Article | July 20, 2021
People dealing in cybersecurity knows that it is a challenging market. A specifically designed business model is not there in cybersecurity on which you can market products and services. Over the past years, the B2B Cyber Security industry has witnessed immense growth and will continue in the future. The growth can be attributed to many aspects, including growing instances of cybercrime and the emergence of interconnected devices in the IoT revolution.
New security solutions are coming into the market every day. As a result, the demand for B2B digital marketersis also on the rise to keep with the unexpected growth in products, services, and competitors. To stand out from the competition, you need a sound cybersecurity product marketing strategy leveraging all digital channels.
You have to focus on various productive marketing tactics to reach, engage, and nurture all your potential clients as an ongoing process with all the relevant information about business and products. For example, the B2B cloud-security service provider,IBM Security, uses paid ad campaigns and webinars, which are excellent cybersecurity product marketing strategies. They could maketheir expertise and solutions stand out from the rest of the crowd with this excellent strategy.
Reading further will give you insights on how to market your cybersecurity products effectively to generate leads and boost profit.
Make your Marketing Effective with Unique Content
To demonstrate the effectiveness of your solutions and the significance of your cybersecurity, your company should ensure your content has real-world examples. This will make your content more influential. Apart from being data-driven and comprehensive, your content also should be unique. Credibility can be surly built up by revamping your content strategy.
You can create educational content that clearly shows how your product can help solve a real-life cybersecurity attack. Then, you may back it up with independent industry reviews,case studies, etc. Instead of reusing the same content, experiment with new content that describes and solves different cyber threats and relates it with your products and solutions.
The following types of content can be a practical part of your cybersecurity product marketing strategyat different points in the buyer’s journey:
In every stage of the cybersecurity buyer’s journey, blogs are great for attracting prospects. Developing some evergreen and universally relevant content will be highly useful. Describing topics about cybersecurity in your blogs, such as phishing, DNS encryption, will be a great thing for clients who have just started their research and want to learn more, starting from basics.
As CNI says, the mostcritical tactic for B2B companies iscase studies. These are exemplary and the best to engage leads who are already aware of their problems and know what solutions can solve them.
According to HubSpot, at least once a week, 75% of executives watch work-related videos on business websites. Additionally, 59% of executives prefer watching a video over reading text. So, it’s the best strategy to include videos in your cybersecurity product marketing efforts.
Explanatory videos will work the best to tell your potential cybersecurity product clients what your cybersecurity offerings are and why they could be the most valuable solution for their situations. Additionally, when you’re trying to target C-level executives, this can be a beneficial tactic. This is because they need more education regarding this.
You may also utilize various statistics on cyber-attacks, loss due to cyber-attacks, recovery expenses, and the value of cybersecurity solutions. Additionally, again, providing practical and real-life examples in your video will help you make the statistics more relevant and inject a sense of urgency into the minds of your potential clients.
Effective Email Marketing Strategy
Education and awareness are significant barriers to selling your solutions. Due to these barriers, it can often take a reasonable amount of time for a potential lead to reach the point where they can contact a B2B sales representative or request a demo. Meanwhile, it is your time to have a tactic to nurture these leads to move them to the next level of the sales funnel. It can be an effective email marketing strategy. It is a strategic and effective way to connectto those potential leads who have not decided to purchase your products.
However, with many emails in your potential client's inboxes, they may unsubscribe or delete your email if they don’t find your email content valuable and worthwhile. So make sure to analyze often and monitor your email marketing campaigns. Content, subject lines, images, and copy in your email should be practical and attractive regarding open and click-through rates. Flooding your prospects’ inbox with emails about various cyber threats they face may result in losing their interest in your emails as they may have desensitization towards your emails.
Staying connected with your prospects through email marketing is an effective cybersecurityproduct marketing strategy. First, however, be mindful of how many emails you are sending to your prospects.
The tremendous interactive session you can have online today with your potential client is webinars. It is an excellent way for you in the cybersecurity domain to connect with your potential leads.
The interactive element is a vital part of a webinar. Q&A session at the end of each webinar makes it more interactive where the participants can ask you questions and raise queries about the topic and your services. Accumulating all those questions asked by the attendees can be an excellent starting point for creating new content to address your audience's challenges.
These attendees now are interested in learning more about your products and services and the threats it protects against. They also might have engaged in some research. This means they will do further in-depth research and be more engaged with your presentation topics.
