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Frequently Asked Questions
Quite simply, you don’t. All marketing is educated guessing.
Auspiciously, KBI as a company has been well educated in this realm having made a lot of guesses over the past half-decade operating in this niche.
Whether we’re executing on a defined plan of attack, or helping guide you through a strategic engagement, the (frankly daunting) number of data points we’ve collected means we’re removing the fog-of-learning for your organisation and fast-forwarding straight to a clear route towards the outcomes sort.
If you’re not 100% on where to start, we’re here to help navigate that too. Depending on where your business currently sits, it’s very likely one of our Services or Solutions will be the right path for us to travel down together.
The best way to start to plan our approach is to organise a chat for us to start to define what’s required:
Film is the most engaging way to hold a conversation with someone with whom you’re not speaking. It’s not possible to meet with every single person you ‘d wish, and even then, nor is it effective. We’ve taken all the lessons we’ve learnt from years creating films and podcasts and put together a streamlined solution that removes the friction and headaches of full-blown production, and present it at a price point that’s affordable for any business.
Technology in general, is an exacting field. Security is arguably an even more imperious niche within.
In the security industry, every bit & byte needs to be precise and have reason, lest it be an additional vector for attack. Marketing for such an industry niche is equally demanding with each and every effort requiring checks and balances, and the intricacies of the subject matter be not just known, but understood.
Fortunately, everyone that works for KBI has a strong appreciation for technology, and in fact, has worked within the industry. The founders, and much of the advisory board of KBI, have worked at the coalface of security, holding diverse positions from Analyst to COO and much in between.
Brand is not a logo. Brand is not a colour… or a font… or a feeling…
Brand is an agreement. Your brand is a quick reference for your reputation.
Brand is important.
~ Cam Perry
Brand Identity is much more inclusive than just a logo or colour scheme. Brand is what we look like, how we communicate, our people, our audience, every time we interact with someone. Getting it right is not just important, it’s absolutely vital to the success of a business. And while it may evolve, without investing the time and effort to define your brand identity, your company is doomed to tread water while you’re using the logo you bought from an online freelancer that ticked the box.
Digital marketing is the type of marketing that promotes products & services by leveraging online-based digital technology. This may include websites, email outreach, blog articles, film and audio, social media, and software apps.
SEO or ‘Search Engine Optimisation’ is the very deliberate efforts to improve increase both the quality and quantity of traffic to a website through an understanding of how search engines work and behave. This exclusively refers to unpaid efforts, as direct or paid website traffic from advertising and the like – though it also includes aspects of SEO – fall into the realm of Search Engine Marketing (SEM) which is a different beast altogether.
Imagine writing something so good that even Google and friends are forced to pay attention.
That’s what we do to bring attention to our clients.
Although the algorithms behind search engines are ostensibly a ‘blackbox’, with the right strategy & efforts from the experts at KBI, we help businesses ensure their organisation is found and indexed by search engines like Google and Bing. This is done through understanding the complex suite of variables that underpin SEO, and being able to reverse engineer how they work through trial & error, and frankly, insane amounts of research and engagement with the global SEO community. Oh, and it really helps to be an incredibly talented writer. SEO is hard but rewarding.
Our Accelerate Program is the evolutionary step from our Ignite Program. Essentially, Accelerate takes each of the Ignite assets now present, and increases the depth and breadth of each in terms of their complexity and sophistication. For instance, our Ignite Program delivers a simple multi-page site that shows the world what you do, whilst the Accelerate Program may be designed to house libraries of educational content, host webinars, have embedded questionnaires or calculators, etc.
Whether you’re a global company or an organisation that’s already gone through our first two framework Programs; Ignite then Accelerate, your digital presence now has found its footing.
We are fond of the analogy that this is like fishing. Building the ship, the fishing poles, weaving the net, finding the right location. This is the Ignite and Accelerate phases. Now if we’re serious about catching fish, we start chumming the water to attract the fish en masse…
That’s the content we create. It’s still up to you to pull in the fish and fillet them, but now you’ve plenty of opportunities.
Simply put; pretty much every start-up that wants to start to scale. The whole idea behind Boost is to build momentum and opportunity. By at least establishing a minimal digital presence, we can start to convert anyone even marginally engaged with the content we produce together. Boost is about really making a splash at just about any stage during our journey where a dedicated and highly capable sales team can magnify any efforts we make.
By creating an integrated and coordinated effort combining marketing and sales, we’re not relying just on passive inbound traffic, but actively driving engagement and putting the right resources in place to change interest to action.
Our Ignite Program is a collection of independent project frameworks designed to help identify and create the critical marketing assets for technology start-ups. It’s adaptable nature means that we customise the variables delivered for each client, without needing to proverbially re-invent the wheel. This culminates in the delivery of brand identity, a core website, social media presence, service catalogue, pillar content, and even fundamental reporting & analytics.
The primary reason is due to timelines. Most start-up organisations that come to us need their project turned around fast. So, we start with our Ignite deliverables first so we can get something professional and market-ready set-up. Then we can start to develop a more sophisticated solution that leverages automation and a more comprehensive coverage of your organisation’s capabilities.
The second reason is that we don’t know what we’re dealing with yet. During the period of this first phase, Ignite, we’re also establishing baselines and collecting intelligence that will allow us to create the ultimate result, rather than ‘guessing’ based on unrefined data points and supposition. Every important decision we make – particularly during Accelerate – is based on hard data.
- We’ve recorded well over one hundred webinars, and shot dozens of films. Our expertise in planning and production is your short-cut to avoiding cringeworthy attempts that not only don’t help with leads, but may deter potential prospects.
- Part of our process is the outreach to your potential audience. This means we help clean your CRM data and potentially even augment it with other sources too.
- Production quality is a key factor in representing effectively. We use our own production studio to record everything. If you’re remote, we use the same platform that Disney, TED, and The New York Times use for their remote interviews, not some run-of-the-mill webinar or online-meeting software.
- Content is worthless unless it’s actually seen. Part of the WebKast service is for KBI to also distribute it across our channels where appropriate, and actually house a copy of the film on our site too!
- It doesn’t matter how good the content is, or how engaged the audience: they’re human. They forget. We also offer the opportunity for our Sales Consultants to follow-up attendees (and those that missed out!) after the session, provide an opportunity to watch the recording, and we can even call them to close them on a demo or trial.