{"id":135621,"date":"2021-09-23T11:00:25","date_gmt":"2021-09-23T16:00:25","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=135621"},"modified":"2025-07-21T09:50:07","modified_gmt":"2025-07-21T14:50:07","slug":"demand-generation-strategies","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/demand-generation-strategies\/","title":{"rendered":"Demand Generation 101: 5 Strategies That&nbsp;Work"},"content":{"rendered":"<div class=\"intro-txt\">Each month, thousands of people search for \u201cbacklink checker\u201d in Google:<\/div>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/1-backlink-checker-search-volume-keywords-explorer.png\" width=\"400px\"><\/p>\n<p>We currently rank #1 for this term (and many others) with <a href=\"https:\/\/ahrefs.com\/backlink-checker\">our free backlink checker<\/a>:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/2-backlink-checker-organic-ranking.png\"><\/p>\n<p>This helps to generate demand for our products because our free backlink checker is a free version of our premium tool.<\/p>\n<p>In this guide, you\u2019ll learn:<\/p>\n<ul>\n<li><a href=\"#what-is-demand-generation\">What demand generation is<\/a><\/li>\n<li><a href=\"#why-demand-generation-is-important\">Why demand generation is important<\/a><\/li>\n<li><a href=\"#demand-generation-vs-lead-generation\">How demand generation differs from lead generation<\/a><\/li>\n<li><a href=\"#lead-generation-strategies\">5 tried and tested demand generation strategies<\/a><\/li>\n<\/ul>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is demand generation?\" data-section=\"what-is-demand-generation\">\n<h2>What is demand generation?<\/h2>\n<\/div><\/div>\n<p>Demand generation is the process of building awareness and interest for your products or services. Any marketing tactics that help you achieve this are methods of demand generation.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why is demand generation important?\" data-section=\"why-demand-generation-is-important\">\n<h2>Why is demand generation important?<\/h2>\n<\/div><\/div>\n<p>Demand generation is important because people need to be aware of and interested in what you\u2019re selling before they can consider buying it.<\/p>\n<p>If you\u2019re familiar with the <a href=\"https:\/\/ahrefs.com\/blog\/buyers-journey\/\">buyer\u2019s journey<\/a>, you\u2019ll already know this because awareness and interest are the first two stages:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/3-marketing-funnel-buyers-journey.png\"><\/p>\n<p>If that sounds confusing, think about how TV ads&nbsp;work\u2026<\/p>\n<p>Apple doesn\u2019t waste its 30-second slot telling how much each new iPhone costs. Instead, it explains what\u2019s new, how it will impact your life, and how it will make you feel. In other words, it creates <strong>awareness<\/strong>&nbsp;and <strong>interest<\/strong>&nbsp;for the new&nbsp;model.<\/p>\n<p>This. Generates. Demand.<\/p>\n<p>It\u2019s only <em>after<\/em>&nbsp;you <strong>demand<\/strong>&nbsp;the new iPhone that you might consider walking into an Apple Store to buy&nbsp;one.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Demand generation vs. lead generation \" data-section=\"demand-generation-vs-lead-generation\">\n<h2>Demand generation vs. lead generation<\/h2>\n<\/div><\/div>\n<p>The difference between demand generation and lead generation is that although both focus on creating awareness and interest for a product or service, lead generation also captures the information of interested people so you can follow up with&nbsp;them.<\/p>\n<p>For example, <a href=\"https:\/\/www.youtube.com\/watch?v=g9OoGwLgXWA&amp;ab_channel=TrentDyrsmid\">this podcast episode<\/a>&nbsp;with our CMO, Tim Soulo, generates demand but not leads\u2014at least not directly:<\/p>\n<div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-g9oogwlgxwa\" style=\"max-width:900px;\" class=\"arve\">\n<div class=\"arve-inner\">\n<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n<p>\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-g9oogwlgxwa\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/g9OoGwLgXWA?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/g9OoGwLgXWA?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe><\/p><\/div>\n<\/div>\n<\/div>\n<p>That\u2019s because Tim talks about Ahrefs (awareness) and how we use it to get organic traffic (interest), but we can\u2019t capture leads via the podcast itself. We have to rely on listeners being interested enough in our product to sign up for <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools (AWT).