Alex Edlund, Keap's head of demand generation, joins Small Biz Buzz to talk about generating demand for your product and business and creating brand awareness. His team is responsible for acquiring new customers via marketing, and a lot of the marketing that Alex does is performance-marketing related. It's about getting more leads, more opportunities and sales so the business can grow. "In demand gen, when we look across my team, it is practically every channel that aids in driving new traffic to the website," Alex said. "So, paid search, SEO, affiliate marketing, paid social marketing, email, all these channels that can really drum up demand for Keap really encapsulates demand gen." When it comes to demand gen, Alex said you have to have a sense for who you are targeting. Who's your target audience? What kind of research have you done to figure that out? If you're a small business that has been in business for quite some time, you have loads of information around that, you have your existing customer base, so look at that customer base to figure out what it is about them that makes them unique, or makes them work so well for your business."When you have a good audience strategy, then it becomes a little easier for you to pick out which channels to invest in, what areas to have a presence in, because you really want to be where your audience is at," said Alex. "If you know your audience, it becomes a lot easier to determine where you're going to invest your time."Click play for more.