The following blog articles are some of the things that make us go Mmmm…, provoke a thought and/or challenges the status quo.  We want to share them with you as a means to engage with you as well as for you to grow your endeavors.  We would like to hear about the ones that do the same for you!

Your Focus For 2024: Demand Gen Strategies

Your Focus For 2024: Demand Gen Strategies

Business Content Marketing Marketing Our Blog Your Business

Hey there! I wanted to share something important with you. While everyone tends to focus on lead generation, the real star of the show is actually demand generation. Without it, your lead generation efforts won’t stand a chance. Let me break it down for you.

Begin With Understanding the 95-5 Rule

The 95-5 rule is a very important concept for your marketing team to grasp and understand. The 95-5 rule is simple. It is that most of your prospective buyers are “out-of-market” at any given time. There is really only 5% of your total targeted market that will enter a buying cycle at any one time, and the other 95% of your total available market is not “in-market,” meaning they are not in the buying cycle at any given time.

For example, if your target market consists of 1,000 companies, only 50 will be looking for a solution at a given time. You will always be up against all your competitors for those 50 potential deals all the time.

The remaining 95%, or in the example above, 950 companies, are considered out-of-market or are actually nothing more than future prospects.

But the key point here is that it’s already too late for your company if buyers don’t know you when they come in-market to buy products or services like yours. To grow a brand, you need to market to those people who aren’t in-market now so that when they enter the market, your brand is top-of-mind and already on the shortlist.

What’s The Difference Between Lead Gen and Demand Gen

The primary difference between demand generation and lead generation is that demand gen is focused on increasing your brand awareness targeted towards the 95% that are currently not looking for a solution, while lead gen focuses on capturing prospects who are actively entering or already in the buying cycle as they are looking for the right company to solve their problem.

That means your lead generation programs are really only meaningful to 5% of your total available market/niche that you have identified! So, if you are solely focused on lead gen, you are missing 95% of your market you want to become a customer.

Most marketers believe B2B brands grow by immediately moving buyers down the sales funnel. In fact, over 90+% of marketers believe that if they run “in-market” lead generation campaigns, they can expect results in just a few weeks. The reality is this is not the case. Just because someone is consuming your content doesn’t mean they are in-market at the time they are consuming it. The reality is that buyers decide to go “in-market,” not your marketing. After all, marketing is nothing more than an entry point offer or conversation that ultimately leads your prospect to initiate an ideal sales conversation with your brand!

This is where your content marketing and social media play an integral role in getting your potential new customers’ attention to the point that they want to follow you!

Transition your Mindset from Lead Gen to Demand Gen

If you look at the Key Performance Indicators (KPIs) you are tracking I am willing to bet they are based on lead-generation tactics, so it may be a challenge to change the internal mindset to demand generation.

Shifting your focus from lead generation to demand generation has to be a strategic move that will benefit your company in many ways long term. While both approaches are essential for business growth, demand generation focuses on creating awareness, interest, and desire for your product or service across a broader audience reach, while lead generation specifically targets individuals or companies who have expressed interest in your offerings. Here are some reasons why you should consider this shift for your continued business growth:

