Strategy tied to clearly defined business goals should govern every business action.
That may come as a no-duh statement, but many of the companies HageyMedia has worked with did not have these clear or aligned when we started the engagement. It sounds easy, yet honing that focus requires difficult choices and a crystal clarity.
Businesses have many ways to grow their client base, strengthen their firm’s underlying intelligence and make their products and services engaging and attractive to their target audience. Demand generation, fueled by smart, amazing content and intelligence, is one of the strongest, most resilient and most fun strategies to achieve this.
It requires a precise understanding of a target audience, a fantastic product or service, and company intelligence and content that engages the audience in a productive feedback loop.
What this looks like
No matter how you choose to share it, work that taps a nerve and makes you think gets results. It could even morph into a podcast or a blog like Marguerite Giguere’s. The real estate agent draws between 2,000 to 3,000 visitors daily by using her voice and skills to make people fall in love with Tacoma – that’s with no help from advertisers.
Blended with a sharp creative strategy, a passion for her hometown became something that helps people make life-changing decisions. Yet as captivatingly as Marguerite’s snapshots of Tacoma share its magic, the fire behind their purpose brings the blog its power.
In theory, anybody can do this. By figuring out what – and who – to target and outlining some hyperspecific goals, a message can land just right if it fuels its audience through a steady stream of intelligence, connection and personality.
In the world of content marketing, we call this “demand generation.” This comes from the idea that by providing something irresistible, you don’t need to hunt for sales; they come to you.
Key elements of a smart demand generation strategy:
- Understanding your audience
- Understanding brand voice and tone
- A great product or service
- Intelligence behind the offering that consistently refines it
- Specific, measurable business goals
The intelligence part relates back to your passion, but goes a little deeper. It runs 24/7 behind your message and combines your drive to deliver with a careful thumb on the pulse of its value. Key intelligence will always serve in marketing and sales – a fulcrum for growth as the story evolves.
Most critically, measuring the effectiveness of this intelligence through the storyline of data uncovers a clearer view of the entire picture – what sticks? What needs improvement and what can expand to its next iteration?
Where to begin?
Choosing which channel serves that specific message best will also require some thought. Each platform comes with its own benefits and strategy for engagement, so the more uniquely it makes sense, the better the results.
Will you start a weekly newsletter? Or a monthly email campaign that shares updates and a smart, relevant post from your blog — started as a place to consolidate all thoughts and useful information around your niche? Do you act alone or participate in another community’s forum?
Understanding how all these tools work helps, but focusing on one or two usually works best. Whether those business goals include brand visibility, content distribution, or community interaction, carefully tailoring your strategy as an art in itself will help you reach your people.
From there, people attracted to your story will naturally convert into clients – or at least, a significant portion will. From your website to emails, media and even downloadables (a great way to provide value at no cost to potential clients) you weave a seamless experience that compels people to explore that world.
The key comes down to providing something real – real value that enriches a larger resource library. This benefits the audience, and most importantly, it centralizes all of the information for your business with data as the narrative’s centerpiece.
Measuring growth to see results
Creating something feels great, but showing it to the right audience and watching it work is far better. This goes for everything from fine art to new business ideas: they risk a limited story if not shared with the world.
Giving an idea steam can turn it into money and opportunities, but first it needs a roadmap. Content distribution works the same way. The clearer the purpose of a piece of content, including the message and who it serves, the easier you can track results.
You know what it’s supposed to do, now is that happening? Do the metrics mirror its clarity and your efforts? Have the tests and measurements enacted proved relevant to the story?
Data like email opens, clicks, conversion rates and viewership can all form the roadmap that tightens your strategy and simplifies decision-making. The more measurable results you can see, the better your content performs because it’s guided by laser-focused intention and analytics – a world of relevancy and meaning that people can rely on.
Bring your brand to life with HageyMedia! Schedule a 30-minute consultation today.