Reaching New Frontiers In CybersecurityESET east africa blog
For the past 17 years, ESET has been a leader in the South African cybersecurity market.
They approached us in 2018 with the goal of expanding their reach into East Africa by forming new partnerships with local IT specialists.
Their aim was to find and partner with experienced cybersecurity businesses in East Africa, encouraging these businesses to add ESET’s security software to their service solutions.
Our Customised Journey
Inversion was ready to tackle the challenge of expanding a brand’s reach into another country. We started our research journey by focusing on relationships.
Due to the nature of ESET's distribution business model, we built a hypothetical business interaction between the brand and a potential partner.
Content That Leads To Conversion
This helped us to understand the brand's needs and how best to build a strategy which encouraged conversions, focusing on assisting partners as they began their relationship with ESET.
Because ESET was new to East Africa, we researched the content made available by ESET Global. This content gave us the one core insight we could work with for the project: “Giving people access to educational content that is specific to their region would lead to a conversion”.
What Did We Deliver?
Speaking directly to the right people and providing them with relevant, valuable content positioned ESET as a trustworthy brand and encouraged interaction from ideal partners.
Armed with a deep understanding of the brand, and how best to reach their goal, we started putting our strategy into action.
Our content team built a blog and populated it with easy-to-understand yet informative content for the target audience. Our design and strategy team built the content into an SEO optimised subdomain that linked back to ESET's website in order to add credibility and drive traffic.
Improved National Reach
After completing the blog, we started running Facebook Ads with a focus on educational, informational content rather than a hard-sell of “Partner With Us”.
The blog landing page had links to specific pages, helping to educate, build brand awareness, and generate leads.