Demand generation may be the means through which marketers help their prospects identify a challenge they are having. Consequently, it suggests that the company or individual can help them solve it. For instance, someone with a flow under their sink might Google for an answer, and finding the likely problem through an item of demand-gen focused content (such as a YouTube video, blog, or Infographic) is then introduced to the possible solution (the licensed plumber who posted the content).
Demand generation activities usually takes place across multiple channels like social media marketing posts, videos, blogs, infographics, PPC ads, and other social networking activities. The defining characteristic of demand generation is that the information is free to consume (not gated or paywalled). Demand generation is geared toward building awareness for the pain point of the reader, and this content provider as a solution. Examples of Demand Generation Tactics B2B prospects, exactly like B2C prospects, tend to obtain information and socialize on a number of platforms. Therefore, it's important that the demand generation efforts not be limited by a couple of channels. Building a strong mix of channels ensures that wherever your ideal customer has a tendency to gravitate, you is going to be seen there (either directly, through publishing content, or indirectly through retargeting, etc.) SEO-based Content
Building a powerful on-page and off-page SEO strategy into your demand generation efforts can improve your search rankings, bringing in more traffic, and creating authority with top-of-funnel prospects just beginning the buyer's journey. Maintaining first-page rankings in seek out your highest-value keywords does take time and effort, but can establish trust before a prospect even visits your website. All content should be built around your central keyword strategy to maintain high search rankings. Guest Posts
For marketers trying to improve their search rankings while simultaneously building authority, a course of guest posting across social media channels can give you more opportunities to obtain facing viable prospects, while also demonstrating your expertise inside their section of interest. Building contacts with high-authority sites and posting content to these outlets works well for link-building to build organic traffic, and can help readers in the awareness stage of the journey begin to learn and trust your projects more, moving them closer to being a lead and later a customer. Trends Articles with Subject Matter Expert Interviews
For all businesses, trend-spotting and analysis is another important facet of demand generation. Trend-focused pieces operate on a few different fronts. First, they're a fantastic means of building authority in a location of expertise. They demonstrate both your understanding of the and foresight into its potential upcoming changes. Second, similar to guest posting, this type of content frequently operates by sharing knowledge from other industry experts. This widens the web of potential readers organically, as each contributor shares the information making use of their respective audiences. That reach can similarly drive organic site traffic.
To draw from our previous example, a plumber might feature a development article about improvements in fixtures or materials used in the trade, bringing in outside experts to comment on specific materials or installation techniques. Those experts will share the finished product, which may in turn attract the attention of local clients seeking an installer.