  • Building Long-Term Relationships: Over time, demand generation focuses on building and nurturing relationships with your ideal potential customers and others in your ecosystem, such as media and analysts. By creating brand awareness and providing valuable content and experiences, you can engage with prospects before they are ready to make a purchase. This approach fosters trust and loyalty, leading to more significant sales in the long run.
  • Reach A Wider Audience: Demand generation strategies aim to reach a broader audience, not just those actively seeking your product or service. This can help you tap into new markets and customer segments, expanding your business’s potential customer base.
  • Reduce Your Dependence On Inbound Leads: Relying solely on inbound leads can be limiting, depending on the number of people actively searching for your offerings at any given time. Demand generation allows you to proactively create interest in your products or services, reducing your dependence on inbound leads and making your marketing efforts more predictable, and has the effect of producing better results.
  • Focus On Building Your Brand: Demand generation campaigns often involve content marketing, social media engagement, public relations, and other brand-building activities to bring your brand to the light of day. These efforts can enhance your brand’s reputation and authority in your industry, making it easier to attract and convert leads in the future. The goal is to become a subject matter expert that people follow and seek your advice.
  • Be Able To Pivot To Changing Buyer Behavior: Buyer behavior constantly evolves, and consumers today are more informed and empowered than ever from the information they can get from the Internet instantly! Demand generation strategies align with these changes by providing valuable content and experiences that educate and engage potential customers throughout their journey of finding the best solution for their problem rather than just at the point of purchase.
  • Grow Your ROI: While lead generation can yield immediate results, demand generation can provide a better return on investment (ROI) over the long term. By nurturing relationships and focusing on every step of the customer journey to becoming a customer, you can increase the lifetime value of customers and generate more revenue in the long term.
  • Upgrade To Modern Marketing Techniques: Demand generation is easy to integrate with modern marketing techniques like inbound marketing, content marketing, and social media engagement. These approaches have become increasingly effective as buying behavior has shifted toward online research and social interactions.
  • Your Competitive Advantage: Many of your competitors are still primarily focused on lead generation. By shifting to demand generation, you can differentiate yourself in the market, and gain a competitive advantage by building a strong brand presence to engage customers at every step in their journey to become your customer.
  • Analytics Insight Is Key: Demand generation often relies on data analytics to understand customer behavior and preferences to make decisions about your marketing strategies and plans. This data-driven approach allows you to refine your strategies continuously and make informed decisions based on real-time insights so you never have to live on hopium (hoping something will happen).

Don’t underestimate lead generation as being undoubtedly valuable, but making the shift towards a demand generation strategy can offer a more comprehensive and sustainable marketing approach for your business. By focusing on creating awareness, building relationships, and engaging with a wider audience, you will position your business for long-term success and effectively adapt to the ever-changing landscape of B2B consumer behavior and technology in 2024 and beyond.

Need help on creating an effective demand-generation strategy for your business? Begin by scheduling a FREE 30-Minute Discovery Call to start a conversation about your business. Oh!  When we do talk, you will get our “No Pitching”  guarantee. No pitching means we will not try and sell you in any way. If you want MORE after 30-minutes you will have to ask for it!  We think that sounds fair, don’t you? Well, after all, that is what we are known for.

Why Content Marketing And How To Do It With A Strategy

Why Content Marketing And How To Do It With A Strategy

Content Marketing Marketing Our Blog Your Business

So why in the world do I need to do content marketing? How do I do content marketing are the two questions we are asked the most. Content marketing is the missing link in your marketing puzzle.

Studio1Design shares its content marketing tips in this infographic from why you need it to building strategy to make it effective.

Here are some of the benefits they cover:

  • Keeps the reader’s attention
  • Improves brand loyalty
  • Generates leads
  • Increases direct sales
  • And more…

Why You Need Content Marketing How to Implement Your Strategy 1

A Beginners Guide to a Successful Inbound Marketing Strategy

A Beginners Guide to a Successful Inbound Marketing Strategy

Business Content Marketing Marketing Our Blog SEO Social Media Video Marketing Your Business

What does inbound marketing mean?

Ok! I will admit that the term “Inbound Marketing” was a bit confusing for me when it first came out many years ago but I realized it was one of those fancy jargony words marketers like to use to confuse people into thinking that need to use them because they know how to say the big words. Wait! I am one of those marketers but I like to keep things simple! So in my humble marketing opinion, I see “Inbound Marketing” as marketing a product or service from your point of view to show how you solve a problem that prompts a sales conversation with a new prospect. Remember customers don’t always buy the best product to solve their problem, they a product they can understand the FASTEST!

Inbound marketing is more effective when tied to a marketing strategy that focuses on attracting customers through valuable content and experiences. Unlike traditional outbound marketing, which involves interrupting potential customers with advertisements, inbound marketing aims to create a connection with the audience by providing them with relevant and useful information.

The key principle of inbound marketing is to provide value to the audience in what you say rather than simply promoting products or services. By offering valuable content, businesses can establish themselves as industry experts and build trust with their target audience. This, in turn, leads to increased brand awareness and customer loyalty.

Connect customers to your brand through various communication channels with content creation, social media engagement, and SEO and SEM practices. You’ll engage with customers through various communication channels and make a lasting impression using:

  • Blogs
  • Emails
  • Videos
  • Social Media Posts
  • Search Engine Results

Inbound Methodology

At every stage of the buyer’s journey, you can add immense value by providing useful content that viewers will find truly valuable.

