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What is Demand Generation and Why Does It Matter?

Demand generation is a term you’ve likely heard about from your digital agency or while researching web marketing strategies for your business – but what exactly is it all about and should it be something your business focuses on? Here’s some insight from a leading inbound marketing team in Melbourne.



What is Demand Generation?

This is a goal that a digital agency focusses on when a business wants to create more brand/product awareness and demand through a wide range of content on different inbound marketing channels, including blogs, social media and third-party websites. The idea is to actively channel consumers through the sales funnel using content that targets potential target markets, creates awareness of your brand and desire for certain products, and incentivises them to take action.

It’s an important goal for businesses who are launching new products, expanding into new markets or selling into new locations, taking unknown customers and transforming them into loyal clients.

What Does a Demand Generation Strategy Consist Of?

This type of strategy is about appealing to a new audience and taking them on a journey to become a customer, rather than re-targeting your usual audience segments. For example, if your business started as a bakery and coffee shop selling to commuters and locals in your area and now you’re branching into catering for business events, then you’d need a demand generation strategy to bring that new audience into your fold. Here are the pillars of this type of web marketing strategy:

  • Targets: This involves getting to know your new target market, with comprehensive research and data-gathering from a digital agency to create clear buyer personas. Here, goals will also be defined and set to ensure realistic targets and plan your journey to success.
  • Awareness: This is about your digital agency getting your brand out in front of your new audience with a strong, clear message. This involves creating relevant, high-impact messages and profiles tailored for multiple channels that resonates with your target audience. Your buyer personas should outline what web marketing channels your audience uses, their interests, goals and challenges.
  • Inbound marketing: This is how a brand creates a relationship with their target market. Using different channels, campaigns and web marketing media (including PPC, blogs, emails, Facebook ads, etc), your brand can offer your target audience helpful information they’d be interested to know. While ads and PPC are more sales-based, remember to balance this with articles and content that aims to solve your audience’s challenges and build brand awareness rather than sell, sell, sell. Competitions, discounts, free product promotions and exclusive content are all great ways to generate hype and awareness for your web marketing strategy.

Want to expand your business and need a digital agency with the expertise and resources to manage your web marketing strategy? Our inbound marketing team is ready to help you set and reach your goals.
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