Demand generation is the full set of marketing activities that create awareness and interest in a service business — including content marketing, SEO, social media, paid ads, referral programs, and community outreach. Unlike lead generation (which captures contact info from people already interested), demand generation creates the interest in the first place. For local service businesses, demand generation often centers on Google visibility and word-of-mouth.
A lawn care company publishes blog posts about seasonal lawn care tips, runs Google Ads targeting 'lawn service near me,' and offers a $50 referral bonus to existing customers — combining three demand generation strategies to fill their spring schedule.
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