Boost your business growth with effective demand-generation tactics. Learn how to create brand awareness, and quality leads, and convert them to revenue.
Generation Tactics: A Beginner’s Guide with Contests, Giveaways and Free Resources
Every business needs stable revenue to sustain growth. A healthy sales pipeline is the key to it. But it’s easier said than done. Generating and sustaining that sales pipeline is one of the biggest challenges marketers face.
This is where demand generation tactics can help you. When done well, demand generation can create brand awareness, generate quality leads, and help convert those leads to revenue. In this blog post, we’ll talk about what demand generation is, how you can use LinkedIn for demand generation, and four tactics you can try for your business.
Ready to take your demand generation strategy to the next level? Start using Taplio today and unlock the full potential of LinkedIn for building brand awareness, generating quality leads, and driving revenue growth.
What is Demand Generation?
Demand generation refers to generating demand for the products and services of your business. This can be done through a comprehensive, gradual approach that focuses less on lead generation and more on building relationships.
Demand generation involves identifying prospects, qualifying them, and guiding them through a conversion funnel before these nurtured leads are considered ripe for sale. Unlike traditional methods, demand generation is a long-term relationship between a company and its prospects.
Why is Demand Generation Important?
Demand generation focuses on selling a solution, creating awareness, and building a need for your product or service. It allows you to position yourself in a unique way. Demand generation focuses on being attentive to the needs of your prospects and generating interest before you try to sell. This is crucial because it increases lead quality. Better quality leads result in more closed deals.
Demand Generation Vs. Lead Generation
Lead generation and demand generation may seem to be the same, but there are critical differences between the two. In lead generation, anyone who visits a website may be considered to be a lead. In demand generation, however, prospects are identified by their actions and their actual interest in the product or service. It takes prospects through a nurturing process to ensure that the lead is genuinely qualified and of high quality. This improves the conversion rates.
Demand generation is more comprehensive and takes a longer time, and involves several elements such as direct, inbound, and email marketing to nurture leads while offering them the information they need on how you can solve the problems they face.
4 Steps to Creating a Demand Generation Strategy for LinkedIn
Demand generation is all about building awareness so prospects can enter the sales funnel reliably. Let’s take a look at four steps that are essential for creating a demand generation strategy for LinkedIn.
1. Build Awareness
Brand awareness is critical for ensuring a consistent flow of leads in today’s competitive marketing landscape. Building brand awareness isn’t simply about getting more attention. A good strategy will focus on creating a positive, memorable impression of a personal brand. It will make the company trustworthy in the eyes of a prospect.
One great way to increase credibility and visibility is through authentic reviews. Ask recent customers to provide you with a brief review and possibly write about how your product or service helped solve a problem so it can help target customers on the fence make a decision. Post these on LinkedIn to help prospects filter through the available products and narrow their focus.
2. Focus on Content Creation
Creating and posting high-quality content is a key element in building industry expertise. Doing this consistently means your brand will be seen as a reliable authority in your niche.
Building this expertise helps build trust and provides helpful insights to your prospects regardless of where they are in the sales funnel. Develop personalized, engaging content that addresses all buyer concerns and questions of leads. Anticipate needs and questions and craft content with strategic CTAs that will guide your buyers through their purchase.
3. Use Account-Based Marketing
If you want to set yourself up for success, you should focus on account-based marketing. this is a strategy where you target a specific group of accounts representing higher growth opportunities. Account-based marketing relies on a deep understanding of the accounts you are targeting. It requires you to nurture them through customized support and engagement. Create targeted personas, and evaluate their objectives, needs, and the steps in their buying journey. This will help you determine how to create personalized content that addresses their unique pain points.
4. Nurture Your Leads
Effective demand generation requires a detailed nurturing strategy that guides a prospect from first contact through purchase. Throughout this process, you’ll need to be in tune with the concerns and questions of your buyers. Continue to interact with leads and nurture them by answering questions. The goal here is to anticipate needs and reach prospects with the right content in the right format through the right channel.
4 Demand Generation Tactics to Use
Now that we know what demand generation is, here’s how you can go about implementing it on LinkedIn.
1. Give Away Something of Value
Give away something your prospects will find valuable for free. It could be a free offer, a content download, or anything else. Consistently hosting giveaways has a number of benefits. First, it creates trust with your audience. It also encourages prospects to engage with your content and share it with others.
When you offer your prospects something valuable for free, they are much more likely to provide you with the information you need to start qualifying them for your demand generation process.
2. Offer a Free Resource or Tool in a Contest
In line with the point above, another effective demand-generation tactic is to host a contest and offer a free resource or tool. Offering a free tool can be a remarkably strong tool for demand generation. It can also make prospects take action and position your brand as a valuable resource. Creating a free tool isn’t cheap or fast, but it is well worth the effort.
3. Invest in Content Creation
A strong content strategy can incorporate several other elements of demand generation, such as giving away valuable resources for free. Inbound marketing is a crucial part of a successful demand-generation strategy. Success requires consistency, so you’ll need to reliably post good-quality content to see any results from this technique. Create a LinkedIn content calendar and use Taplio to create and schedule your posts well in advance.
If you are already posting consistently on LinkedIn, think about how you can make your content more valuable. Incorporate original research or data and post timely insights into trends and new developments. Think about why someone should spend reading your content. Double down your efforts and only publish your best content.
4. Optimize Your Email Marketing Strategy
Email marketing is an incredibly effective technique, but far too many people fail to leverage its potential. When using email marketing as a part of your demand generation strategy, less is more. Don’t turn off your prospects by bombing them with too many emails. A/B test all your email campaigns to ensure the subject line, headline length, offer placements, and links are performing strongly. Make informed decisions based on data you collect through testing. Again, do not spam your email subscribers. Instead, offer them your best offers, resources, and tools, and they’ll be more likely to respond positively.
Use a LinkedIn tool like Taplio in conjunction with these demand-generation tactics to streamline the entire process from start to finish. Sign up today to start using Taplio’s advanced AI content creation, scheduling, and CRM features.