How to build demand for your business: 6 steps to take to generate more interest and sales
In marketing and business, we talk a lot about how to build demand for your services and solutions. In fact, larger marketing teams have dedicated professionals working specifically on demand generation.
But what exactly does that mean?
Demand generation folks tend to work in digital marketing roles that include managing marketing automations (a combination of actions triggered through activity on the business website, email, and paid ads), advertising, and search engine optimization.
They’re working on finding ways to reach new markets, re-engage existing customers, and build buzz around the company’s product or offering.
The silo of demand generation is a bit misleading though.
For content marketers like myself, demand can also be generated through content or public relations activities.
Regardless of the tactics used, demand generation refers to any activity that drives awareness and interest in your offer.
You’re strategizing on how to keep your business top-of-mind for consumers so they purchase from you, or at least consider purchasing from you, when they find themselves in need of your particular product or service.
From the moment of awareness to the moment of purchase, every touchpoint with your audience can lead to increased demand.
So, how does one build demand?
Demand generation starts with awareness of a problem
If you don't know the pain points your customer experiences so you can empathize with them, you're not likely going to convince them to buy into your solution.
Every business is (ideally) built around solving a problem(s) for the people they serve. For some businesses, this is simple. The problem is obvious and the solution is both compelling and accessible to the right people.
It's not always so straightforward, though. Service-based businesses can sometimes be more challenging to nail down a concise problem statement. In my experience, this usually means it's harder to provide a compelling description of your solution to would-be clients.
Spend some time gaining clarity on who you serve and how.
Why did you create your offer?
Who are your ideal prospects?
What are they struggling with?
What questions / pain points / frustrations do they have?
Consumers want to feel heard and understood. The more effectively you can communicate what you offer and who you support, the better you’ll be able to reach those who are in need of your offer.
You can get insights on how to talk about the problems and pain points your clients have by making note of how they talk about them to you. Use the language they use and the impact they describe!
Next, you need to communicate how you solve the problem
Telling people they have a problem is one thing, but painting a solution of how you specifically can support them is what tends to make a lasting impact on your audience.
People tend to be overly aware of their struggles or downfalls. What they’re unclear on is the solution to their issues. Sometimes the solution they think they need isn’t the one that will truly help them.
Provide realistic descriptions of how you can help your potential consumers get where they want to be and BE the expert who makes recommendations that have bigger impacts than they see for themselves. (This is how you create fans.)
Think about those pain points your people experience and filter them through your solution to communicate the outcomes your clients experience when working with you.
Illustrate the transformation that’s waiting for them if they say yes to working with you.
A few notes to consider in this process –
This isn’t about getting everyone to purchase your product or service. There’s a specific audience for your offer and you need to focus on speaking to them. Not everyone is going to be a good fit. Be clear about who you serve and you’ll make it easy for people to decide whether or not your offer is for them.
Making promises you can't keep to gain clients isn't a way to inspire trust. So, ensure you also start the process of managing expectations. Be clear about your values, your process, what you offer, and what people can expect when working with you.
Digital marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 ads each day, so there’s no doubt that it can be challenging to get the attention of your ideal customer. (Good grief, that’s a lot of ads.) 😳
In fact, most consumers have developed a sort of screening process for the advertisements and brands that they engage with, and those they choose to ignore, to try and navigate the online space with less overwhelm.
To cut through the noise for your specific audience, you need to prioritize connecting with them in a way that will resonate.
Use words your audience will understand and relate to, rather than industry jargon they might not be familiar with.
Don’t be afraid to evoke emotion in your content so people can truly see themselves in the process. One great way to connect more deeply is with stories!
Be clear, consistent, and even repetitive with your messaging. If you want to remain front-of-mind you need to continue to show up. And,
Avoid constant selling. While selling should be seamlessly woven into your marketing strategy, you also need to ensure you’re educating consumers and providing value to develop brand awareness and build trust without expecting anything in return. Especially at the beginning of a buying or “demand generation” journey, the goal isn’t just to sell – it’s to generate interest, educate prospects, answer questions, and position yourself as an expert in the industry.
