Demand Generation Framework Sucks…

Struggling with marketing frameworks? Avoid errors & gain stability with frameworks like the 5 C’s, STP, & Hook Model. Understand, engage, & capture demand for effective campaigns. Start with research, then strategize & develop for success.

 

• Do you feel you suck in the frameworks of a marketing campaign?
• Do you make mistakes in most of the campaigns while running your Ads?
• Or are you stuck in a dilemma whether this strategy will work or not?
• Do you always struggle to find a quick solution to all your problems?
• Are you struggling to establish communication with your Audience?
• Do you and your team always struggle to find the right strategies as the best option?

There is comfort in rituals, and rituals provide a framework for stability when you are trying to find answers.

Why You Need the Framework at First Place-

• The frameworks not only help you to compare the different strategies but you can choose the best out of it.
• The framework will give you the edge in avoiding the possible errors that you might encounter for the campaign in future times.
• They can give you an exact road map for your action, giving your team step-by-step actionable insights.

• It will help you improve the company’s ultimate profits because you take the least resistance path for your activity.

There is no set of exact path or strategies any framework will give but it would help you to avoid doing trial and error for your strategies.

How Much time is the framework required to implement?

It all depends upon what objective we want to achieve in the first place. But it would take anywhere between weeks to months to draft the strategy. 

 

There are 3 phases of any framework of the campaign.

1. Research Phase-

The research phase is the main part of the framework where we speak with the external influencers through surveys, case studies, and Interviews with the decision makers, their problems, and pain points. 

1. Strategy Phase- 

In this phase we make the positioning statement, USP & value propositions and 

Right channel of communication which will form a detailed plan of the implementation.

1. Development Phase- 

This phase is the actual needle-moving phase. In this phase, we actually have to launch the campaign, check the strategy, see the traction and make the adjustment.

Analysis of the campaign in monthly, Quarterly, half-yearly & Yearly, make adjustments according to the feedback.

From my personal experience, we should form a strategy before any campaign launch. And go with detailed applying the strategy in the implementation stage rather than changing frequently the goal post of your campaign objective. 

We should give at least 90 days to test any campaign results.

The Current Framework any Company or individual solo pruner can also follow.

5 C Framework which is an evergreen framework 

Customer– understanding the problems and pain points of your audience and creating tailor-made strategies and frameworks.

Company – Understanding the internal strength and opportunity our company has over the others. This will help you to gain clarity about where your company is headed.

Competitors – Analyze the competitor’s landscape which help you draft the unique approach. And come to know what’s working and what is not working.

Collaborators – Collaboration with the external factors.in the age of influencers, we need to check how we collaborate with the communities, influencers, Podcasters, and other people who can vouch for your ideas and help you spread the same with their audience.

Context – It always matters how you spread your word rather than what you say. It helps you to say a lot more meaning with fewer words.

Few Examples of the framework that we use daily 

 

1. 7Ps Marketing Mix

The commonly used framework of this which we have been using for many years. And I believe this is the core of the marketing fundamentals.

1. Product- What is your core product and what do you want to sell?
2. Price- The price point for which customers are ready to buy your product.
3. Place- Where will the product be sold? Will it be sold online, or offline?
4. Promotion- Which promotion tool will you use for the selling of these products? What would be your way of communication?
5. People- people who will be the backbone of your campaign. Ideal Client profile. We come to know whom we should target.
6. Process- How will you deliver your product or service to your audience? 
7. Physical showcase- Are we showing any physical touch points of your product & services?

 

2. STP Marketing Model-

 

   STP model is nothing but the “ segmentation, Targeting & Positioning”

  Whereas Segmentation is all about understanding the core audience. targeting & Positioning products.

Benefits- 

It improves your engagement of the content & creates a customized detailed marketing plan.

It helps you reduce your customer acquisition cost.

The product/service that you try to build becomes robust.

Market Segmentation– 

Identify the needs and problems of your target market.

Targeting ( Demand Analysis)–

We have to evaluate and choose the right targeting for our product and services.

Understand the targeting of customer communication channels.

Understand the Customer’s lifetime value.

Understand the Average order value of your customer / Product.

Positioning– 

Positioning is nothing but understanding the core principle of your brand.

You can create the positioning in unique different ways.

• Competitors based
• Consumer-based Positioning
• Price based Positioning
• Benefit Based Positioning
• Attribute-based positioning

Porter’s Five Forces-

This model helps you to see the outside of the things that you control. Like suppliers, competitors, etc. 

• Supplier strength – how many suppliers do we have for our product? Or are we relying on only one supplier?
• Buying power- the customer’s ability to influence the decision to purchase your service or product.
• The threat of getting a substitute- there is always the threat of getting a substitute. By your competition.
• New Entry – You have to create the moat in this category while making sure you will make it difficult for others to enter in your market.
• Competitive Rivalry- Competition from any other of your own competitors. Which will give you an edge over others.

