Here some ways to incorporate both and go from brand to demand marketing and back again without missing a beat
You might feel like marketing is a wild dance with no pattern or guideline. Sometimes you lead with confidence, and other times you feel like you are being led into a dizzying swirl that leaves you unsure of your footing and unable to see clearly into the future. But by understanding the primary dancers – from brand to demand marketing — you can effectively reach and “wow” your customers.
Demand marketing originally was focused on lead generation, field marketing, and other hardline techniques to create a need and entice customers to engage. That includes education, interaction, knowledge of a client’s behavior, and information on how the potential client can benefit by immediately investing in the opportunity.
Marketing your brand
Brand marketing is a long-distance dancer, focusing on growing a base of loyal customers, creating a “face” for the business, and building a reputation not only among clients, but also the community.
Brand marketing regularly reminds existing clients and potential clients of business value, mission, and identity. It also encourages existing customers to share the news, make recommendations to others, interact with the business, and order product or services.
From brand to demand marketing
Demand marketing may overlap into brand marketing — taking the lead and sharing responsibility with brand marketing. Chiropractic businesses must increasingly view the two as a team, and funnel spending into a more streamlined approach that brings results.
Here some ways to incorporate both and go from brand to demand marketing:
Content. Offer valuable content that aligns with your brand values and builds reputation, but also points to solutions for existing and potential clients, or that they can use to build on their own business. This type of content encourages sharing, discussion, interaction, and referral. Content can include graphics, podcasts, videos, blogs, brochures, and more.
Campaign. Generate demand for your products and services by gaining the attention of potential customers. Most chiropractic clients have a problem before they have a chiropractor. They do not think of chiropractic services until they have an injury or pain that will not correct itself on its own. Google searches, word-of-mouth, doctor referrals, advertising, etc. are where potential clients find out about chiropractic services.
Solve their problem
Make sure your business stays high on the list by interacting with local businesses, having relationships with your existing clients, creating incentives, and encouraging services and products. Your chiropractic business must solve a problem — how can you do that for everyone you encounter? The demand comes from the client, not the business. Use an encouraging whisper instead of a bullhorn to draw in sales.
“Brand marketing, which typically describes efforts to drive awareness and build equity, and demand marketing, which aims at getting audiences to take immediate action or conversion, are working together more closely, finding new and more efficient ways to reach customers,” writes Thomas Anderson of Prophet, a global consultancy. “Brand and demand are writing a new love story. They’ve long been drawn to each other’s strengths. They can compensate for the other’s shortcomings. And it’s about how the ultimate power couple can help companies achieve uncommon growth.”
Brand and demand marketing are the perfect dance partners when given the right opportunity. Without brand marketing, demand marketing cannot be as successful, and vice versa. Brand marketing creates an identifiable face for your business, establishes a strong customer loyalty, and ripples out into the community. Demand marketing identifies a need, an urge to use a service or a product, and solves a problem.
Each needs to support, to lift, to lead, and to follow the other in a circular rhythm for a balanced marketing strategy.