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Two Critical Strategies to Grow Your Business in 2022

by Shailesh Merai

Published at 2022-01-10 11:58

As we kick start 2022, the stark reality of ‘unprecedented times’ remains.

The Pandemic immensely affected businesses worldwide.  While some companies barely managed to hit a sales plateau the past year, the adaptability strategy helped other business owners hold the fort.  According to the World Bank report, 25 percent of businesses reported a drop in sales of 72 percent in the early months of the Pandemic.

Scanning the ongoing global scenario calls for coming up with critical methodologies to boost one’s business in 2022. Here are some strategies that will spur growth faster for your business.

Amp Up Your 2022 Sales

1. Demand Generation: Driving New Traffic

When your business has successfully identified the audience’s problem that they are not yet aware of, it calls for a demand generation strategy.  Demand Generation, also known as the ‘Demand Gen’ strategy, is generating trust and interest of potential customers, so they enter the purchase cycle.  Effective Demand generation specifically for B2B can be obtained through various methodologies.  It ensures demand is built for a product at every step of the buyer's journey.

The following steps can help you land with effective demand generation.

Creating a need for the product

Cater to your prospective customer's challenges.  Hence, taping customers’ needs and challenges is the pivotal role here.  This can be done by demonstrating how the product’s presence can affect a prospect’s life.

Brand awareness

Now that the prospective customer is aware of the problem and has further gathered vital information, it’s time to create awareness.  Brand awareness and intelligent content strategy are essential in introducing potential buyers to the brand’s positive image.  The underlying fact is that lasting brand awareness will pave the way for a lingering brand impression.

Smart social media strategy

Positive brand awareness can be built through tools like blog posts, social media posts and videos.  The aim should be to increase engagement and traffic on posts.  Other ways are guest posting on the industry website and collaboration. Creating curated and personalized content also serves as a step-by-step guide to answering the common concerns of the audience.

2. Lead Generation: Convert and nurture leads

In demand generation, we discussed how the audience's pain points are tapped and addressed through brand education. However, in lead generation, the audience is aware of the problem and is already reaching out to various brands and products as a solution. However, the challenge in lead generation is to successfully obtain these prospects' information, nurture the relationship and ultimately convert them into final consumers.

As compared to demand gen, lead generation strategy focuses on channeling engaged audiences into leads. According to a HubSpot report, 61% of marketers believe that generating leads is one of the biggest challenges.

Here are the lead generation strategies that will boost your sales in 2021.

Search Engine Optimization

Searches for any query nowadays are just a click away. Thanks to effective search engines, including Google. Companies can ensure that their content and website is ranked higher on google in an organic manner. This is achieved using effective keywords, internal and external links, and other SEO best practices.

Though SEO is an unpaid way to be in the digital space, it helps outrank the competition. Companies that optimize their sites can be visible and earn a high spot in searches, hence, achieving leads.

Email Marketing

For the most effective ROI, email marketing is the most reliable tool. According to the studies, Email marketing delivers the highest ROI amongst all marketing channels: approximately $42 for every dollar one spends. Email Marketing has more to offer than updates and offers. It helps build a nurturing relationship with MQLs (Marketing Qualified Lead who has interacted with marketing team only but not qualified as sales lead) and provide valuable content to SQLs (Sales Qualified Lead who are qualified as a potential customer).

Paid Ads

This is a focus strategy of lead generation. The company pays according to cost-per-click (CPC) and only pays once the audience clicks the ads online. Paid advertising on digital platforms removes clutter compared to traditional advertising like billboards. When users search for a related product, they will come across your company’s product during the search, which helps in conversion. Examples of paid ads include social media ads and a free guide that can be conveniently downloaded.

Social Media Marketing and content marketing are other powerful strategies for lead generation. Here you can capture an audience via blog posts, informational guides and articles, LinkedIn, viral blogs and content with videos and infographics, FAQs etc.

The crux of the Matter

It’s high time to realize that today consumers are more well-informed than ever before. Thus, they have more control over the buying cycle. The mentioned dynamic sales strategy of demand generation and lead generation focus on catering to consumer interest instead of forcing a quick sale. The challenging times ahead call for the survival of the fittest for the B2B companies, which can be attained by applying the discussed strategies.

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