Demand generation is one of the most important elements of executing an effective digital marketing strategy because it ensures your marketing activities work toward the overarching goal of building long-term profitable relationships with your audience. These may include activities that make certain your audience is:
- Aware of your brand
- Connecting with your message
- Getting value from every interaction
Most commonly used as a tactical approach spanning the full life-cycle of your acquisition programmes, getting it right can make significant improvements to your ROI, helping you achieve the outcomes you plan for.
These 6 tried and tested tips draw influence from the trusted AIDA model developed by the late great R. ST. Elmo Lewis – see for yourself how these quick wins could bring you long term gains…
Marketing Tactic: Attract Attention
You may have the best marketing message in the world but if you’re not amplifying it to the right audience, how do you expect them to see it? The internet is saturated with free content, you need to put in the effort to cut through the noise and support your demand generation programme.
Tip 1: Co-brand your content
They say two heads are better than one – well, two brands are even better. If you can find another business that you can work with collaboratively on a project, it can be a great way to expand your reach. This strategic partnership will only work if their brand has similar goals to you and if you are able to negotiate a deal you’re both happy with.
You should also ensure that any businesses you are working alongside has an audience demographic that complements your own, rather than being too different or similar. However, if you get the balance right it can be a great way to amplify your content more organically through word of mouth (WoM) referrals such as follower recommendations, email newsletter subscribers, or their existing customer base.
Tip 2: Personalize email marketing campaigns
Going back through your old client base can be a good way to generate new leads. Create email marketing campaigns that are personalized to each individual recipient. This is relatively easy if you’re using marketing automation software and can help to take people onwards from the awareness stage.
One of the most effective ways of doing this is to segment your old contacts based on their buying patterns. This is one of the most important things that defines B2B customers and so should be the foundation of any email marketing campaign. You should also ensure you’re giving them an incentive to rekindle their relationship with you.
This can be something as simple as giving them free access to your latest whitepaper, high-value industry content or a discount off your normal rates.
Marketing Tactic: Maintain Interest
You’ve succeeded in capturing their attention, but do you have the means to sustain it long enough to build a lasting relationship?
Tip 3: Re-purpose Content
Most brands have a handful of content that outperforms anything else delivered throughout the year. Instead of just re-posting this archived content on your social media channels, give it a new lease of life.
This can be getting a collection of cohesive articles together and publishing an ebook, or writing fresh supporting content for an evergreen infographic you’ve produced in the past. This is a great way to generate high performing lead generation assets.
Either way, this allows you to make the most out of your best content, while also delivering something of genuine value to your audience.
Tip 4: A/B testing
If you want to understand more about your online visitors, A/B testing can be a great way to determine how your audience wants to connect with you. The idea is that you have two different ways to achieve the same goal.
For example, you may have an infographic that you want to be at the centre of your demand generation campaign, but you might be unsure about how best to showcase it. By using A/B testing, you can have one page that uses parallax scroll and another that encourages users to interact with the content. You can then see which route has the highest success rate and use this to inform future strategic decisions, as well as where to sit your infographic.
The beauty of testing is it gives you invaluable real time feedback that can used to refine, improve and enhance your efforts, making your campaigns more powerful and ultimately more successful.
Marketing Tactic: Drive desire
Their ears are pricked – now’s the time to get them acting!
Tip 5: Make your CTAs really, really relevant
Why should your audiences care enough to click?
It’s one of the very basics of marketing to ensure that your high-performing content has a strong call-to-action at the bottom, but are yours really relevant? You need to make sure you’re not just using the same one-size-fits-all approach and that your CTA is based on real motivations expressed by visitors on your site.
Looking at your user journey and personas will give you the information you need to construct a solid CTA for each article or landing page on your website that will address genuine questions your visitors are asking.
Marketing Tactic: Capture Action
Never miss the opportunity to capture valuable insight at critical touch points, here’s how…
Tip 6: Gate premium content
Whilst making all your content easily accessible may be a good long-term strategy in theory, it doesn’t give you any insight into when your prospects are ready to go to the next stage in their buyer cycle.
Requesting contact information before providing access to some of your most high-value content can help you gather valuable insight about visitors at critical touch points in their user journey.
This data can help you provide much more personalized and relevant user experiences further down the line that can greatly enhance your nurture programmes and ultimately accelerate your pipeline.
Were these tips helpful?
Read how other marketers are adapting to the shifts in B2B content marketing in order to deliver more effective demand generation activities in our popular article Why B2B Content Marketing Has Changed Forever.
Read more about our demand generation process.