Understanding Demand Generation and How to Improve It

Generating leads and getting consistent traffic on your website is only the first step in your purchase process. This process commonly referred to as a purchase funnel by digital marketing companies, involves a careful set of steps that is meant to turn your leads into customers, and eventually, into repeat customers. 

One important aspect of your purchase funnel that you have to take into account is demand generation. Demand generation is the act of creating curiosity to learn more about your business. Rather than being focused on your offerings, it is more focused on your brand. 

The goals of demand generation

While all roads lead to making more sales and customers, demand generation is not about presenting your product. It is an invitation for your target market to learn more about your brand. Some common goals in this aspect of the purchase funnel are as follows: 

  • Exploring other sections of your website
  • Following your brand on social media
  • Signing up for mailing lists
  • Signing up for free trials of your service.

Depending on your brand and its offerings, you may have to adjust your desired actions in each aspect. 

Make use of the data

Digital marketing companies have devised plenty of strategies that can help improve your demand generation. The beauty of this field of advertising is that the success of these strategies is highly measurable. Many of these avenues are able to provide tons of data, which can allow you to adapt your marketing strategies in real time.

Beyond the numbers, it is also important to get into the qualitative data. You can do this by conducting surveys, looking into reviews of your product, and continually talking to your customers about their experiences. These can offer great insights as to how you can improve your offerings. 

Maintain a robust Search Engine Optimization (SEO) Strategy

SEO is the field of marketing that involves adapting and tailoring your website so that it can rank more easily on search engines. This involves a careful balance of producing relevant content, ensuring your website is well designed, and continually improving the user experience. 

It is important to understand, however, that this is a long-term process. The benefits might take a while to start manifesting, but it is definitely a worthwhile endeavor. 

Offer a free trial

Four out of five businesses in the US make use of at least one Software-as-a-Service (SaaS) application. There are solutions to nearly everything on the market, at nearly every level. The competition is more fierce than ever in the field of software, and as such, it is important to offer your customers a free taste of your services so they can make better decisions.

This can manifest as a free trial of 15 to 30 days or even offering a limited set of features for free. By offering this free taste, you present your service as something your consumers cannot live without. 

Final thoughts

Digital marketing companies understand the value of a good advertising strategy. By understanding the value of demand generation, you might just find that more and more visitors are being converted to your desired actions—whether it is just related to spreading awareness of your brand or improving your sales.

If you’re looking for help from a digital marketing company about demand generation, send us at Discover My Business a message. We can help your brand obtain the reach it deserves. 

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