Kasra Dash:
So if I have a cyber security business and I want a consistent flow of inquiries to help generate more revenue and grow my business month for month what would you recommend from a marketing strategy?

James Dooley:
From a marketing strategy I would start by getting into search engine optimisation. I would make certain that my website looks great from a branding point of view and that I have all the different types of cyber security services clearly explained. I would optimise the content, build backlinks and internally link everything so I have enough strength to rank organically in Google.
I would also make certain that my site is set up for conversion. Any traffic landing on the site must be pushed into an enquiry. Once CRO is set up I would potentially look at PPC. Let me know your thoughts on PPC.

Kasra Dash:
I think PPC is expensive. I have tried PPC in multiple industries and if you do not fully know what you're doing it becomes a disaster, especially if you do not have someone full time managing it. If you are setting up the ad account, dealing with inquiries and putting together pitch decks it becomes too much work for one person.
You also have click fraud. Competitors click on your ads. Spies click on your ads. If you are spending £500 a day and the cost per click is £50 and a few competitors click your ads, that is £150 wasted.
I prefer SEO. You can rank for keywords like cyber security for law firms, cyber security for architects and cyber security for accountants. You can position yourself as the expert.
Away from SEO, talk to me about lead generation.

James Dooley:
If you are a cyber security company looking to grow, lead generation is probably the best form of marketing and advertising. SEO is a long term play. PPC is risky because of click fraud. Lead generation lets you pay per lead which is far less risky.
There are plenty of companies offering cyber security leads. I own a large lead generation company called FatRank.com. We offer something very different. It is a no win no fee model. You pay nothing for content, backlinks, social media ads, PPC or even the lead. You only pay if you convert the job and we add a small finders fee on top.
We are selective. Your branding must be good. You must have testimonials and reviews. If those are set up properly then we can work with you. Head to FatRank.com and fill in a form. If you do not qualify, improve your weak points and reapply later.
If you do get accepted, do not put all your eggs in one basket. Try two or three lead generation companies. Test the ROI. FatRank guarantees ROI but you should still test others. If something converts profitably, keep spending.
You should also write blog posts about cyber security problems and share them on social media. Do you think social media ads or organic posting work well for cyber security?

Kasra Dash:
If you are going to run Facebook ads I would offer a free cyber security audit. It is an excellent hook. You can go into businesses and show them issues with email setups, banking security or access control. If you can offer that free audit you will get inquiries quickly.
For organic social media I would produce educational content. Explain why cyber security matters. Broad content will reach many people. It might reach 10,000 people. Not all will become customers but a few will enquire and some will convert.
Away from Facebook and social media, would you recommend any traditional marketing?

James Dooley:
I probably would not. It is expensive and you cannot track KPIs or ROI. If I was a huge business wanting to dominate London and put branding on the tubes, buses, billboards, radio and TV maybe it makes sense. For most companies, I would put that money into social media, SEO and buying leads from lead generation companies. Those are the three major plays for growth.

Kasra Dash:
That is a reasonable set of strategies. Definitely try Facebook ads with free audits because it is a strong hook. If you want a free consistent flow of inquiries make sure to check the link below and apply on FatRank.com.