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.
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.