Cybersecurity Marketing Tips for 2022

Bineesh Mathew | September 22, 2021

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Cybersecurity is growing as a market, and it has exploded since the pandemic started. This is because the companies incorporated remote work culture like never before. As a result, cyber threats and challenges are increasing. Cyber threats can jeopardize any business. Thus, the demand for cybersecurity products is increasing. However, the providers struggle to meet the increasing demand for cybersecurity services, and the competition is high.

Whatever your business, effective marketing makes you stand out from the crowd. As technology has transformed, various online platforms are being used for effective marketing of all the products. As a result, most leads and sales are coming through online channels today regardless of your business. Thus, having an effective online marketing strategy defines the future of you and your business. So is in the case of cybersecurity products and marketing. Therefore, you should have a clear-cut cybersecurity digital marketing strategy to stand out from the crowd and reach your target audience at the right time with the right message.

Are you a cybersecurity software service provider? Are you struggling with cybersecurity marketing? Read further to know the possible challenges of cybersecurity marketing and how to overcome them proactively.

Cybersecurity Marketing- Challenges

Like every other business, cybersecurity marketing, too, face many challenges. This is because the technology has developed and the competition is high. In addition, educating potential customers about the need for cybersecurity and its effectiveness is a tiresome job.

Some of the significant challenges faced by cybersecurity marketers can be the following:

Educating Potential Clients

Most business people are not aware of the need for cybersecurity today. This is because they are ignorant of it. They will only know its importance when their business is jeopadized due to malware or an incident of phishing. Thus, intense, informative, convincing, and educational content creation is another challenging part of cybersecurity digital marketing.

Building Trust, Credibility, and Trustworthiness

Trust and credibility matter. Whatever cybersecurity products they use, the cybersecurity professionals know that no cybersecurity software is a hundred percentages safe. Therefore, it is a challenge to stand out from the crowd and get the trust of your potential clients as many vendors are claiming they have the best product in the world. Due to these reasons, building up trust, credibility, and trustworthiness is a hard job for cybersecurity marketers.

Finding and Reaching out to your Real Target Audience

‘One-size-fits-all’ policy does not work with cybersecurity businesses. Your product can be applied to particular clients only. Thus, advertising it for the benefit of all is a foolish thing to do in cybersecurity marketing. All cybersecurity professionals know it. Therefore, finding the specific target audience for your product is a challenge.

However, having a proactive cybersecurity marketing strategy and knowing the dos and don’ts will undoubtedly make you stand out from the crowd. In addition, it would enable you to build brand image and sell your products to your actual target audience, who need your products to run their business smoothly.

Cybersecurity Marketing- Tips for 2022

Even if you have all the facilities and tools, cybersecurity product marketing is not that easy. Your success lies where you proactively solve the challenges you face in your marketing process. Let us look into some of the ways and tips to overcome the challenges you may face in the cybersecurity marketing process.

Cybersecurity Customer Testimonials

Nothing matters much more than credibility, trustworthiness, and reliability in the cybersecurity business. Customer experiences and feedback have much value in any business. Customers always want to hear from their fellow customers. Thus, testimonials are crucial in any marketing strategy. You can make use of testimonials in any form, such as written, videos, or podcasts.

You can use these testimonials from your clients as a great resource to display the value of your products. So, get feedback from your clients tactically and even make case studies explaining how your product solved a specific issue faced by one of your clients.

In most cases, customers may not be ready to provide their feedback for public use due to fear of a breach. In that case, you may have to find out creative ways to showcase customers' success stories and feedback without naming the names.

Include Interactive Elements

The modern audience needs interactive sessions and inspiring experiences everywhere. They hate the old school of marketing. Therefore, it is time to shift to virtual tradeshows and webinars. Breaking the traditional rules of marketing and digitally engaging the audience is the need of the hour.

According to Matthew Fisch, a cybersecurity consultant, and SVP sales,

If I want to sell into the banking or financial vertical, for example, I find events that they all go to, and I get to know them, listen to them, and then build a real relationship. “Then, when the topic of security comes up, I act as an advisor to help them build business solutions, whether it is with my company or recommending products and services that I am familiar with from being immersed in the industry. This builds trust, and you can bet when they are ready to buy, I’m on their shortlist.

