How to Create Demand for a Product or Service?

How to Create Demand for a Product or Service
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How can you approach generating demand for your products and services?

How can you create demand? How can you transform your current struggles into the biggest success for you as an entrepreneur?

Let’s look at ten ideas that will help you create an exciting demand for your company’s products and services.

📖 Key takeaways

  • Your small business’s success will depend on your ability to create an exciting demand for your products and services. Understanding consumer demand is vital for generating sales and achieving bigger success.
  • Demand generation strategies can help you achieve your goals for product demand by adjusting your processes and methods to create customer demand and increase leads.
  • Demand generation will not help you achieve business growth if you don’t turn demand into sales growth because demand doesn’t mean sales. Using these demand generation strategies, you will not only increase your business potential energy, but you need to transform it into kinetic.

Why Must You Work on Creating Demand?

You can create the best possible value for your customers or offer the most innovative solutions, but it doesn’t make sense until your customers don’t want to buy and use your products and services.

To solve this possible problem, you must use all your entrepreneurial efforts to create demand for your products and services.

I have seen many entrepreneurs struggle with this issue. They have great products and services and the greatest processes in their business, except for one process that will continuously ensure demand generation for their products and services. That’s the most disappointing situation almost all entrepreneurs find themselves in quickly after their successful startup.

Here are some important considerations that will directly impact your company’s bottom line if you succeed in demand-generation activities:

  • Higher demand generation will increase lead generation and bring more customers into your sales funnel, so you will have revenue growth and achieve more profitability.
  • If you succeed in generating demand in large quantities, you can use premium pricing strategies, invest more money in innovation, and achieve high growth for your business.

Related: 8 Reasons Why Your Small Business is Not Profitable as You Want and How to Fix It

Do You Have a Demand Generation Strategy in Place?

Demand Generation Strategy

A demand generation strategy is a strategic document that focuses on creating demand for your products and services through a high level of lead generation. It is important to have a documented strategy for this purpose if you want to ensure a high level of focus on activities that will generate demand for what you offer on the market.

Your demand generation strategy must contain the following elements:

  • Goals you want to achieve regarding demand generation.
  • Demand generation process, or processes your company will use.
  • Action steps, or demand generation strategies, you will use to increase customer demand for your products and services.
  • Responsibilities, timeframe, and key performance indicators expected to be achieved for all demand generation strategies.

1. Solve Real Customer Problems for Generating Demand for Your Products and Services

The first thing you will need to do regarding demand creation is ensure that your company creates products and services that solve real customers’ problems.

Otherwise, all your efforts will be a waste of time.

Spend some time analyzing customers’ needs, wants, and problems. Go outside your building and talk with them not about your products but about their wants and needs. Sometimes, the product’s real owner will be someone else and not the person you think that will be.

To create demand for your product and service, you must offer exceptional solutions to the right customers’ problems.

How do you ensure that you are solving real customer problems?

Increasing demand by solving customer problems

There are several steps you need to take first to learn about customers’ problems, then to solve them and increase demand for your products and services:

  1. Conduct market research. By conducting market research, you must understand your target market and its pain points. Follow this step-by-step guide to conduct market research. Completing this step will help you identify real customer problems and offer products or services to solve them. The output of these steps will need to be product features that will help customers solve their problems and in such a way increase demand for your product..
  2. Improve your products and services. Now, you must improve your products and services, including the most important features you discovered through market research. This will help you ensure your products solve real customers’ problems.
  3. Listen to your customers. How can you work on demand creation if you don’t know what your potential buyers want? Follow this guide to start listening to your customers. You need to seek customer feedback and consider it when developing or improving products or services. This will help you understand what they really need and improve your products to meet their requirements to ensure demand generation.
  4. Continuous improvement. You need to monitor and evaluate the performance of your products and services and make changes to ensure they continue to solve real customer problems. So, demand generation is not a one-time activity but a continuous repeatable cycle you must work on.

Related: How To Reach Your Target Audience and Sell Your Product

2. Don’t Sell, Educate

The second thing you will need to do is educate your potential customers about the problem you solve for them.

If they don’t know that they already have a specific problem that your business solves for them, how can you expect that there will be demand increases for your products? Demand generation marketing involves educating people with the help of content marketing to create awareness, customer loyalty and increase demand for your offerings.

challenging demand for products

Today’s most effective marketing is education-based marketing (content marketing), and you will need to use it for demand generation for your products and services. This strategy is based on the belief that when customers know and understand the value of your offer, they are more likely to purchase your products.

