If you meet me at an event and we talk, you’ll probably hear me going on about something called “demand generation.”
I firmly believe that, for anyone operating a business based on providing a specialized service, demand generation should be the go-to method for commercial growth.
Sounds great, but what is demand generation—other than yet another piece of complicated business jargon?
It’s not complicated at all.
Let me explain.
I like to frame demand generation against something everyone is familiar with: going out to pitch a prospect for a sale.
When pitching a sale, you essentially ask your potential customer: “Here’s what we make or do. Do you want it or not?” And then you either sell or move on to the next prospect.
Straightforward enough.
But when you’re a small business owner, solopreneur, or busy executive you don’t always have the time, the training, or the skills to do this yourself for every lead.
(Not to mention, the hard sell won’t always work in every professional service sector—in some cases, it’s pretty much radioactive.)
Demand generation is different.
It’s more about fostering trust and building relationships with the people you want to sell to.
Volunteering your expertise, getting involved in industry trending conversations, hearing about pain points, and creating awareness about your unique solution so that you’re top of mind. You want to be top of mind when it’s time for the prospect to buy.
Here’s a quick read with more on how and why demand generation works.
I’m not saying that content replaces the traditional sales pitch. It definitely doesn’t when someone is ready to buy. But getting someone to buy and choose you is where demand generation shines. It offers some advantages over traditional ‘pounding the pavement’ sales, especially if you’re trying to grow your customer base within a specialist niche.
Here are a few reasons why content marketing complements traditional sales:
- Content is always one-to-many (that is, one piece of content going out to many people), but if you craft it the right way, it has a one-to-one feel.
- The engagement that takes place underneath your posts is a prime lead for more personal conversations, which could result in new connections, collaborations, or sales.
- The evergreen nature of content means there’s always the potential for even old content to engage new people. It’s a marketing tactic that keeps on giving.
- The more you publish, the more touchpoints you’re creating for your audience, and the more opportunities for them to connect with and begin building a relationship with you.
What other advantages have you found content to offer? We are always open to brainstorming ways to incorporate more demand generation into your approach to sales and growing your business. Set up a call.