Thus, it is a valuable opportunity to demonstrate other helpful content or have a CTA for demo sign-ups. You can respond to the queries of the participants in a follow-up, even if your webinar is a pre-recorded one. This effective cybersecurity product marketing tactic will help you accumulate many potential clients and take them to the next stage of the salesfunnel.
Two significant goals can be accomplished through B2B paid campaigns:
• They help you get prospects to arrive at your demo request landing page
• They amplify your content marketing efforts
Content marketing amplification is possible through paid campaigns. Most cybersecurity marketers think that you do not mix inbound marketing and paid campaigns. But the truth is when you combine both, you end up with a very effective and powerful campaign. Once you start a paid campaign with your content, you will notice more excellent and quick results and get the best out of your developed content.
Getting prospects to request a demo is a major goal for any B2B cybersecurity marketer. Cybersecuirty paid marketing campaigns, as a successful cybersecurity product marketing strategy, help the marketer to accelerate the process.
The cybersecurity landscape has recently undergone many changes. Over the next five years, global demand for cybersecurity products and solutions will reach $167.7 billion. So, it calls for a remodeling of your cybersecurity product marketing strategynow more than ever to target and attracts more prospects to your business.
Frequently asked questions
How to start with cybersecurity marketing?
The best way to start your cybersecurity marketing is by educating your prospects about the potential cyber threats they may face in their business. In addition, you can educate them about the latest news in the industry regarding cybersecurity.
Why is cybersecurity essential for marketers?
Neglecting cybersecurity or taking it for granted may cause privacy risks for you and your clients. In addition, cyber threats can be detrimental for businesses.
How can marketing help to improve cybersecurity products?
While marketing, you may understand the quality of your product, competing with your counterparts in the market. Also, you may get feedback from potential customers. It calls for the necessity of product improvement.
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"name": "Why is cybersecurity essential for marketers?",
"text": "Neglecting cybersecurity or taking it for granted may cause privacy risks for you and your clients. In addition, cyber threats can be detrimental for businesses."
"name": "How can marketing help to improve cybersecurity products?",
"text": "While marketing, you may understand the quality of your product, competing with your counterparts in the market. Also, you may get feedback from potential customers. It calls for the necessity of product improvement."
Article | August 9, 2021
No matter what business you run, digital marketing is crucial to reach out to people and generate leads today. Businesses of all sizes rely on digital marketing to take the business to the next level.Digital marketing in many forms, such as search engine optimization, social media marketing, email marketing, content marketing, and online advertisements, have been utilizing to bridge the gap between business and customers.
Technology is evolving and is expected to be transformed further. As technology gets improved every second, online advertising and marketing opportunities are also getting amplified. However, the villain, cyber threats and attacks, can jeopardize your business dreams and opportunities. Yes, alarmingly, cybersecurity in digital marketing has become a serious concern today. The more the opportunity you have in digital marketing, the more you become vulnerable to cyber threats and attacks.
Cybersecurity in Digital Marketing-Importance
Cybersecurity is very significant as digital marketing heavily depends upon data and information, which are sensitive and confidential to your business. This confidentiality is to be maintained to retain your customers. If your business is affected by cyber-attacks, your customers lose trust in you and your business. That is because the customers think their data and information could be compromised or stolen. Therefore, you need a strong cybersecurity practice to save you and your customers from breaches and malware attacks.
Apart from information loss, financial loss, loss of brand reputation, etc. too, can happen. Ultimately you may end up witnessing a crippling loss in your business. Thus cybersecurity in digital marketing is essential as threats and attacks are detrimental to your business.
Cybersecurity in Digital Marketing- Challenges
As all businesses are going digital now, cyber threats are expected to increase. As a result, according to Gartner, the information security market is projected to grow to US$170.4 billion in 2022. This warns businesses to be extra alert regarding the startling rate of cyberattacks. Organizations have to be ever ready with solutions.
There are a lot of challenges faced by cybersecurity in digital marketing. Email marketing is an essential and powerful part of digital marketing. Email marketers face the challenges, such as phishing. Small businesses are the main targets of phishing activity as they are unaware of it. Hackers may send spam using your email accounts with virus-infected emails. Occurring continuously, the server may backlist or block your site, affecting your email campaign. Customers will lose trust in you.
Content marketing is also vulnerable to cyber-attacks as hackers are well aware of content management systems (CMS) and how it works. Therefore, they can easily hack it and distribute malware. In addition, social media marketing is vulnerable to identity theft. In case a hacker cracks your password, he can do unimaginable damages to you and your business. The hacker can do unauthorized downloads, share your confidential data and information, and even exploit your customers.
