These two different strategies can help you to streamline how you run your business, but you have to decide which one is best for you. If you go the demand generation route, you’ll have a variety of techniques at your fingertips to boost your brand’s recognition and engagement.
What is demand generation?
Demand generation is the process of generating demand within your audience for a product or service. Confused? Don’t be! Think about it like an email campaign or other content that you’ve received from a brand in the past that has led you to engage with them. But now there’s another layer to this process because there’s a second strategy that companies use called lead generation.
In essence, the difference between the two is that lead generation is less personal. If you merely visit a website and take a look at a shirt then you could be considered a “lead” for that company. Demand generation, however, is a more prolonged process. It requires the company finding out who is truly interested in their brands and moving forward until they’re successful with a sale.
Best demand generation practices
Are you looking to generate demand in your generation with surveys? It’s one of the many strategies that companies have in their back pocket today to turn those clicks into conversions. Here are some ideas to get business rolling.
Maximize your learning
Think about surveys as a learning tool. They allow you to learn about your audience and separate them into categories that can help you nurture your prospects. The more you know the more you can segment your potential customers into groups that allow you to understand their goals.
For example, if you ask your audience about why they’ve visited your webpage, and also check which webpages your web visitors are visiting (pro tip!), then you’ll get insight into how you can better serve them and what concerns you can potentially address and alleviate. For example, if they’re visiting pricing pages, that’s a different issue than the general “About” page of a website. Additionally, visits to a product landing page means that you can ask them higher-intent question, such as why they’re researching a solution and what they’re expecting to get from it.
Alternatively, if your web visitor engages only with content pages such as your blog, you can ask them what content they’d like to read about the most and then use these insights for demand generation through good reading. Understanding demand is one of the best ways to feed specific reader interest – read more here.
Reveal your knowledge
The lead generation has this down, and it’s a great tactic that the demand generation process can benefit from as well. Your customers want good content, and they’re willing to help you out in the process if it means they’re getting something. Want to create an email list for future newsletters (see #3!) or other e-mailing lists and information? Release a piece of good content in exchange for these email addresses. Think about writing this piece of content about the benefits of a tool or strategy that you’re offering. Remember, it all leads back to you, but you want to reveal/help your audience along in the process.
Invest in a killer newsletter
Newsletters can serve multiple purposes in this game—if they have good content. A killer newsletter should have several pieces of interesting and alluring content that doesn’t just pitch your own content. For example, you should try to become an expert in a field that doesn’t directly relate to your own products or services, but within the realm of what resonates with your classic buyer’s persona. This way, you can offer them something that is useful, but not overly self-serving. Releasing this newsletter each month also provides a way for you to stay in constant contact with your audience. Bonus: You have a use for those emails you go in #2.
Want to see a great newsletter in action? Scroll down to the bottom of this article and sign up to ours 😉
Analyze the results and learn from your experiences
If your social media is underperforming, take a step back and ask yourself and your customers why. Run a survey on your site for your visitors to discover any potential problems with your current content or social media. Analyze the results and truly make changes. Focus on organic search or optimize other areas of your sites to increase traffic. Don’t be afraid to test out new solutions and potential traffic sources.
When you create surveys and distribute them to your audience, you’re not only becoming more inclusive of their perspectives and desires, but you also have the benefit of that knowledge you didn’t have before. Use this to your advantage. While it may be difficult to modify something if you’ve always done it that way, it will undoubtedly benefit your business and put you in a better spot in terms of sales and engagement.
Demand generation provides a great way for you to better understand your customers and to learn from solid results that you procure from surveys. That said, there’s no reason to limit your marketing efforts to demand generation. Instead, lead nurturing processes, which are similar to demand generation in that you carry your leads with you down the funnel and use the information to boost business.