How can you educate your customers before selling?

Here are some steps you can take to educate your customers:

  1. Start with blogging. On your blog, you must create as many educational resources as possible. You can share “how to” tips, videos, and infographics that explain how your products or services can solve your target audience’s problems. Follow over 100 ideas about what you can publish on your business blog.
  2. Use webinars and workshops. Develop and host educational events for demand generation. You can host webinars or workshops where your target market can learn more about your products or services. They can also ask questions or give important feedback. When they understand more about your offerings, demand will likely increase.
  3. Offer demos and trials. Demos and trials are the best ways for your target audience to become familiar with your products before purchasing them. So, allow them to test your products or services before purchasing. In such a way, they can see how they work and how they can benefit from them.
  4. Share tips about your products and services on social media. Your content marketing strategy must also be active on social media. Share different tips and tricks related to your products and communicate with your target audience. Also, you can share success stories and testimonials to show your target audience how your products or services have helped your current customers solve their problems. This demand generation marketing strategy is the best strategy, because people believe more in other people like them instead to your advertising messages.

Related: Implement Customer Relationship Management in Your Small Business

3. Be Closer to Your Target Audience for Creating Demand Generation

Demand creation will require from you to always be close to your potential customers. If you are not, you can’t discover what they really want or educate them.

Building a closer relationship with your customers will help you create exceptional perceived value for them and create a much higher demand for your product and service. Implementing this demand generation strategy can further improve these relationships by visualizing the customer journey and using various marketing tactics to engage and convert potential customers effectively.

Customers Pain Points

How can you be closer to your customers?

Let’s look at a few steps you can take to be closer to your customers:

  1. Communicate with your target audience. You must regularly communicate with your existing customers through any possible channel, such as phone, email, social media, and communication platforms. This will help you understand their problems, needs, and requirements. You can also personalize your communication using customer data, creating a more personalized experience for your customers that will impact on demand generation.
  2. Help your current and potential customers. Be sure that when you communicate with your customers, you are always helping them. It doesn’t mean giving help only for products you are selling but helping with anything else they need help with. In such a way, you will become a trustworthy entrepreneur in their eyes and it will help you in demand creation.
  3. Provide excellent customer service. Excellent customer service before, during, and after purchase will help you to satisfy your customers. And satisfied customers are loyal customers that will bring more customers to your company. Your team members must possess the most important customer service skills.

Related: Streamline your communication with multiple phone numbers on one cell phone 📞 Follow our step-by-step guide to get started!

4. Customer Feedback for Demand Creation

Customer Feedback for Demand Creation

If you build a strong relationship with your customers and use their feedback to improve and create better value for them, you can be much closer to creating a high demand for your products and services.

Use your customer’s feedback to improve the value of your products and services.

If I am your customer and you ask me to help you improve the value you want to ship to me, I will give you the feedback. But, when you tell me that some of my feedback is already included in your solutions, it will encourage me to continue using them and share my experience with all the people I think will need it.

So, as you can see, customer feedback increases demand for your products and services. Additionally, customer feedback can refine your lead-generation efforts by helping you better understand how to move prospects through the sales funnel.

How can you encourage your customers to give you feedback?

Here are the necessary steps you need to take if you want to encourage your customers to give you feedback:

  1. Make it easy for your customers to give you feedback. Your company must ensure that customers have multiple ways to connect with you and give you feedback. You can ask your sales staff for feedback after the purchase through phone calls, emails, a website form, or social media platforms.
  2. Use incentives to encourage customer feedback. If no one wants to give you feedback, you can use incentives like offering a discount, free consultation, access to free webinars, or other incentives.
  3. Always explain how you will use the feedback you get from them. Explain to your customers how their feedback will be used and how it will help improve your products or services. So, when you thank them for feedback, let them know what you will do as a result of their feedback.

5. Free Content to Generate Customer Demand

If you want to create a really exciting demand for your products and services, you must create a customer’s desire for them. One of the best demand generation strategies is to use free content as a part of your content marketing strategy for lead generation to create a desire for your solutions.

Free content will mean the content that you will publish on your blog, free reports, free e-books, tips you share on social media, and everything else that will be useful and free for your potential customers from one side and will create a strong desire for your products and services on another side.

Free content can also help generate demand for your products and services by attracting and engaging potential customers.

How can you share free content with your customers?