The above-mentioned are some of the cybersecurity challenges in digital marketing. In addition, e-commerce and customer relationship management (CRM) systems are also prone to cyberattacks and threats. Therefore, it is essential to take necessary cybersecurity measures to overcome becoming the prey of cybercriminals while performing digital marketing activities online.
Overcoming Cybersecurity Challenges in Digital Marketing
As businesses began to use digital marketing widely to reach out to customers successfully, organizations started getting exposed to cybersecurity threats. The consequences of breaches and malware attacks can be far-reaching. Therefore, it's high time for businesses to be ready to tackle these cybersecurity issues in digital marketing. The following tips may help companies to do it proactively.
Your digital marketing executives are vulnerable to cyberattacks, especially those who are handling email marketing. To protect your campaigns, train all how to recognize a phishing email. Also, encourage them to use spam filters and strong passwords.
SSL to Secure CRM
Installing an SSL(Secure Sockets Layer) protocol on the website makes your data transfer secure and encrypted, eliminating the chances of hackers getting access. Also, your Customer Relationship Management (CRM) system should have strict data security policies. It helps you keep your data protected while your staff access sensitive data.
Regular Data Backup
Data loss can happen in many circumstances, such as ransomware attacks, hard drive damage or crash, or malware hijacking. These data losses will result in losing you a lot of money. Thus, encourage your staff to backup all data regularly in a different location other than your system. It will protect 100% of your data in case of cyber-attacks and system malfunction.
Integrating Security Features
As part of content marketing, businesses use Content Management Systems (CMS) to upload, edit easily, and publish different forms of content. However, as hackers are very familiar with CMS, they can damage your reputation by distributing malware if they hack your site. Thus, it is very much crucial to integrate security features in your CMS platform.
In addition, many vulnerabilities could be closed off by installing security plug-ins. The following security measures also can be taken regarding your CMS.
Use strong password
Change the default admin login URL
Do not use public Wi-Fi networks to access your CMS
These cybersecurity measures in digital marketing are necessary as content marketing is part and parcel of the process.
Ensuring cybersecurity is a team effort and is a continuous process. The set-and-forget policy will not work with cybersecurity. Your company's measures taken regarding cybersecurity in digital marketing have to be audited regularly to ensure your cybersecurity goals are met correctly. The audit should be done at least once a quarter.
It is a time-consuming process to devise strategies to protect businesses from cyber-attacks and threats. However, unless you take necessary measures in time, your business can be jeopardized, losing clients, money, and reputation. Cybersecurity threats in digital marketing are expected to increase as technology is getting transformed every second. A stitch in time saves nine!
Frequently Asked Questions
Why is cybersecurity so important in digital marketing?
Cybersecurity benefits your brand by protecting your website and each of your digital marketing activities. It saves all your data as well as the data of your clients. However, cyber-attacks can be detrimental to your business.
What is the biggest problem in digital marketing?
Apart from standing out from the competitors, the biggest problem in digital marketing is cyber-attacks and threats. Unfortunately, cyberattacks can jeopardize your business.
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"text": "Cybersecurity benefits your brand by protecting your website and each of your digital marketing activities. It saves all your data as well as the data of your clients. However, cyber-attacks can be detrimental to your business."
"name": "What is the biggest problem in digital marketing?",
"text": "Apart from standing out from the competitors, the biggest problem in digital marketing is cyber-attacks and threats. Unfortunately, cyberattacks can jeopardize your business."
Article | March 30, 2020
A decade ago, Stuxnet pulled me into the accelerating, widening gyre of cybersecurity. I began to devote less time to global health, a topic on which I spent the previous decade developing familiarity and producing a large carbon footprint. I would frown when cybersecurity analysis borrowed concepts from public health, thinking, “if they only knew the life-and-death troubles that health practitioners face implementing those concepts.” Cybersecurity and public health are different challenges. Yet, the COVID-19 pandemic has cybersecurity relevance because it has generated sobering reminders of long-standing problems, unresolved controversies, and unheeded warnings that continue to characterize U.S. cybersecurity.
Article | April 1, 2020
The COVID-19 pandemic brings heightened awareness to the importance of a robust and stable communications network. Zyxel Communications is helping service providers across the globe ensure that their networks provide the necessary connectivity and cyber security for their communities to function during these difficult times. As more people are forced to work and study from home, the impact on the network is quite profound. OpenVault reports a 41% increase in bandwidth consumption during normal business hours. This health crisis points to the importance of good network connectivity wherever you live. COVID-19 brings the true nature of the digital divide into real context.