A third of marketers say they measure success on producing more leads. Yet you feel like you’ve used every lead generation trick in the book — to no avail.

Without analyzing the performance of your lead generation campaigns, you’ll never succeed in directing your marketing resources effectively.

On the other hand, by understanding how your target audience behaves, you can find the most fertile channels for cybersecurity lead generation.

This enables you to segment your audience and personalize your content to generate scores of highly-qualified leads.

Want to find out how to boost your cybersecurity lead generation?

This article gives you a complete walk-through of how you can craft a successful lead generation strategy for your cybersecurity firm.

What is Cybersecurity Lead Generation?

Want to scale your cybersecurity firm and position yourself as a leader within the cybersecurity industry?

You need to build a robust lead generation strategy that automates your lead capture process for more efficient marketing.

At its most simple, a lead is a potential customer whose contact data you’ve collected. This could be an email address, Facebook ‘like’, Twitter ‘follow’, phone number etc.

Increasing the number of leads that you collect can boost your revenue as more potential customers means more sales.

However, if you simply use mechanisms to increase the number of leads without increasing the quality, you won’t enhance your conversion rate.

If you previously converted 10 out of 100 leads per day, but now you’re converting 100 out of 1000 leads per day, you still have a 10% conversion rate.

To propel this conversion rate, you need to strategize lead generation methods that attract consumers that would find value in your cybersecurity solution.

You need to find consumers with the threat that your cybersecurity solution can solve.

With more qualified leads, you can personalize lead generation funnels to speak directly to your target audience.

This personalized problem-solving approach works, with marketers having found a 760% boost in email revenue when using campaign personalization techniques.

How to Boost Cybersecurity Lead Generation in 2020: a Step-by-Step Walkthrough

Are you struggling to create a consistent, stable lead generation system to increase conversion rates for your cybersecurity company?

By analyzing your existing customer base, you can pinpoint the lead generation tactics that work, and double down on these. Taking a broad approach to lead generation strategies, a ‘build, test, learn’ model is invaluable.

This section will give you a step-by-step walkthrough to see how you can magnify the success of your lead generation strategy.

Step #1: Analyze existing customer behavior

By understanding the problems you solve for your existing customers, you can better paint a picture of who to target and where they congregate.

Analyze your top customers and create buyer personas based on their behavior. These buyer personas serve as your ideal customer.

When implementing a lead generation strategy, you’ll use content and promotional messaging that speaks directly to this ideal customer profile. Create target audiences that look like your top existing customers for best results.

Personalize cybersecurity marketing experiences to your target audience preferences. 91% of consumers prefer shopping with brands that offer tailored promotions. Equally, 80% of consumers are more likely to buy from brands who offer a customized experience.

By segmenting leads to create lookalike audiences in the cybersecurity space, content personalization becomes far easier, resulting in more successful lead generation.

When analyzing your current cybersecurity customer base, ask yourself questions like:

• What are my best-selling products?

• Where are my customers being referred from?
• What types of marketing content converts my leads?
• Which promotions are working?
• What problem do we solve for these customers?

Let’s take a look at threat advice firm, NXTsoft. Attempting to qualify leads and offer a personalized experience, NXTSoft’s landing page enables customers to ‘choose their own adventure’.

By considering the issues experienced by past clients, NXTsoft knows what potential leads need help with. Consumers can tailor the experience to reach educational content that solves their specific issue.

Embedded within this content are call-to-action (CTA) buttons to book a scheduled call or email by entering their contact data, acting as a lead capture mechanism.

To more simply analyze your existing customer audience, use analytics technology, such as the dashboard on Facebook and Twitter.

You can also speak with your customers directly, posing questions or polls on Facebook pages to garner feedback.

Step #2: Create free educational content

36% of marketers agree that free guides and educational content are potent lead generation techniques, while 77% of marketers use this tactic to nurture leads.

Free educational content can come in the form of a how-to guide, tutorial videos, an explanatory podcast, a blog, or other useful problem-solving material.

The most effective format depends on the target audience you’re serving and their preferences for content consumption.

By solving prospective buyer problems in advance, you show leads the value you have in the cybersecurity space by building your credibility, expertise, and authority.

Not only does free content boost brand awareness and enhance brand trust, it is a prime chance for embedding lead generation CTAs. Consumers want more educational content with 36% of consumers asking for more educational videos. Embed CTAs in your videos.

Check out how Heimdal Security is deploying this technique to snatch up cybersecurity leads. Offering a free beginners’ cybersecurity course, the security solutions firm uses the free download as a chance to collect customer data.

To get best results from this tactic, advertise your free guide on social media with a data collection landing page.

Step #3: Create a lead capture landing page

Since landing pages have the highest conversion rate at 23%, all marketing content should direct prospective clients to lead capture landing pages in order to boost lead generation.

By segmenting your audience, you can direct certain sectors to particular personalized landing pages. This allows you to join the 17% of marketers who understand the power of landing page A/B testing in boosting conversions.

Keep your landing pages short and sweet. Word-conscious copy converts better, with a 14.3% conversion rate for short landing pages and a 11.1% conversion rate for wordy web pages.

Equally, try to keep images to a minimum so that loading speeds don’t lag. Landing pages that had over 1MB of image compression are nearly 2% less effective at collecting leads.

TitanHQ jumps on this lead generation mechanism with a lead capture form, lead capture buttons, and a lead nurture chatbot on the landing page.

Notice the testimonial. Since 37% of the most successful landing pages include testimonials, it might be worth copying TitanHQ.

Step #4: Optimize SEO to build your E-A-T rating

Nearly 40% of marketers confirm that a strong SEO strategy helps lead generation.

Being at the top of Google for relevant searches is vital in being seen by prospective customers because 67.6% of all clicks are on the first five search results Google returns.

