ZoomInfo | SaaS Marketing Article
Marketing and Sales have always worked hand in hand. While each department functions very differently, both are working towards the same goal: business growth.
And to maintain business growth, the spotlight tends to shine on lead generation, which is undeniably important – but what about demand generation?
What is Demand Generation?
While demand generation and lead generation tend to overlap, there is still a distinction between the two.
To put it simply, lead generation focuses on capturing prospects information (i.e. e-book download) to add to your database and nurture into a qualified lead.
Demand generation focuses on creating a desire for your product. Think of it as a strategy with the sole focus of boosting your brand awareness or the actual demand of your product. It’s something less tangible, per se, but extremely effective.
Now that we’re on the same page, here are a few tips and tricks to optimize your demand generation strategy:
- With Great Content Comes Great Opportunities
It’s been said time and again (so we’ll keep it short): content is king.
According to DemandMetric, content marketing costs 62% less than traditional marketing and generates 3x as many leads. So don’t hide it away! Give your best content to your audience. They will grow to trust your brand as an essential resource.
Tip: Offer valuable, relevant information in your blog posts, e-books, etc. to present yourself as a thought leader.
- Invest in Paid Search & SEO
Let’s be honest, who goes past the first page of Google search results? Exactly.
According to a recent study by NetMarketShare in 2017, Google accounted for over 79% of all global desktop search traffic, followed by Bing at 7.27%, Baidu at 6.55% and Yahoo at 5.06%
Which is probably why 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. It’s also why investing in paid search and SEO is extremely beneficial for brand awareness and demand generation.
We are an impatient generation, and we expect to find what we are searching for on that first page. So, if you want to be a front runner and push your brand to the masses, make sure you’re spending time on Search Engine Optimization (SEO) and paid search.
Tip: For paid search results, try bidding on less common words or phrases. Be more specific. For example, if you’re in the labeling industry, bid on “best color label printer” instead of “label printer.”
Some say it’s creepy, but studies beg to differ.
According to Retargeter, website visitors who are retargeted with display ads are 70% more likely to convert on your website (whoa).
By allowing you to keep track of who visits your website and “follow” them around the internet, retargeting campaigns will help familiarize and remind your audience of your product or services.
And the more they see your name, the more likely they are to take a second look at what you’re offering.
Tip: Try A/B testing your ads to know what your audience typically reacts to for future campaigns.
- Exposure is Everything
A simple way to boost your brand awareness is to form partnerships with established companies in your industry.
Don’t look for someone who offers similar services as your own, rather, look to partner up with a company whose services you can complement, or vice versa.
For example, if you offer a social media security services, try partnering on a webinar with a social media management service.
These partnerships can come to life through guest blog posts, webinars, or even by participating in summits.
Tip: Don’t be afraid to reach out! Partnering up and establishing business relationships can be mutually beneficial for both parties.
- Know Your Buyer Persona
It’s important to understand who you’re speaking to and if you’re speaking to them in the right way.
Whether it’s an email or advertising campaign, knowing your buyer persona makes it that much easier to influence your audience.
By taking the time to determine who your ideal buyer is, you’ll be able to create better, more targeted and effective campaigns that boost demand and generate more qualified leads.
Tip: To better understand your audience, do a deep dive into their industry. What are their common pain points? Position your materials around them to better reach your audience.
- Data Doesn’t Lie
Last but not least, data.
It might not be the first thing you think of, but data is the fuel that drives any good marketing campaign.
It’s what helps you determine what is and isn’t working, and without it, you’re flying blind.
So if you want to know if your content is influencing your audience or if you’re even reaching the right people – just check the data. Analyzing the data associated with your campaigns takes the guesswork out of the equation and allows you to truly discover what’s working for you.
Tip: If you don’t have the data to fully analyze your audience or your performance, try integrating data-driven solutions offered by businesses such as ZoomInfo to help you reach more qualified leads.
Hopefully, these tips have helped you better understand what demand generation is and how you can use it to better position your business and drive brand awareness.
So go on, get your name out there!