Demand Generation on LinkedIn: The Complete Guide
How to create interest in your product before people know they need it
Demand generation is different from lead generation. Lead gen captures existing demand. Demand gen creates new demand.
Here's how to do it on LinkedIn.
First, educate your market. Many people don't know your solution exists. Create content that teaches them about their problem and possible solutions.
Use thought leadership. Share unique perspectives on industry challenges. Position yourself as the expert who understands the space deeply.
Produce high-value content. Whitepapers, research reports, and comprehensive guides work well. Give away real value with no gates.
Build awareness first. Use sponsored content to reach people who've never heard of you. Don't ask for anything yet. Just provide value.
Create category content. If you're in a new or emerging category, educate people about the category itself. Rising tides lift all boats.
Use video to explain complex concepts. Some ideas are easier to show than tell. A 2-minute explainer video can change how someone thinks.
Host webinars or virtual events. These allow deeper education and interaction. You can address questions and objections directly.
Nurture over time. Demand gen is a long play. Use retargeting to stay in front of people who've engaged with your content.
Measure leading indicators. Track content engagement, video views, and website visits. These predict future demand.
Partner with industry influencers. Their credibility can transfer to your brand. Co-create content or get them to share yours.
Be consistent. Demand gen requires sustained effort. One great piece of content won't do it. You need a steady stream.
Connect demand gen to lead gen. As people become aware, have clear paths to convert. Move them from education to evaluation.
Stirling helps demand gen managers create the ad creative needed for awareness campaigns. Generate educational content promotions quickly and maintain consistent messaging across your demand gen funnel.
Demand generation builds pipeline for the future. It's an investment that pays off over quarters, not days.
