Every month, hundreds of individuals seek for “backlink checker” in Google:

We at the moment rank #1 for this time period (and lots of others) with our free backlink checker:

This helps to generate demand for our merchandise as a result of our free backlink checker is a free model of our premium device.

On this information, you’ll be taught:

  • What demand technology is
  • Why demand technology is necessary
  • How demand technology differs from lead technology
  • 5 tried and examined demand technology methods

Demand technology is the method of constructing consciousness and curiosity on your services or products. Any advertising and marketing techniques that assist you obtain this are strategies of demand technology.

Demand technology is necessary as a result of individuals want to concentrate on and concerned with what you’re promoting earlier than they will think about shopping for it.

Should you’re aware of the customer’s journey, you’ll already know this as a result of consciousness and curiosity are the primary two levels:

If that sounds complicated, take into consideration how TV advertisements work…

Apple doesn’t waste its 30-second slot telling how a lot every new iPhone prices. As a substitute, it explains what’s new, the way it will affect your life, and the way it will make you are feeling. In different phrases, it creates consciousness and curiosity for the brand new mannequin.

This. Generates. Demand.

It’s solely after you demand the brand new iPhone that you just may think about strolling into an Apple Retailer to purchase one.

The distinction between demand technology and lead technology is that though each give attention to creating consciousness and curiosity for a services or products, lead technology additionally captures the knowledge of individuals so you’ll be able to observe up with them.

For instance, this podcast episode with our CMO, Tim Soulo, generates demand however not leads—at the least in a roundabout way:

(*5*)

https://www.youtube.com/watch?v=g9OoGwLgXWA&ab_channel=TrentDyrsmid

That’s as a result of Tim talks about Ahrefs (consciousness) and the way we use it to get natural site visitors (curiosity), however we are able to’t seize leads by way of the podcast itself. We’ve to depend on listeners being sufficient in our product to enroll in Ahrefs Webmaster Instruments (AWT) or a trial.

Nevertheless, our free backlink checker generates demand and leads as a result of it creates consciousness, curiosity, and has a lead seize mechanism:

Should you’re particularly concerned with lead technology, learn the freshmen information beneath.

Really useful studying: Lead Generation: The Newbie’s Information

Listed here are 5 tried and examined techniques we’ve used at Ahrefs to assist generate demand amongst our audience.

1. Write product-led weblog posts

The Ahrefs weblog will get an estimated 276K month-to-month search visits:

The weblog teaches web site homeowners how one can remedy their search engine marketing and digital advertising and marketing challenges with the assistance of Ahrefs’ instruments.

I’ve bolded these previous few phrases as a result of it’s crucial half.

Many blogs assist their audience remedy issues associated to their enterprise, however only a few of them usefully interweave their product into the narrative.

That is what we imply by product-led weblog posts.

For instance, we just lately revealed a put up explaining how one can discover low-competition key phrases. As it is a problem that Ahrefs will help remedy, we have been capable of combine our instruments into the method naturally:

This weblog put up at the moment will get an estimated 222 natural visits per month:

Right here’s how you need to use this demand technology tactic for your online business:

a) Discover questions with search site visitors potential

Not each weblog put up has the potential to draw site visitors from natural search, so that you first want to seek out doubtlessly related subjects which have so-called natural search site visitors potential.

Right here’s the only technique to do this:

  1. Go to Key phrases Explorer
  2. Enter a “seed” key phrase associated to your area of interest
  3. Go to the Matching phrases report
  4. Toggle the Questions tab

You’ll see tons of key phrase concepts and their estimated month-to-month search volumes:

Typically talking, the upper the search quantity, the upper the site visitors potential of the matter.

b) Search for questions with “business potential”

You possibly can’t write a product-led weblog put up except the subject lets you pitch your services or products. We name this “business potential,” and we rating all subjects concepts utilizing these standards:

You need to do that for any subjects with search site visitors potential.

For instance, let’s say that you just promote forged iron pans on-line. These subjects would have excessive enterprise potential…

  • how one can prepare dinner a ribeye steak (12K month-to-month searches)
  • how one can prepare dinner a flank steak (11K month-to-month searches)
  • how one can prepare dinner a steak in a pan (9.4K month-to-month searches)
  • how one can prepare dinner steak in forged iron skillet (8.6K month-to-month searches)

… whereas these subjects would have low enterprise potential:

  • how one can grill a steak (22K month-to-month searches)
  • how one can reheat steak (14K month-to-month searches)
  • how one can marinate steak (10K month-to-month searches)
  • how one can season steak (8.8K month-to-month searches)

You possibly can simply pitch your product in posts concerning the subjects with excessive enterprise potential, whereas you’ll battle to take action within the subjects with low enterprise potential.

Really useful studying: Methods to Do Key phrase Analysis for search engine marketing

c) Create high-quality content material that deserves to rank

If you wish to rank in pole place, you’ll want to write down content material that’s complete and high-quality. Observe the recommendation within the information beneath to discover ways to do that.

Really useful studying: Methods to Write Content material that Ranks

2. Create partaking movies

The movies on our YouTube channel have had over 12 million views, and our channel has 259K subscribers:

We did this by making use of the identical philosophy as our weblog to our YouTube channel—we create product-led movies about subjects with search site visitors potential to generate demand for our merchandise.

