Whether you are dealing with a web designer or an online marketing professional, your trusted digital partner should know which strategies are the most valuable and pertinent to use in your business.
One common mistake that online professionals make, including web designers and marketers, is to confuse demand generation with lead generation. This leads to marginal returns for their time and effort. But what exactly is the difference between the two?
Lead generation refers to activities that are utilised with the end goal of building a database which can be used for marketing. Essentially, your goal in lead generation is to attract new contacts.
Demand generation, on the other hand, entails the use of strategies toward generating a demand for your products or services. In short, the goal of demand generation is for customers to buy your products or services. It’s not a quick fix such as an email blast, a banner ad or a full-blown telesales campaign. Your demand generation strategy should be well supported by interesting, emotive, compelling content.
Many online marketers use content marketing for lead and demand generation. However, in most circumstances, using a single plan to achieve two different goals does not work. But what exactly are the errors to avoid when using content marketing for lead and demand generation?
One of the key mistakes is to create demand for content instead of creating an actual demand for products or services. Many businesses give access to their content by using registration forms. Narrowing down the number of potential customers who can gain access to content only limits the visibility of your products and services. This is the very content which should do the hard work of creating demand for your offerings.
Gain maximum opportunity from your content by eliminating the barriers between your content and prospective customers.
Another common mistake some marketers make is to expect their strategies to generate both demand and leads. Although this is possible, it is preferable to focus on one area: either lead or demand generation.
If your primary goal is to generate leads, you can create and deliver well-crafted content through email, telephone and other channels. You can also create industry analysis with limited branding to generate leads.
On the other end of the spectrum, if your goal is to create demand, the focus of your content should be shifted toward providing as much information about your offer as possible, ensuring value for the audience as they consume it(the content). Demand generation often comes after lead generation. With these leads, you’d want to follow up as quickly as you can.
Promoting your products or services the smart way gives you more opportunity to convert, which is the name of the game, helping to contribute towards your success.