Don’t think GDPR relates to your business? Think again.
The General Data Protection Regulation, more commonly referred to as GDPR, will be going into effect on May 25, 2018. This new regulation protects all EU citizens from privacy and data breaches. Any company that deals with personally identifiable information of any EU member nation citizen will need to comply, even if you’re a US-based company. If a data breech occurs, businesses will need to report to EU countries within 72 hours that their citizen data has been exposed.
Costly penalties and fines will be levied against companies who do not meet the terms of the regulation. With deadlines looming, it’s critical to have some protection plan in place. Companies will start to take steps now to become GDPR compliant before it’s too late.
With so much at stake, it’s no surprise that many innovative GDPR compliance solutions have been created by security and data privacy firms across the country. But the problem they face, is how to promote these new compliance solutions to at-risk companies.
How do those firms find the potential customers or qualified leads? How can your business identify revenue generating opportunities for your services?
One of the best ways to promote your GDPR compliance solution is through a digital marketing strategy. Here are 5 ways that you can use digital marketing for GDPR solutions to develop effective lead generation campaigns:
Paid Search Marketing
People are using search engines to look for online material on GDPR. According to Google, in the last year, avg. monthly searches in the U.S. have increased MoM for the terms, “gdpr” and “what is gdpr.” Many companies, especially in the U.S., have had no clue about GDPR previously, and are now wising up to the fact that it affects them the same as a company based in the EU. So how do you promote your solution to these users? One way is to develop paid search campaigns to reach your target audience in search engines like Google or Bing. Google AdWords can help you target the keywords users are searching for , like “GDPR compliance solutions.” Keep an eye on your cost per click (CPC) though, as GDPR keywords can be expensive. Use keyword research to determine if a keyword’s cost per click will be too high for your budget.
Social Media Marketing
Try reaching target job titles or industries with paid advertising on a social media channel. For example, LinkedIn can help you promote to B2B companies because it is the most targeted for professionals, as opposed to Facebook or Twitter. With a lot more information on people’s jobs and companies, your organization can promote ad messaging to specific job titles, industries, companies or GDPR groups, making LinkedIn a great way to use digital marketing for GDPR solutions.
Position your company as a leading expert in the field of GDPR by offering a webinar. GDPR compliance is new to a lot of companies, especially in the U.S., so this is an opportunity to educate your market, as well as demonstrate your product, its benefits and your expertise in the field. Pre-webinar promotion, can yield a huge invaluable conversions. The webinar can also be used as a gated on-demand asset (educational content) on your website, to help garner new leads. So not only are you promoting your product to a captive audience for the live webinar, but you’re also building out your content library for future use.
Let’s assume you’re an expert in this field, after all you’ve got the best product out there right? Then you need to be writing content about anything and everything to do with GDPR. For example, write educational blog posts around the regulation and how it will affect the companies you want to work with. This will bolster your reputation for being a GDPR thought leader. High quality blogs and in-depth content, like whitepapers or eBooks will build trust and confidence in your brand, and can be conversion points on your website to generate leads. In addition, this content will be beneficial to your SEO efforts. This includes improving organic traffic and keyword rankings. Google has made it clear that the best kind of content is the one that answers the user’s questions when they type in a search query. So, if someone searches for “How to become GDPR compliant”, ideally, you’d have a post that answers that specific question, and if Google agrees, your post could end up high in their rankings. So, build a content marketing strategy and get writing!
You’ve gotten some leads for your GDPR compliance solution? Now what? You’ll need a plan to nurture them down the sales funnel. They won’t just get there on their own! This is where an inbound marketing strategy should come into play. Build out a flow of emails to be sent to new and existing contacts in your database. Behavior-based nurture flows send different emails to users based on their interactions with each email. Give your contacts important content and messaging in each email, from easy-to-digest videos or infographics, to demo requests, slowly guiding them in the proper direction towards a revenue generating sales opportunity.
As we get closer to the May 2018 deadline, the importance of GDPR compliance will increase, as companies outside the EU realize that they need to comply or face severe penalties. If you are marketing a GDPR solution, having a digital strategy in place will increase your ROI.
For more information on digital marketing for GDPR solutions, contact 190west, an all-in digital marketing agency for companies who sell to IT buyers. We specialize in holistic marketing solutions that generate more qualified leads that convert to closed sales. If you’d like to hear about how we can help you promote your product or service, contact us today and get your free Marketing Assessment to help you get better results.