Right here’s the way you do it too:

a) Discover video subjects with search site visitors potential

Right here’s how:

  1. Go to Key phrases Explorer
  2. Change the search engine to “YouTube”
  3. Enter a “seed” key phrase associated to your area of interest
  4. Go to the Matching phrases report
  5. Toggle the Questions tab

You’ll see an inventory of key phrases and their estimated month-to-month search volumes on YouTube:

b) Select subjects with “business potential”

As with weblog posts, it’s necessary to decide on video subjects with the potential to pitch your services or products. Observe the directions within the earlier part to discover ways to do that.

c) Create an interesting video

Partaking movies are essential for rating excessive and gaining traction on YouTube. Watch this video to discover ways to do that:

d) Publish frequently and encourage customers to subscribe

Create a sequence of useful movies that observe on. Encourage individuals to subscribe, in order that they don’t miss out on any useful ideas.

Really useful studying: 9 Methods to Get Extra YouTube Subscribers

3. Construct free instruments

Excluding our free WordPress search engine marketing plugin and Ahrefs Webmaster Instruments (AWT), we now have ten free search engine marketing instruments:

Mixed, these instruments get virtually 300K month-to-month natural visits:

That means tens of hundreds of persons are getting a taster of how our merchandise work each month. So it in all probability comes as no shock that they generate loads of demand and ship loads of new signups our manner:

Right here’s how one can use free instruments to generate demand for your online business:

a) Discover related instruments that persons are trying to find

Right here’s how:

  1. Go to Key phrases Explorer
  2. Enter a number of “seed” key phrases associated to your area of interest
  3. Go to the Matching phrases report
  4. Click on the Embrace filter
  5. Toggle Any phrase
  6. Enter phrases like calculator, checker, device (separated by commas)

You need to then see key phrases that signify instruments persons are trying to find.

For instance, right here’s what an accountant may see for the seed key phrases “tax,” “salary,” and “payroll”:

A lot of these key phrases have excessive search volumes, that means that you might possible get a number of free site visitors by creating and rating instruments for them.

b) Create a free device

The easiest way to do that is to have a look at the top-ranking free instruments on your goal key phrase and take into consideration how they might be higher. The higher your free device is, the simpler will probably be to advertise.

c) Promote your free device

You may need seen that a lot of the key phrases above have excessive Key phrase Issue (KD) scores. Should you see the identical on your key phrase, you’ll in all probability want lots of backlinks to your device earlier than it ranks excessive in Google.

There are a lot of methods to construct backlinks. Nevertheless, should you’re new to hyperlink constructing, we advocate studying the freshmen information beneath.

Really useful studying: The Newbie’s Information to Hyperlink Constructing

4. Create programs

The Ahrefs Academy is at the moment house to 4 programs.

Each lasts between two and 7 hours and gives viewers a structured path to studying a selected ability. For instance, our Running a blog for Enterprise course teaches you how one can develop your weblog previous 100K month-to-month guests and switch hundreds of your readers into paying prospects:

The course covers why most blogs fail, how one can discover content material concepts, how one can promote weblog posts—all the pieces it’s essential know to begin and run a profitable enterprise weblog.

And it generates demand by exhibiting how Ahrefs will help with the duty at hand:

Right here’s how you need to use programs to create demand for your online business:

a) Establish your hottest content material

Use Google Analytics to determine your most seen content material. Should you don’t use Google Analytics, you need to use the Prime Pages report in Web site Explorer for a tough concept:

b) Construct a course round the preferred matter

Group your prime weblog posts by matter, then create a web based course round a well-liked one.

For instance, the preferred subjects on our weblog are search engine marketing and running a blog. We’ve programs about each of those subjects.

c) Promote the course in related weblog posts

Folks don’t often seek for programs in any appreciable quantity in Google, so that you want one other technique to drive course site visitors and signups. One of many strategies we use is to “promote” related programs on the finish of related weblog posts.

Right here’s an instance from the conclusion to our information to weblog search engine marketing:

5. Be a visitor on {industry} podcasts

On this podcast episode, our CMO Tim talks about how Ahrefs obtained to +$50M in ARR with +65% year-on-year progress by ditching skilled recommendation and embracing unconventional knowledge:

He explains how we did it, our advertising and marketing technique, and our content material playbook.

Listeners won’t concentrate on Ahrefs and all of the alternative ways the platform will help them enhance their search engine marketing. By telling them concerning the Ahrefs journey, Tim makes listeners conscious of Ahrefs, its success, and the way the platform might assist them.

Right here’s how one can use podcasts to generate demand for your online business:

a) Discover industry-relevant podcasts

The best technique to discover these is with a Google seek for “[industry] podcasts,” You’ll virtually at all times see a bunch of lists within the search outcomes, and Google generally even shows names of related podcasts from the Data Graph in a SERP characteristic:

If these lists don’t provide you with sufficient podcasts, right here’s a technique to discover extra:

  1. Search for a prolific podcaster in your {industry} (you’ll typically come throughout these as you look via {industry} podcasts)
  2. Paste that individual’s area into Web site Explorer
  3. Go to the Backlinks report
  4. Filter for backlinks with their title within the Ref. web page title

Lots of the outcomes will probably be backlinks from podcast episodes, which you’ll be able to often determine by the title and URL of the referring web page:

b) Community with key people

Earlier than you drop straight into the podcaster’s inbox, spend a while attending to know them organically on Twitter, LinkedIn, or another social platform they spend time on. That manner, you’ll already be on their radar whenever you ship them a pitch.

c) Pitch to be a visitor

Discover the e-mail handle of the podcast host, then pitch your self as a visitor.

bonus tip — use podcast reserving companies

Make your self obtainable as a podcast visitor by signing up for a podcast reserving service. Websites like PodcastGuests and Podchaser Join hyperlink those that need to discover podcast visitors with those that need to be podcast interview visitors.

Last ideas

Profitable demand technology techniques all construct consciousness and entice individuals to your product.

They seize your viewers’s consideration earlier than they’re even in search of your product. That manner, after they want an answer to their drawback, your product is entrance of thoughts.

Received questions? Ping me on Twitter.