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?

Regardless of the tactics used, demand generation refers to any activity that drives awareness and interest in your offer. From the moment of awareness to the moment of purchase, every touchpoint with your audience can lead to increased demand.

Here’s how to take advantage of those touch-points to build demand and interest for your company.

Know your competition, but don’t try to become them

One of the foundational activities I love to do with my clients is to look at similar businesses or organizations to see what they're doing and whether it's effective.

The goal isn't to emulate them or even to get inspiration. It's about finding gaps in the marketplace that could be filled with my client’s business offerings or through communication and marketing differentiation.

Being different is GOOD. After all, if every company presents itself in the same way, what's the point? Imitation may be the sincerest form of flattery, but it's not going to show how you're different. And your strength lies in what you do differently.

Small But Mighty Episode 15: Lori Pearlstein on the value of in-person connection and authenticity in marketing

I was excited to talk to Lori Pearlstein of PlayWorks, who uses improv and humour to help people and businesses get more comfortable and spontaneous when speaking in front of others. There is value in connecting with people in-person and over the phone and Lori encourages us to do more of that and rely less on social media. In this episode, Lori and I chat about how COVID-19 means we rely a lot more on online communication, but how we can also use this time to improve our comfort and confidence to have better, more authentic conversations in our businesses.

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