Apart from webinars and virtual tradeshows, you can also have polls, surveys, games, and breakout sessions as part of your cybersecurity marketing process. Again, this will capture your audience's attention, and you get an excellent opportunity to learn more about those attendees.

Avoid False Information

Remember, as a B2B Cybersecurity marketing professional, you are dealing with cyber professionals. Thus, focus on fact-based marketing. It is very critical that all your content should be fact-based and accurate.

Why?

Cyber professionals are aware that bad actors cleverly use misinformation to lure people to get personal information. Therefore, if your collaterals and brand messaging are not accurate, they may think you are one among them. It affects all your efforts and ends up in gathering a total negative brand image.

Summing up

Along with these, you may have to focus on many other things to be noticed by your targeted audience. However, the tips mentioned above will surely get you clients and build brand image by solving many of the cybersecurity marketing challenges faced by marketers today.

Frequently Asked Questions

What are the major cybersecurity marketing challenges

Cybersecurity marketing faces many challenges today. Some of them can be educating the clients regarding the necessity of cybersecurity, generating relevant content, and reaching out to a specific audience.

What are the effective cybersecurity marketing tactics

Cybersecurity marketers can have unique marketing techniques according to their line products and the nature of the audience. However, webinars, email marketing, content marketing, and social media marketing will quickly help you reach out to your customer.

Spotlight

Enigma Software Group USA, LLC

Enigma Software Group USA LLC (”ESG”) is a privately-held international systems integrator and developer of PC security software, with offices in the United States, and the European Union (Lithuania & Bulgaria). Our specialties are the development of PC security software, online security analysis, adaptive threat assessment, and detection of PC security threats, and malware custom fixes for our millions of subscribers worldwide. Our subscribers are individual users, businesses, municipal, and governmental agencies who subscribe to our service over the Internet. For details on our policies and practices, please read our EULA and privacy policy.

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How to Get Rid of Healthcare Cyber-attacks in 2022

Article | November 12, 2021

The healthcare industry focuses on providing the best service to each patient leveraging the latest technology. Hospitals use the latest technologies to improve patient care and treatment. However, as they constantly commit themselves to the services, they get no time or opportunities to educate themselves about cyber threats. This makes room for healthcare cyber-attacks to happen quickly. In addition, cyber threat actors and criminals are looking to exploit these vulnerabilities. Apart from breach of privacy and financial loss, healthcare cyber-attacks may put lives at risk due to patient data loss. Thus, due to the nature of the functionalities in the sector, cybersecurity in healthcare is at stake, making room for more necessary measures before it gets critical. Healthcare Cyber-attacks By the end of 2020, cyber-attacks in healthcare had increased by 45 percent, which is twice the size occurring in the other sectors. 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Your healthcare cybersecurity policy can include the measures such as a policy regarding password, two-factor authentication, testing, detection program, third party policy, cybersecurity awareness programs for employees, and much more. Automation and Monitoring Even in small hospitals, there are countless devices and endpoints. This makes it hard for employees to maintain the security level adequately. Thus, professionals suggest automation and monitoring tools with the latest technologies, including IoT, AI, and machine learning. These specialized tools will help the security teams detect the healthcare cybersecurity threat early and mitigate it quickly. Furthermore, potential security breaches can be isolated through this constant