When generating demand, it’s important to work with more than just the top sectors of the sales funnel. This rule works for any business, be it सबसे अच्छा ऑनलाइन कैसीनो or a local grocery store. Let’s talk about approaches that will help prepare potential customers to buy at all stages of the brand conversation.
Increasing Visibility
Creating and promoting content is an important part of a demand generation strategy. After all, it’s the easiest way to attract visitors to the site and get them interested in the product.
Focus on building credibility and developing expert status in the industry. To do this, you need to address issues that users already face and don’t know about yet.
How do you figure out what to talk about? Research your target audience and create portraits of potential customers. To do this, answer the questions:
- Who are your ideal customers?
- How do they make their purchasing decisions?
- What are their pains?
- What questions do they usually have at different stages of the journey?
Interviews and surveys, analysis of referrals, comments, and industry research will help you gather information.
Once you have a better understanding of what users from different groups want, you can start promoting your brand. Here are the right tools for this:
- Blog. Post useful articles on your site regularly. Talk about the product and how it can solve problems. Educate. Share the news.
- Information Hub. Collect answers to frequently asked questions in one section.
- Guest articles. Post expert articles on external sites.
- PR. Tell the media about newsworthy stories, do research, and arrange events. Give expert commentary to journalists.
- Free tools. Calculators, generators, converters, simple analytical services help draw attention to your product and bring users closer to solving problems.
- Webinars. With this format, it’s convenient to involve users and acquaint them with the brand. It works just as effectively for warming up leads.
Expanding your reach and increasing brand awareness is important for creating demand. After all, if they don’t know about your offer, they won’t consider it as an option.
Conversion
Now your task is to tell those who are already looking for a solution about the company. Motivate them to take action.
Together with the sales specialists, develop a system for evaluating leads. You must understand how to build communication with potential customers who are, to varying degrees, ready to buy. A personalized approach will help close more deals.
Start by characterizing the most successful leads:
- Where do they work?
- What is their job title?
- What kind of content are they interested in?
- How did they hear about you?
Examine the data from the CRM and determine which factors most often influence willingness to buy. Scale these to a point system and further evaluate each lead. This is an important step in building a successful demand creation strategy.
The following tools can help convert interested users to a solution:
- Downloadable content. Prepare reports, checklists, e-books, and other resources that can be obtained in exchange for contact information.
- SEO. Optimized content will bring users to the site who are already interested in solving the problem. Think about what information they need at different stages of the sales funnel.
- Search advertising. You can pay for a quick hit at the top of search results for thematic queries.
- Newsletters. Remind them about yourself with useful content. This way you will prepare potential customers who need more time to make a decision.
- Remarketing. Offer unique terms to those users who have already interacted with the brand.
- Community. Develop social media and keep your followers engaged. Statistics show that 90% of users will buy from a brand they follow on social media. 86% will choose it over a competitor.
- Chatbots. Automated newsletters conveniently guide the user through the steps of the path to purchase. Unlike traditional web feeds, they are better at engaging the audience. Can answer questions, gather information and automatically rate leads.
Align Marketing and Sales
It will be easier for sales people to close deals if the marketing department provides them with the necessary information and content. For example, price lists, case studies, presentations.
Today, marketing and sales need to work together: this is the only way to offer users the perfect coordinated experience.
To support sales, prepare the following materials:
- Product guides. With all the attention focused on blogging, social media, and launching ads, it’s easy to forget about content for the lower sectors of the funnel. Users want guides, feature reviews and other product or service content.
- Scripts and internal guides. The marketing department knows the customer journey and the characteristics of the audience well. Based on this data, recommendations for sales professionals can be compiled.
- Cases. It’s useful to show clients that their problem isn’t as unique as it seems. And at the same time establish the brand as an expert in its solution. Cases will help in this.
- Testimonials. This content format saves potential buyers the last doubts. You can request them yourself and present them in an unusual format. The main thing is to keep the users’ trust.