Demand
Build a predictable source of demand.
Demand builds a deliberate source of qualified enquiries: the few channels worth running, the campaigns and creative to run in them, and the measurement that shows what each enquiry cost.
Used for
- Qualified enquiries
- Channel strategy
- Campaign structure
- Cost per qualified opportunity
Outputs
- Channel planWhich channels to build, in what order, and what each is expected to produce.
- Campaign structureCampaigns, audiences and budgets set up in the chosen channels.
- Creative and copyThe ads and messages, written to be run, measured and improved.
- Landing pagesPages built for the campaigns, with tracking in place from the first click.
- Measurement reportCost per qualified opportunity by channel, not cost per click.
When it fits
- Enquiries are inconsistentSome months are full and some are empty, with no clear reason.
- Growth depends on referralsNew business arrives through the founder’s network rather than a system.
- Activity without directionAds, posts and emails run, but none of them connect to a plan.
- The wrong kind of demandPlenty of enquiries, few from the customers the business wants.
Not included
Media spend is separate from the fee. A website or sales process that cannot convert is the Conversion program.
Think Demand fits?