Generating demand is about making people want stuff they had no desire to buy before encountering your marketing.
Sometimes, it’s a short-term play, like an ecommerce store creating buzz before launching a new product. Other times, like with B2B marketing, it’s a long-term play to engage out-of-market audiences.
In either situation, demand generation can quickly become an expensive marketing activity.
Here are some ways SEO can help you capture and retain the demand you’re generating so your marketing budget goes further.
Pryshan is a small local brand in Australia that has created a new type of exfoliating stone from clay. They’ve been selling it offline since 2018, if not earlier.
It’s not a groundbreaking innovation, but it’s also not been done before.
To launch their product online, they started running a bunch of Facebook ads:
Because of their ads, this company is in the early stages of generating demand for its product. Sure, it’s not the type of marketing that will go viral, but it’s still a great example of demand gen.
Looking at search volume data, there are 40 searches per month for the keyword “clay stone exfoliator” in Australia and a handful of other related searches:
However, these same keywords get hardly any searches in the US:
This never happens.
Australia has a much smaller population than the US. For non-localized searches, Australian search volume is usually about 6-10% of US search volume for the same keywords.
Take a look at the most popular searches as an example:
Pryshan’s advertising efforts on other platforms directly create the search demand for exfoliating clay stones.
It doesn’t matter where or how you educate people about the product you sell. What matters is shifting their perceptions from cognitive awareness to emotional desire.
Emotions trigger actions, and usually, the first action people take once they become aware of a cool new thing is to Google it.
If you’re not including SEO as part of your marketing efforts, here are three things you can do to:
- minimize budget wastage
- capture interest when people search
- convert the audiences you’re already reaching
It’s not a groundbreaking innovation, but it’s also not been done before.
To launch their product online, they started running a bunch of Facebook ads:
Because of their ads, this company is in the early stages of generating demand for its product. Sure, it’s not the type of marketing that will go viral, but it’s still a great example of demand gen.
Looking at search volume data, there are 40 searches per month for the keyword “clay stone exfoliator” in Australia and a handful of other related searches:
However, these same keywords get hardly any searches in the US:
This never happens.
Australia has a much smaller population than the US. For non-localized searches, Australian search volume is usually about 6-10% of US search volume for the same keywords.
Take a look at the most popular searches as an example:
Pryshan’s advertising efforts on other platforms directly create the search demand for exfoliating clay stones.
It doesn’t matter where or how you educate people about the product you sell. What matters is shifting their perceptions from cognitive awareness to emotional desire.
Emotions trigger actions, and usually, the first action people take once they become aware of a cool new thing is to Google it.
If you’re not including SEO as part of your marketing efforts, here are three things you can do to:
- minimize budget wastage
- capture interest when people search
- convert the audiences you’re already reaching
