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Internet Security Marketing Tips and Tricks
With the heightened demand for internet security products and services causing a constant rise in competition, players in the industry can have a pretty tricky time capturing the sole attention of their target audience. The challenge of finding a balance between maximum exposure and perceived credibility can scare a lot of companies away from comprehensive marketing strategies, but with the right commitment to your brand and knowledge of your customer base; it might be just what you need to edge out your competition.
Speaking of that high volume of competition, users searching for products/services to improve their internet security are given plenty of options. You’ve already been given this beautiful list of relevant keywords, but how do you choose which ones to bid on? Keywords with the most relevance to your offerings are a good start, and brand-terms aren’t a bad call either. They’ll be high levels of competition in both, but there’s more you can do to propel your paid campaigns to the top of the SERP.
Believe it or not, content marketing and paid advertising go hand-in-hand. In this industry, your first goal might be to have site visitors sign up for a demo. Implementing PPC advertising will help accelerate this process, but producing quality content to promote through your paid campaigns is a difference maker. Not only does serving your target audience with valuable content help build brand recognition and credibility, but when it’s done correctly it can do wonders for your ad rank as well.
As far as types of content your business can produce, there’s no shortage in possibilities. Blogs are a great way to answer your customers most burning questions/concerns and can help you work towards educating your customer base enough for them to fully understand the value of your services. Research and identify some pain points within the industry, and commit to being a trusted expert to help customers overcome them. Offering downloadable content like guides, videos, white-papers, or relevant case studies is a solid way to build up your email lists and further educate prospects on what internet security businesses can do for them (hint: most of us have no idea how badly we probably need it).
Building up your email list isn’t so useful without some good looking email marketing campaigns and a commitment to nurturing those customers at the top of your funnel. But, what should you be emailing your leads? Once again, all that killer content you’ve produced is coming in handy. You can share your best blogs, industry news, educational pieces, and offers or promotions. Keep your messaging short and sweet, and avoid getting summoned to spam folders for clogging your prospects inboxes. Monitoring the success of your campaigns will give you a better sense of your target market, so test for best results and stay on your toes!
For internet security, marketing is a big educating game. In order to drive more sales, your target audience needs to understand the value of your business. Promote transparency and communication with your customers by featuring reviews and testimonials on your site, and actively responding to questions and inquiries. It may seem unnecessary to you within your industry, but social media is always a good way to engage with your audience in real time and humanize your brand. It’s a great place to advertise your value proposition, keep people informed on industry news and updates, and specifically target certain groups in measurable ways. LinkedIn is a great tool for B2B businesses like yourself, but don’t be afraid to broaden your reach and go all in on a few different platforms.
For more internet security marketing tips, tricks, and trends, check out the WordStream blog.
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