Information security is a highly technical and fast-paced industry. Its audience members range from technical novices to highly-skilled chief information security officers and other IT professionals. So, how do you speak to both? And, what is the best way to reach these two sides of your target audience? In this article, we’ll share the best ways to connect with your current and potential customers.
The Most Important Element
When you’re in the information security industry, the most crucial element of marketing is to educate your audience. They are looking for an expert, and by positioning yourself as a thought-leader, you can show them that you are that expert. Especially as security awareness continues to grow and companies understand the weight of a potential security issue, you’ll find that customers will gravitate toward the company they see as most established and knowledgeable. How can you present yourself as both?
1. Invest in content marketing.
Content marketing is one of the most powerful marketing tactics that information security professionals can use to build their brand and position themselves as experts. With content marketing, you achieve multiple goals at once. You educate your audience, improve SEO through targeted keywords, and build informational pieces that can be used in various ways—social media, email marketing, blog articles, and more. This piece of your marketing strategy is integral to your overall success. And, with a well-designed strategy, you can create a platform that speaks to several different segments of your audience.
2. Educate your audience through webinars and podcasts.
Traditional content creation isn’t the only way to reach your audience. In fact, widening your audience through multiple platforms could be the key to broadening your reach. Your company’s team of experts has insight into a variety of topics that others are searching for online. Webinars and podcasts are the perfect way to get the word out. These platforms not only educate your current and potential customers, but they also allow you to generate leads and boost your brand awareness.
3. Become a guest on blogs, webinars, and podcasts.
While creating your own content, you can also connect with other industry professionals and influencers to become a guest contributor on blogs, webinars, and podcasts. This tactic puts you in front of potential customers, positions you as an expert, provides you with content to share on your own channels, and creates backlinks for your website (an important element of your SEO strategy). Being a guest contributor has several of the same marketing benefits as creating your own content. It’s one more way to illustrate to your audience that you can take care of them.
4. Boost your online presence through local SEO.
Local SEO efforts are crucial to the success of information security professionals. It’s up to your marketing team to ensure that your company is discoverable in a comprehensive set of ways—your web presence is a significant part of that plan. By focusing on local SEO, you help your audience find you quickly online, showing up in their “near me” search results and increasing your local awareness. Among the many ways to keep your website’s SEO healthy include updating your website consistently as well as updating your Google My Business profile. Your customers want someone local they can trust. Local SEO efforts can position you as that company.
5. Make your website easy to navigate and include resources.
When your audience finally lands on your website, keep them there. Make your website easy to navigate with informational resources that will paint a positive picture of your brand. Your website is at the center of your customer experience, and so it’s an integral piece of your marketing puzzle. Ensure that your website is a clear representation of what you do and why you do it while giving your customer several ways to contact you, order your product, or begin using a service.
Marketing within the information security industry can be a different ballgame—one that is much easier to play with a marketing team that has experience with this particular audience. If you need help boosting your marketing strategy, contact Green Apple Strategy today to schedule a consultation.