monitoring with the help of automation and monitoring tools. "Cyber teams should be in a constant state of monitoring and proactively looking for issues within their network and systems and be quick to respond. System updates and patching are always critical and all cybersecurity programs should include a very detailed and robust security awareness program as nearly all cyberattacks are initially carried out through a single user's action," Dave Summittt, CISO of Moffitt Cancer Center in Tampa, Fla Leverage Industry Best Cybersecurity Practices In recent times, the healthcare industry has felt the blow for data theft and security breaches. This alarming fact points towards the need to strengthen cybersecurity in a healthcare organization. As part of strengthening cybersecurity and reducing healthcare cyber-attacks, the healthcare organization should leverage the industry's best cybersecurity practices. The best cybersecurity practices advised by cyber security professionals are setting up a firewall, backing up data regularly, controlling electronic health information processes, following good computer habits, controlling network access, installing system anti-virus, and having a well-documented bring your device (BYOD). Practicing these aspects will make your organization free from many possible healthcare cyber-attacks. Educate Employees One of the main reasons for the increased number of healthcare cyber-attacks is that the staff is unaware of cyber threats. Therefore, it is high time for hospitals to educate their staff on cyber threats to get themselves away from risks. All the staff must have a basic understanding of proper cybersecurity protocols. Hospitals should conduct phishing awareness training at work and teach their staff how to respond to dubious activities, such as suspicious e-mails, fraud, and phishing attacks. The access to hospital systems must be limited to credentialed staff members, only helping the hospital avoid unnecessary complications and breaches. The staff also should make sure the medical terminals are inactive when not in use. Summing up Cybercriminals find more opportunities to practice their unlawful activities in the healthcare industry than in any other industry. This is because the hospital employees are not aware of the security threats when they do their daily duties. Often, they do not have enough time to look into these masters as they do their best for their patients. New technologies used in the healthcare sector to tackle the pandemic also challenge hospitals to maintain healthcare cybersecurity. The countless number of devices used in the hospitals is another reason for it. However, effective policies with adequate measures and educating the employees regarding the potential breaches will mitigate the breaches and safeguard the hospitals by reducing healthcare cyber-attacks. Frequently Asked Questions Why do cybercriminals target more on the healthcare industry than other industries? One of the main reasons hospitals become the targets of malicious online activities is that the industry has many sensitive data, including patient data. Unfortunately, the healthcare industry usually does not have a solid system to prevent breaches. What are the consequences of a healthcare data breach? Healthcare data breaches affect the lives of patients. They are likely to mistrust the system and may withhold the information. Both financial and medical identity theft can happen in a healthcare data breach. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "Why do cybercriminals target more on the healthcare industry than other industries?", "acceptedAnswer": { "@type": "Answer", "text": "One of the main reasons hospitals become the targets of malicious online activities is that the industry has many sensitive data, including patient data. Unfortunately, the healthcare industry usually does not have a solid system to prevent breaches." } },{ "@type": "Question", "name": "What are the consequences of a healthcare data breach?", "acceptedAnswer": { "@type": "Answer", "text": "Healthcare data breaches affect the lives of patients. They are likely to mistrust the system and may withhold the information. Both financial and medical identity theft can happen in a healthcare data breach." } }] }

