Using demand generation campaigns, you may raise your company’s profile, drive more traffic to your website, and close more sales. Sales and marketing departments may now work together as a cohesive unit instead of working in separate silos. So, if you want to build a strong consumer base, take the time to go over the information in this post.
Similarly to attraction marketing, demand generation channels aim to pique the attention of your target audience. As a result, demand generation offers a wider range of applications and advantages. In particular, interactive material has been shown in one study to boost customer engagement by two times more than static information. Because of this, 62% of B2B marketers are using it.
Demand generation examples
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Contests
Competitions are held by brands to keep their customers engaged. This is one of the best demand generation examples to get the word out and attract new customers.
Using this method, you can find out how much demand there is for your product and boost your conversion rate by up to 34%.
Example
To appeal to the millennial age, Starbucks introduced its sustainable cups in 2014. Starbucks took advantage of the popularity of hashtags and launched the WhiteCupContest on social media when it was having difficulty tapping into the market.
The competition offered a $300 reward to the winner and guaranteed to use the winner’s design on their cups.
After just three weeks, Starbucks sold 4000 cups and received a lot of media attention.
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Guest Blogging
About 53% of marketers believe that guest blogging is the greatest technique, and sponsored posts are a great way to get their products in front of potential customers.
You’ll want to hear this story.
Example
Help Scout has always relied on content marketing to grow its business. Help desk software is sold by the corporation, and half of its revenue comes from advertising. However, the significant volume of traffic they’ve received has been mostly due to the guest blogging they’ve done.
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User-generated Videos
It’s no secret that videos are an effective marketing tool, and nearly every business owner uses them to share information about their company with customers and potential customers.
You may be able to create demand for your products with one particular type quickly. That’s the user-generated video.
People prefer real-time videos by their peers and are more likely to put their faith in them than they are in professionals. In order to establish a personal connection with your viewers, feature your employees’ expertise in your clips.
Example
They’ve been around since 2001, but GoPro cameras have recently become more popular.
Can you guess what they’re doing?
The firm reached out to sports lovers and recruited them as brand ambassadors. Using hashtags, Daredevils began to post their videos with GoPro.
YouTube named GoPro its 5th most popular channel at the end of 2014, and its Hero5 Black action camera was also a best-seller at that time.
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Email Marketing
Customized messages sent via email keep you connected to your customers and give you the opportunity to regularly advertise your business.
Make sure your email subject lines appeal to the concerns of your target audience.
Example
CloudApp skillfully uses conversational language in their email marketing to showcase their product right from the start.
The minute you sign up, you’ll get a nice welcome email making you feel unique, followed by a quick tutorial on installing CloudApp.
They’ll send you another email asking for feedback once you’ve used the service for a while, along with a free trial of CloudApp pro.
Do you see a pattern emerging? The organization creates demand for its product by simply pinpointing challenges and offering quick fixes.
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Influencer Marketing
Influencer marketing is often used by brands to obtain social proof. Having a positive word from an influencer can have a tremendous impact on your brand’s reputation.
More and more eCommerce businesses are turning to influencer marketing to boost their sales, and the number is only going to rise.
Reach out to professionals in your field and use their standing to build your reputation.
An example of how influencers can benefit a company is shown below.
Example
While working with American actor and comedian Nick Offerman in 2015, the Lagavulin Distillery produced and uploaded a 45-minute video to their YouTube channel. As he drank Lagavulin, the entire video featured Nick just relaxing by the fire with a bottle of Scotch.
How would you feel if you had to sit through a quarter-hour of silent advertising?
Well, that was the Lagavulin approach.
There were 3 million views on the video! That’s what influencer marketing is all about.
Standard demand generation frameworks that marketers can work with for their first couple of campaigns
A demand generation framework simplifies the complexities of your marketing and sales efforts. Even if your structure is different, the following components should be present:
- Organizing: Establish your objectives and timelines, identify your target audience and key stakeholders, and then devise a plan for interacting with them.
- Preparing: Develop a marketing campaign by identifying and creating effective messages and offers.
- Execution: Ensure that your demand generation campaign is well-publicized.
- Analyzing: Look at the results of your campaign and see how you can improve it to get more qualified leads.
In order to better understand your audience, you must use campaigns as the backbone of your demand-generating plan. With the use of free tools and content, they help you identify potential leads and present your brand as a remedy to their problems. Make a list of the goals of your campaign, objectives, promotional efforts, channels, and necessary resources before beginning the campaign planning process.
An additional team or individuals is needed to handle your demand generation activities, ensuring that the campaign goes well when it comes to converting leads into sales.
Key takeaways from the above demand generation examples
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Create Informational Content
This will pique the curiosity of potential customers and encourage them to buy. Customers are 131% more likely to buy a product after reading an informative article, according to one research study.
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Enhance interactivity in your content
As a result, you may be able to attract more customers. Interactive material has been shown in one study to boost customer engagement by two times more than static information. 62 percent of B2B marketers utilize it for this very reason.
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Give out free trials and services.
The term “free” attracts attention like nothing else. Because it doesn’t cost a penny, people are eager to give everything a shot. Think about offering a free trial of your product or service.
B2B organizations that offer free trials had an average conversion rate of 66%, according to one survey. This is good news if you’re concerned that giving away freebies is unproductive.
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Boost Business Prospects
Guest posting, according to brand reports, can raise the number of new visitors and improve the number of leads. In just two days, Okdork.com had a 73% increase in traffic from new visitors. In just nine months, BufferApp acquired 100,000 clients thanks to guest blogging.
Final Thought
At each point of your funnel, demand generation serves a variety of purposes.
Lots and lots of experts are saying to do this, advertise that, customize this email, and the list goes, but that’s not strategic planning. That’s what you’ll need to incorporate into your format strategy. And demand generation are all about integrating multiple sales and marketing tactics.
You should consider all of your alternatives before settling on a marketing strategy. We hope you have found the demand generation examples discussed in this article very insightful.
How successful is your demand generation program? Let us know how we can help you improve and get better results.
