As a business owner, you know the importance of establishing and maintaining a strong personal network for generating referrals and creating sustainable sales. But what do you do when your word-of-mouth referrals dry up and your network runs out of steam? In this article, we'll explore how to extend beyond your network to create a sustainable marketing program and grow a robust demand pipeline using inbound demand generation tactics.
Inbound Demand Generation
Two options to consider are inbound and outbound demand generation strategies as a way to augment your sales efforts. Inbound demand generation strategies focus on creating content that attracts audiences while outbound strategies involve reaching out to them directly. Both approaches can be used in tandem to maximize the effectiveness of a marketing campaign
Social Media
Social media, for example, an inbound strategy, can be a great way to reach potential customers and increase brand visibility. There are a lot of social media channels; focus on the ones where your potential clients, or people whose opinions they rely on, spend their time. Don't boil the ocean and stress yourself out making sure that every possible channel is covered.
Start with your owned channels - your business's Facebook, LinkedIn, and either X (Twitter) or YouTube are likely good options. Take advantage of these platforms by creating an engaging presence on them, crafting compelling content, and connecting with relevant audiences. Additionally, invest in targeted ads to further reach new prospects and drive sales. In some cases, especially on LinkedIn, sharing your business's post with your own audience is going to be even more fruitful because personal posts receive much more engagement.
SEO
Another way to increase your potential customer base is through SEO-based marketing strategies. Optimizing your website for organic search can help you reach potential customers who are looking for the services or products you provide–without having to spend anything on ads! This strategy will also help establish credibility as well as get more eyes on your brand and offerings.
Paid Advertising
You're missing a huge opportunity if you're not taking advantage of paid media. Sure, it might be scary to spend money on something you've only spent time and energy on, but it's a great opportunity to expand your potential audience and reach beyond your current network. Paid advertising encompasses many channels. If your prospects are actively looking for a solution, paid search on Google or Microsoft Advertising can be utilized. If you are trying to reach your target audience before they are looking for your solution, social media advertising, Google Display, or programmatic may be the best option. There are many options, and you don't need a huge budget to get started.
Conclusion
It's important to recognize that your personal network is only one source of business generation. You need to look beyond your existing contacts and diversify your inbound demand generation strategy via marketing.
At the end of the day, extending beyond your network is key for growing sustainable sales over time. By implementing strategic digital marketing strategies such as SEO, social media, and paid ad, you can set yourself up for success no matter what industry you’re a part of. If you want to grow your business so it's not entirely reliant on word of mouth, reach out for a free consultation.
