Demand Generation Marketing: Pros and Cons of Each Strategy

What is demand generation marketing?

Demand generation marketing is the process of creating interest in a product or service with the goal of creating demand. It's a comprehensive strategy that encompasses all aspects of marketing, from identifying your target audience to nurturing them through the sales process.

The key difference between demand generation and lead generation is that demand generation is focused on attracting new customers and leads are focused on converting them. In other words, demand generation is concerned with the "demand" side of the equation, while lead generation is focused on the "supply" side.

This distinction is important because it affects the overall strategy and tactics that are used. For example, demand generation strategies are often more concerned with branding and awareness, while lead gen tactics are more focused on generating leads through specific channels such as trade shows or online advertising.

Demand generation vs. lead generation

It's important to understand the difference between demand gen and lead gen because they require different strategies and tactics. Here's a quick overview of the key differences:

• Demand generation is focused on attracting new customers, while lead gen is focused on converting them.
• Demand generation is more concerned with branding and awareness, while lead generation is more focused on generating leads.
• Demand gen requires a more comprehensive approach that encompasses all aspects of marketing, from identifying prospective customers to nurturing them through the sales process.

Either way, an understanding of both is essential to creating a comprehensive marketing campaign. While you should emphasize demand generation, you still need to understand lead generation.

What are the benefits of demand generation marketing?

There are a number of benefits that come with a successful demand generation strategy. One of the most important is that it helps you attract new customers. By creating interest in your product or service, you can reach people who may not have heard of your business before.

Another benefit is that it can help you better understand your customers. Through the process of demand generation marketing, you can learn about the needs and wants of your target market. This information can be used to improve your product or service, making it more attractive to potential customers.

Finally, demand generation marketing can help you build relationships with your customers. Long-lasting relationships are essential to retaining customers.

Social media marketing

Social media marketing is one of the most effective demand generation tactics. It allows you to reach a large target audience quickly and easily. It's also relatively inexpensive, making it a great option for small businesses. But it's more competitive than ever.

Demand gen example: If you're trying to increase brand awareness, you'll want to post content that is shareable and informative. If you're trying to generate leads, you'll want to post content that is designed to capture the attention of your target market.

Email marketing

Email marketing is another effective demand generation tactic. It allows you to reach a large audience quickly and easily. And, like social media marketing, it's relatively inexpensive.

Demand gen example: If you're trying to increase brand awareness, you'll want to send emails that are shareable and informative. If your emails are boring or bland, they are just going to delete them or unsubscribe.

Webinars

Webinars are a great way to generate leads. They allow you to showcase your expertise and build relationships with potential customers.

Demand gen example: If you're trying to generate leads for your sales reps, you'll want to promote your webinar to your target market, especially through expert professionals. The experts themselves will often promote your webinar to spread their branding.

PR campaigns

PR campaigns are a great way to generate buzz for your business. They can help you increase brand awareness and drive traffic to your website.

Demand gen example: If you're trying to generate leads, pack your PR demand generation campaigns with realistic information. Don't release a PR campaign unless you actually have something to promote. You'll stop being taken seriously on the PR newswires.

Videos and podcasts

Videos and podcasts allow you to showcase your expertise and build relationships with potential customers. They are a particularly engaging method of consuming information.

Demand gen example: If you're trying to generate leads for your sales and marketing teams, you'll want to promote your videos and podcasts to your target market. The best way to do this is through social media or email marketing. So, these campaigns work together.

Sweepstakes and contests

Sweepstakes and contests are another demand generation tactic. They allow you to capture the attention of your target market and generate excitement for your product or service. But the major issue with this is that sometimes you can encourage people who aren't really interested in your company, just free things.

Demand gen example: If you're trying to generate leads, you'll want to promote your sweepstakes or contest through social media or email marketing. The best way to do this is to offer a prize that is attractive to your target market.

Blogging

Blogging is the heart of any content marketing strategy. It allows you to showcase your expertise, build relationships with potential customers, and drive traffic to your website.

Demand gen example: If you're trying to generate leads, you'll want to post blog articles that are informative and engaging. You'll also want to promote your blog through social media, like the other ones, but you won't know whether you're getting traction for a while.

Be ready to create content

The buyer's journey is the process that your potential customers go through when they are considering a purchase. It includes three stages:

1. Awareness: The potential customer becomes aware that they have a problem.

2. Consideration: The potential customer begins to consider solutions to their problem.

3. Decision: The potential customer decides on a solution to their problem.

If you want to generate leads, you need to create content for each stage of the buyer's journey. This means that you'll need to create awareness content, consideration content, and decision content.

Awareness content will help potential customers become aware of their problem. Consideration content will help prospective customers consider solutions to their problem. Decision content will help the potential customer decide on a solution to their problem.

You can create this content in a variety of formats, including blog posts, infographics, eBooks, guides, and more.

Mailchimp is an excellent tool for creating high-quality content. It allows you to easily create beautiful email newsletters, which can be a great way to promote your content. Plus, it's free for up to 2,000 subscribers.

Advantages of Mailchimp include:

• Ease of use: Mailchimp is very easy to use, even if you're not a tech-savvy person.
• A wide range of templates: Mailchimp offers a wide range of templates, so you can find one that fits your needs.
• Integrations: Mailchimp integrates with a wide range of tools, including WordPress, Shopify, and more.
• Excellent deliverability: Mailchimp has excellent deliverability, so you can be sure that your emails will reach your subscribers.
• Affordable: MailChimp is very affordable, especially for small businesses.

Demand generation marketing strategy FAQ

1. How can I generate leads for my business?

There are a number of ways that you can generate leads for your business, including PR campaigns, videos and podcasts, sweepstakes and contests, blogging, and more. Demand generation, however, focuses on more than building leads; it focuses on creating relationships with customers.

2. What is the customer journey?

The customer journey is the process that your potential customers go through when they are considering a purchase. It includes three stages: awareness, consideration, and decision. Understanding the buyer's journey is essential to creating proper lead generation.

3. What kind of content do I need to create?

You'll need to create content for each stage of the customer journey, including awareness content, consideration content, and decision content. You can create this content in a variety of formats, including blog posts, infographics, eBooks, guides, and more. A healthy mix of content is essential.