You have a great website. So, why are people not finding it? If they are coming across your website, why aren’t they staying? Are these visitors even your target audience? These questions may have crossed your mind as you’ve been navigating through your digital marketing strategy. It’s common for businesses to feel like they’re doing everything they can, with little to no result. That’s where we come in. To help you attract your ideal client to your website, we’re sharing five elements of your strategy that can make all the difference.
5 Marketing Tips for Information Security Professionals
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 ElementWhen 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.
5 Ways to Craft an Unforgettable Customer Experience
Let’s face it—everything comes down to customer experience. Whether it’s a first-time visitor to a loyal patron, customers will remember how they felt when working with your business—good or bad. To help you build an unforgettable experience for your customers, we have five tips to help design your strategy.
Crafting an Unforgettable Customer Experience
1. Curate your online presence to be easy and unforgettable.Your customer experience begins the moment a potential customer searches for—or stumbles upon—your business online. Make that moment count. Ensure that your website is easy to find, using SEO best practices, and that it answers the customer’s every question as soon as they see it. Google My Business is an excellent, free tool that will help you make your business information front-and-center on Google. A person will be able to find your website, hours, FAQs, directions, and more. Once your customer lands on your website, you can continue answering the more detailed questions. What is your mission? What makes you different? What services or products do you offer? Top off your information with impeccable website design. Work with a designer, if you’re able, or do a great deal of research to put your best foot forward. Make your potential-customer curious enough to continue to engage with your business.
2. Write genuine content that speaks to your audience without selling.At the center of your brand’s universe is your content. It expresses your voice and builds a connection with your audience—while giving you the chance to shape your customer’s perception of your business. Make your writing clear, but infuse your voice as much as possible to create a genuine connection. Many businesses will hide behind their words, telling customers what they think they want to hear. Today’s customer will gravitate toward the real feelings, not the sales speak.
3. Test your own user experience and remove any friction you find.The best way to assess your current customer experience is to test it out yourself. Pretend you’re a customer (or designate a teammate or friend) and go through the process from start to finish—search for key terms related to your business (e.g., real estate company near me), check out your website, complete a contact form. At every step, ask yourself, If I were looking for a product or service like this, what might prevent me from using this one? When you identify the answer(s) to that question, use those as opportunities to fine-tune your process. Remove any friction that a customer may experience when trying to find you, engage with you, or maintain a relationship with you.
4. Empower your team to make your customers happy.Every person on your team from the top to the bottom has the power to affect your customers’ experience. When you empower your team to make your customer happy, they can identify opportunities that you may not see to go the extra mile. It’s those small moments that can turn a first-time customer into a patron. Tip: Create an internal marketing strategy to help your team feel invested while also being able to talk about your company to others effectively.
5. Add “happys” throughout your process to make it memorable.At Green Apple, you’ll often hear us call something a “happy.” It can describe a joyful event in our lives (a weekend happy, for example) or a gift. While it can take on several meanings, a happy is essentially something that brings you joy. As you test your process, identify areas where you can add elements to spark that same joy in your customers. It can be as simple as a personal email to show your appreciation, or something larger, such as a gift. Whatever you choose, make it an opportunity for your customer to remember your brand fondly. Are you ready to craft an unforgettable experience for your customer? Contact Green Apple Strategy to get started.
5 Questions Your Marketing Should Answer for Prospective Customers
The digital world has changed the way we make purchasing decisions, including B2B businesses. Consumers and potential clients are more in charge of the buying process than ever before. In fact, it’s been reported that “57% of the purchase decision is already complete before the customer even calls the supplier.” If this is true, that means potential customers are expecting to be able to answer the questions which were formerly answered directly by a salesperson. This is where marketing comes in. 5 Questions Your Marketing Efforts Should Answer for Prospective Customers Whether it’s through your website, email marketing, or advertising campaigns, here are five questions your marketing efforts should be answering for prospective customers:
- Why should we trust you? More than likely, your business is just one of a dozen or more options that customers can choose from. Why should they choose your business and trust you to solve their challenges? The best way to increase trust and help people understand why they should choose your business is to position yourself as an expert and share meaningful insights. Numerous studies have shown that when the brain recognizes that someone is an expert, it is far more likely to comply with that person’s suggestions.
- Why should we choose your specific product or service? There are two primary reasons people choose a particular product or service: cost and differentiation. To differentiate your product or service, potential customers must understand your unique value proposition. Your value proposition is a unique value that a buyer desires and will receive from your company, product, or service. Think of the word “only” and how you can apply it to your business, products, and services.
- Why now? Overcoming the lack of urgency is a challenge for many B2B marketing and sales professionals. While you don’t want to become an overbearing hustler (that doesn’t work), you need to help your customer realize that embracing change now rather than later is in their best interest.
- Is it worth the investment? When you are asking buyers to purchase something from you, you are also asking them not to do something else. The most effective way to answer this question is to appeal to the emotional reasons people buy. Knowing this, identify ways to start creating emotional connections with prospective customers to increase their likeness toward making a decision.
- Is it worth making a change? People have a natural aversion to change. The brain is wired to associate a high level of risk with accepting a new idea or purchasing a product or service. The most compelling ways to incite change is to find problems by challenging the status quo with insights that compel your buyers to think about how they can improve themselves or their business.