<\/a><\/p>\n<p>However, our free backlink checker generates demand <em>and<\/em>&nbsp;leads because it creates awareness, interest, and has a lead capture mechanism:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/4-ahrefs-free-backlink-checker.png\"><\/p>\n<p>If you\u2019re specifically interested in lead generation, read the beginners guide&nbsp;below.<\/p>\n<p><strong>Recommended reading: <\/strong><em><a href=\"https:\/\/ahrefs.com\/blog\/lead-generation\/\">Lead Generation: The Beginner\u2019s Guide<\/a><\/em><\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Demand generation strategies\" data-section=\"demand-generation-strategies\">\n<h2>5 tried and tested demand generation strategies (with examples)<\/h2>\n<\/div><\/div>\n<p>Here are five tried and tested tactics we\u2019ve used at Ahrefs to help generate demand among our target audience.<\/p>\n<h3>1. Write product-led blog&nbsp;posts<\/h3>\n<p>The Ahrefs blog gets an estimated 276K&nbsp;monthly search visits:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/5-ahrefs-blog-organic-traffic.png\"><\/p>\n<p>The blog teaches website owners how to solve their SEO and digital marketing challenges <strong>with the help of Ahrefs\u2019 tools<\/strong>.<\/p>\n<p>I\u2019ve bolded those last few words because it\u2019s the most important part.<\/p>\n<p>Many blogs help their target audience solve problems related to their business, but very few of them usefully interweave their product into the narrative.<\/p>\n<p>This is what we mean by product-led blog&nbsp;posts.<\/p>\n<p>For example, we recently published a post explaining <a href=\"https:\/\/ahrefs.com\/blog\/low-competition-keywords\/\">how to find low-competition keywords<\/a>. As this is a challenge that Ahrefs can help solve, we were able to integrate our tools into the process naturally:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/l3zpdw6zszT1FXcikHNZAMptiQbJUeBHBE_EBx_t3qBj6TpL8cCvntg_PsuM8-TXmukxILzAv-Bk2P5T74eKO7cj3shZMd6s3KEPQYib3Da39q6TlrrIgxTkVaUyrlxsWvts6oQX=s0\"><\/p>\n<p>This blog post currently gets an estimated 222 organic visits per&nbsp;month:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/7-ahrefs-organic-traffic-blog-post.png\"><\/p>\n<p>Here\u2019s how you can use this demand generation tactic for your business:<\/p>\n<h4>a) Find questions with search traffic potential<\/h4>\n<p>Not every blog post has the potential to attract traffic from organic search, so you first need to find potentially relevant topics that have so-called organic search traffic potential.<\/p>\n<p>Here\u2019s the simplest way to do&nbsp;this:<\/p>\n<ol>\n<li>Go to Keywords Explorer<\/li>\n<li>Enter a \u201cseed\u201d keyword related to your&nbsp;niche<\/li>\n<li>Go to the <strong>Matching terms <\/strong>report<\/li>\n<li>Toggle the <strong>Questions<\/strong>&nbsp;tab<\/li>\n<\/ol>\n<p>You\u2019ll see tons of keyword ideas and their estimated monthly search volumes:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/8-monthly-search-volumes-keywords-explorer.png\"><\/p>\n<p>Generally speaking, the higher the search volume, the higher the traffic potential of the&nbsp;topic.<\/p>\n<h4>b) Look for questions with \u201cbusiness potential\u201d<\/h4>\n<p>You can\u2019t write a product-led blog post unless the topic allows you to pitch your product or service. We call this \u201cbusiness potential,\u201d and we score all topics ideas using these criteria:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/9-business-potential.png\"><\/p>\n<p>You should do this for any topics with search traffic potential.<\/p>\n<p>For example, let\u2019s say that you sell cast iron pans online. These topics would have high business potential\u2026<\/p>\n<ul>\n<li>how to cook a ribeye steak (12K monthly searches)<\/li>\n<li>how to cook a flank steak (11K monthly searches)<\/li>\n<li>how to cook a steak in a pan (9.4K monthly searches)<\/li>\n<li>how to cook steak in cast iron skillet (8.6K monthly searches)<\/li>\n<\/ul>\n<p>\u2026 whereas these topics would have low business potential:<\/p>\n<ul>\n<li>how to grill a steak (22K monthly searches)<\/li>\n<li>how to reheat steak (14K monthly searches)<\/li>\n<li>how to marinate steak (10K monthly searches)<\/li>\n<li>how to season steak (8.8K monthly searches)<\/li>\n<\/ul>\n<p>You can easily pitch your product in posts about the topics with high business potential, whereas you\u2019ll struggle to do so in the topics with low business potential.