If you’re a demand marketer, I don’t need to tell you – the role can be complex. Your daily agenda bounces between coming up with creative and effective content strategies to attract the attention of your buyers, running direct response or brand building ad campaigns, nurturing leads and customers with email campaigns, thinking about the next big live (or virtual event) strategy, on top of many other responsibilities I was too tired to name.
All of this work is only to build demand for your offering.
There’s also everything you need to do to convert their interest into revenue (hopefully recurring revenue), whether that’s with the help of a sales team or not.
To be a good demand marketer, you need to share the right information with the right people at the right time. To be a great demand marketer, you need to leverage the superpower of design to ensure your message sticks no matter how it’s consumed. Whether it’s a 3-second TikTok Ad. A complex infographic. A direct response landing page. Or an email header for an upcoming event.
Design-led demand marketing could be your company’s new secret weapon for attracting and converting new customers – if you know how to do it right, which is exactly what we’ll cover in this post.
When people consider design in a marketing context, they usually think it means making things ‘look pretty.’ But, in reality, it’s so much more than that.
As Reena Merchant, design leader at Google, writes:Design isn’t just about making things look appealing, or just about usability, or even just delight. It is about taking products from being usable to delightful, and then beyond that — to meaningful. Design is a way for us to deliver deep meaning to our customers through the experiences we craft.”
We mentioned earlier that demand marketers need to share the right information with the right people at the right time. But design can take this one step further by delivering the right messages and also packaging them in a way that will drive results.
Not only will this help enhance and clarify your messaging – it will also help solidify your brand identity design. Great design leads to more consistent messaging, which leads to increased familiarity with your target audience, eventually leading to the brand loyalty every organization strives for. Building trust. Fostering emotional connections. Design-led demand marketing can help you check these boxes (and then some).
Plus, great design is not just a nice-to-have in this day and age but a core need. For example, 50% of companies say their customers expect great design and cross-channel consistency from their brand, and 73% of B2B executives say that their customers’ expectations for more personalized experiences are higher than ever.
The days of demand marketers sacrificing form for function are over. In an increasingly segmented and content-rich world, investing in quality design is one of the best ways to increase the ROI of your demand marketing efforts and attract more of the right customers to your company.
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Creating content that answers questions and educates prospects is a critical step of the buyer journey, and in our opinion, few brands do this better than the social media platform, Later.
Why it works:
Coschedule’s Headline Analyzer is a free tool that creates demand for their core marketing work management software product by addressing a related pain point, in this case, headline writing.
Why it works:
This might not be new, but offering a free resource in exchange for an email address and a few details is a tried and true way to capture existing demand and gain a deeper understanding of your hottest leads. Video hosting platform Wistia consistently creates some of the most out-of-the-box gated content out there. Case-in-point: their course Show Business, a free, 20-episode video series that empowers marketers to create compelling content and build brand affinity.
Why it works:
Transactional emails are one of the most underutilized pieces of marketing real estate. While many brands obsess over the look and feel of their newsletters, triggered emails based on customer actions are often forgotten about. This is a great opportunity to provide a highly personalized content experience, as you can tailor your messaging based on specific subscriber data (e.g., last purchase date, user activity, and segmentation). For example, restaurant reservation service OpenTable uses customer data to create customized restaurant recommendation emails.
Why it works:
The larger and more established an organization becomes, the more complex the demand generation function becomes in turn. And as their businesses scale, demand marketers need to continuously develop and refine new engagement strategies, channels, content, nurturing tactics, and analytical and optimization efforts to keep up with growth targets.
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