(Newswire.net — October 6, 2022) — There’s one great challenge businesses face, especially the upcoming ones and those operating in crowded markets. This is none other than demand generation.
Demand generation is markedly different from lead generation. It is a deeply involved process, which explains why it is all the more challenging for upcoming brands. But, once you nail it right, you’ll be on the pathway to great success in your enterprise.
Demand generation marketing is not just about leads. Instead, it’s about creating high-quality leads that will be ready to engage with your brand. The leads you generate should ultimately result in business returns.
Generating demand for your products or services happens through a gradual, thorough, and holistic process. The process often involves your entire marketing department.
Today, demand-generation marketing teams are facing a lot of pressure. Executives want them to align their marketing efforts to the resulting revenue. It’s no surprise that B2B marketing teams spend over 40 hours monthly updating and processing leads meant for database upload.
And this is where demand generation strategies and techniques come in. Our article focuses on the top 4 inbound marketing techniques for effective demand generation. But, before that, let’s look at how inbound marketing and demand generation function together.
How Inbound Marketing and Demand Generation Function Together
Inbound marketing will take your brand to the targeted customer’s needs. The prospects look around in the quest for answers to their greatest concerns. Hence, they’ll browse YouTube and scroll through social media pages, searching for content that will give them the necessary answers.
So, when you develop a powerful inbound strategy, potential clients will easily locate you. And, by locating your appropriate content, they’ll experience the satisfaction they’ve been yearning for. This is because your content will be an answer to their burning questions.
But, now, inbound marketing alone is not enough. If you stop at that, your prospect will get informed. But, they’ll now use the knowledge gained to seek the ultimate solution to their needs elsewhere.
So, in short, demand generation is what closes the whole gap. It shows prospects that your products or services are their ideal choices. Demand generation marketing will turn casual visitors into qualified leads. It’s what fuels up and excites your sales team by converting prospects into buyers.
Today, companies are keen to ensure they do everything possible to engage the right audience- those likely to convert into buyers.
This is why businesses are looking to engage experienced demand generation professionals. These experts help your company establish your target customers’ problems, which your business can solve. They go ahead to identify your ideal customer profile.
The professionals help in collecting high-quality data from the market on your behalf. They proceed to attain deep insights into your potential customers. And based on the research insights, they manage to create the ideal customer persona.
This includes the consumers highly likely to purchase your products and services. After establishing the ideal personas, they still go ahead to hunt down the key decision-makers verified contacts to set you on an appointment.
Thus, demand generation would best prove to your audiences best that your products and services are worth their attention and money. Thus, it’s inbound marketing that attracts clients to read your content. And, it’s demand generation that makes them walk away having gotten the right product or service. Both are crucial for the ultimate success of your business.
So, here goes the top 4 inbound marketing techniques for effective demand generation.
1. Connect Your Brand With Influencers Whose Audience Relates to Yours
To generate quality leads, you shouldn’t waste your time and resources on customers who have no interest in your products or services.
Influencer marketing is one of the current go-to marketing strategies. Demand-generation marketers use it for their brands to connect with their targeted online audiences.
This is a partnership endorsement between a brand and an influencer (an authority figure). The influencer should be an individual who has a large and well-engaged social media followers or community.
When done right, this marketing program can generate absolute value for brands, customers, and influencers alike. In return, you can compensate the authority through some payment. You can also do so through perks like free products. You do it in appreciation for the official endorsement you’ve received from them.
Depending on the agreement, your brand’s endorsement could be anything such as:
- Displaying a photo linked to the influencer’s post on their social media platforms.
- The authority posts an extensive review of your product through a detailed blog post.
Since influencers have a huge number of followers of community engagement on social media, your brand will likely gain more attention. And the same audiences might read the post and go ahead to seek to purchase your products or services. Indeed, influencers carry a lot of power online.
Remember that you’re seeking customers’ attention in the modern-day digital landscape. And, you must win their trust and loyalty. So, associating your brand with a trusted authority can significantly boost your business’s revenue.
Influencer marketing is indeed lucrative. Statistics indicate steady market growth. The market went up from $1.7 to $9.7 billion between 2016 and 2020. By 2021, it skyrocketed to $13.8 billion.
Clearly, consumers tend to believe that recommendations from authoritative sources are more credible. Thus, with influencer marketing programs, your brand can greatly reap many benefits from them. This includes enjoying the benefits of the genuine connections that may exist between influencers and their online audiences.
