So far we have talked about positioning (identifying the common characteristics of the ideal customer profile and the prescribers), the pillars necessary to be able to do quality marketing (web and technological stack) and the content strategy . The next scenario is the generation and capture of demand . Demand generation is understood as all those actions that we carry out to generate awareness in our target audience, regardless of whether they are in purchasing mode or not. On the other hand, demand capture includes all the actions that we carry out to convert, attract and convert those who have a specific need.
Both demand generation (which has to do with generating awareness about the company and its value proposition for when a potential client is ready) uruguay phone number library and demand capture can be addressed through three channels:
Organic channels.
Output channels.
Payment media channels.
Organic channels
Organic channels include all the tools you have at your disposal that do not cost you anything. Social networks, specific landing pages or your company's blog are a clear example. Their development is closely linked to the content management that we have already discussed and they are designed to generate credibility in your audience and reinforce organic positioning in search engines (mainly Google) or on social networks as you increase your audience.
However, organic positioning is a long-term race. It takes time and you will not be guaranteed that your ideal clients will read your blog posts or social media posts.