Demand capture is a marketing strategy focused on attracting and converting the small percentage of your target market that is actively looking for a solution. It involves knowing which channels your prospects use when they're ready to buy and ensuring visibility and a good customer experience in those channels. Common channels include search engines, paid ads, and review sites, while strategies for capturing demand involve creating content marketing strategies focused on buyer-intent keywords and optimizing the website for a smooth user journey.
Effective demand capture involves several strategic actions:
Demand capture and demand generation are both essential components of a successful marketing strategy, but they serve different purposes and require distinct approaches. Demand capture focuses on converting the small percentage of the target market actively seeking solutions, using channels like search engines and paid ads.
In contrast, demand generation encompasses both demand creation and demand capture, aiming to raise awareness and interest among potential customers who may not yet be actively looking for a solution.
Measuring success in demand capture involves tracking key performance indicators (KPIs) that reflect the effectiveness of your marketing strategies in converting interested prospects into customers. Three important KPIs to consider are:
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