A GUIDE FOR BUSINESSES
Marketing programs to generate demand for products and services and acquire customers have changed dramatically over the years, with nearly all decisions to buy now supported from information online.
People are looking for reviews, referrals, testimonials and credibility online and the ways in which people can be reached is more diverse than ever before.
Developing an effective demand generation strategy is critical for any business that wants to succeed online – but how can businesses ensure that their marketing teams have the best chance to achieve revenue growth from Demand Generation?
HAS A DEMAND GENERATION STRATEGY BEEN FORMALISED?
All marketing should be focussed on the end goal of generating demand. Some activities naturally happen further back in the marketing chain eg. analytics, thought leadership & brand building – but all marketing should have revenue in mind.
Most could create a rudimentary system, broadly outlined as the following:
- A defined target audience
- Identified channels that your target audience is using
- Creation of compelling content which resonates with that audience
- Promotion of your content across the channels that your target audience is using
- Measuring the results of the campaigns
Optimising the strategy is the harder part.
OPTIMISATION - AUDITING & IDENTIFYING DROP OFFS IN THE CUSTOMER JOURNEY
THE BASICS
What does your business look like on Google?
Have you searched it recently?
Is it clear what your company does?
Are the fundamentals correct?
THE WEBSITE
Many companies fall into the common trap of “updating the website” unnecessarily without looking at how the website is actually functioning initially.
What are your visitor numbers?
What are your session durations?