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Why You Need a Dedicated Demand Generation Department

By Bridget CunninghamJan 9 /2018

Compass-pointing-to-a-brand.jpgRaising brand awareness can come with growing pains. Amidst a sea of marketing content, companies need to find ways to capture the attention of their target audience and set the stage for long-term relationships.

This approach is only as successful as the strategy behind it.

That’s why a dedicated demand generation department is so important. With this team in your corner, you can effectively generate buzz around your brand and build customer loyalty.

How a Dedicated Demand Generation Department Benefits Your Marketing Efforts

Enhances SEO Efforts

When searching for content related to your business, your target audience might use any number of keywords. The key is to not only identify what these keywords are, but to pinpoint which offer the most opportunities for attracting customers.

A skilled demand generation team can help you develop an effective keyword strategy to fuel your content creation. Research and analysis provides a better understanding of current rankings for your business and competitors as well as competition around various keywords. Armed with this knowledge, you can focus your keyword selections in the right direction.

Revisiting this keyword strategy on a regular basis helps to ensure that you’re adapting to industry shifts and taking advantage of new opportunities to connect with potential buyers.

Connects You With the Right Audience

As a marketer, you want to know where your target audience hangs out online. Gaining insight into their preferred channels is beneficial to social media efforts—but this is just the start. It’s segmenting your audience that allows you to have the most productive social media conversations.

Say you want to connect with customers in a certain industry or leads who are discussing your brand. A demand generation department can help you identify these target populations and develop followup campaigns to nurture such relationships.

The same can be said for users that directly interact with your social posts. For instance, if you see that someone clicked on a social post related to landscape maintenance, you could leverage that information to email them an eBook on the importance of lawn care.

When combined with effective messaging, this personalized approach can encourage greater engagement and maximize your ROI.

Makes a Multilevel Approach Possible

Demand generation shouldn’t be centered around just one platform. It’s all about building a cohesive strategy across multiple channels.

While a business may reach a large audience through organic social media, it’s possible to cast an even wider net with the addition of paid channels. Facebook ads, for instance, give you an opportunity to target messages to users based on their demographic, location and interests. Advertising automation software, meanwhile, lets you place ads in front of key influencers at companies without ever collecting their contact information.

Additionally, with a demand generation team at your side, you have the added benefit of recommendations on how to best leverage native advertising as well as sponsored content and guest blog posts. This creates more opportunities for backlinks that will build your brand authority and drive more traffic to your website.

Leveraging a combination of these elements helps extend the reach of your demand generation efforts and increase your pool of potential buyers.

Enables Continuous Testing and Optimization

Some demand generation tactics are bound to work better than others. You need to pinpoint which ones are effective to avoid spending time on those that don’t produce desired results.

Consider the messaging you use for paid advertisements. The first step is to identify a list of keywords your target audience might use when searching for your company. But once again, that’s just the start. Testing different keywords and phrases and measuring the results helps to maximize your efforts—as does testing alternate headlines, URLs and targeted groups.

Demand generation departments take care of a lot of this testing and legwork so you don’t have to. With the time they dedicate to looking at ads, they can gain insight into what works well and continue to experiment different routes.

As you better understand what messages attract your audience, you can incorporate this knowledge into your inbound marketing efforts. This helps fuel the development of website content that drives quality traffic to your website.

Leverages Relationships with Platforms

Say you’ve just activated an ad campaign. It’s not long before you notice your ads aren’t formatted properly. Or perhaps you find your ads are prevented from appearing at all.

Through established relationships with platforms, demand generation teams can help address these and other issues fast. This not only allows businesses to save time, but it ensures they are getting the most out of their marketing efforts.

What’s also beneficial about these relationships is the available insight into improvements. From new targeting options to creative ways of sharing stories, demand generation teams can leverage the latest platform upgrades to increase your brand awareness.

Getting in front of your target audience can be challenging. With a dedicated demand generation department, you have the resources you need to connect with the right people in a timely manner. 

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Bridget Cunningham
The Author

Bridget Cunningham

After earning a journalism degree from The Ohio State University, she has helped to write web content for a variety of industries, both in full-time and freelance positions. Before joining Kuno, she worked as a web content coordinator for a physics software company, managing their blog program as well as various social media efforts.
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