How can you ensure that your demand generation campaigns and programs produce the qualified leads you need to fuel your company’s growth? The answer is an overall integrated demand generation strategy. It requires more than just launching a social media campaign to reach your target audience or using direct mail to attract new customers.
You must have the right message designed and delivered in the proper channels at the right time to reach the prospects who are most likely to buy from you. Some strategies for demand generation can help you create the right message to attract qualified candidates.
Define the Audience
Once you define your goals, it´s time to find the right audience for your product/service and conversion pipeline. Once you begin your business, you know who wants to purchase your product/service. Selecting an audience to market shouldn’t be a random choice.
So, you might ask, how do I find the right audience? Well, that’s a job for buyer personas, i.e., representations of your ideal customers and their characteristics. To create them, you will need some data about the consumer´s behavior and do your research, specifically:
Realistically building personas is key to marketing to the right people and enhancing those profiles over time to approach more potential customers.
Identify Pain Points
Client pain points refer to the problems experienced by clients over the touchpoints on their client journey. Customer pain points that can directly impact the business are also referred to as business pain points. To start recognizing the client pain points that may affect your business, we have categorized the most common pain points based on the business domain to which they align.
Financial pain points
Process pain points
Support pain points
Productivity pain points
To identify pain points is very important you ask the right questions. Your priority will always be to solve the major pain points received through customer feedback. In your customer feedback surveys, you can include these questions:
Understand Customer Values
Client value is the satisfaction the customer encounters (or expects to experience) by taking a given action relative to the cost of that action. The given activity is traditionally a purchase but could be a sign-up, a vote, or a visit.
At the same time, cost refers to anything a customer must forfeit to get the required benefit, such as cash, data, time, and knowledge. This is an important point. Value does not refer to cost. It refers to the perceived benefits gained within the context of price. Cost is only part of the equation.
Your inner chain of sourcing, operations, processes, sales, marketing, and client service contributes to creating value. So do your support operations such as HR and accounting. These components influence your clients directly or indirectly in a few ways, informing their perception of you.
Craft an Offer Section
Tell a Compelling Story
Content marketing is the pillar of every effective demand-generation program. This implies that if you create unique and valuable resources, your audience will have greater chances of engaging with your brand and converting. Storytelling is essential and will attract people to your brand. These are some of the best types of content you can use to educate and entice your leads:
Determine Distribution Channels
Now that you have your content strategy, you must find the best channels to distribute your content to your audience. The pipeline depends on the audience. For example, everyone has an email and social media profile nowadays.
Choosing email marketing is an intelligent way of engaging with your audience. Social media is also an excellent way to use various platforms to reach your audience, like Instagram, Facebook, LinkedIn, Twitter, etc. There are many more channels like SEO, prints, and more, but these are more expensive, while social media and email are more cost-efficient.
Collect Data on Outcomes
Demand generation can be a long hectic process for a few organizations. And measuring performance can get even more complicated when there’s no one to compare to. Comparing metrics to industry standards might not always be productive, especially for startups. Thus, it’s better to track data over time. Spend time measuring success against yourself. Guarantee that your demand campaigns are yielding the results you want by following channels and sources regularly and individually. The demand generation funnel expects time and patience from you.
So, don’t rush for results. Give the measuring process some time and thought. Well-thought tracking will lead to way better results. Examine your metrics and see how they relate to your strategies.
Creating an efficient Demand Gen strategy takes work since you need to understand first the factors that affect it and the stages you need to focus on; by understanding those influences first, you can create a strategy that will lead to a booming demand gen performance.
A Demand Generation strategy has a lot of benefits and helps you position and, done in the right way, will help you attract qualified prospects. If you are ready to apply these services to your company, we are what you are looking for. You can get in touch with us at alliedITS.com and get more information.