“We need to generate leads.” Sounds familiar? If only I got a penny every time clients & potential clients have said this to me. Here’s the catch: 97% of your audience isn’t ready to buy today.
So why keep microwaving content like instant noodles & expecting a five-course meal? Demand generation isn’t about forcing leads— it’s about planting seeds. Here’s how to grow them right:
1. Awareness First, Leads Later:
Forget instant conversions. Start by positioning your expertise, experience & unique value through content that educates, not sells. Think blogs, videos & webinars that answer burning questions.
- Example: A SaaS company creates a YouTube series on “How to Reduce Customer Churn” instead of pushing a product demo.
2. Know Your Ideal Customer Profile (ICP) Inside Out:
Guessing your audience’s pain points? That’s like baking a cake without a recipe.
- Do this: Use intent data to track online behaviors and tailor content to what your ICP actually needs.
- Pro tip: Narrow your ICP as much as possible. A vague audience = generic messaging that falls flat.
3. Show Them What They Need (Before They Know It):
Your audience might not be searching for your solution yet. Create demand by highlighting problems they’re ignoring.
- Tactic: Publish ungated “how-to” guides (e.g., “5 Signs Your Sales Process Is Leaking Revenue”) to build trust.
- Case study: Brands like Seiko used targeted display ads to boost keyword searches by 110%— by focusing on customer needs, not products.
4. Relationships > Transactions:
People buy from brands they trust.
- Host webinars or workshops to engage prospects face-to-face (even virtually).
- Leverage LinkedIn ads or email sequences to nurture leads with personalized content, not sales pitches.
5. Measure, Iterate, Repeat:
Track everything— content engagement, ad performance, lead quality. Double down on what works.
- Tool hack: Use retargeting ads to re-engage visitors who consumed your content but didn’t convert.
The Bottom Line
Demand generation isn’t a 2-minute noodle hack. You can’t just pour hot water on half-baked content and call it a meal. It’s a slowsimmer— educating, earning trust & staying on their radar until your ideal customer wakes up one day thinking, “Damn,Ineedwhatthey’reserving.” So stop fishing for instant leads. Start cooking real demand. Also, read my last article on Content Creation Challenges.
