Every Marketing Agency You Can Start

This video is about the different types of offers in marketing, specifically demand generation and demand capture, and how to market each type effectively.

This video by Daniel Fazio was published on Aug 1, 2023.
Video length: 09:03.

This video discusses the two different types of offers in marketing:

demand generation and demand capture. The speaker explains that demand generation offers are ones that you can create demand for, while demand capture offers are ones that you can only sell if someone is already looking for them. Examples of demand capture offers include websites, IT services, insurance, and recruiting. The video also discusses the difference between demand generation and demand capture mechanisms, with demand generation being interruption marketing and demand capture being capturing existing demand. The speaker provides tips on how to market each type of offer and emphasizes the importance of volume when selling demand capture offers.

They also discuss how to position a demand capture offer to be unique and how to outreach to prospects based on demand capture indicators.

• There are two types of offers in marketing: demand generation and demand capture.
• Demand generation offers create demand, while demand capture offers can only be sold if someone is already looking for them.
• Examples of demand capture offers include websites, IT services, insurance, recruiting, bookkeeping, and credit card processing.
• Examples of demand generation offers include ads, email marketing, building a personal brand on social media, automated outreach, and influencer marketing.
• To sell a demand capture offer with a demand generation mechanism, focus on high volume, unique positioning, or outreach based on demand capture indicators.

Every Marketing Agency You Can Start - YouTube

Types of Offers in Marketing

• There are two distinct types of offers in marketing: demand generation and demand capture.
• Demand generation offers are ones that you can create demand for, such as getting more leads with ads or converting more free trial users with email marketing.
• Demand capture offers are ones that you cannot create demand for, but can only sell if someone is already looking for it, such as web design or IT services.
• Examples of demand capture offers include websites, IT services, insurance, recruiting, bookkeeping, and credit card processing.
• Examples of demand generation offers include ads, email marketing, building a personal brand on social media, automated outreach, and influencer marketing.

Demand Generation vs Demand Capture Mechanisms

• A demand capture mechanism is something that enables you to capture existing demand, such as Google search ads.
• A demand generation mechanism is typically interruption marketing, such as Facebook ads or Twitter ads.
• Many people have a demand capture offer but try to sell it with a demand generation mechanism, which doesn't work effectively.
• To sell a demand capture offer with a demand generation mechanism, you can focus on high volume, unique positioning, or outreach based on demand capture indicators.
• High volume means pushing a large number of prospects to sell a demand capture offer with a demand generation mechanism.

Volume and Success Rates

• If you're selling a demand generation offer with a quantifiable promise, guarantee, and social proof, you should be able to get one client for every 1,000 prospects you email.
• If you're selling a demand capture offer like web design with a demand generation mechanism like cold email, it will be closer to one client for every 20,000 cold emails sent.
• If you're not getting results with a demand capture offer and a demand generation mechanism, it may be because you're not doing the sufficient volume necessary for success.

Every Marketing Agency You Can Start - YouTube

Positioning and Outreach

• To position a demand capture offer as unique and differentiate it from competitors, focus on specific features or benefits that make it stand out, such as internal fraud monitoring software for web design.
• When reaching out to prospects based on demand capture indicators, look for specific job roles or technologies installed on their website to tailor your outreach.
• Tools like listkit.io can help identify prospects based on demand capture indicators.

Section 1: Traffic Generation and Traffic Conversion

• The first half of the line from zero to paying customer is traffic generation, which involves getting the traffic in the first place.
• The second half of the line is traffic conversion, which focuses on converting the traffic you already have.
• Examples of traffic generation offers include Facebook ads, TikTok ads, Snapchat ads, LinkedIn ads, LinkedIn automated outreach, cold calling, and cold email.
• Examples of traffic conversion strategies include email marketing, sales follow-up, conversion rate optimization, copywriting, and sales pages.
• In order for your marketing efforts to be effective, you need both traffic generation and traffic conversion strategies in place.

Section 2: Demand Capture and Demand Generation

• Demand capture and demand generation are two branches that stem from traffic generation and traffic conversion.
• As the market becomes more competitive, demand generation offers turn into demand capture offers.
• Offer decay occurs as more competitors enter the market, causing demand generation offers to transition into demand capture offers.
• To combat offer decay, unique positioning or dimensional shifts are necessary.
• Examples of dimensional shifts include transitioning from teaching appointment setting to setting appointments on Instagram to placing an appointment setter inside a business.
• To charge more money and make more profit, it's important to operate on both the traffic generation and traffic conversion sides of the spectrum.

Watch the video on YouTube:
Every Marketing Agency You Can Start - YouTube