Demand Generation: You’re in Charge
Running a successful business, as we all know, is a simple game of supply and demand. You’re undoubtedly in charge of the supply, but believe it or not you’re also in a position to influence demand for your products and services. No longer are businesses passive to the unpredictable rise and fall in demand for their goods: these days it’s very much a two-way thing. As consumers’ needs and habits have evolved and as we move ever more stealthily on-line, insights into consumer behaviour has developed in step. And knowledge, of course, is power.
Here are some key secrets to improving your demand generation.
No surprises here, of course, but it’s certainly worth reminding yourself that relevant and regular content published across multiple channels is not only great for SEO but it also adds bags of value and credibility to your brand. Marketing insight will enable you to pinpoint exactly what sort of media your prospective buyers engage with, on what channels and at which point in the sales pipeline. Armed with this information, you can develop a content strategy that’s reaching all the right people in all the right places: whether that’s professionally-written and distributed press releases, slick video tutorials, targeted email newsletters or weekly blog posts.
Use analytical data to establish a set of different personas, which represent your range of customers as a whole. Try to build as clear a picture as possible from data and traffic analysis: try to understand their purchasing habits, where they come from, and when they visit your site. From this privileged vantage point you are much better placed to develop the range of marketing activities – sharp content creation and a variety of intelligent campaigns – which will speak to your breadth of prospective customers loud and clear: right place, right time.
Don’t preach to an empty auditorium. The highest ROIs come from laser-sharp, current data. Targeting the wrong prospects, cold-calling from outdated lists and clogging up unmanned inboxes is a sheer waste of time and resources, and it’s damaging to your brand as well. Since databases tend to decay at a rate of 33% a year, it’s worth investing the time to make sure that the people you’re talking to are listening and primed to hear from you.
Your campaigns shouldn’t be generic – and they needn’t be either, given the wealth of opportunities in content marketing today. From Pay-Per-Click advertisements to professionally-managed social media management, there’s a scheme and a price plan out there for everyone. A reflective and multi-touch approach, as discussed above, will help you to nurture a wider breadth of prospects at different stages in the sales cycle. Likewise, all marketing activity should be analysed closely for efficacy, enabling you to tweak and refine the process as you move forwards.
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