What does it take for marketers to be able to connect their brand marketing investment with their demand generation efforts? How can they ensure that the awareness and mental availability they’re building flows through into interest and action when the time is right? How can they maximise the ROI of performance marketing by zeroing in on the people they’ve already primed to respond?
Connecting brand and demand effectively depends on your campaigns having access to four critical advantages.
The Building Blocks of Brand to Demand Marketing
First, you need the ability to reach the right audience. For brand campaigns that means all of the potential current and future buyers in your category. For demand activity, it means those with a need and an interest they could be ready to act on. If your objective is to link brand and demand and target the full funnel, then you want to be able to reach both with confidence, narrowing and broadening your audience as required.
Second, you need a trusted environment: one that reflects positively on your brand, and one in which people feel confident acting on the content and ads that they encounter. The effectiveness of both brand and demand activity depend on meeting your audience in an environment where they’re primed to pay attention to your creative and your calls to action.
Third, you need the right type of engagement; a mindset that’s aspirational, purposeful and active. It’s a mindset that’s open to both rational and emotional responses, ready to form brand memories – and ready to act on them when relevant.
Finally, and most importantly, you need the data and the tools to be able to leverage these advantages. If you want to connect brand and demand, you’ll need to reach potential buyers and influencer at scale – but you also need the ability to get more specific when you need to. If you can identify and respond to signals of engagement and intent, you’re able to meet your audience where they’re at in the buyer journey. When you have access to multi-dimensional data on those engaging with your campaigns, you have a strong signal of the type of interest they’re likely to have – and what the next step should be. Do all this and you’re marketing to the full funnel and generating value at every stage.
Why LinkedIn Is the Home of Brand to Demand
These advantages come together most powerfully on LinkedIn. It combines the world’s largest professional audience with social media’s most trusted environment – and a uniquely purposeful mindset. It also provides the most in-depth data and targeting capabilities for reaching and engaging that audience. On LinkedIn, campaigns are able to reach your full set of current and future buyers and all of the different members of buying committees. They’re also able to respond to robust data signals that confidently indicate when there’s potential interest you should act on.
The second in our series of infographic guides on connecting brand and demand explains why LinkedIn offers so much to full-funnel marketing strategies. It also explains the toolset that LinkedIn provides for leveraging those advantages. Scroll down to explore how to bring audience, environment and engagement together – and meet your future buyers where they are right now:
Download the infographic now, and subscribe to the LinkedIn Marketing Solutions blog for more tips on how to connect your brand to demand.