How to Improve Demand and Lead Generation with Content Syndication
Do you want your brand to be the first thing that pops into someone’s mind when they think of the services or products you offer?
Of course you do. You want potential customers to become customers, and for customers to stay that way.
But most of all, you want your business to grow and prosper.
And no, it doesn’t matter if you’re already an established business. If you’re not growing, you’re stagnating. And if you’re stagnating, you risk withering to nonexistence.
So everyone listen up (startups, I’m talking to you) and get ready to learn how to improve demand and lead generation with our trusty marketing tactic, content syndication.
Two Sides of the Same Coin
What do the following have in common: peanut butter and jelly; cookies and milk; demand and lead generation? 5 points for the person in the back waving their hand wildly screaming, “THEY’RE ALL PERFECT FOR EACH OTHER!”
As much as I would love to go in depth into the perfect fit that is cookies and milk (seriously though, how can you not eat a cookie with milk?), our focus here is on demand and lead generation. Incorrectly interchanged with each other by many, these two strategies are two halves of the whole that leads to growth. Business growth (insert James Bond quip here).
Enough buildup, let’s get to it:
Demand generation is pretty self-explanatory. It’s all about generating demand for your product(s) or service(s), resulting in more sales and consequently, business growth.
It’s creating a need for what you offer in your potential customers’ minds. You want to illustrate a problem they have, and if you happen to have a solution for said problem, then all the better (wink wink).
A quick stat: 63% of consumers requesting information about your business today will not make a purchase for at least three months.
Think of demand generation as a journey, an odyssey if you will.
Like most things in the ever-changing world of marketing, your journey start with an audience. No matter what you think of your product, or its utility for that matter, there’s no way it can be relevant to every person on Earth.
So once you inform them of their need (demand for your service), they become your target audience by virtue of needing what you have. These are the people who are more likely to be receptive to your message, and they are whom you will target.
Out of demand generation comes lead generation. Well, sort of.
It doesn’t exactly come out of it. In most cases, marketers focus on demand generation first, and then switch to lead generation once a demand has been established.
Kari Seas, founder of Seas Marketing, elaborates, “I would say in today’s marketing, demand generation is all about developing a pipeline for your sales team filled with leads most likely to convert into opportunities and eventually result in revenue.”
Similar to its counterpart, lead generation is quite self-explanatory. You want to generate business leads by initiating consumer interest in your Go to the full article.