It can be useful to look at some demand generation campaign examples so you can apply the principles to your own business. Demand generation tools and strategies are constantly evolving, and the vast number of choices of how to increase demand for your product can lead to paralysis.
But generating ROI with smart marketing tactics doesn’t always have to be complicated. Sometimes, choosing a strategy and sticking to it can be better than waiting around for the right one to become obvious.
For marketers looking for inspiration or ideas to pick from and modify for their own needs, we put together today’s blog with examples of proven demand generation techniques with examples of companies that are currently using them.
Lead Generation vs. Demand Generation Campaign Examples
Before we cover some ways to increase demand, you should know the difference between lead and demand generation.
Put simply, a lead is information on customers who might want to buy your product, while demand is the value that determines if those leads will want to buy your product or not. You can find new leads and you can increase demand, even both at the same time, but they are ultimately two distinct tasks.
The following are examples of companies attempting to increase demand by demonstrating the value they offer compared to other companies, connecting with consumers directly, offering product previews or free trials, and participating in paid searches to put their names in front of as many potential buyers as possible.
Content Marketing Examples
Content is the best way to help consumers know you better and learn about the products you offer. Educational, easy to access, and entertaining content can increase demand generation and conversion rates.
1. AWS Blog
Content marketing can be something as simple as a blog on your website. For example, the very large Amazon Web Services blog, which includes daily entries regarding every aspect of AWS services and products. This blog provides information on new products, product updates, and educational content on the many things AWS products are capable of.
2. Adobe’s Helpx Portal
You should consider creating an educational content hub, such as Adobe’s Helpx portal, if your product is as complex as Adobe’s, or even just to explain the way your company does business.
This invaluable resource will increase the likelihood that customers are getting the most out of your product and increase their willingness to trust that you’ll deliver more value in the future if they stick with you.
Leading with Value
The concept of leading with value is that customers are more likely to spend money on your products if you’ve already given them some value for nothing in return. If your product is good enough, this show of good faith can easily convert leads and increase demand.
3. Check Point’s Free Product Preview
Check Point is a cybersecurity firm that sought to increase conversions by decreasing form abandonment and improving lead quality. They accomplished both, with Hushly’s guidance, by offering a preview of their free products and then asking for information to be filled out to generate the lead.
By improving their information gathering process, Check Point saw a 60% increase in form completion, which meant more and higher quality leads.
4. HitFilm’s Free Software Trial
A free trial or free version of your product is a great way to increase demand as well. HitFilm, a video editing software, leaves certain features locked for unpaid users. You can upgrade from the free to the paid version at any time, or just add small features to the full version for smaller fees.
Social Media Marketing
Customers who love your products enough will advertise them for you on social media. Maintaining a presence on these websites allows you to be involved in that word-of-mouth advertising.
Consider that consumers are 2.4 times more likely to view user-generated content (UGC) as authentic compared to corporate branded content.
5. Target’s Instagram
Target’s Instagram account is a perfect example of corporate branded content presented alongside relatable and positive UGC.
A social media account for your business is the best way to highlight, aggregate, and encourage more positive UGC for only the effort of finding it. It’s also a great way to manage negative feedback and potentially turn negative customer service outcomes into positive ones.
6. Cash App’s Twitter Presence
Cash App generates demand on Twitter by frequently hosting frequent cash giveaways to users of the app. By requiring retweets and engagement to enter, Cash App can go viral with a giveaway anytime they want and get more users on their app.
Marketing to Existing Customers
Satisfied existing customers already know the value your company can generate and are the best audience to pitch your latest product or update to first. Sales can be advertised similarly: if a customer bought it at full price, they would most likely be willing to buy it at a discount.
Online retail outlets like Etsy, Walmart, and Amazon all send emails alerting members of brand-new products they might be interested in or sales on products they’ve bought before. They also keep track of customer data and recommend other existing products relevant to the one they bought in the first place.
Retail rewards programs are always popular and effective ways to capture customer information and market more effectively to your highest-spending and best clients.
7. Coursera’s Suggestions
Coursera is a learning platform that also advertises courses that are relevant to ones you’ve already taken.
8. Steam’s Recommended Sales
The Steam game client (and webpage) shows a list of games on sale as soon as you open it. If you’re signed in, the client prioritizes games made by publishers you’re already a fan of, or sequels and expansions to games you already own.
9. Home Depot’s Rewards Program
A robust rewards program is by no means unique, but Home Depot’s rewards program is a perfect example of how to turn your most valuable customers into loyal members and incentivize shopping at your store.
This might take some work depending on the size and scope of your company. However, the logic of which consumers to advertise to first works regardless of the size of your company or what you’re selling.
Improve Your Lead Quality by Increasing Demand
If the quality of your leads is consistently lacking, it might be time to question if the way you prove the value of your product is the problem.
Having a great product or platform isn’t enough to keep people around or get them to spend money. A business needs to go out and try to generate demand as vigorously as they chase down leads.
Generating demand for your product is equal parts art and science. There is no magic bullet and no single way that will be best for your company. We recommend using a variety of the strategies listed in today’s blog and seeing what fits best for your company.
Taking action, even if it doesn’t work out, will reveal more information to help make your next demand generation campaign even better.
Hushly can help you generate demand, increase leads, and convert more high-quality leads into sales. Request a personalized demo of our software today.
