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Demand generation ensures that you are top of mind for the right people at the right time. It also ensures that selling is really easy. Find out how with these tips on creating solid demand generation strategies.
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Create DEMAND for Your Brand
22© 2014 KI Marketing, Inc.
Lead Generation vs. Sales
Opportunity
Lead
Lead
Lead
Client
Opportunity
Opportunity
Opportunity
Category Change
Lead Generation Funnel
Sales Opportunity Pipeline Funnel
Sale
s M
an
ag
em
en
t
INTEREST
Permission for use received from
33© 2014 KI Marketing, Inc.
Create Demand
Become Trustworthy
Be the Authority
Align with their Purpose
Be the Aspirin
Fine Tune The Lead Engine
44© 2014 KI Marketing, Inc.
People buy from brands they ◦Know◦Like◦Trust
How do you become that brand?
Here’s what we know…
55© 2014 KI Marketing, Inc.
Message
Who?
Serves?
Why?
How?
Getting to Know You…
Be solid on:
• Who you are• Who you serve• Why it’s
important• How you serve
This foundation buildsDifferentiation.
66© 2014 KI Marketing, Inc.
Deliver fresh, compelling content.
Content is:◦ Micro – social media◦ Video◦ Blogs◦ Articles◦ Audio◦ Images
BAM! Get their attention…
Must reflect your brand voice – message –
differentiators
AND…
Provide a benefitAlleviate pain
Address a need
77© 2014 KI Marketing, Inc.
Like means:◦ A level of understanding◦ Comfort◦ Sincerity
You can’t make someone like you – have to be consistently you and attract the right customer.
Beyond the Like Button…
88© 2014 KI Marketing, Inc.
Built over time.◦ Often after a buying experience – make it a good
one.
Know they can rely on you for…◦ Consistent message (BE HUMAN)◦ Consistent service◦ Consistent support
Consistency is key to building trust. Be reliable.
Build Trust…
99© 2014 KI Marketing, Inc.
Remember the 4 Types:◦ Organic◦ Guerilla◦ Strategic Alliances◦ Direct Activities
Develop all based on:◦ Budget◦ Time◦ Need
Understand the Demand…
1010© 2014 KI Marketing, Inc.
Build the demand with a web of content.
Create great giveaways:◦ White papers◦ Case studies◦ Infographics
Give them away – everywhere!◦ Social media◦ Guest posts◦ Links in articles
Location, Location, Location…
1111© 2014 KI Marketing, Inc.
Be strategic about the giveaways – Remember your target.
Drive to a landing page.◦ Get information – email, etc.◦ Follow up!◦ Follow up!◦ Drip on them some more…◦ Follow up!
Awareness to Interest = giving them an answer to a problem and always being there for them.
GIVE GREAT VALUE!
Don’t Forget the Ask…
1212© 2014 KI Marketing, Inc.
Quickly analyze:◦ PPC campaigns◦ Social media campaigns◦ Newsletter drip campaigns
Build data points over time:◦ Website information◦ Conversions◦ Overall distribution
Remember to Analyze…
1313© 2014 KI Marketing, Inc.
Customers from the Start™
Engage with
Customers
Evaluate
Awareness & Lead
GenAnalytics
Digital Real
Estate
Fine Tune Your Focus…
1414© 2014 KI Marketing, Inc.
Get all the right parts working in the same direction.
Create demand! Keep communicating. Be consistent. Become the answer. Go from awareness to
interest to adoption.
It’s a Marathon…
1515© 2014 KI Marketing, Inc.
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