By conducting extensive research and creating relevant buyer personas, inbound marketing allows you to better gain a deeper understanding of your consumers and reach them with a more personalized approach in your lead generation strategy. This means that inbound prospects are far more valuable than outbound ones, they are more likely to respond and engage positively with the content you create.

Outbound marketing pushes products and services, while inbound attracts and maintains attention with interesting content. Outbound talks at consumers, while inbound creates a compelling conversation with target audiences. Plus:

  • Content marketing costs 62 percent less than outbound marketing.
  • 59 percent of marketers believe inbound marketing generates higher quality leads (it actually does).

The Strategy

Before you can create the content to drive leads, you need to determine what to say along with how, when, and where to say it. Your content marketing strategy starts the process, bolstered by services such as:

  • Consulting
  • Data From SEO/SEM, UX, Analytics, and Audit Tools
  • Detailed Buyer Persona Mapping
  • Brand Messaging
  • Conversion Rate Optimization
  • Extensive Keyword Search
  • Email Marketing
  • Performance Metrics
  • Analytical Reporting

Copywriting

One of the essential elements of a successful inbound marketing strategy is strong copywriting. Copywriting involves creating compelling and persuasive content that engages the audience and encourages them to take action. Whether it’s writing blog posts, creating landing page copy, or crafting social media captions, effective copywriting is crucial to attract and retain the attention of potential customers.

To create a strong copy, it is important to understand the target audience and their needs. Researching their pain points and desires will help in crafting content that resonates with them. Additionally, using persuasive language, storytelling techniques, and incorporating relevant keywords can further enhance the impact of the copy.

  • Blogs
  • Email Newsletters
  • White Papers
  • eBooks
  • Case Studies
  • Customer Testimonials
  • Product or Service Guides
  • Landing Pages
  • Banners Ads
  • Lead Generation Emails

Graphic Design

Stock imagery and intimidating chunks of copy just won’t do. Inbound marketing calls for engaging viewers with professional, easy-on-the-eyes content. Graphic design services can elevate your story to a visual level, with content such as:

  • Custom Illustrations
  • Branded Infographics
  • UX and Web Design
  • Professionally formatted eBooks, White Papers, and Case Studies
  • Custom CTAs
  • Branded Sales Sheets, One-Pagers, Reports, and Guides
  • Email Templates

In the digital age, visual content plays a significant role in attracting and retaining the attention of online users. Incorporating visually appealing graphics and images in inbound marketing efforts can make content more engaging and memorable.

Graphic design is not limited to just creating eye-catching visuals; it also involves creating a consistent and cohesive brand identity. The use of consistent colors, fonts, and imagery across various marketing channels helps in establishing brand recognition and credibility.

Video

Video has become an increasingly popular medium for inbound marketing. It allows businesses to convey their message in a more dynamic and engaging way, capturing the attention of the audience more effectively than text-based content alone.

Creating high-quality videos that provide valuable information or entertainment can help businesses connect with their target audience on a deeper level. Whether it’s product demonstrations, tutorials, or behind-the-scenes footage, videos can be a powerful tool to showcase a brand’s personality and expertise. some examples include:

  • Product Demos
  • News Updates
  • Interviews and Testimonials
  • Video Blogs
  • On Location Shoots
  • Event Coverage
  • VOX Pops
  • Animation and Motion Graphics
  • Step-By-Step Guides

Social Media

Social media platforms have revolutionized the way businesses connect with their audience. Inbound marketing strategies heavily rely on social media to reach and engage with potential customers.

Social media platforms provide businesses with a direct line of communication with their target audience. By creating and sharing valuable content, participating in discussions, and responding to comments and messages, businesses can build meaningful relationships with their followers.

Moreover, social media platforms offer various targeting options, allowing businesses to reach specific demographics and interests. This targeted approach ensures that the content reaches the right audience, increasing the chances of conversion.

  • Social Consulting
  • Social Media Strategy
  • Channel Management
  • Social Media Advertising
  • Live Posting
  • Snapchat Geofilters
  • Social Media Contest Creation and Management
  • Detailed Performance Reports

In conclusion, a successful inbound marketing strategy involves understanding your target audience, providing valuable content through strong copywriting, incorporating visually appealing graphics and videos, and utilizing social media platforms effectively. By implementing these elements, businesses can attract and engage with their audience, ultimately driving brand awareness, customer loyalty, and business growth.

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