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The core of all B2B marketing endeavors lies in effective problem-solving. In some cases, the target audience is already aware of the problems for which you are offering solutions. So there is an existing demand for your offerings, and you can directly go ahead with lead generation. In other cases, you have identified a problem that the prospective client is unaware of. Here, you need to implement the right traditional and digital demand generation techniques to make your prospects aware of their hurdles in the first place. By invoking the awareness and acknowledgment of the specific problem points, demand generation is inherently achieved. Thereon, the prospects are more likely to rely on your projected offerings as the best solution.
An Overview of Inbound Marketing
- Inbound marketing focuses on enticing customers with high-value content. But the key defining factor is that the prospects approach/find you directly as part of their organic search attempts. In many ways, this non-disruptive approach is much more cost-efficient, sustainable than your paid efforts to reach out to them.
- There is a crucial link between digital demand generation and inbound marketing. Owing to consistent demand generation efforts, your target audience starts comprehending and researching the problem points you highlighted. If your inbound marketing game-plan is strong, they will find and approach you automatically. This eliminates the need for you as a marketer to reach out to them aggressively and via paid means.
- As per the top digital marketing agency in Singapore, a tactical mix of inbound and outbound marketing is necessary. A B2B business with a mere one-sided approach can never be triumphant.
- It is common for marketers to come across posts of how to create viral content to grab more eyeballs. But upon introspection, it is increasingly clear that drawing the attention of qualified prospects is more important. Grabbing the attention of your ICP is what matters most. Otherwise, you are just engaging with potential leads that turn out to be unqualified later.
Also Read: 9 Successful Sales Productivity Improvement Strategies
Harnessing the Power of Digital Demand Generation with Inbound Marketing
A B2B marketing approach converging modern demand generation techniques with the salient principles of inbound marketing hits the bull’s eye. Here are 6 proven strategies in this regard:-
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Team up with Social Media Influencers popular with your Target Audience
The right influencer partnership can take your business to soaring heights. It is not just the popularity or follower reach of the influencer alone that matters. You need to collaborate with the right ones as per your industry, niche, and ICP.
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Work on Landing Page Innovation
There are multiple areas of landing page innovation you can try out. Localizing landing pages with local search keywords and embedding your Google Maps location is one. Using short and highly captivating videos with clear CTAs is another one.
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Target Buyers via YouTube
Don’t just limit digital demand generation to Google, Facebook, and LinkedIn, as is the norm with most small/mid-sized B2B businesses. Leverage your YouTube channel to appeal to your target audience. This is a vast and largely untapped zone with great potential.
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High-Value Content Freebies are always in demand
Lead magnets in the form of the latest, top-notch industry-specific whitepapers, podcasts, and e-books always work well. Don’t just use these to get contact details. Go a step further and foster client relations using them.
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Boost your Webinar-hosting Prowess
Owing to the Covid-19 pandemic, face-to-face meetings and seminars are more or less out of the picture today. The faster you acquire prowess over planning and hosting impactful webinars, the larger will be your market outreach.
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Craft User-Generated Content to your Benefit
While crafting in-house content is important, don’t forget to leverage the massive scope of user-generated content. From glowing testimonials to social media reviews, ratings, and product demos, highlight these as part of your inbound marketing campaign.
Conclusion
Transforming casual queries to qualified leads is the crux of effective demand generation. With assistance from the right digital marketing agency in Singapore, you can easily get on the radar of your target clientele. Devising and implementing a demand generation and inbound marketing campaign in-house entails a lot of time, effort, and resources. By outsourcing your requirements, you are saving costs whilst harnessing the expertise of seasoned sales and marketing experts. Remember, creating consistently engaging content, tailored for each stage of your sales funnel is the key to higher conversions and profitability.