<\/p>\n<p><strong>Recommended reading:<\/strong><em> <a href=\"https:\/\/ahrefs.com\/seo\/keyword-research\" data-ahr=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">How to Do Keyword Research for&nbsp;SEO<\/a><\/em><\/p>\n<h4>c)&nbsp;Create high-quality content that deserves to&nbsp;rank<\/h4>\n<p>If you want to rank in pole position, you\u2019ll need to write content that\u2019s comprehensive and high-quality. Follow the advice in the guide below to learn how to do&nbsp;that.<\/p>\n<p><strong>Recommended reading: <\/strong><em><a href=\"https:\/\/ahrefs.com\/seo\/seo-content\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">How to Write Content that&nbsp;Ranks<\/a><\/em><\/p>\n<h3>2. Create engaging videos<\/h3>\n<p>The videos on <a href=\"https:\/\/www.youtube.com\/channel\/UCWquNQV8Y0_defMKnGKrFOQ\">our YouTube channel<\/a>&nbsp;have had over 12 million views, and our channel has 259K subscribers:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/10-ahrefs-youtube-channel-views-subscribers.png\"><\/p>\n<p>We did this by applying the same philosophy as our blog to our YouTube channel\u2014we create product-led videos about topics with search traffic potential to generate demand for our products.<\/p>\n<p>Here\u2019s how you do it&nbsp;too:<\/p>\n<h4>a) Find video topics with search traffic potential<\/h4>\n<p>Here\u2019s how:<\/p>\n<ol>\n<li>Go to <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n<li>Switch the search engine to \u201cYouTube\u201d<\/li>\n<li>Enter a \u201cseed\u201d keyword related to your&nbsp;niche<\/li>\n<li>Go to the <strong>Matching terms <\/strong>report<\/li>\n<li>Toggle the <strong>Questions<\/strong>&nbsp;tab<\/li>\n<\/ol>\n<p>You\u2019ll see a list of keywords and their estimated monthly search volumes on YouTube:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/11-youtube-search-volumes-keywords-explorer.png\"><\/p>\n<h4>b) Choose topics with \u201cbusiness potential\u201d<\/h4>\n<p>As with blog posts, it\u2019s important to choose video topics with the potential to pitch your product or service. Follow the instructions in the previous section&nbsp;to learn how to do&nbsp;that.<\/p>\n<h4>c) Create an engaging video<\/h4>\n<p>Engaging videos are crucial for ranking high and gaining traction on YouTube. Watch <a href=\"https:\/\/www.youtube.com\/watch?v=j5EOWffq-gk&amp;ab_channel=Ahrefs\">this video<\/a>&nbsp;to learn how to do&nbsp;that:<\/p>\n<div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-j5eowffq-gk\" style=\"max-width:900px;\" class=\"arve\">\n<div class=\"arve-inner\">\n<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n<p>\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-j5eowffq-gk\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/j5EOWffq-gk?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/j5EOWffq-gk?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe><\/p><\/div>\n<\/div>\n<\/div>\n<h4>d) Publish regularly and encourage users to subscribe<\/h4>\n<p>Create a series of helpful videos that follow on. Encourage people to subscribe, so they don\u2019t miss out on any helpful tips.<\/p>\n<p><strong>Recommended reading: <\/strong><em><a href=\"https:\/\/ahrefs.com\/blog\/how-to-get-youtube-subscribers\/\">9 Ways to Get More YouTube Subscribers<\/a><\/em><\/p>\n<h3>3. Build free&nbsp;tools<\/h3>\n<p>Excluding <a href=\"https:\/\/ahrefs.com\/wordpress-seo-plugin\">our free WordPress SEO plugin<\/a>&nbsp;and <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools (AWT)<\/a>, we have ten <a href=\"https:\/\/ahrefs.com\/free-seo-tools\">free SEO tools<\/a>:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/12-ahrefs-free-tools.png\"><\/p>\n<p>Combined, these tools get almost 300K monthly organic visits:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/13-free-tools-monthly-traffic.png\"><\/p>\n<p>That means tens of thousands of people are getting a taster of how our products work every month. So it probably comes as no surprise that they generate plenty of demand and send plenty of new signups our&nbsp;way:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/13-free-backlink-checker-registration.jpg\"><\/p>\n<p>Here\u2019s