Our previous blog post looked at how important strategic content is for your demand generation campaign. But it’s vital to remember that if you don’t get it in front of the right set of eyes, your content is useless.
That’s why we’re going to focus on another essential part of your campaign: distribution.
What is Demand Generation Distribution?
Demand generation distribution refers to the process of getting your B2B demand generation content out there so that prospects can find it. This might mean using paid or organic channels to spread the word about your business and its products/services. There are many different ways that you can distribute demand generation content, including:
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Search—The front door to your content
Search is still the best way to drive traffic to your website, especially when you are a small business. The reason is simple — people search for what they want, and if you have the right keywords in place, Google will send them directly to your site.
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Social—Keep up with the times
Social media has become a huge part of our lives and it’s not going away anytime soon. With more than 2 billion active users on Facebook alone, there is no better way to reach your audience than by reaching out through these channels. Social media marketing is also not as expensive as other forms of marketing; instead of paying for clicks or impressions like with PPC ads, social media marketers focus on building relationships with their followers through engagement and interaction.
Read also: Handy Tips to Evaluate the Database Quality and Usability
Advertising—A reinvented classic
Advertising has been around since before radio was invented, but technology has given us new ways to advertise our businesses online. Advertisements on social media platforms like Facebook or YouTube can help drive traffic to your website or landing pages where users can learn more about what you have to offer. Paid search ads are another effective way to reach potential customers as they search for information related to your industry or product category. If done correctly, paid search ads can also help you rank higher on search engine results pages (SERPs) for keywords that matter most to your business goals.
Email—Old, but gold
Email marketing has been around since the dawn of the internet itself and continues to be one of the most effective ways to reach prospects and customers. Email campaigns can be automated so that you don’t have to spend hours each day creating individual messages. You can also segment your lists by interest or location so that you only send me information relevant to me as a customer or prospect.
Read also: 5 Modern Day Digital Marketing Challenges
Online Advertising—Selling in the age of Google AdWords
Online advertising is a great way for companies to increase their visibility online and capture digital demand. AdWords is Google’s pay-per-click advertising platform that allows businesses to target specific audiences based on keywords, demographics, and interests. With this type of advertising, companies can control how much they spend on each click and adjust their campaigns as needed. The results are often more accurate than other forms of digital marketing because they allow companies to target specific users instead of just hoping that someone will see an ad somewhere.
