Demand Generation: 10 Tactics to Fuel Your Funnel

What is one tactic that should be added to a demand generation strategy to help raise brand awareness and generate leads?

To help you perfect your demand generation strategy to best market your brand, we asked marketing experts and business leaders this question for their best strategies. From creating shareable content to leveraging customer testimonials to build trust, there are several tactics to employ in perfecting your demand generation strategy to effectively fuel your marketing funnel.

Here are 10 ways these leaders boost their demand generation strategy to fuel their funnel:

• Create Shareable Content
• Get Organized With a Customer Relations Management Platform
• Build Awareness Through Blog Content
• Implement an Account-Based Marketing
• Offer Ebooks and Case Studies or White Paper
• Give Priority to Genuine Customer Reviews
• Develop a Robust Strategy Around Informational Content
• Use of Paid Advertising to Reach Your Audience
• Create and Run a TikTok Account
• Leverage Customer Testimonials to Build Trust

Create Shareable Content

You can generate meaningful demand by nurturing your current and potential customers with relevant and valuable content that addresses their specific needs and by making that content highly shareable, including catchy phrases, social buttons, and videos that are easy to embed. By doing these things, you will help to increase brand awareness and generate leads.

Matthew Ramirez, Paraphrase Tool

Get Organized With a Customer Relations Management Platform

Organize your leads in a reliable CRM system. Within this CRM system, you can keep track of what is going on with your leads, including the last time you spoke with them and what was discussed. You can also set appointments on this platform so remind yourself when to follow up with your leads. This will help you tremendously with keeping up with your leads to have a better chance of converting them to customers.

Miles Beckett, Flossy

Build Awareness Through Blog Content

Blog content is a great way to build brand awareness for your company. You likely have an idea of your customer persona, so use that to develop content that will help you gain new website visitors and in turn, new leads. By answering questions and discussing common topics in your niche, you can help your company become an authoritative resource to web browsers and google will eventually take notice. If you have high-quality content that many people look to for information, you have a better chance of being in the top of the search engine results page or even in the featured snippet box.

David Ring, MCT – Trading

Implement an Account-Based Marketing

Part of developing a demand generation strategy is to include account-based marketing (ABM). ABM finds the lead accounts that have the highest growth potential. They required customized sales support and marketing to bring them to fruition but will also generate the most money and long-term growth. This is important because no business can survive only on short-term, low-budget leads. You must have some heavy hitters as customers to provide ongoing higher revenue that will stabilize your business. These are the long-term, multi-location, or higher dollar contracts.

Tanya Klien, Anta Plumbing

Offer Ebooks and Case Studies or White Paper

One tactic you should add to your demand generation strategy is to offer a free eBook, case study, or white paper that introduces prospects to your services and/or products. This tactic helps raise awareness about your company and builds credibility for your brand. The best way to leverage this tactic is to create an eBook or white paper around a topic of interest to your target audience. For example, if you are a B2B company that sells coffee brewing equipment, you might produce an eBook about how to run a coffee bar. You’ll attract qualified leads who have the potential to become customers.

Jennifer Ayling, Words With Jennifer

Give Priority to Genuine Customer Reviews

In the cutthroat sales and marketing environment, brand awareness has become essential for a steady stream of high-quality leads. Even though it might seem simple, increasing brand awareness involves more than just attracting the interest of potential customers. A genuine and enduring brand awareness strategy leaves prospective customers with a lasting, favorable impression of a business, increasing their likelihood to trust that business when it provides solutions to the customer’s problems or needs. Customer reviews as a whole offer deep insights that enable buyers to quickly sort through the enormous selection of products available. Since genuine customer reviews provide a succinct, peer-provided product summary and aid consumers in focusing, I would advise giving them a priority.

Matt Gillman, SMB Compass

Develop a Robust Strategy Around Informational Content

One of the best tactics that should be included in your demand generation strategy is to develop a robust content strategy around informational content. Why?  Because, in the initial stages of demand generation strategy, your prospect may be unaware of the pain points that your product addresses.

To create a demand for your product or services, you need to first educate your potential customers to the challenges that actually exist for them. By providing informational content, you can explain why it is important enough to invest in solutions, especially the one provided by you. Take Ahrefs for example, they always nail their content strategy. If you look at their content strategy, especially their video content, you can understand how they use videos to inform and educate their target audience (SEO Beginners) about the problems and how their tool offers solutions to help understand and overcome those challenges.

Ashish Kumar, Healthcare DMS

Use of Paid Advertising to Reach Your Audience

The tactic that should be added to a demand generation strategy is the use of paid advertising. While it may seem counterintuitive to pay for promotion, this can be one of the most effective ways to reach your target audience and boost awareness of your brand. By paying for advertising, you’ll be able to reach a larger audience than if you were just relying on social media or word-of-mouth marketing. With paid advertising, you’ll be able to target specific demographics, including people who are new customers or don’t live near your business. You’ll also be able to track which ads are performing well (and therefore why) and which ones aren’t working as well (and how). 

Matt Coffey, Mosquito Authority

Create and Run a TikTok Account

Most business owners think TikTok is just an app where teenagers post silly dance moves. While there’s no shortage of that, the reality is that businesses that effectively engage TikTok users see high engagement. And those with a strategy to send people down the funnel are able to take that initial awareness and turn them into paying customers. As with any social media platform, the key is understanding how users interact within the community and making sure your business abides by that code of conduct. With TikTok, that means don’t be sales-y and don’t be boring. Inject personality, make it fun, and utilize the many viral features built within the platform to engage your target audience. If done right, it can be a massive source of revenue for most business types.

Matt Buchanan, Service Direct

Leverage Customer Testimonials to Build Trust

A tactic that should be added to a demand generation strategy to help raise brand awareness and generate leads is testimonials. Typically, customers would always want basis or evidence before they subscribe to a product or service being offered. Having said that, testimonials are a great way to increase brand awareness because they show people what your product or service can do for them, and how it can help them achieve their goals. Testimonials also provide a platform where you can connect with these potential customers in an emotional way, which will make them more likely to buy from you. 

Meagan Freeman Price, American Family Care