how to use free tools to generate demand for your business:<\/p>\n<h4>a) Find relevant tools that people are searching for<\/h4>\n<p>Here\u2019s how:<\/p>\n<ol>\n<li>Go to <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n<li>Enter one or more \u201cseed\u201d keywords related to your&nbsp;niche<\/li>\n<li>Go to the <strong>Matching terms<\/strong>&nbsp;report<\/li>\n<li>Click the <strong>Include<\/strong>&nbsp;filter<\/li>\n<li>Toggle <strong>Any word<\/strong><\/li>\n<li>Enter words like <strong>calculator<\/strong>, <strong>checker<\/strong>, <strong>tool<\/strong>&nbsp;(separated by commas)<\/li>\n<\/ol>\n<p>You should then see keywords that represent tools people are searching for.<\/p>\n<p>For example, here\u2019s what an accountant might see for the seed keywords \u201ctax,\u201d \u201csalary,\u201d and \u201cpayroll\u201d:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/14-free-tools-keywords.png\"><\/p>\n<p>Many of those keywords have high search volumes, meaning that you could likely get lots of free traffic by creating and ranking tools for&nbsp;them.<\/p>\n<h4>b) Create a free&nbsp;tool<\/h4>\n<p>The best way to do this is to look at the top-ranking free tools for your target keyword and think about how they could be better. The better your free tool is, the easier it will be to promote.<\/p>\n<h4>c) Promote your free&nbsp;tool<\/h4>\n<p>You might have noticed that most of the keywords above have high <a href=\"https:\/\/ahrefs.com\/keyword-difficulty\">Keyword Difficulty (KD)<\/a>&nbsp;scores. If you see the same for your keyword, you\u2019ll probably need a lot of backlinks to your tool before it ranks high in Google.<\/p>\n<p>There are many ways to build backlinks. However, if you\u2019re new to link building, we recommend reading the beginners guide&nbsp;below.<\/p>\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/seo\/link-building\" data-ahr=\"https:\/\/ahrefs.com\/blog\/link-building\/\">The Beginner\u2019s Guide to Link Building<\/a><\/em><\/p>\n<h3>4. Create courses<\/h3>\n<p>The <a href=\"https:\/\/ahrefs.com\/academy\">Ahrefs Academy<\/a>&nbsp;is currently home to four courses.<\/p>\n<p>Each one lasts between two and seven hours and offers viewers a structured path to learning a particular skill. For example, our <a href=\"https:\/\/ahrefs.com\/academy\/blogging-for-business\">Blogging for Business course<\/a>&nbsp;teaches you how to grow your blog past 100K monthly visitors and turn thousands of your readers into paying customers:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/15-blogging-for-business-course.jpg\"><\/p>\n<p>The course covers why most blogs fail, how to find content ideas, how to promote blog posts\u2014everything you need to know to start and run a successful business blog.<\/p>\n<p>And it generates demand by showing how Ahrefs can help with the task at&nbsp;hand:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/16-blogging-for-business-course-ahrefs.jpg\"><\/p>\n<p>Here\u2019s how you can use courses to create demand for your business:<\/p>\n<h4>a) Identify your most popular content<\/h4>\n<p>Use <a href=\"https:\/\/ahrefs.com\/web-analytics\">Ahrefs\u2019 Web Analytics<\/a> to identify your most viewed content. If you don\u2019t have an analytics software set up, you can use the <strong>Top Pages<\/strong>&nbsp;report in <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>&nbsp;for a rough&nbsp;idea:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/17-top-pages-by-traffic-site-explorer.png\"><\/p>\n<h4>b) Build a course around the most popular topic<\/h4>\n<p>Group your top blog posts by topic, then create an online course around a popular one.<\/p>\n<p>For example, the most popular topics on our blog are SEO and blogging. We have courses about both of these topics.<\/p>\n<h4>c) Promote the course in relevant blog&nbsp;posts<\/h4>\n<p>People don\u2019t usually search for courses in any considerable volume in Google, so you need another way to drive course traffic and signups. One of the methods we use is to \u201cpromote\u201d relevant courses at the end of relevant blog&nbsp;posts.