Objective
At the outset, we held meetings and conducted analysis with the brand representatives to define three main objectives. The first was to boost brand awareness and reach a wider audience. The second was to increase the brand’s engagement on digital platforms. The third was to strengthen customer loyalty. Based on these objectives, we defined a clear target audience and mapped out a comprehensive digital marketing roadmap.
Background
Before launching the project, although Netsmart already had brand recognition and a loyal follower base thanks to its long-standing experience in the cybersecurity sector, there wasn’t enough engagement from users. Moreover, the brand lacked a content structure that could support the “employer branding” image it aimed to promote on Instagram.
We also considered the specific challenges of the sector: cybersecurity requires highly technical knowledge, and few—if any—competitor brands (excluding global giants) had engaging and accessible content on social media. We turned this sector-specific challenge into an opportunity, building a content strategy that defied the norm. Our approach focused on creating eye-catching, engaging and fun content, allowing us to stand out and offer users a fresh experience.
To build the most effective strategy, we started by evaluating Netsmart’s previous steps across digital platforms, identifying both brand and sector challenges. Taking into account the brand’s goals and solutions to these challenges, we developed a digital marketing strategy with platform-specific approaches: LinkedIn focused on a professional, sales-oriented strategy that reflected the brand’s corporate identity. Instagram was dedicated to showcasing Netsmart’s employer branding through a more human and entertaining tone. Unlike typical B2B approaches, our LinkedIn strategy combined professional content with entertaining and interactive posts, attracting not only those with a technical background but also curious minds unfamiliar with cybersecurity. With career-focused posts, we also appealed to younger audiences planning to enter the sector. On Instagram, we broke free from traditional formats and reflected the personality of the Netsmart team with lifestyle-themed, humorous content. In addition to behind-the-scenes office moments, we shared cybersecurity career tips, memes, and interactive tools such as polls, Q&As, and quizzes to boost engagement.
Implementation
We continuously refined our initial strategy, adding new milestones based on brand needs and audience feedback. By incorporating ongoing insights and performance data, we developed a dynamic and sustainable strategy.
Monthly content plans helped ensure long-term consistency. These plans included key brand updates such as events, announcements, and important actions. For topics we wanted to highlight, we used bold and innovative visuals, while aligning sectoral content with the brand’s visual identity to foster recognition and awareness.
Content Strategy
Our “outside the box” approach introduced a relatively new content perspective for the Turkish cybersecurity industry. Engaging, surprising, and interactive content—rare in B2B marketing—helped us capture audience interest and build brand loyalty.
We crafted different visual and verbal styles for each platform.
- On Instagram, the brand acted like a friendly and witty companion.
- On LinkedIn, the tone remained warm, but emphasised the brand’s professional expertise and industry experience.
We also created informative content inspired by formats usually used only by global players—offering up-to-date data, useful insights, and valuable tips for both industry professionals and potential clients. This helped expand the brand’s reach significantly.
By going beyond the typical sector focus on success stories, awards, and training announcements, we showed that the cybersecurity space could also be creative and fun.
Challenges and Solutions
The two main challenges were:
- Introducing an unconventional strategy in the Turkish cybersecurity market.
- Making a highly technical field more accessible and understandable.
We overcame both through our content strategy. We first gave users time to adapt to the new visual and content language by balancing innovative formats with familiar corporate messages. Once the audience warmed up to this style, we moved into a unique and bold content phase.
We believe Netsmart’s digital marketing efforts can inspire other B2B brands in tech and security to go beyond traditional, sales-driven strategies. It highlights the potential of a more human, creative approach on social media.
Outcomes
From day one, we saw measurable improvements both qualitatively and quantitatively. Internally, our first audience was the Netsmart team, followed by aspiring engineers and specialists. Previously disengaged, internal audiences began following and interacting with content that showcased relatable, fun office moments—supporting the employer branding objective on Instagram.
Externally, we attracted attention from a broader audience, including individuals at the start of their careers. For the more challenging customer target group, we made cybersecurity more understandable by replacing fear-based messaging (“cyber threats”, “attacks”) with memes and interactive content, helping users engage and get to know the brand.
The impact is visible through analytics data gathered from both platforms, reflecting our success in reshaping the brand’s digital identity within the sector.
Ultimately, our work demonstrates that a brand can maintain its identity, drive sales, and engage audiences by being informative, entertaining, and helpful. However, it’s essential to ensure that the brand’s core values align with the strategy. No digital marketing effort can compensate for a lack of authentic brand identity—brands must be willing to evolve from the inside out.
If you’d like to learn more or explore how we can work together on your digital marketing strategy, feel free to get in touch.
