Every brand wants more business; it’s as simple as that.
The million-dollar question is, “How do I get it?”
The fact is that the answer to this is somewhat mysterious for a multitude of reasons. First, what’s the best resource for marketing? Is it direct advertising, SEO, paid media, etc.? Then, how much is a good starting budget? Is there a golden number my brand should invest? Lastly, how do I convert my leads into full-blown customers? How do I keep them coming back for more?
All of these evidently fall under the term, demand generation.
SEE ALSO: How To Write More Content In Less Time
What Is Demand Generation?
According to HubSpot:
Demand generation captures the umbrella of marketing programs that get customers excited about your company’s product and services. Demand generation programs can help your organization reach new markets, promote new product features, build consumer buzz, generate PR, and re-engage existing customers… Demand generation programs are touch points throughout the conversion and sales cycles.
Think of demand generation as a phrase used for hyping up your marketing efforts. That sounds nice, but why does it matter? Well, building potential long-term relationships with consumers through multiple engagement methods is the primary role of demand generation.
This is essentially one of the most sought after deliverables for a brand. If your company can’t create or maintain communications with its customers, there can be a significant amount of lost business. Creating urgency and familiarity between your product and target audience is a vital part of your outreach efforts.
Luckily, there exists something that can boost these endeavors. Repurposing or publishing articles, blogs, videos/photos, or virtually any fashion of content on third-party sites to engage with their target audience is this venture. This, my friends, is called content syndication.
How Important is Demand Generation?
According to the digital marketing agency, Aumcore:
Sharing is essential to social media marketing because it’s how your users communicate with one another and how your business will increase its brand awareness.
Generating new business is most certainly a crucial aspect for your marketing attempts, and having an ambitious approach to target new areas is key. One of the best ways to do this is to create and share infographics.
Infographics are liked and shared on social media 3X more than any other type of content because people love to look at pictures. This is particularly the case for pictures that are informative and relevant. Creating an infographic that relates well with your industry and can provide supportive data will go a long way in building brand authority. Having a good authoritative stance in the eyes of your consumers will also create boosted trust in your business, making audiences more confident in their interactions with you.
Visuals, in general, are one of the best ways to promote one’s brand. According to HubSpot,
37% of marketers said visual marketing was the most important form of content for their business, second only to blogging (38%).
Users like observing attractive and amusing images that are put in front of them, especially on social media. Another statistic showed that Facebook posts with images see 2.3X more engagement than those without pictures. Chances are you’ve heard the phrase, “A picture is worth a thousand words” before. As it happens to be, this is the epitome of all current content marketing.
People want to be hooked in with excitement to what your company is delivering. The trick is to make sure it’s delivering through multiple channels, following the rules of content syndication.
What Do the Experts Have to Say About This?
There are quite a few professionals in the digital space that know what they’re talking about when it comes to demand generation.
The experts over at BuildFire have some great tips when it comes to content syndication. According to their blog;
Before you go out and ask others to publish your content, you have to do a little research. Again, the whole point is to capture more leads based off their existing customer base. Make sure that your syndicated content will do more than just reach this new audience; make sure to intrigue and induce them to check out your product or site as well.
You should always ask yourself two questions when syndicating your brand’s content: First, “Is this an audience I want my brand to pursue?” and second, “How do I create content that attracts them?” Both of these questions can be quickly answered by strategizing. Need help? Try checking out a proven digital marketing strategy that can assist your brand in achieving a complete marketing effort in 2017.
Neil Patel is an industry leading entrepreneur, investor, and influencer who consistently offers some great advice concerning digital marketing:
There’s only one key behind producing great content, day after day… You don’t need to be the best writer. You don’t need to be a top expert (although it can help). You dany fancy tools (although they can also help). What you do need to do is understand your reader.
To understand what your audience likes, you have to know your consumers inside and out. Look through your brand’s social analytics and take a look at what content is producing the most engagement and which isn’t. Understanding the popularity of your posts is one of the keenest observations your business can make into learning the best people to market to. All of this, of course, creates better conversions and increases demand generation.
To sum it up, content syndication can be your company’s best friend in achieving high demand for your products or services. Know how to use it (you don’t have to be a syndicating master!) and watch as the traffic floods to your business!
Do you have any tips for increasing demand generation? I’d love to continue the conversation with you. Leave your best tips in the comments below!