Demand Generation VS Lead Generation | Florida Internet Marketing

Demand Generation VS Lead Generation | Florida Internet Marketing

Anyone who is invested in Florida Internet marketing is probably familiar with lead generation.

But about demand generation?

The two terms aren’t interchangeable. They each mean different things, and can do different things for your Florida Internet marketing campaign if you incorporate them into your strategy in a purposeful way.

Here’s the difference between the two and how each can be used to grow your business.

Examining Lead Generation

Lead generation is the process of getting leads – potential customers, or prospects – for your business.

Leads are people who are in your target audience and interested in buying. Both criteria are important. If you have people coming to your website, but they’re not in your target audience – or if they aren’t interested in buying from you – they do absolutely nothing for you.

There are many different ways to generate leads, including social media, email, PPC, display ads, etc. Getting qualified prospects to your website so that they are in a position to buy is what getting leads is all about, and a full-fledged Florida Internet marketing machine can generate a lot of leads in a short amount of time.

Examining Demand Generation

Demand generation can be thought of as a process that comes before lead generation and makes lead generation that much better.

Demand generation, simply put, creates demand for your products. It turns a population into people who are aware of your products, services, and brand, which makes them then able to be turned into leads.

Demand generation is very deliberate. It seeks to take a potential customer from someone who knows little about you to someone who not only knows a lot, but is motivated to pursue more information and/or buy – i.e. a lead. You accomplish demand generation by:

  1. Boosting awareness
  2. Creating brand recognition
  3. Widely promoting the brand
  4. Showcasing products and services
  5. Offering free information or applications that are useful and informative

Once you’ve generated demand, you can then turn these newfound leads into newfound customers through lead generation and the sales process.

Using Demand Generation

A few suggestions for using demand generation include:

  • Give away information, especially if you’re an expert in your field, in the form of ebooks, brochures, articles, blogs, etc.
  • Build strategic partnerships with thought leaders and innovators in your field or in an complementary field
  • Use Managed Placements in display advertising to build brand awareness
  • Use ad retargeting/remarketing
  • Create content on a regular basis, like through a blog

Focus on things that build awareness and help turn people into leads – then focus on turning those leads into customers. By building demand through smart promotion, you can make the most out of your Florida Internet marketing machine.