Digital channels help you get your message across to customers.
There’s a catch. You will eventually run into limitations. Because your work is based on existing demand.
You will eventually need to generate demand for the product.
What is the best way to do this? Can you pick one?
Let’s first understand the difference between creating and harvesting demands.
Harvesting Demand vs. Creating Demand
You can compare harvesting demand to matchmaking. You are looking for people interested in your brand, product, or service, and matching them up with what you have to give.
Digital channels, as we’ve already said, are primarily focused on generating demand. Both SEO and PPC are based on search volume. This means that people must actively search for terms related to your offer.
There are many methods to increase search volume. It is cost-effective and more efficient than any other method, according to companies that have done it successfully.
You will always be limited by existing demand. This is where you can create new demand.
To create demand, it is necessary to attract new customers
You want them to be paired. Let’s go one step further.
How to Harvest the Demand
If you market your online business, you’re probably already focusing your marketing efforts toward harvesting demand.
To harvest demand, there are two steps: first finding the demand and then showing it up.
There are many other tools, such as SEO Rush (for multichannel), Ahrefs (for SEO), Google Trends, Google Keyword Planner, and Google Trends that will help you see where there is demand and how to harvest it.
How do you create demand?
It’s not easy to create demand.
There are many methods to create demand. But, you need to remember two things.
Strong pitch + Hook
It’s a delicate balance to create strong pitches or hooks. If they don’t believe that the problem you’re presenting is a real problem, they will not invest in your solution.
They won’t buy if you don’t convince the person that they need something.
Pet Ninja makes these pet hair removal gloves.
This is their pitch. Pet Ninja doesn’t create problems imaginary. Instead, they focus on the irritating nature of dog shedding and how their product makes it easier.
You can also be lured in by their emotional hook. He will feel that I am petting him.
Another noteworthy example is the Squatty Potty which became viral in 2017.
Have you ever thought that you might need to have a product to improve the way your bowel movement and your toilet posture?
This is exactly what it is. However, Squatty Potty managed to create a new product category and generate demand. This drove people insane.
What is the takeaway? A strong pitch will identify the problem but not overdo it.
People want to have what they don’t have. This urgency/scarcity selling tactic works because it works.
It is amazing what people do when they see the value of your product and feel emotionally invested in it. You then tell them they don’t need it.
The iPhone is a perfect example of creating demand.
It took 6 months for Steve Jobs to announce the new device that no one could have imagined.
Apple is the 2nd-largest company in the world today. They have created demand and urgency as well as artificial scarcity through continuous updates.
There are many ways you can create urgency or scarcity. There are many ways to create urgency and scarcity.
The Complete Package (Takeaways, Next Steps)
Marketing should not be about creating demand or harvesting. Both of these methods should be combined in your marketing strategy.
Let’s suppose, for instance, that you sell wooden earrings. While your guest post on a beauty website that doesn’t feature earrings may have been written to generate interest in your product but not rank you for the exact term,
Here are some examples of branded terms. A successful term will generate more demand than a generic term.
What are you going to do? Find ways to generate demand.