Demand Generation is the process of generating demand for your business through data-driven marketing strategies utilizing technology. It involves the customer lifecycle from the initial point of just learning about your brand all the way through and beyond the point of customer acquisition. The goal for demand generation is to bring in the right customers and then convert them. In fact, demand generation automation can increase customer engagement by 68% and increase communications by 58%. Improving your demand generation process with automation in the following areas will benefit your business from the inside out.
Get Found Online
Use automation to help your field service business get found online. If you’re looking to make people aware of your business and its offerings, you have to go where they are—most likely, that’s online. Still, these prospective customers receive thousands of marketing messages, so to stand out, your business must get personal. Using automation allows you to track and manage projects, measure engagement with content, and analyze the data, which can then be used to make strategic, personalized new content. Whether your automation platform helps to schedule your blogs, improves your SEO strategy by monitoring keywords and content organization, schedules social media posts, monitors your ads, or posts your promotional videos, all of these automated tasks help your target audience find your business online.
Nurturing requires you to care for the relationship between your business and your potential customers. This occurs through effectively communicating information that targets their needs. Examples of this include:
- Promotional emails – Specific to and addressing your leads’ needs
- Progressive profiling – Keeps the relationship moving by sharing and collecting new information once the reader has responded to a previously sent form or message
The value your business brings customers can also be shared through different types of content like case studies or videos. Content can be gated, meaning your lead is required to provide their contact information to you using automation tools.
Once your audience discovers your business, it’s time to convert them into actual customers. Automation can help move your leads through the funnel and keep them from getting stuck, or worse—leaving. Marketing automation tools should offer assistance with creating and posting calls to action (CTAs). Conducting A/B testing allows you to experiment with different versions of your CTAs. Automation tools enable you to perform these tests and monitor the results efficiently.
Reviewing your data is essential. It serves to inform your decisions moving forward and tells you where changes need to occur for optimization. Your marketing automation should address this with:
- Campaign reporting – Looking at and analyzing content offers to evaluate the performance
- Website traffic analytics – A measurement of how your website is performing overall and how traffic is moving through your marketing funnel
- Attribution reporting – Looking at how different pieces of content perform and contribute to revenue
A demand generation program is an essential step toward optimizing your marketing funnel and increasing your lead generation efforts. It helps you to leverage data and make informed decisions. Use the automation tips above to help optimize your field service company’s demand generation strategy.
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