So demand generation sounds highly technical and unachievable right?

It sounds like something we should leave to "tech bros" and look for more relatable things that ordinary guys and girls like us can do right?

WRONG!

These big business terms have very simple meanings and actions behind them that everyone can do.

Demand generation means simply creating interest and awareness for your product or service.

Just like the crier shouting in the village markets of old, you are trying to create awareness in HIGH QUALITY PROSPECTS who might turn out to be high quality customers in the future.

Before you start compiling a list of activities that can create interest in the “high quality people” you want to buy from you, you have to make a few guesses and figure out a few things.

The first thing we have to figure out is who this "quality customer" is!

The town crier of old went to the village square because everyone was there so there was a chance that his audience would hear the message and take action.

He didn’t know who the quality audience was, but he had faith that they were in the crowd and would hear him.

Luckily for us, with all the modern tools and gadgets, we don't have to go to the public square and shout into the distance.

There are ways we can find "our people" with some clever thinking.

Figuring out who your "quality customer" is sometimes involves guesswork, and sometimes it involves looking at your past customers who already exist!

You can create a profile from the folks you've done business with in the past. This might give you an idea of who you should be chasing after in the future.

If you are able to figure out who these quality customers are, where they hang out, what they do before they decide to buy, etc, then you will have a good sense of where to "market" to them.

Before you think of demand generation tactics, try to figure out who your quality customers are.

That's why the neighbourhood akara woman doesn't come to your estate.

She knows you are too fancy to eat akara for breakfast. She spends her time setting up where her customers are.

Or is that the case? Could there be ideal akara customers INSIDE the high brow residential estate? These are the wonderful, exciting, and strategic questions for the everyday day to day growth of our businesses.