<\/p>\n<p>Here\u2019s an example from the conclusion to our guide to <a href=\"https:\/\/ahrefs.com\/blog\/blog-seo\/\">blog SEO<\/a>:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/18-conclusion-blog-promotion.png\"><\/p>\n<h3>5. Be a guest on industry podcasts<\/h3>\n<p>In <a href=\"https:\/\/soundcloud.com\/thegrowthhub\/tim-soulo-cmo-at-ahrefs-getting-to-50m-arr-65-yoy-growth-by-ditching-expert-advice\">this podcast episode<\/a>, our CMO Tim talks about how Ahrefs got to +$50M in ARR with +65% year-on-year growth by ditching expert advice and embracing unconventional wisdom:<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/tracks\/840114643&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true&amp;visual=true\" width=\"100%\" height=\"300\" frameborder=\"no\" scrolling=\"no\"><\/iframe><\/p>\n<p>He explains how we did it, our marketing strategy, and our content playbook.<\/p>\n<p>Listeners might not be aware of Ahrefs and all the different ways the platform can help them improve their SEO. By telling them about the Ahrefs journey, Tim makes listeners aware of Ahrefs, its success, and how the platform could help&nbsp;them.<\/p>\n<p>Here\u2019s how to use podcasts to generate demand for your business:<\/p>\n<h4>a) Find industry-relevant podcasts<\/h4>\n<p>The easiest way to find these is with a Google search for \u201c[industry] podcasts,\u201d You\u2019ll almost always see a bunch of lists in the search results, and Google sometimes even displays names of relevant podcasts from the <a href=\"https:\/\/ahrefs.com\/blog\/google-knowledge-graph\/\">Knowledge Graph<\/a>&nbsp;in a SERP feature:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/20-podcast-search-google.jpg\"><\/p>\n<p>If these lists don\u2019t give you enough podcasts, here\u2019s a way to find&nbsp;more:<\/p>\n<ol>\n<li>Look for a prolific podcaster in your industry (you\u2019ll often come across these as you look through industry podcasts)<\/li>\n<li>Paste that person\u2019s domain into <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a><\/li>\n<li>Go to the <strong>Backlinks<\/strong>&nbsp;report<\/li>\n<li>Filter for backlinks with their name in the <strong>Ref. page&nbsp;title<\/strong><\/li>\n<\/ol>\n<p>Many of the results will be backlinks from podcast episodes, which you can usually identify by the title and URL of the referring page:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/09\/21-podcast-search-backlinks-report.png\"><\/p>\n<h4>b) Network with key individuals<\/h4>\n<p>Before you drop straight into the podcaster\u2019s inbox, spend some time getting to know them organically on Twitter, LinkedIn, or any other social platform they spend time on. That way, you\u2019ll already be on their radar when you send them a&nbsp;pitch.<\/p>\n<h4>c) Pitch to be a&nbsp;guest<\/h4>\n<p><a href=\"https:\/\/ahrefs.com\/blog\/find-email-address\/\">Find the email address<\/a>&nbsp;of the podcast host, then pitch yourself as a&nbsp;guest.<\/p>\n<div class=\"recommendation\"><div class=\"recommendation-title\">bonus tip - use podcast booking services<\/div><div class=\"recommendation-content\">\n<p>Make yourself available as a podcast guest by signing up for a podcast booking service.&nbsp;Sites like <a href=\"https:\/\/podcastguests.com\/join\/ref\/92\/\">PodcastGuests<\/a>&nbsp;and <a href=\"https:\/\/features.podchaser.com\/connect\/?\">Podchaser Connect<\/a>&nbsp;link those who want to find podcast guests with those who want to be podcast interview guests.<\/p>\n<\/div><\/div>\n<h2>Final thoughts<\/h2>\n<p>Successful demand generation tactics all build awareness and attract people to your product.<\/p>\n<p>They capture your audience\u2019s attention before they\u2019re even looking for your product. That way, when they need a solution to their problem, your product is front of&nbsp;mind.<\/p>\n<p>Got questions? Ping me <a href=\"https:\/\/twitter.com\/h_stanl\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We currently rank #1 for this term (and many others) with our free backlink checker: This helps to generate demand for our products because our free backlink checker is a free version of our premium tool. In this guide, you\u2019ll<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":163,"featured_media":135638,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[424],"class_list":["post-135621","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Demand Generation 101: 5 Strategies That Work<\/title>\n<meta name=\"description\" content=\"Demand generation is the process of building awareness and interest for your products or services.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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