The 5 Killer Demand Generation Strategies for New Brands
Are you a new brand looking to drive more demand? Look no further! Public relations tactics can be an effective way to increase your reach and generate more leads. This article will provide nine killer strategies for generating demand through PR tactics.
What Is Demand Generation?
Demand generation is a holistic process organisations use to create and increase demand for their products or services. It involves multiple marketing strategies, tactics, and activities designed to identify potential customers, capture their attention, nurture them through the sales funnel and ultimately convert them into paying customers.
Demand generation typically starts with lead generation activities such as content marketing and SEO, then moves on to more targeted campaigns such as email marketing, social media outreach, and paid advertising. By engaging prospects throughout their buyer’s journey and addressing their needs at different stages of the conversion process, organisations can maximise their opportunities to generate demand for their products or services.
Demand Generation vs Lead Generation
While demand generation and lead generation have the same goal of acquiring new customers, there are some important differences between the two. Lead generation focuses on acquiring a high volume of contacts, regardless of their quality or value.
On the other hand, demand generation is a more holistic approach that identifies potential prospects based on their initial actions and takes them through a nurturing process to provide sales teams with much higher quality, genuinely qualified leads.
Demand generation involves multiple marketing strategies, tactics, and activities that are designed to capture prospects’ attention, nurture them through the sales funnel and ultimately convert them into paying customers. Ultimately, demand generation helps companies maximize opportunities to generate quality leads that are more likely to convert into paying customers.
Why Public Relations?
Public relations can be a powerful tool for driving demand generation. PR helps companies create buzz and increase brand awareness, which is essential for creating interest in the product or service. Additionally, PR can help companies connect with key influencers in their industry, building relationships that can create more opportunities for demand generation.
Finally, PR tactics such as press releases and media interviews can attract attention from potential customers and give them the information they need to make an informed decision about the product or service. By leveraging PR tactics to reach target audiences, businesses can generate higher-quality leads and ultimately increase revenue.
9 Demand Generation Strategies for New Brands
Demand generation is the process of getting leads or prospects to become customers. This includes generating awareness and interest in a company’s products, services, and solutions through different marketing channels.
In this article, we will cover nine demand-generation strategies that can be implemented by new brands. These strategies are proven effective and will help you get more leads for your business.
1. Give Away Your Best Stuff
One of the most effective strategies for driving demand generation is offering value giveaways. Whether it’s a content download, a free offer, or another promotional campaign, only give away your best stuff. Although this might seem counterintuitive, consistently offering giveaways of real value has several benefits.
Firstly, it creates a sense of trust between your audience and your brand, which means they’re more likely to come back to your content or your website. Secondly, it reflects well on your brand – so much so that enthusiastic prospects may take things one step further and advocate for your brand on your behalf. Lastly, by offering something of real value, visitors are much more likely to part with whatever information they need to begin qualifying them as viable leads in the demand generation process.
2. Provide a Free Tool, App, or Resource
Providing a free tool, app, or resource is another effective way to drive demand generation. A great example of this strategy at work can be seen in Wordstream’s AdWords Performance Grader.
This completely free tool has helped thousands of advertisers audit their PPC accounts and take action to improve the strength of their campaigns. Offering such a valuable resource for free, reflects positively on Wordstream and has led them to become one of the most trusted resources in the PPC industry.
Creating a free tool or app isn’t always cheap, however, as there are overheads to consider such as development budgets. If you decide to go down this route, it is important that you make sure your product is useful enough that people will want to use it and recommend it to others – something which is essential for generating demand.
3. Use Lookalike Audiences on Facebook
Lookalike audiences are one of the most powerful targeting tools available on Facebook, allowing you to reach a broader set of users by leveraging data that Facebook has already gathered from your existing customers. You can double the potential reach of your Facebook advertising campaigns by uploading a custom audience that reflects your target demographic and other key characteristics and creating lookalikes.
Lookalike audiences are also incredibly easy to create, manage and monitor, and with the sheer amount of time people spend on Facebook each day, this strategy is one of the best ways to drive demand generation. Just remember to pay attention to any changes in user behavior over time – as your audience evolves, so should your lookalike audiences to ensure that they remain relevant.
4. Partner with Industry Superstars on Webinars
Webinars are a great way to drive demand generation, but if you want to see real success, partnering with industry superstars is essential. Doing so will not only increase your brand recognition and credibility in the marketplace, but it will also help you build connections with key influencers who can amplify your message and reach a broader audience.
When selecting an industry superstar for your webinar, make sure they have a solid track record of delivering engaging content that resonates with viewers. Additionally, be sure to provide them with thorough instructions on the topics they’ll be discussing and how they should present their information. By taking the time to thoroughly plan out each webinar right from the start, you can ensure that your partnerships will result in high-impact demand generation campaigns.
5. Use Managed Placements in Display Campaigns
Managed Placements are a great way to get more out of your display campaigns. By specifying exactly where you want your ads to appear, Managed Placements allow you to target audiences that are more likely to respond positively to your message. This is especially useful if you’re running demand generation campaigns, as it will help you reach the right people and drive more conversions.
When setting up Managed Placements, make sure you research who your ideal customers are and what websites they frequent. Additionally, consider adding placement reports in AdWords so that you can track how successful each placement is and adjust accordingly. With Managed Placements, you can make sure that your display campaigns are working hard for your business and driving real results.
Conclusion
From giving away the best stuff, providing free resources, and partnering with industry superstars, we discussed how PR could help create a buzz around your brand and drive more sales. So get ready to ramp up your marketing and engage potential customers with these creative PR strategies!
FAQ
What are tactics which can be used to improve PR efforts?
You should try to avoid writing content that is overly promotional and make sure that your articles have a strong news angle. You should also include quotes and figures from relevant industry leaders to make your content more informative and credible.
Is PR part of demand generation?
Using PR effectively in your demand generation marketing can give your content the boost it needs to get in front of the right people. Effective PR not only helps begin the buyer’s journey, but it can also help you form lasting relationships with editors, bloggers, and other influencers in your industry.
Which is a tactic in marketing public relations?
Typical tactics can include press releases, events, talk shows, articles and columns in trade publications. PR is a popular tactic, especially in small businesses, because it is typically less costly than advertising.