This will boost the generation of high-quality leads that are highly likely to convert to loyal customers. So, think again. You can continue to attest to the success associated with influencer marketing. You’ll be one of the business models across various industries and technologies (both B2B and B2C).
2. Include Videos on Top of Your Landing Pages
Video marketing is presently an important factor in demand lead generation. It’s considered a powerful asset on the internet pages, which consumers visit when evaluating things like:
- Product options
- Understanding product features
- Price Research
It’s no surprise reports by Forbes indicate that video traffic will make up 82% of the whole internet traffic by the end of 2022.
People prefer things explained in-depth in videos instead of anything like a 2,000-word-long blog post. In such cases, you find a video tackling the same elements in just 3 to 5-minutes.
To convert potential clients into buyers, ensure web visitors can first locate the video on your online platform. The video’s description should then redirect them back to the blog post that features a call-to-action for your product at the end of it.
So, the video should incorporate educational content linked with a sales-oriented page. This is what makes prospects take the necessary purchase action.
3. Work on Optimizing Your YouTube Channel
YouTube videos can be a great demand-generation tool. Imagine that 68% of the Youtube audience often watch it to make a good purchase decision. This means there’s great potential to convert prospects into buyers. Optimizing your YouTube channel works for both B2B buyers and B2C shoppers.
Ensure you are specific with your content, optimizing them to what your potential consumers are looking for. It’s always worth the effort.
Your YouTube videos’ titles should be straightforward. They should reflect the exact words that align with your potential customers’ needs.
To optimize your Youtube channel best, ensure you:
- Know your audience well.
- Upload high-quality and professional Youtube videos.
- Focus on long-form video content that contains a higher chance of ranking well.
- Ensure you engage your viewers within the Youtube video’s first 15 seconds.
- Add subtitles that may boost keyword engagement.
4. Host Webinars to Engage Committed Audiences
Webinars can create a huge impact on your audiences. Hosting content-rich webinars is significant for lead generation. It positions you as an authority, making you stand out from competitors.
As a result, it establishes your trust and credibility with clients. And remember that people would love to do business with sources they trust.
Here, you can address any popular need or concern. Ensure you show the audience your unique input that will pull those drawn to your perspective further into the sales funnel.
You’ll realize that the webinars are good for getting you many subscribers. Most importantly, these leads tend to be high-quality and more responsive leads.
Most people who take their precious time to go through registering and watching the webinar won’t just waste their time. Rather, they are seeking:
- In-depth details on a particular subject matter.
- Meaningful connections with your brand.
In short, webinar attendees tend to be more serious and engaged, often ready to take action.
Thus, the power of webinars lies in their versatility. You can use them to focus on:
- How-to or step-by-step tutorials
- The current trends on a particular topic or concern
- Product walkthroughs
- Success stories on products
- Customer onboarding processes
Wrapping Up
A content marketer looking to generate returns must produce the best, high-quality leads. The essential part of inbound marketing is generating content your potential consumers want. And while doing this, you must recognize the value of demand generation in it.
Remember that it’s not just about creating an audience’s spark for your content. Instead, it’s also about building long-term relationships with prospects who become loyal customers in the long run.
So, demand generation comes in when audiences connect with your content through inbound marketing. It is essential to show your audience how you can help them benefit further from your brand. This is where the prospects’ money comes in. Customers will acquire your product or service once they realize its value, which fulfills their needs.
Inbound marketing is a central part of successful demand-generation strategies. And valuable content creation is even more important. A well-grounded content strategy for demand generation aims to give away only the best of your stuff. You get to provide your audience with an invaluable resource.
Thus, to realize long-term success through effective demand generation, you must make consistent efforts through your marketing team. The team should apply the best inbound marketing techniques.
So, if you’re already posting regular blog content, reflect on how you can add even more value to them. Ask yourself; do the blogs include original research and new information? Or are they just a repeat of what every other blog writer has already mentioned? Do they offer timely insights into the current and upcoming trends, or do your posts catch up with insights later?
Make sure you have answers as to why someone should spend their valuable time reading your content and not that of your competitors. In short, your content should be fresh, unique, and with added value to potential clients.
It won’t be in vain to strive to publish the best content possible and incorporate demand generation marketing into it. Ultimately, your team’s effort will pay you with higher revenues every marketer is yearning for.