Did you know that the cybersecurity industry is now worth £8.3b? Despite many industries falling victim to the devastating impact of Covid-19, cybersecurity has gone from strength to strength.
With more unsecured interconnected devices and increased working from home, the attack surface has grown – and this means that effective cyber security services are needed now more than ever.
For cybersecurity companies, it can be difficult to know where to start with cybersecurity marketing. Fortunately, we’ve compiled some great tips to help you build a killer strategy to boost visibility and sales.
Here are three ways to increase your brand awareness and engage your audience as a cyber security company.
Teach your audience
One of the best ways to market your company is to position your brand as a thought leader. Educate your audience on the first signs of malware, phishing and ransomware attacks, outlining potential threats to businesses.
We’re all aware of recent regulations that have been put in place to secure users’ information. A GDPR breach can have huge consequences for businesses, resulting in lost profit, fines or both. According to IT Governance, the maximum fine could cost your business up to €20 million (about £18 million) or 4% of annual global turnover, whichever is the greater amount.
There is often a lack of understanding amongst senior management such as CEOs and C-level executives and this can impact a company’s decision when deciding which cybersecurity software to choose. Teaching audiences can help companies to prevent future attacks and be compliant with regulations.
Provide a solution
As many companies have made the switch to remote working, users need to remember that hackers have too. More information is at risk as home networks are easier to hack into. Your company could be the solution to this and it’s all about how you connect with your audience.
Create buyer personas, sketching out your ideal customer, to fully understand what makes them tick. Start with the basics: Who is your ideal customer and what are their pain points? What is it about your service that stands out from the crowd?
As they say, failing to plan is planning to fail. Making sure you know your target audience is fundamental to any marketing strategy.
Grow your presence
Grow your presence with social media channels. From Twitter to LinkedIn, find where your target market hangs out and provide impactful content that engages users. The ‘marketing rule of seven’ suggests that it takes an average of seven interactions with your brand before users will make a purchase, so your content needs to inform and distinguish your company from the competition.
Create evergreen content so that your company is seen as the go-to source for information. Think about relevant downloadable content, such as whitepapers and webinars, that you could offer in exchange for user’s email addresses.
Articles like ‘How to spot a malware attack?’ or ‘Everything you need to know about phishing’ are great starting points for content as they are relevant to users’ search terms and can be easily refreshed with new industry information. Provide useful information with simple, but effective, solutions.