve the positioning of the brand in the market.The idea of generating demand arises so that, from the marketing department, companies can impact with their strategies and actions online or offline and, in this way, generate more sales.In the inbound methodology, demand generation is one of the key processes to accompany the prospect on their customer journey .phases of the purchase process user inbound marketingThe starting point is to identify the potential audience, define the buyer persona and create awareness about the existence of the product or service. But the process is much more complex than it seems. Let’s see why!Why is demand generation important?
Demand generation encompasses the entire process of a customer’s purchase cycle.
Traditionally, in marketing we usually place demand generation in the awareness, lead nurturing and sales phase .However, this process tends to take longer and longer, comprising stages in which it is also about keeping existing customers, reactivating active contacts or those already lost.In summary, we indicate the main reasons why you are interested in investing in a demand generation methodology:It is a long-term strategy
As we say, it is not simply about getting the right content to the right people at the right time or raising awareness of the benefits of our products or services.To generate demand effectively, you have to follow a marketing plan and do it from the inbound philosophy , with the automation tools that suit us best.Improve brand awareness, reputation and visibility
Going through a process of awareness and brand positioning is a complex and long job. However, customers buy the products and services they know from the brands they trust.So going through all that is more than necessary, because, in this way, purchases will not be arbitrary and residual , but we build lasting relationships with the clients that interest us.New Call-to-action
Allows you to reach new markets
All of this is a process in which we constantly have to learn and discover new business opportunities.
The interesting thing is that with a good generation of demand we will be able to cover new markets, cross borders, generate expectations, etc.Help improve lead conversion
Demand generation often involves lead generation , which is a key part of the long sales process. If we stay in the mind of our prospect we will probably encourage the generation of conversations and increase the leads.Demand generation vs. lead generation: how are they different?Although demand generation could be confused with lead generation, the truth is that they are different aspects.In addition, it is not about choosing between one of the two strategies, demand generation and lead generation are complementary and we could say that one precedes the other.We explain it to you.To generate demand, once we have identified the buyer persona and defined their needs, interests and pain points, we will have to provide valuable information directed to the users who visit us.
If these users have reached this content through social networks or through internet search engines, then it is likely that those visits are qualified and have an affinity with the predefined buyer persona.At the same time, when providing this valuable information, we will have to develop a content marketing plan , since the objective is to generate enough interest so that these visitors decide to leave us their contact information and become leads of our database. Most likely, this will not happen the first time they visit us, so we will have to develop information for each phase of the buying cycle in which they are and try to retain them.This is how demand generation and lead generation feed into each other, but do you see their differences?Although demand generation does not always mean lead generation , lead generation does imply demand generation, since without demand there are no leads.Take a look at the main differences between both concepts in the following scheme:In short, demand generation enhances the conversion of leads .In fact, before reaching the conversion of qualified leads with great results, you will have had to go through a branding process. In turn, this process involves working on many other aspects related to content creation: generating valuable information that meets the needs of the buyer, explaining the benefits and solutions offered by the products, arguing the needs of prospects, telling with references, transmit values, etc.How do we put all of this in motion? We will tell you!
6 steps to implement a demand generation strategy
These are the main steps to follow to apply a long-term demand generation strategy and with their respective stages.1. Define your goalsThe first thing is to be clear about the results you hope to obtain, as this will help you better focus your actions and know what yu need.To establish your objectives, take as a reference each stage of the funnel ( TOFU, MOFU and BOFU ) and place your marketing campaigns in each of them.Also, it is not about getting all the possible sales or leads, but about following specific and quantifiable KPIs that allow you to follow up.2. Research and develop your buyer persona
To generate demand we have to empathize with the public we are addressing . That is why in this step it is essential to carry out an investigation that leads us to define the profile (or profiles) of the buyer person.To do this research, the first thing to do is look at the clients you already have. If you have just started the business , the process will take longer, but you can take your main competitors as a reference.New Call-to-action
3. Know in depth the purchase cycle of your ideal customer
As the purchase cycle is somewhat complex, it is convenient to study in depth what the ideal purchase cycle would be like until you reach the sale and, later, to the loyalty of our customers. What problems or concerns will your ideal client have in each phase? What opportunities or solutions would you like to find at all times?Remember that the most generic phases of the buying cycle that we usually talk about in digital marketing are: attention, research, decision and action (AIDA) . But each of these phases has several stages and will depend on how your leads conceive your company (so we return to the importance of demand generation).4. Plan your content marketing strategy
To carry out our global online marketing strategy, it is essential to define a content plan . As we have commented, you must generate content for each stage of the funnel, going from the most generic content to the most specialized and of greater value for our buyer persona.To earn the trust of your future clients, think that you must position your brand as an authority within the sector, which will require time, research and strategy.
5. Select your main channels
For demand generation to work and be aligned with lead conversion, it is essential to choose the right channels. Where do your potential clients look for information, in which social networks do they have the most interaction?YouTube, the Google Display Network, social networks … Perhaps the first thing is to focus on creating content following good SEO practices to solve the most common queries that your buyer persona makes on Google. That is when you can attack the first pain points and direct the issues towards the first stages of the funnel, those in which users seek information and, despite not being prepared to convert, begin to see the brand as a benchmark in the sector. .6. Use marketing automation tools
On the other hand, keep in mind that it is usual that your leads do not trace a linear path through the conversion funnel , so to avoid that they end up reading the content that corresponds to a different stage you will have to develop automation marketing with specialized software .
Which marketing automation tool is the right one for your company? Find out with this free guide!
As you may have seen, demand generation is a cyclical process that requires planning, study and measurement time . If you know your buyer persona well enough, you will be able to develop better content strategies and it will be easier for you to trace their purchase cycle.
So do your research and take your time to develop powerful content that is attractive enough to influence your leads’ decision making. Surely, with marketing automation tools, as well as with a good interpretation and analysis of data and statistics, you will be able to improve your generation of demand and all that this implies.