Demand generation is a good strategy for freelance B2B writers looking to generate brand awareness. It’s an approach that speaks to semi-qualified people who are aware of the challenge they face but might not know the solution (that’d be you and your writing services).
While most demand generation strategies are used for enterprise-level companies, they can also help small businesses like freelancers. If you’re curious about adding demand generation to your business, here are five steps to develop a solid strategy.
1. Identify the Obstacle
It starts with identifying the obstacle(s) your potential clients deal with. You want to know and understand the challenge they face so you can tailor your message to it. You’ll also want to start thinking about demonstrating your knowledge about the industry, such as market factors, other companies, and the language they use in it.
2. Articulate the Ideal Outcome
Have some fun with this. Learn how your potential clients would work if this obstacle didn’t exist. How would they work if they didn’t have to deal with this challenge, and what would a positive outcome look like in an ideal world?
3. Explain How You’ll Solve It
This is where you talk about how you can solve this problem for your clients. Use these questions to help guide you in how to do that… What do you have that no one else has? What do you do that no one else can do? What makes you different from all the other B2B writers out there? This is your chance to explain your uniqueness and how you’re the solution to their problem.
4. Outline the Method You’ll Use to Solve It
Go into the details about how you’ll solve the problem for your clients. Give them a sneak peek into your process so they learn how you work. This is where you talk about your work process and your admin process so they learn how easy it is to work with you. (That helps with the next step.)
5. Remove the Risk of Working with You
Depending on your industry and potential clients, they may or may not be used to working with outside freelancers or vendors. This step is where you remove all the risk associated with partnering with you. Showcase any brands or other clients you’ve previously worked with to demonstrate your trustworthiness. Outline anything that removes risk for your offer or work, such as how many revisions you offer or payment plans.
Some freelancers offer guarantees to their clients, which can also work, but it really depends on the industry and service or product you’re offering. But be careful not to guarantee a certain percentage increase in sales or other specific numbers. There are too many variables beyond the copy, like the offer, the list size and quality, etc. So try guarantees over what you can control: on-time delivery, client satisfaction with the copy, or using industry best practices. You’ll need to tailor this offer to your clients and your work, so be careful if you do this.
Bonus Tip: Use Email to Scale Your Demand Generation Strategy
Since demand generation is a numbers game, you’ll need a way to be more visible to your primary audience. Email gives you that opportunity and is an extremely effective way to reach people.
Use an email newsletter to deliver personalized messages to your primary audience, no matter what other distribution channels you’re using. Send an email and link to your new blog post, highlight your social media messages, or attach a copy of your latest downloadable asset.
Email is still an effective way to communicate because you’re in control of the channel, and it gives you a direct connection to your audience. Plus, email engagement is increasing these days, with one report finding a 77% increase in the last few years.
Demand Generation Is for Anyone Marketing Today
Demand generation is no longer reserved for enterprise B2B companies anymore. Anyone, including freelance B2B writers, can use it for their business. It’s an extension of what you’re probably already doing for your clients right now, only you’re doing it for yourself.
Use these steps to take control of your demand generation strategy and deliver more qualified leads to your pipeline. Do these steps consistently, and you’ll have a steady stream every month.