Here are some things you can do to share free content with your existing and new customers:

  1. Business blog articles. You need to post regular articles on your blog and provide useful information to your target audience. You can write articles about industry news, product updates, or tips on how to use your products or services. You need to be consistent with the publishing schedule for your blog.
  2. Social media. You must share valuable, practical, and informative content on your social media channels. You can share your blog articles and other articles that may be of interest to your customers.
  3. E-books. Develop e-books that provide in-depth details on specific topics related to your industry, market, or products. You can share these e-books as a free download on your website, or you can use them as an incentive for an email subscription.
  4. Email marketing. Create a regular newsletter, like a weekly, bi-weekly, or monthly newsletter, that includes helpful information. If you use some service provider for sending emails, you can have two types of newsletters. The first one is the sequence of emails that you can prepare upfront, and the service provider will deliver the messages on specific days after their subscription. Also, you can use broadcasts to send your weekly or monthly newsletters and specific promotions.

6. Focus on Targeting Your Customer’s Emotions

In today’s world, emotions ensure the successful sale of your products and services. Triggering your customer’s emotions is a winning strategy that will increase demand for your product.

By targeting customers’ emotions, you can create a deeper connection with your customers and influence their purchasing. This will create exciting demand for your products and services. Additionally, targeting emotions can help attract new customers by creating brand awareness and engaging with potential customers.

Because of that, focus your efforts on targeting your customers’ right emotions, and you will succeed in demand creation.

How can you target customers’ emotions?

Here are two ways you can use to target audience emotions:

  1. Storytelling. You must use storytelling if you want to create a high-level emotional connection with your target audience. Be careful to tell stories stimulating emotions like inspiration, happiness, or nostalgia.
  2. Emotional triggers. Think about your marketing activities and advertising content. Do you use emotional triggers? Use emotional triggers such as humor, nostalgia, trust, and excitement. This can include using language that stimulates specific emotions, touching images, music, or videos.

Related10 Unique Ways to Advertise Your Business and Stand Out

7. Focus on Pain Instead of Pleasure to Create an Exciting Demand

Many pieces of research show us that triggering customers’ pain is a winning strategy. As human beings, we are more emotionally connected to pain because we don’t like to feel it. Your customers will always be more interested in solutions that will enable them to avoid pain than they will be interested in gaining pleasure.

Targeting customers’ pains instead of their pleasures is a great strategy that involves recognizing and then targeting the specific problems or challenges customers face through all of your marketing activities. Focusing on pain points is an essential part of a successful marketing strategy.

If you want to create a really exciting demand for your products, you must focus your marketing efforts on pain instead of pleasure.

How do you target customers’ pain instead of pleasure to create an exciting demand?

Here are two action steps to start targeting customer’s pain points for demand creation:

  1. Identify customers’ pains. Use your market research to understand the pains of your target audience. Ask for customer feedback through surveys, interviews, or focus groups. Get the data from the customer service department and collect social media data from your target audience. Then, analyze the data you have collected to identify common pain points. Also, you can put yourself in your customers’ shoes to look at their pain points but from their perspective.
  2. Highlight these pain points in all your marketing materials. Don’t promote your products and services; instead, focus on solving your customers’ pain points. Highlight how your products can solve your customers’ pain points.

8. Promise, But Only if You Can Deliver What You Have Promised

Promises sell, but only if you deliver them.

By making the right promises at the right time to the right customers, you can quickly build demand for your products and services. Delivering on these promises can drive revenue growth by fostering trust and encouraging repeat business.

If you are sure that you can promise something and overdeliver on it, then use the right promise in demand creation for what you sell to your customers.

9. Prove the value of your offer if you want exciting demand

As you already know, your offer will be one of the first things that your potential customers will evaluate before they decide to use your products and services. Your offer will need to prove its value to customers in several seconds. If you succeed in this, you will create a challenging demand for your products and services.

How do you prove the value of your offer?

Here are a few ways to prove the value of your offer:

  1. Free trial or demo. Using free trial options or demos of your products and services is the best way to prove the value of your products and services. By trying your products, potential customers will experience their value.
  2. Testimonials and real data and statistics. You can use testimonials from already satisfied customers to demonstrate the value of your offer. Also, you can use data and statistics like satisfaction rates, success stories, or performance metrics to demonstrate the effectiveness of your products or services. 
  3. Guarantee. The higher the guarantee, the more customers perceive better value. You can offer a money-back guarantee to demonstrate your confidence in the value of your products and services.

10. Differentiate Yourself and Your Business

When you are different and more unique from everyone else, it will help you increase your brand’s recognizability. It will inevitably lead to increased demand for your products and services.

You can answer these six questions to differentiate your business.