UK Lead Generation Podcast

James Dooley:
So if I have a cyber security business and I want a consistent flow of enquiries to help generate more revenue and grow my business month after month, what would you recommend from a marketing strategy?

Kasra Dash:
From a marketing strategy, I would start by getting into search engine optimisation. I’d make certain that my website looks great from a branding point of view and that I’ve clearly listed the different cyber security services I offer. I’d optimise my content, build backlinks, and internally link everything so I have the strength to gain organic rankings in Google. I’d also make sure the site is set up properly from a conversion rate optimisation standpoint so any traffic coming through can convert into potential clients.

James Dooley:
Once CRO is in place, I’d potentially go down the PPC route. What are your thoughts on PPC?

Kasra Dash:
I think PPC is pretty expensive. I’ve tried it in multiple industries, and if you don’t fully know what you’re doing, it can be a recipe for disaster—especially if you don’t have someone full-time managing it. If you’re setting up the ads yourself, dealing with enquiries, and also putting together pitch decks, it’s too much for one person unless you have a team.
Then there’s click fraud—people spying on your ads, even competitors clicking on them. If you’re spending £500 a day and the cost per click is £50, just a few competitors clicking can throw £150 down the drain. So keep that in mind with PPC.
I prefer the SEO route because you can rank for keywords like cyber security for law firms, architects, accountants—all sorts of niche terms. You can show yourself as the expert.

James Dooley:
Away from SEO, talk to me about lead generation. If you're a cyber security company looking to grow, in my opinion one of the best forms of marketing you can use is teaming up with the right lead generation companies. SEO is a long-term play. PPC is risky because of click fraud. Instead of paying per click, you can pay per lead, which is less risky.
There are plenty of companies that do lead generation for cyber security. I own a large lead generation company called FatRank.com. We offer something very different: a no win, no fee model. You pay nothing for content, backlinks, social ads, PPC—we cover it. You don’t even pay for the leads. The only time you pay is when you convert a lead, and then you add in a percentage as a finder's fee.
We are very selective with who we work with. Your branding must be good, you need strong testimonials, reviews, and an overall solid online presence. If you meet those criteria, we can work with you.

Kasra Dash:
And if someone doesn’t qualify?

James Dooley:
If you don’t qualify, there will be reasons—maybe you don’t have enough testimonials, reviews, case studies, or your website or email setup isn’t strong enough. Improve those areas first. And if you do get accepted, don’t put all your eggs in one basket. Find two or three other lead generation companies and test them. Look at ROI. If someone else works well on a pay-per-lead basis, invest there too. If you’re making a return, it’s good business.
And if you're looking to grow as a cyber security company, don’t rely on just one channel. Get your SEO running, and while PPC may be expensive, it has its place.

Kasra Dash:
If you're writing blog posts about cyber security or reasons people might need your services, you could be sharing that on social media. Do you think social media ads or organic social content could work well for a cyber security company?

James Dooley:
If you go down the Facebook Ads route, you could offer a free cyber security audit to generate enquiries. If you know what you’re doing, you can go into a business and show them issues with email security, banking setup, and more. Offering something free gets attention quickly through Facebook Ads.
Organically, I’d post more educational content—explaining why cyber security matters. It may reach ten thousand people, but not all will be customers. Out of that, a couple hundred may enquire, and maybe five convert. That’s still a win.

Kasra Dash:
What about traditional marketing?

James Dooley:
I probably wouldn’t. It’s expensive, and you can’t track KPIs or ROI easily. If I were a huge company wanting presence across London on buses, billboards, radio, and TV, maybe. But I prefer digital channels where I can track everything.
If I’m growing a cyber security company, the three major plays are social media, SEO, and buying leads from lead generation companies.

Kasra Dash:
Definitely. And if you’re watching this, try setting up a Facebook Ads campaign and offer free audits—they work well as a hook.
And if you want free consistent enquiries, check the link below and apply on FatRank.com.