Trust the process. If you clearly communicate how you solve your audience’s problem, and the two of you are aligned, they’ll come to you when they’re ready to buy. If not, they aren’t your audience.
Utilize platforms and tactics that make sense for your target audience
Remember the question, “If a tree falls in a forest, and there’s no one around to hear it, does it make a sound?”
Well how about, “if you create a post and no one reads it, did you make an impact?”
Chances are, not the impact you were hoping for.
Almost just as important as the content of the post or ad you create is where it’s posted.
You need to be strategic about how you’re executing on the marketing tactics you’re using, so that there’s a greater chance of your ideal audience engaging with your content.
You don’t need to be present everywhere, but you do need to be consistent in the areas you choose to show up in.
Be realistic about what you can commit to based on the resources you have available, and create a demand generation strategy that takes into account your goals, your audience demographics, and any additional data you have access to.
You can’t build demand if people aren’t able to find you.
Review your data
The best way to see what’s working in your business is to track the data you have access to.
Review your analytics:
How are people currently finding your business?
What does your customer journey look like?
Which content is resonating most with your audience? Which has the most views, shares, comments, etc.?
What pieces of content aren’t performing well?
Which pages of your website are people visiting most often? Which pages aren’t seeing much traffic?
Which platforms are you continuing to grow on? Which ones seem stagnant?
If you want to increase demand you need to either make tweaks to the marketing tactics that aren’t working well, or you need to put more energy and effort towards the content that’s already working to optimize it further.
Always ask for feedback
Feedback is another important data point you can use to your advantage when you’re trying to increase company awareness, demand, and sales.
Especially if you’re lacking in historical data to review, don’t be afraid to ask your audience for feedback.
Create content or surveys around collecting additional information about your audience’s wants, needs, and tendencies.
On social media, gear questions towards your prospective customers. Consider questions like:
What are you currently struggling with?
What social media platforms have you been loving recently?
What new colour / product / service / offer would you like to see from us?
What content did you start following us for?
How much do you spend each month on _____ (groceries, self-care, marketing, workout classes, clothing, etc. – based on the industry you’re in).
What questions do you have for us?
Via email or targeted direct messages, engage previous customers or clients. Ask them questions like:
What are the main reasons you chose to buy [product / service name]?
How did you find us?
On a scale of 1-10 how much did you enjoy [product / service name]?
What do you feel we / our product does well? What would have made your experience better?
Would you consider re-purchasing or re-signing with us in the future?
What are your main questions or concerns about [product / service name]?
What are your top priorities when it comes to buying [product category]?
When you collect negative feedback, you can tweak your marketing for future campaigns and launches, to build demand more effectively.
When you collect positive feedback, you’re able to further build demand for your current offerings by sharing social proof that they are effective and impactful.
Make it easy to take the next step with you
Creating an initial desire for your product is what we’re focusing on here, but making it easy for your audience to take the next step to get started working with you (when they’re ready) is also an important consideration.
With so much online competition and digital noise, you need to ensure that you have a clear CTA (call-to-action) in your content.
Whether that’s booking a consultation call with you or placing an order directly on your website, make it easy for your audience to complete this process.
If there are too many steps, you require too much information from people (especially information they might not have on hand), or you send them to a broken link, it’s more likely your consumer will feel frustrated or get distracted, and won’t convert from a lead to a customer.
Demand generation is a long-term commitment
Demand generation is a long-term commitment. It’s not just about creating sales (though that is a natural by-product of demand).
It’s about determining how to speak to and educate your audience through content, advertisements, webpages, and PR initiatives, so that they’re continuously reminded of your company, your offers, and how you can support them.
That way, when people are ready to buy, they’re more likely to make that purchase from you.