Demand Generation Strategy | 4 mins read

Demand Generation Strategy- 7 Top Strategies to Look Out For

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Hanh Truong

By Hanh Truong

What is a Demand Generation Strategy?

Demand generation strategies are marketing techniques that focus on each touchpoint a potential customer has with a brand. This marketing effort is known for increasing the number of leads through the creation of adverts and campaigns that align with the targeted consumer base. Modern companies are increasingly adopting demand generation tactics for their marketing team. For example, Nike employs personalized email newsletters, and Go Pro uses visual content marketing to boost brand awareness.

7 Highly Effective Demand Generation Strategies

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Demand generation marketers are able to cater to every moment of a buyer's journey, from when prospects learn about a brand to when they become loyal shoppers. The most common demand generation strategies include utilizing search engine optimization (SEO), content creation, and social media marketing. To establish a strategy that works best with a company, business owners should follow these best practices.

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1. Determine the Company's Brand Identity

Company branding includes characteristics, such as tone, logos, colors, and messaging. It also entails how a company directly interacts with customers and its unique value proposition (UVP). A UVP is a statement that indicates why prospects should choose a specific product or service. Business owners can use the following questions to help guide them as they define their brand.

  • What is the company history or story?
  • What does the brand symbolize?
  • How should the company brand speak or act towards others?
  • Why should people buy this brand over competitors?

2. Establish Buyer Personas

Identifying buyer personas and customer profiles will help companies target their ideal consumer base. These are general ideas of who would most likely purchase a product or service from the company. Each persona that is developed should have unique challenges that they face and buying habits. Understanding customer profiles and personas will help brands highlight their value to consumers. Additionally, it will enable personalized brand experiences.

3. Focus on the Quality of Content

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A good percentage of demand generation efforts include content creation like blog posts, social media, emails, multimedia, and websites. By publishing articles, photos, and videos online, businesses can effectively promote their brand and attract a wider audience. Some businesses, however, will focus on the number of posts, rather than the quality of content. This can have an adverse effect on consumers, in which the content will look like spam.

Content should be high-quality in order to attract buyers and promote demand. The material should be effective in helping consumers identify problems they have and how they can solve them. It should also be engaging, relevant, and informative for the consumer base.

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4. Select the Right Social Channels

In today's technology-driven landscape, there are different channels and platforms that business owners can use to promote their goods and content. From websites and paid ads to social media and podcasts, business owners need to choose the channel that aligns with their target consumer base. For example, a small business salad bar whose audience is mainly young adults and athletes could benefit from posting their brand on social media. They could also create blogs on their website about health-related stories and recipes.

5. Promote Lead Generation with Conversion Pathways

Businesses can help guide prospects to becoming customers by informing them of their next steps. A common conversion pathway that brands use to generate leads is having customers speak to a sales team. Some online retailers have been utilizing automated emails recently to boost purchase orders. For instance, when customers browse specific merchandise on the website and leave, the system will automatically email the shopper to make a purchase before the item is sold out.

6. Embrace Technology

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There are technology tools that will help marketing teams effectively generate demand. This includes marketing automation, business intelligence, and customer relationship management software. Businesses are also using content management systems, reporting and analytics tools, and customer service software. These systems can help enhance customer experience with a brand and ensure customer data is securely collected.

With many different platforms available in the market, business owners need to make sure their tech tools are useful in goal attainment and efficiency. Also, if companies are using multiple software systems at once, it is best to integrate them. This will ensure all data is synced and the mechanisms can operate seamlessly.

7. Measure and Optimize

Demand generation is a data-driven marketing effort. Therefore, marketing managers must proactively measure their strategy success and track company revenue. With data insights, teams can make informed adjustments and improvements to demand generation strategies. Regular reporting will also ensure executives and stakeholders are up-to-date about the company's progress towards goal achievement.

Key Takeaways to Demand Generation Strategy

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  • Demand generation strategies are techniques that businesses use to promote brand awareness and conversion rates.
  • Demand generation is the latest marketing effort that businesses across all sectors are adopting.
  • The most common activities of demand generation include content creation, social media marketing, and SEO.
  • To create a strategy that works best for a company, business owners should follow the 7 key steps.

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