Cyber attacks occur every 39 seconds and will cost over $8 trillion this year alone. That’s why cybersecurity is a critical part of our global digital economy. In 2023, the market is already valued at over $182 billion and still growing. So, it isn’t surprising that many new cybersecurity solutions and companies have emerged. All of them have to compete for their potential clients, which isn’t the easiest task. You need a proper cybersecurity marketing strategy to standout from the crowd.
Cybersecurity marketing is far more complex than many traditional niches. For one, the usual attention-grabbing sales tactics won’t work. You need a unique strategy that adapts to your target audience’s needs and personalities. Today, we’ll talk about cybersecurity in general. But, of course, the industry is very broad. And you will have to adjust your strategy depending on whether you target threat hunters, pen testers, blue teamers, etc. With that said, let’s discover how to build an effective system that brings results and doesn’t make the cybersec crowd roll their eyes at you.
What Makes Cybersecurity Advertising Challenging?
Cybersecurity advertising can be tough, not just for beginners but even for experienced marketers. You must keep unlearning old beliefs about what works for marketing in general and design a new approach. First, you have a target market that dislikes marketers and has a strong aversion towards flashy advertisements in general. Most consider a lot of ads to be manipulative. But this is not to say that they hate being marketed to. You just have to do it differently than you used to.
Cybersecurity specialists are discreet, and most of them are very busy. If you advertise to them, ensure that your product brings real value to the table. Especially if you do cyber security guest posting for SEO and PR purposes, focus on offering knowledge and practical advice. And please, forget about these typical clickbaity titles like “3 things every cybersecurity expert should know”. Instead, focus on valuable how-tos and interviews from respected thought leaders in their industry.
6 Steps to a Successful Cybersecurity Marketing Strategy
A successful cybersecurity marketing strategy starts with you doing a lot of research. This includes understanding your target and your product. Here is a list of things to keep in mind.
Step 1. More Value, Less Fluff
To market to cybersecurity specialists, you must put yourself in their shoes and think like one of them. A familiar tactic marketers use is trying to use embellished words to make their product or service appear more attractive. It isn’t the right place and time for that. In fact, ditch the entire thing, including the flowery language and buzzwords. Most people in tech don’t like it. Instead of focusing on the shiny words, get practical. Highlight the benefits of your product and be clear about what it can and can’t do. Aim to make the lives of your clients easier.
Step 2. Aim to Create a Supportive Community
Don’t focus on aggressive sales methods. Instead, find ways to develop genuine, authentic relationships with the cybersecurity community. One good way to do that is by providing efficient customer support. Being there to assist and resolve doubts is the best way to show that your customers matter to you. And remember to fix bugs as fast as you can.
Besides, listen to your community’s suggestions. Some of the ideas they offer might become your next greatest feature. This will help you gain their trust. The best part is that word gets around really fast. Once people love your products, they will advocate for you and recommend them to others in the industry.
Step 3. Find Different Channels
Knowing your target consumer’s behavior is a fundamental part of marketing, and this is true even for cybersecurity marketing. You need to find where they like to hang out and try to reach them there. However, traditional channels like Instagram, most likely, won’t work. Some actively limit their time on social media as they dislike the distraction and high amount of targeted advertising.
Instead, leverage webinars, forums, Reddit, Discord, and LinkedIn. Many cybersecurity professionals use these channels to connect or discuss issues or challenges and brainstorm ideas. Figuring out what platforms your audience likes can do wonders for your marketing strategy.
Step 4. Forget About Spammy Techniques
One consistent theme in marketing is that spammy techniques don’t work. Honestly, everyone hates spam, especially cybersecurity specialists. You can use as many sales/marketing channels as you like during your campaign but never be spammy. Sending an indiscriminate number of ads or messages, whether via social media or in newsletters, won’t help your business. And please don’t spam with your links on forums and Reddit. It can hurt your brand image and get you blacklisted in the community. Just don’t.
Step 5. Stick to the Industry Leaders
Want to build a reputation for being a solid, credible brand? Start by filtering your sources of information and sticking to the industry leaders. Do networking by attending authoritative conferences, such as SANS Institute Cybersecurity Training Event and MITRE ATT&CKcon. Initiate communications with leading names in cybersec. Read their blogs and check what they’re focusing on. Doing this will keep you informed and updated with new changes which can shape your marketing strategy.
Step 6. Have Your Technical Documentation in Place
A cybersecurity specialist’s job is sensitive. They spend a lot of time learning attack vectors, monitoring the environment, and looking for vulnerabilities in systems before bad actors can exploit them. If they choose to use your product or service, you must make the adoption process straightforward. Having proper user guides and regular release notes is a must. No cybersecurity specialist, or anyone in tech, for that matter, wants to waste their time trying to figure out how something is supposed to work or why something went wrong. Having your documentation in place saves them time and lets them focus on their jobs.
An effective cyber security marketing strategy requires a value-focused approach. Whether trying to develop a good PR for your brand or increase sales, you must find ways to put your target audience first. Try the techniques in this post to create a strategy ensuring sustainable long-term success. Practice patience while putting in your best efforts, and you will enjoy the results in the long run.