Now that we’re well into 2016, it’s time to get your prospective customers excited about what you have to offer so that they are ready to make a purchase.
Often referred to as demand generation, this process is essential for B2B businesses looking to generate leads and start cultivating long-term relationships with customers.
However, just throwing your name around the digital sphere isn’t going to be enough to help you stand out among your competitors.
These days more than ever you need to capture your audience quickly enough so that they are both excited about what you have to offer and motivated to follow through by making a purchase or obtaining your services.
So, are you looking to maximize your demand generation in 2016? Check out these top B2B demand generation strategies to use to improve your outreach and generate more leads for your business.
Experiment With Different Channels
With new advertising platforms popping up online nearly every day—and plenty of traditional methods like trade shows and print advertising to utilize—your best bet for maximizing your B2B demand generation is to experiment with plenty of different channels.
Determine which are most effective for your particular industry niche or service to focus on, but always make sure you leverage others to increase your exposure further. We recommend that you take advantage of integrated analytics and audience targeting to focus your efforts as much as possible.
Social media platforms are a great way to reach millennials and other key demographics. Platforms like Twitter can help you establish your company as a thought leader by engaging with industry experts and sharing meaningful content, while a Facebook presence can facilitate user-to-user recommendations of your business. And if you're not on LinkedIn by now, you're missing out on the top platform for distributing B2B content.
Utilize Paid Advertising
While you are experimenting, the myriad of free and low-cost options available may make you less inclined to incorporate paid forms of advertising into your demand generation strategies. Think again! A well-targeted paid ad on the right platform can be more effective than a blanket social media campaign when it comes to driving immediate conversions.
LinkedIn Lead Accelerator has proven to be enormously successful for B2B lead generation because it allows businesses to target other professionals in a social context that is based around business connections, not personal ones. The key? Try and make ads as precise as possible. A great strategy is to mention common problems in the industry and how you solve them, which will entice readers to click through for more.
The key? Try and make ads as precise as possible. A great strategy is to mention common problems in the industry and how you solve them, which will entice readers to click through for more.
Related Article: Two Sides of Content: Lead Generation vs. Demand Generation
Focus on Bottom-of-the-Funnel Customers
While you’ll have plenty of options for outreach to a wide demographic range, you want to make sure you run ads and create content that is specific to your target buyers: focus on the potential customers near the bottom of your sales funnel.
You don’t need to cast too wide of a net to catch the right fish. Very specific ads can mean that you are actually gaining a far higher return on your investment, even if your content is seen and shared by fewer people—those that do click are the ones who are the most likely to need, and, therefore, purchase, your goods or services. The same goes for blog content; forego mass reader traffic in favor of informative and helpful content that will attract your ideal customer.
Work with the Greater Team
Utilize other departments in your company to help craft content and round out your demand gen strategies. Your sales team can be a vital resource at this point as they’ll be able to inform your team of the current strategies that are working.
Even a customer service department can be a huge asset in crafting your approach, particularly since they will have crucial knowledge of where your current efforts may be lacking when it comes to customer satisfaction. Make sure your research and development departments have an opportunity to share exciting features with you—sometimes the process of creation itself can be a compelling advertising draw.
Repurpose Existing Content
Regularly developing fresh content that is relevant to your target audience is one of the best ways to make sure you are generating consistent buyer interest.
That being said, you don’t need to reinvent the wheel every time you are producing content. Some of your evergreen content may be tried-and-true, and therefore, relevant every year. You don’t need to repost things exactly in the same wording, but make sure you aren’t discarding content that has already proven itself to be effective just because you feel like you have to produce something new.
Related Article: Farewell, Funnel: The Rotating Lifecycle of Demand Generation
Additionally, you may find you can repurpose longer pieces of content—such as white papers or blogs—into shorter social media posts or other content methods. This ensures that you are optimizing the content you already have and maximizing its visibility. Give video content a try—as video content is engaging and shareable, it’s quickly becoming a top way to generate leads.