Capturing Demand vs. Creating Demand: What Should You Focus On?

What are the key differences between capturing and creating demand? Well, both require different processes, but each plays a big role in your content marketing strategy.

Mark Huber, Head of Brand & Product Marketing, and Jason Widup, VP of Marketing at Metadata, discuss whether B2B marketers are overcomplicating the idea of creating and capturing demand, their tips on how to navigate the first stages, and why building trust with buyers is critical.

For more on how B2B marketers can master both capturing and creating demand, listen to the full podcast episode or read on for the top takeaways.

Watch the full episode

Three top takeaways:

Takeaway 1: Establish a point of view

Identifying your point of view or strategic narrative is the first big step to successfully capturing and creating demand. Create an idea that potential buyers can’t really argue with!

It’s important to, in the best possible way, let your audience know that they are losing out if they don’t jump on the bandwagon that is your brand.

Some companies will try to create demand before they’ve ascertained their point of view. But it’s tough to stick it out without one, so don’t fall into that trap.

Takeaway 2: Use paid social wisely to create demand

Many marketers approach paid social expecting to get instant results. But sometimes, it’s beneficial to take a step back.

Heading into using paid social without instantly expecting a direct response from prospective buyers can really help grow your brand. Take time to market your niche and give a lot without expecting too much back.

This will cement your brand as reputable and genuinely helpful. You want to be the go-to for those looking for a solution to the problem you know all about.

There’s no need to promise the world! Be clear about what you can offer and hand it to them on a plate.

Takeaway 3: Capture demand in order to create demand

Capturing and creating demand feed perfectly into one another. They can’t exist without each other!

Here at Metadata, we feel like we’re on the cusp of something truly awesome with our brand. But the only way we’ve got anywhere close to where we are now is by nailing the ‘capture’ part.

A big lesson from Eugene Schwartz’s 5 Stages of Customer Awareness is that it’s important to take things step-by-step. If you have customers who are aware they have a problem, identify that problem, then provide them with a solution through your product.

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