Have you ever put together a fantastic lead generation campaign that looked perfect on paper… only to get zero or little response from potential leads?

While this situation can make anybody feel like they’ve failed, the truth is that it sometimes takes more to ensure your target market knows who you are — and, more importantly, why your organization matters.

And that’s where a demand generation campaign is necessary.

Here’s what you need to know about this type of content marketing including what makes it different and why it is important. Let’s dive in.

What are the Benefits of Demand Generation?

That said, let’s go a little deeper into the specific benefits of demand generation. 

After all, if you’re going to run a campaign that specifically avoids conversions, you need to know what you’re getting in the long run.

Increased Brand Awareness

With a demand generation campaign, you can greatly increase overall brand recognition for your organization.

As we explained in our previous example using Coca-Cola and Nike, brand awareness is an incredibly powerful thing.

Generating demand for your products and services starts with introducing yourself to your market. 

Failure to do this can mean missing out on a ton of opportunities in future campaigns to capture conversions.

Generate More Leads

Another benefit of this type of marketing? It helps you generate more leads, but maybe not right away.

The key thing to remember is that once people know who you are and what you do, they’re far more likely to take action when they see a lead generation campaign in the future.

Why? 

Demand generation creates trust with your target market, which can lead to better lead generation in the future.

Expands Audiences

When considering a lead generation campaign, it is important to realize that it helps expand your overall audience.

For example, maybe your business is just starting out in your niche and not a whole lot of your potential customers even know who you are.

Or maybe you’ve been focusing on the wrong audience altogether.

Either way, running a solid demand generation campaign can ensure that the right people know who you are based on factors that make your products and services the right match for their needs.

If you’ve wondered why your target market hasn’t responded to your previous lead generation campaigns in the way you had hoped, it might just be that you’re targeting the wrong audience altogether.

There’s also something to be said for timing—it’s not always about the audience being “wrong.” Sometimes they just aren’t quite ready. If you’re busting your head against the same wall over and over with a perfect email or ad campaign and barely a trickle of clicks, don’t underestimate that some folks need to be warmed up, or just reached at a different stage in their buying journey. Demand generation tends to create those touchpoints so customers aren’t blitzed with a hard sell before they’re even convinced you’re worth thinking about.

Demand doesn’t pop up overnight; it takes patience and a little faith. If you’re willing to look at the longer arc—weeks, sometimes months—you’ll probably see that those small moments of recognition start adding up. At some point, an offhand mention or a shared piece of content tips the scale and you’ll suddenly notice people treating your brand less like an anonymous vendor and more like a familiar, almost inevitable part of the landscape. Suddenly those missed leads from before seem like less of a failure and more of a slow-burn win.

Generates Buzz

Demand itself is a perfect word for describing how this type of campaign generates buzz for your business.

When people find out who you are and become excited about the content you’re putting out, they’re much more likely to tell others about it.

Likewise, demand generation campaigns are focused on offering tons of value with little to no expectation of a purchase.

Most consumers are much more likely to share something that is free and solves a problem in their lives, entertains them, or educates them in some manner.

Sharing is caring, right? Well, that’s especially true when it comes to a successful demand generation campaign.

Drives More Traffic

Finally, demand generation actually drives more traffic in a good way.

When your audience knows they can learn more about you or a specific topic without feeling pressured to make a purchase, they are likely to listen to the buzz and visit your website.

And, as you already know as a smart marketer, traffic is important for a lot of things — i.e. search engine optimization (SEO), page authority, monetization options, and a lot more.

Simply put, focusing on demand generation offers far more potential than even the most comprehensive lead generation campaign.

How to Create the Best Demand Generation Campaigns

Now that you know the reasons why your brand needs to focus on demand generation campaigns, let’s talk a little bit about how you go about the process.

Demand generation campaigns are not about:

• Finding ways to get the most shocking or newsworthy press.
• Alienating certain groups to try to attract the attention of others.
• Showing off that you’re better than the competition.

Instead, it should all be about how you can give your target audience the value they need, while earning their trust for the long haul.

Here are a few excellent methods to consider when planning your next demand generation campaign.

1. Develop Customer Journey Maps and Buyer Personas

It probably goes without saying that you need to know the audience you’re generating buzz with before you launch a campaign. 

There are multiple ways to do this, but customer journey maps and buyer personas are typically some of the best. 

In fact, taking the time to engage in these methods can help with all of your marketing efforts, not just generating demand. 

Why? When you know exactly who you want to attract to your brand, you can tailor your message and approach to their needs, wants, and desires.

13. Use Email Marketing for “Last Chance” Strategies

Demand generation isn’t about communicating with future customers, either. 

You can create that must-have buzz with your existing clientele to ensure they don’t want to miss out on what you have to offer — aka FOMO or fear of missing out.

14. Define Goals, Choose Metrics, and Measure Results

Finally, make sure to clearly define your goals, choose metrics, and measure results. 

While you won’t necessarily focus on conversions, it is important to at least have a plan of what you want to accomplish with your demand generation campaign.

Wrap Up

Creating amazing demand generation campaigns can really increase overall brand recognition within your market and make it easier for customers to convert for future lead generation pushes.

And since we have mentioned interactive content, why don’t you check out this other blog post on how it can help you reach your marketing goals and boost your results?

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