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Effective Cybersecurity Marketing Strategy to Standout from the Crowd

Article | November 9, 2021

Cyber-attacks have become more sophisticated and advanced as the rise in connectivity brought an increase in security gaps. Better connectivity also has led attackers make to create advanced tools making their attacks more sophisticated. This certainly makes businesses invest more in information security to bridge the gaps. However, most businesses and organizations do not realize the need for it. This is due to the absence of threat awareness among the customers. A major challenge that cybersecurity service providers face is around cybersecurity marketing. Another challenge they face is competition. Businesses do not prioritize cybersecurity as an essential aspect, so marketing security solutions become even more challenging. However, the cybersecurity product market has grown over the years, especially during this pandemic period. Although the market is growing, it needs a sound cybersecurity marketing strategy to reach actual prospects. The strategy should also aim to educate the prospects on its need, as many do not realize its necessity today. Let us look into some of the tips for making a sound cybersecurity marketing strategy. Cybersecurity Marketing Strategy Especially during this period of the pandemic, cybersecurity solutions and services are facing much competition. Thus, you should have a properly and professionally designed cybersecurity marketing strategy to stand out from the crowd and reach out to top prospects. As remote workplaces are necessary during this pandemic period, security breaches are also happening like ever before. This has made companies and individuals look for solid cybersecurity solutions and services. However, as the competition is high, your success in reaching out to these companies in time depends upon the unique cybersecurity marketingstrategy you set up. Below are some tips to make your cybersecurity marketing strategy appealing and robust enough to attract more clients. Know your Audience Regarding cybersecurity marketing, understanding your audience is crucial. It is considered the first step towards creating a compelling marketing strategy. Creating marketing personas will make you understand your audience better. Personas give you a picture of your ideal customer, which is fictional. This will also give you practical insights towards which strategy and channels to be used while communicating with them. Even creating a persona of your ideal customer will provide insights about how to communicate with them. You also have to decide whom do you address in a particular company. Based on the roles, CTO, CEO, CISO, risk managers, CFO, you can make different personas. This is because all of these professionals in companies may be facing different challenges in their pace of work. Understanding them thoroughly will surely help you make a compelling cybersecurity marketing strategy. According to Matthew Fisch, a cybersecurity consultant, and SVP sales at Magnetude Consulting, “I’d follow up after in-person interactions with key executives by giving them my GDPR white paper, which they found very useful. Now they know me and trust that I know their pain points on this subject. That makes it a lot easier to let them know what my company does and how our products can help them.” Push them down the Funnel with E-mail Marketing For cybersecurity solution selling, awareness and knowledge are natural obstacles. This can make a potential lead take a good amount of time to make a decision, even demand a demo or meet a sales representative of your company. Therefore, your cybersecurity marketing strategy can make a difference by engaging them with your brand and taking them down to the sales funnel. The best way to do it is through e-mail marketing. Your email message should be personalized. However, the e-mails you send to your prospects should be attractive, informative, and educational. If they do not find your e-mails worthwhile, they may likely delete your emails and block you as they may have a lot of emails in their inbox every day. Therefore, you should be having a creative mind and a good idea of the types of content that can be sent via email to your prospect. Case studies, reports, and e-books are ideal content types that can educate people about present cybersecurity issues and its need today. Apart from these content forms, you can also focus on sending videos, which would educate them about the importance of cybersecurity. Whatever content yousend to your prospects as part of your cybersecurity marketing strategy, do not forget to link to your blog posts about recent attacks and the latest updates in the industry. You can also include attractive offers in your e-mail, such as free trials that quickly make the prospect sign up. Urge them to Make it a Priority As mentioned in the introduction, most customers do not find or are not aware of the urgency of cybersecurity. Thus, as a cybersecurity product and service provider, you should make the effort of creating a sense of emergency among your prospects as part of your cybersecurity marketing strategy. Furthermore, you should take it as a challenge to convince them to take it as a priority in this modern technology-driven world. There can be many reasons why they do not prioritize cybersecurity in their business process. First, it may be because they are giving importance to their core work. In addition, it can be due to complacency, or maybe they are not aware of the threat. Finally, the expense can be another reason that they do not prioritize cybersecurity. However, you have to focus on making your messaging right to them. Instead of scaring them with threatening messages, focus on educating them with ample examples from real life. Summing up The biggest challenge to cybersecurity marketing is that most prospects are not aware of the necessity of cybersecurity. This is because they are ignorant of the threat businesses are facing. Thus, the first step is to educate them about the urgency of it. Therefore, your cybersecurity marketing strategy should start with this first step. Apart from this, personalized messages to the decision-makers will help you go forward with your strategy. Sending messages to them continuously will educate them about its need and can push them down the sales funnel successfully. Frequently Asked Questions What is the prominent challenge cybersecurity marketers face today? There are a lot of challenges cybersecurity marketers face today. One of the main challenges is that most clients are not aware of the threat they will face in their business process online. Thus, educating them with the need and urgency of it is a significant challenge for marketers. What are some of the tactics cybersecurity marketers use? Cybersecurity marketers need an effective cybersecurity marketing strategy. Email marketing, webinars, content marketing, and paid campaigns can be included as effective tactics in the strategy. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is the prominent challenge cybersecurity marketers face today?", "acceptedAnswer": { "@type": "Answer", "text": "There are a lot of challenges cybersecurity marketers face today. One of the main challenges is that most clients are not aware of the threat they will face in their business process online. Thus, educating them with the need and urgency of it is a significant challenge for marketers." } },{ "@type": "Question", "name": "What are some of the tactics cybersecurity marketers use?", "acceptedAnswer": { "@type": "Answer", "text": "Cybersecurity marketers need an effective cybersecurity marketing strategy. Email marketing, webinars, content marketing, and paid campaigns can be included as effective tactics in the strategy." } }] }

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Spotlight

Enigma Software Group USA, LLC

Enigma Software Group USA LLC (”ESG”) is a privately-held international systems integrator and developer of PC security software, with offices in the United States, and the European Union (Lithuania & Bulgaria). Our specialties are the development of PC security software, online security analysis, adaptive threat assessment, and detection of PC security threats, and malware custom fixes for our millions of subscribers worldwide. Our subscribers are individual users, businesses, municipal, and governmental agencies who subscribe to our service over the Internet. For details on our policies and practices, please read our EULA and privacy policy.

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