Now we will talk about the key points of generation demand - generating demand for your business. Raising awareness is only a third of the whole process. You still need to convince people to make a purchase and stay with you for as long as possible.
Let's look at examples of those strategies that are aimed at people who know your business and the quality of your products. These are strategies whose main goal is to get a person to make a purchase. After all, that's what it was all about, right?
Content Marketing
Once content marketing starts generating leads, you can continue to use it for demand generation purposes.
Content plays an important role in establishing trust with potential customers. After all, the chances of making a sale are higher not with someone who is simply known, but with someone who is also trusted.
Transform your content (how-to guides, case studies, step-by-step tutorials, videos, etc.) into email marketing campaigns designed to convert leads into paying customers.
Below is an example of an article from the CEO and founder of the Buffer service, in which he sincerely talks about the changes coming to the company and the reasons for them:
buffer-open-blog1.jpg
Change at Buffer: A New Phase, and Why Our Co-Founder and CTO Left the Company
Email Marketing
Before we dive into the details of how email marketing plays a role in demand generation, let's look at some numbers to make it more convincing:
On average, every dollar spent on email marketing brings in $38 in profit;
People are twice as likely to sign up for your newsletter as they are to contact you on Facebook;
72% of consumers would prefer to receive iceland phone number data information via email than any other business communication channel;
61% of consumers are willing to receive promotional emails weekly as long as the emails actually provide value;
The transaction rate of personalized emails (even those you automate) is 6 times higher than any other.
In other words, it's too early to order a funeral service for email marketing.
Here are some email marketing tips to help you achieve success quickly:
1. Personalize everything you can. It's madness to send the same email to every group in your target audience. Remember the rule: the more personalized your messages to people, the more responses you'll get and the higher the chances that some of your recipients will convert and make a purchase. Bottom line: master the skill of using so-called merge tags (labels that will replace a cell with the recipient's name in the email) and the Liquid language as soon as possible.
2. Automate everything you can. Your sales team may be manually processing email buyers and leads. But taking someone from a blog subscriber to a ready-to-buy lead takes a lot of work. The general recommendation is to use email marketing automation tools to set up drip campaigns that automatically convert subscribers into ready-to-buy leads.
3. Segment. The messages you send out should be as relevant as possible to the interests of users. To achieve results, you first need to divide the entire set of potential buyers into groups, determine their characteristics, and then prepare content for the appropriate group.