Cyber threats are on the rise. According to Fundera, there was a 424% increase in new small business cyber breaches in 2022 alone. As organizations strive to protect their sensitive data and digital assets, the demand for effective risk assessment services has skyrocketed.
The need is there. However, there is still a massive disconnect between businesses that would benefit from a risk assessment and businesses that offer it. If you're looking to carve out a space for your business to thrive in this competitive environment, strategic digital marketing can be your ace in the hole.
Keep reading to learn how to ramp up your risk assessment calls through a robust digital marketing strategy. From offer development to landing page optimization, to lead scoring, and more. Let’s get started!
Craft an Irresistible Offer
Before diving into more advanced digital marketing tactics, you need to ensure your risk assessment offer is too enticing for potential clients to resist. A well-structured offer not only showcases your expertise but also delivers tangible value. Here's how to create an offer that resonates:
Review Your Current Risk Assessment Offer
Take a good, hard look at your current risk assessment. Could it stand to be updated? Are you delivering as much value as you can to prospective clients?
Craft an offer for a comprehensive risk assessment that provides potential clients with a detailed evaluation of their current security posture. This can be a limited-time opportunity or a free initial assessment that demonstrates your commitment to their security needs.
Don’t shy away from charging for it. If it’s a robust offer, where you’re sitting down with prospective clients for an hour or two going through everything you found, there’s a lot of value in that. Also, that means they have skin in the game, which increases their engagement… for the assessment and hopefully beyond.
Perform Keyword Analysis
Keyword analysis provides insights into the terms and phrases commonly searched by individuals seeking risk assessment services. By incorporating these keywords into your offer, you're more likely to capture the attention of your target audience.
For example, if your keyword research reveals that "SOC 2 Risk Assessment” is a frequently searched term, you can emphasize this in your offer and all of your digital marketing messaging to immediately resonate with your prospects.
Optimize Your Landing Page
Your landing page serves as the digital gateway for your potential clients. So, if you want to increase conversions for your risk assessment offer, crafting an optimized landing page is essential. Here are the key elements that make up a great landing page:
A Compelling Headline: Your headline should grab the visitor's attention and clearly convey the value proposition of your offer. It should be concise, attention-grabbing, and directly related to the offer.
Clear and Concise Copy: The body of your landing page should provide enough information to entice the visitor without overwhelming them. Use clear and concise language to explain the benefits of your offer and how it addresses the visitor's needs or problems.
Engaging Visuals: Use relevant and high-quality visuals that support your message. This could include images, videos, infographics, or graphics that visually represent your offer and make the page more appealing.
Call to Action (CTA): Your CTA is the most critical element of your landing page. It should stand out, use actionable language, and clearly tell the visitor what action you want them to take. Whether it's "Sign Up," "Download Now," or "Get Started," the CTA should be compelling and strategically placed.
A Low-Barrier Form: If your offer requires visitors to fill out a form, keep the number of form fields to a minimum. Asking for too much information can deter people from completing the form. Typically, you'll want to capture essentials like name, email, and maybe a phone number.
Social Proof: Testimonials, reviews, case studies, or success stories from satisfied clients can build credibility and trust. People are more likely to take action if they see that others have had positive experiences with your offer.
Overcome Objections: Visitors may have objections that prevent them from taking action. Anticipate these objections and provide convincing answers to alleviate any doubts.
By integrating these elements, your landing page can effectively engage visitors, drive conversions, and support your risk assessment marketing objectives.
Identifying and Nurturing MQLs (Marketing Qualified Leads)
Not all leads are created equal; some are more likely to convert than others. Identifying and prioritizing Marketing Qualified Leads (MQLs) helps you focus your efforts where they matter most. Here's how to do it:
Understanding and aligning with your target audience is the beacon that guides your marketing efforts to success. Audience alignment goes beyond just reaching a wide array of people; it's about resonating with the right ones. Some benefits of audience alignment are:
Higher Conversion Rates: Target MQLs to see more effective responses to your marketing messages.
Increased Engagement: Aligned audiences are more interactive, amplifying your brand's reach.
Boosted Brand Loyalty: When audiences feel understood, they're more likely to remain loyal.
By aligning with your audience, especially the high-potential MQLs, you're not just optimizing for conversions, but building a community that genuinely values what you have to offer.
Implement a lead scoring system that assigns points to leads based on their interactions with your website, content, and emails. For instance:
Website Engagement: Higher points for spending more time on pages related to risk assessment services.
Content Consumption: Points for downloading eBooks, whitepapers, or other resources related to risk assessment.
Email Engagement: More points for opening and clicking on emails related to risk assessments.
This helps you pinpoint leads that are actively engaging with your content and showing a higher level of interest.
Engaging and Nurturing Leads
Once you've identified MQLs, it's time to nurture these leads and guide them toward the risk assessment call. An effective email nurture campaign can be a game-changer, here are a few ideas on how to educate and entertain prospective clients:
Send a series of educational emails that focus on the importance of risk assessment, cybersecurity best practices, and real-life examples of security breaches. Provide valuable insights that position you as an authority in the field.
Case Studies and Success Stories
Share case studies and success stories that showcase how your risk assessments have helped other businesses identify and mitigate potential threats effectively.
Create a sense of urgency by introducing limited-time offers. For instance, you could offer a discounted rate or additional benefits for those who schedule a risk assessment call within a certain timeframe.
Email is an incredibly powerful tool however, it’s important to diversify your marketing efforts. A multi-channel approach can expand your reach and engagement:
Showcase highlights from your educational content and celebrate your success stories on LinkedIn. Connect personally with MQLs through dedicated 1-on-1 LinkedIn conversations. Spark meaningful discussions by addressing pressing cybersecurity concerns.
Webinars and Workshops
Host webinars or workshops centered around risk assessment best practices, emerging cybersecurity threats, and case studies. These events establish you as a thought leader and provide an opportunity for direct interaction with potential clients by inviting your MQLs to the events, whether directly if connected on LinkedIn, or at least through email.
Skyrocket Your Risk Assessment Calls
Boosting risk assessment calls through strategic digital marketing requires a blend of a compelling offer, a well-optimized landing page, MQL identification through target audience alignment & lead scoring, and an effective lead nurturing strategy.
By implementing these tactics, you can position yourself as a trusted partner in the fight against cyber threats, drive increased risk assessment calls, and ultimately grow your business in a highly competitive landscape. If you’re interested in discussing how to take your risk assessment offer to the next level, let’s have a quick chat!