Pirates Metrics or “ AARRR”

This framework designed and developed by the founder Dave McClure explains to you the steps taken by your buyers on their journey.

• Acquisition- How buyers are coming to your website through Top of the funnel-like FB ads, Paid search, blog, podcast, Webinar, etc.
• Activation- It’s the next step they take once they land on your blog, website or landing page. Did they sign up for the product demo, and register for the webinar, it defines the action they have taken.
• Retention- After their action are they retained for the next action? Do they come again to your website?
• Revenue- How much money do you earn from each customer? What is their ACV ( Avg Customer Value) , LTV ( Customer Lifetime Value), Avg cart size, Conversion Rate etc.
• Referral- The referral system is the best way to get you new customers for your business. When your existing customers are happy they will bring you new customers, which help you to bring down the Cost of Customer acquisition. 

Lean Analytics Stages –

The lean analytics stage is jointly developed by Mr.Croll & Mr. Yoskovitz  it helps to understand the buyer’s journey and helps small companies grow and scale fast.

1. Empathy- In this part, you help to understand the customer by listening to his problems, and his pain points, and being willing to take feedback from him so that you can create a solution for his problem.
2. Stickiness- In this segment, you got the customer’s attention and engagement. Once you get the engagement you need to hold for a longer period.
3. Virality- The virality stage comes from understanding real pain points and creating unique Creative solutions for their problem with humor and entertainment. Because in the world of AI, we need a more unique and creative approach.
4. Revenue- You need to make money to make any module sustainable and grow. In this stage, you need to make more revenue than the cost of customer acquisition.
5. Scale- Now is the time to increase the revenue share and your profit as well.

This will help you to get more client onboarding and retain more because the more you get onboard it will help you add the Top line of your business.

The Hook Model

The Hook Model is derived from the book  The Hook of Mr. Nir Eyal he basically focuses on how to build habit-forming products like social media Instagram, Facebook, TikTok, etc.

• Trigger- Trigger is nothing but an external stimulus like Push Notification for as it stimulates your mind to get it hooked and open for it.
• Action- The more precise and easier the actionable path you will build it will help you to build it for long-term association with customers.
• Variable Reward- The reward system should be anticipated and should be creative. Because if it is very easy no one will become repetitive buyers. 
• Investment- If you create the investment option for your customers to use your product or service then it becomes difficult for them to get you on board.

STEPPS

 

     This framework is designed and developed by Jonah Burger from the book of his own “ Why Things Catch on” that people get contagious engagement.

• Social Currency- You should increase customer awareness and their participation to become the community and talk about your products and their benefit.
• Triggers – Frequently create a reminder system for your product or service to be used.
• Emotions – Highly emotional content goes viral and gets more engagement. 
• Public- Writer always promotes creating something in public. You will eventually get the eye of people to talk about you and your products.
• Practical Value- You should always provide useful content to your users to create practical value. Eventually, it would help you to create a brand association.
• Stories- we always stay close to the stories told to us every day. This will not only help us to connect with the brand but with long-lasting memories with them. 

All frameworks are associated with Marketing. Which will show you the exact steps about how to create the path of achieving 

Let’s understand the Demand Generation Framework.

1. Demand Creation– In this part, we majorly focus on creating the demand for your products.

Target the right metrics for the long-term effective game.

As we know in this part we focus on creating awareness about your products not the conversion.

The best part is this all things are related to each other.

The activity we should focus on 

• Research about your consumer.
• Talk to them, understand their problem, and see where they hang out.
• Start talking to a larger audience with a platform like all social media.
• Use the rented platform of others. YouTuber & Podcaster in your niche.
• Use the PR campaign for the first buzz.
• If you can spend the amount try to run the ads for Impression.not for conversion.

1. Demand Nurturing–

In Demand Nurturing activity we focus on the nurturing activity. Where we majorly focus on the engagement of the audience and keep them available for conversion.

3 primary goal of this campaign

1. To educate your audience on their pain points.
2. Building trust by showcasing your care for them.
3. Engage the audience on a regular basis.

How will you do this?

• Creating one short-form and long-form communication channel for them.
• Sharing every update of your brand to your audience. because people get associated with brands for their stories.
• Existing customer single Purchase
• Repeated customers for your products
• Home page visitor
• Products/service & Blog page visitors
• Newsletter subscribers
• Your Lead Magnet downloader
• Cart Abandonment
• Sale of particular products area-wise.

These small steps will help you to nurture your customer which you have created through the demand generation campaign.

• Demand Capturing-

In demand-capturing activity, we focus on capturing the demand that has been continuously created for our products.

We can do the all activities such as.

• Search Engine Optimization
• Paid Ads
• Lead Generation Ads
• Carousel / Shopping Ads

I believe we should focus more on the demand creation in the long run than running Conversion ads. If we run the Direct conversion ads we may spend more money on the conversion.

 

It’s better to follow the step-by-step process.

 

Awareness ——– Engagement ———– Conversion——— Repeat purchases.