- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career Growth#SocBizShakeUp: Sandy Carter at The Social Shake-UpThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Why Most Marketers Have Online Demand Generation All Wrong
Posted on December 6th 2012
Writing and publishing blog posts, white papers, case studies and ebooks creates demand for a brand’s products and/or services, right? Doing social media marketing does, too, right? Those are common presumptions in marketing today.
In actuality, they provide something much more powerful than generating demand for products and services. They generate the demand to join a brand’s community and cause. They also generate demand for more content.
Content developed for lead nurturing is what creates robust demand for products and/or services, regardless of channel – not content developed and distributed for demand generation.
According to HubSpot, 96 percent of website visitors aren’t interested in purchasing anything the first time they visit. The demand generation content mentioned above only has a chance at influencing four percent of new website visitors. What about everyone else?
The Golden Circle of Demand Generation
Simon Sinek, in his How Great Leaders Inspire Action TED Talk, explains, “People don’t buy what you do. They buy why you do it.” He illustrates this point in a simple graphic he calls The Golden Circle. Below is Slingshot SEO’s interpretation of his Golden Circle with a demand generation and content twist.
The why, how and what model above is articulated by Simon using Apple as an example below:
“If Apple were like everybody else a marketing message from them might sound like this: We make great computers [what]. They’re beautifully designed, easy to use and user friendly [how]. Want to buy one[why]? . . that’s how most marketing is done. . . it’s uninspiring.”
“Here’s how Apple actually communicates: Everything we do, we believe in challenging the status quo, we believe in thinking differently [why]. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly [how]. We just happen to make great computers, want to buy one [what]?”
In other words, most marketing campaigns start with the what and go from the top of the golden circle inward. This sets the expectation that demand generation should generate demand for products and/or services. However, inspiring demand generation campaigns start with the why and go from the bottom out. This generates demand for community membership [why] and more content [how].
Over the long term this will lead to greater demand for products and/or services [what].
“The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.”
Creating content that generates demand for community membership and more content (marketing from the why to the what) allows brands to identify who believes what they believe and creates inspired consumers, as opposed to uninspired ones. It also accomplishes the goal of doing business with people who believe what you believe.
He further explains that this way of thinking is rooted in the biology of the human brain. The neocortex is responsible for language, rational and analytical thought – the what. The why and the how are controlled by the limbic portion of the brain which is responsible for feelings, trust, loyalty and decision-making.
Marketing campaigns that work from the top down influence the neocortex part of the brain. However, campaigns that start with the why and work their way to the what speak directly to the limbic part of the brain that controls behavior.
Below is Simon’s full TED Talk:
Good demand generation should produce content that speaks directly to the limbic part of the brain – the why and how. This will create demand for community membership and more content. Ultimately, it allows people the opportunity to believe what you believe and creates inspired consumers over time.
Through the use of multi-channel lead nurturing and behavior based lead intelligence, demand generation for products and services will occur over time and help brands identify who believes what they believe. It also gets easier as more and more people join the community and evangelize a brand’s why and how. That’s because “People don’t buy what you do. They buy why you do it.” This is the approach marketers should use when deploying online demand generation using content.