A Killer Marketing Funnel Strategy for Security, Risk Management & Resilience Firms

As a digital marketing agency specializing in the Security, Risk Management & Resilience sector, aiming to help clients reach, entice, new and then convert prospects, Marshal has a well-defined marketing funnel with specific strategies that we employ for each stage.

Here are the key stages and the associated strategies:

Awareness Stage:

• Content marketing, created through Exhibits that showcase a product, service, or expertise, backed up by social proof to reinforce the successful impact of that specific capability
• Search Engine Optimization (SEO) to improve visibility in organic search results. Each exhibit, including the title, has a focus on key words to help in search rankings that ultimately drive traffic to the exhibit and on to the client.
• Automated distribution within our 35+ Market channels, to target relevant audiences who operate in those specific long-, medium- and short-term scenarios.
• Our Recruitment Channel, where practitioners looking for new employment opportunities get exposed to products and services that can potentially help them achieve their objectives in their future positions. Here, we build our community of stakeholders with a vested interest in knowing the existing, new, mainstream or niche capability available in the market, and with whom we can maintain such communication.
• Social media marketing of our core Markets and Exhibits, to help distribute and to engage with the target audience to build brand awareness at the scale they afford.

Interest Stage:

• Exhibits may contain not just capability descriptions but lead magnets in the descriptions that entice visitors to “EXPRESSS INTEREST” and therefore request further information or have their details captured automatically (if registered and logged in) and forwarded to an Enquiries & Leads
• Retargeting, remarketing, re-positioning campaigns to stay top-of-mind with network visitors and stakeholders
• Targeted email campaigns, segmented by Markets, to nurture leads and provide valuable capability information in specific operational scenarios.

Consideration Stage:

• Personalized email nurture sequences to address the specific pain points and needs of the leads
• Images, Video for product demonstrations, Text descriptions, Accreditations, Delivery Team Profiles, Webinars, virtual events, etc, to showcase capabilities and solutions
• Case studies, reviews, and customer testimonials to build trust and credibility

Our integrated approach enables us to combine the usually separate Interest Stage with the Consideration Stage by providing many layers of information “up front”, which hastens the passage of the buyer through funnel by answering the questions they may have “in the moment”.

Now we have captured the interest and the contact details of interested stakeholders… it’s over to you! Time to convert, retain, and delight that lead!

Consider the following in the next stages of the funnel or “customer journey”:

Decision Stage:

• Personalized sales outreach, either through phone calls or video meetings, to engage with qualified leads
• Customized proposals or pricing quotes to address the specific requirements of the prospect
• Streamlined and user-friendly purchase or booking process to facilitate the conversion

Retention and Advocacy Stage:

• Onboarding and customer support to ensure a positive experience for new clients
• Regular communication and updates to maintain engagement and loyalty
• Referral and upsell/cross-sell programs to encourage repeat business and client advocacy
• Customer success stories and case studies to showcase the client’s impact and drive new leads

Throughout the marketing funnel, we emphasize the importance of data-driven decision-making, continuous optimization, and alignment with the client’s overall business objectives.

By implementing these strategies at each stage of the funnel, we aim to help our clients in the Security, Risk Management, and Resilience market to attract, nurture, and convert more qualified leads, ultimately driving sustainable growth and success.

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Marshal helps ambitious Security & Resilience businesses grow via a powerful, exclusive digital marketing network that boosts the accessibility and impact of risk management expertise.