Demand generation, as the term implies, “creates demand” for your products or services through coordinated marketing activities. The goal: Create awareness about your company and its products and services, and your industry.
Demand generation creates brand awareness, stimulates consumer interest, and influences, promotes, and redirects consumer attitudes and perspectives. It gets them comfortable with, interested in, and excited about you and your offerings. Generating demand, in turn, generates leads and increases your database of potential customers. A portion of those leads will convert into revenue, sometimes now, but often later. Demand generation doesn’t happen overnight. It’s a long-term investment strategy necessary for effective lead generation, and ultimately increased sales. However, that cascade of events won’t happen without first generating demand that builds and nurtures key prospect and customer relationships. Sometimes it takes a long courtship to close the deal.
Demand generation strategies require the delivery of fresh, relevant and targeted content that promotes your company and the expertise of your services and the quality of your products. Some are face-to-face opportunities to meet potential customers such as operating booths at industry events and tradeshows, and contributing articles to targeted publications that serve your customer demographic. Online channels, because of the low barriers of entry, can be the most challenging to get noticed. They include email campaigns, online press releases, hosting Webinars, blogs, e-newsletters, whitepapers e-books, and Youtube clips. Common social media platforms are twitter feeds, Linkedin discussions, Facebook posts, and Facebook links to other content sources. Social media also benefits by consensus marketing and the effect of group dynamics on the buying cycle.