To rank highly on Google, you need to boost your E-A-T Rating (expertise, authority, and trust).

By offering useful, engaging content, you can build your expertise and authority in your niche of the cybersecurity space. Solving problems and demonstrating your firm as a topic expert, you generate more leads as consumers trust your authority.

As you rack up relevant content that relates to the problems of your target audience, Google recognizes you as an authority on the subject, ranking you highly for the key search terms your target audience use.

Your SEO strategy should be a client-focused, solutions-centric approach. Find out your customer’s problems, and work to boost your SEO in these topics using relevant keywords and backlinks.

As Google considers over 200 SEO factors, try performing an SEO audit to see how you’re doing:

• Complete a search engine results page analysis (SERP)
• Use SEO tools, like UberSuggest, to audit your content
• Identify key search terms and boost the density of these terms in all your content
• Add keywords to your back-end SEO (alt tags, meta-description, H1 tags etc)
• Assess how many backlinks you have and increase backlinking to premium sources

73% of marketers use SEO tools to help gauge their SEO position.

Check out the SEO audit of security platform, Mimecast. Using this free SEO tool, you can see organic keywords, backlinks, broken links, critical errors, and more.

Bear in mind, that the top way to optimize your SEO is to develop a topic-focused library of optimized educational on-page content to rank for your key search terms.

Updating old content is a fast, cost-effective strategy if you currently have stale content on your site.

Step #5: Start an email campaign

Email leads are the most resilient network of contacts since you own this list.

Where social media platforms can change policies and revoke access at any time, your email leads are yours until they unsubscribe.

With 57% of businesses deploying automated email marketing technology, 44% of B2B marketers say that email marketing is their best lead generation source and 76% of marketers say it’s the best way to distribute content to raise brand awareness.

Let’s look to investment management firm, Axioma, for some pointers. Through an extremely specialist newsletter campaign, Axioma targets a precise niche to educate and solve problems surrounding risk management.

This newsletter is an extremely effective email marketing campaign that captures and qualifies Axioma’s cybersecurity customers in one click.

Step #6: Leverage video marketing

Video is driving cybersecurity lead generation in 2020.

83% of marketers claim that video marketing generates leads. 80% agree that video campaigns increase sales. It’d be foolish not to leverage cybersecurity videos to generate data.

Since 89% of marketers who use video claim it provides top-dollar ROI, it’s sensible to channel your video marketing budget into some of the most popular cybersecurity video content.

Try using explainer videos; 72% of marketers use this video format to break down complex concepts like threat intelligence or network security.

Alternatively, try presenting your security solutions, like the 49% of marketers using presentation videos.

Data security platform, Absolute, mimics 48% of marketers by using testimonial videos.

Landing pages with social proof videos experience a boost in conversion rate, so try replicating Absolute’s customer success stories and add a testimonial video to your cybersecurity landing pages.

Step #7: Automate your social media

A social media campaign that’s consistent both in tone and regularity can increase revenue growth by 23%.

To leverage the power of consistency in cybersecurity social media marketing, automate your social network marketing.

While 94% of marketers use social media, only 67% of marketers utilize social media posting tools to create an autonomous system.

A consistent cybersecurity social media strategy has immense lead generation power — 66% of marketers generate leads from social media after just six hours a week.

To be truly effective, segment the cybersecurity space into relevant buyer personas and find out which social media platforms they use and when they use them, how, and for what.

Personalize your content to these behaviors for maximum success.

Consider the cybersecurity social media trends, like the steep rise in Facebook Live videos and InstagramTV. Influencer marketing is also ‘en flique’ right now.

Take a look at security solutions provider, Centrify.

Harnessing social media as a lead provider, Centrify executes a consistent, frequent cross-platform social media strategy.

The strong, educational content is relevant to its target audience’s data protection issues.

There are clear call-to-actions at every turnstile.

To craft a robust cybersecurity social media campaign that works:

• Analyze your audience
• Create relevant, targeted content
• Schedule a cross-platform campaign using social media tools
• Analyze the performance of your campaigns and adjust

Step #8: Optimize for mobile

Since Google’s Mobile-First Indexing was introduced in 2018, pages are primarily ranked on their mobile URL. This means your mobile lead generation strategy better be impeccable.

The evidence is clear across the board. Mobile-ready cybersecurity landing pages have higher conversions rates than those without responsive design.

As half of all web traffic comes from mobiles and a third of people read email exclusively on iPhone Mail, design your lead campaigns with mobiles in mind first.

Look how fraud protection firm, Kount, does this. The mobile-ready landing page only features key content, utilizing white space for clarity.

The juicy details are saved for the website. Notice how Kount showboats social proof with its full range of enterprise clients, while harnessing written content to delve into its company’s value.

Additionally, the mobile landing page has a full lead capture form as its first CTA compared to a 2-step button CTA on the web landing page.

In short, consider how your customers use their phones and implement responsive design for your lead generation campaigns.

Remember silly things like how big thumbs need big ‘Click Here’ buttons or how small the text is. These things are imperative to how customers will convert to leads half of the time!

Conclusion

After reading this article, you’ll be confident on how to boost your cybersecurity lead generation campaign.

Remember that consistency is key; both in branding and regularity.

Find out where your cybersecurity target audience convenes and target them with personalized content. By solving their solutions, you’ll provide value to potential customers.

Use these lead generation strategies to create solid value through your marketing to create an automated stream of highly-qualified leads.

Got a question about how to generate more cybersecurity leads? Don’t hesitate to reach out to the experts at Wordable.

Kevin Kessler

Kevin J. Kessler is a published author of five fantasy novels, a professional wrestler, and a puppeteer (not all at the same time). Kevin is a content writer at Codeless.

https://getcodeless.com