Developing a Demand Generation Strategy

Why Developing a Demand Generation Strategy Is So Important

By Dave GrendzynskiFeb 1 /2022

Demand generation is an important part of any digital marketing strategy. It applies multiple paid media platforms to generate targeted traffic for your campaigns. These can include Google Ads, Facebook, native advertising, influencer marketing, and more.

Building a demand generation strategy can help your website immediately drive traffic and conversions. Your plan should aim to build brand awareness and authority. Your goal will be to get potential customers to start their buyer’s journey with you by creating dependable marketing messages. 

You always want to offer your audience a solution to a problem they may be dealing with. You want to create built-in demand for your product or service. Your strategy will help you reach your targeted audience, especially people who are unfamiliar with your company and didn’t know that you can help them.  

So, let’s take a look at a few things you’ll need to build a successful demand generation strategy.

3 Steps to a Successful Demand Generation Strategy

1. Build Brand Awareness 

Every company’s demand generation strategy should be unique to them. To start building awareness about your brand, product or service, you want to create content with the sole purpose of educating and introducing people to a problem they’re facing. Here are two ways to build your content library:

  1. Write Blog Posts: This is one of the first steps you can take to build your brand awareness. These aren’t posts about your company, but about different solutions your audience may be looking for. Your goal is NOT to write about your company, but rather to write about the problems your company solves.
  2. Offer Free Guides and Reports: This is another great way to build awareness. If you’re providing free information about your industry, it can help your audience understand the problem you’re trying to expose. The possibilities are endless.

2. Develop A Content Strategy

While creating more content can help build brand awareness, you’re going to need a strategy for promoting this content as well. 

Your content strategy will include the planning, creation, and delivery of your content. Content not only includes the words on the page but also the images and multimedia (like videos) that are used.

You should also make sure that your content is not only useful but that it’s easily found on your site, creating a positive user experience. Good user experience is critical to keeping people on your site once they get there. 

3. Align Content With Your Buyer’s Journey

Your content strategy and demand generation strategy will have to work together to be successful. That's because when you’re developing a strategy, your messaging will be geared towards solving problems. It starts the very first time a lead comes across your product or service and keeps going until their final questions about purchasing are answered. If you’re part of their solution, they will stick with you.

An easy way to make sure this happens is to align your content offerings with different stops in the journey. Doing this will really help you to target different segments of your audience. This chart shows different types of content you can create and at what point along the buyer's journey they can be used.ACD chart-1

Start Developing Your Demand Generation Strategy

Now that you have the elements of your plan together, it’s time to launch it. A demand generation strategy takes building awareness, creating and nurturing opportunities, and prompting engagement through a focused content strategy. It’s an essential digital marketing strategy if you want your business to grow. 

A strong strategy will help your business bring in reliable, high-quality leads and ultimately drive revenue.

The New Demand Generation

The Author

Dave Grendzynski

Dave uses the skills that won him three Emmy Awards as a television news producer to create compelling content for our clients. Dave honed his email, blog and social media writing skills in the Corporate Communications Department at Cleveland Clinic.