The cyber security sector has grown tremendously in recent years, and there are no signs of it slowing down. Cybersecurity Ventures’ Cybersecurity Market Report predicts that global spending on cybersecurity products and services would exceed $1 trillion between now and 2021. According to Ponemon Institute, the average annual cost of cyberattacks worldwide is approximately $9.5 million.
Cyber security products and services are plainly needed, yet there are numerous competing products and services on the market, making it more difficult to get noticed. There are several things you can do to increase the number of people who sign up for demos and boost sales.
We’ve worked with customers in the cyber security industry, and we know how difficult it can be to stand out and convey the value of your brand. We’ve identified a variety of approaches that perform effectively for cyber security organizations and lead to demo trials and increased sales over the last few years.
Here, we’ll explain why cyber security marketing is so difficult, as well as the best methods for cyber security firms to contact and convert more customers.
There is already stiff competition
In response to the increased need for cyber security services, new organizations are springing up every day. In order to stand out from the crowd, you need to make it clear what makes your brand unique.
While it’s critical to distinguish yourself from your rivals, you also need to establish a reputation for trustworthiness. In the long run, the most successful organizations are those who can communicate their value in a way that is both believable and truthful. Unfortunately, striking a balance between sticking out and remaining respectable can be challenging.
Customers must be educated
A wide variety of cyber risks exist, and they might alter daily. Consequently, your potential clients will require a significant level of education to grasp the challenges they face and the remedies they may need.
For this reason, executives at the highest levels of a corporation may be less inclined to prioritize cyber security as part of their broader disaster preparedness strategy than their lower-level counterparts. Many information security managers and IT leaders surveyed in EY’s 19th Global Information Security Survey 2016–2017 stated that executive knowledge was one of the biggest challenges in building an effective cybersecurity plan for preparation.
Many companies simply ignore cyber security
Even though there is a lot of evidence that cyber security is essential to preserving sensitive data, many firms don’t prioritize it until it’s too late. Global Information Security Survey: Only 22% claimed they completely include information security into strategy and planning.
Even considering an increasing number of attacks and escalating costs, this is a modest percentage. Marketing for cyber security products needs to discover strategies to convey urgency and underline the significance of pre-emptive action to potential customers.
The best ways to market cyber security
That brings us to the big question of how cyber security organizations might overcome these hurdles and connect with those who need their services. Some of the most effective cyber security marketing strategies are listed below to assist you to increase demo sign-ups and sales by encouraging education and awareness.
1. Marketing with Content
Building your brand’s reputation while educating potential customers is possible with content marketing. Your company’s material must include real-world examples that highlight the relevance of cyber security and the effectiveness of your solutions in order to be effective.
To be effective, your material must not only be thorough and data-driven, but it must also be unique. Make sure your instructional content clearly explains how your solution handles a real-life cyber security assault by using case studies, independent industry reviews, etc. Try using new examples or presenting a new take on the types of cyber risks that are relevant to your specific products and solutions rather than rehashing existing content.
When it comes to content marketing, there are a variety of ways to reach and engage your target audience. The following forms of content can help you contact buyers at various stages of the buyer’s journey:
● Blogs: At every stage of the buyer’s journey, blogs are a terrific way to draw in new customers. Create content for your blog that will remain relevant for the foreseeable future. Phishing attacks and Mirai-style DDoS attacks are perfect for consumers who are just beginning their research and need to get a better understanding of the concepts. Phishing Email Detection or DDoS Mitigation Best Practices are good topics for middle-of-the-funnel lead generation. To close the deal, you
can write about “X Reasons to Choose XYZ Security for Your Anti-Malware Software,” or something similar.
To attract new leads and increase your brand’s credibility, you should also focus on creating news-related blog material. When you write about “5 Takeaways from Yesterday’s AWS Attack,” it’s possible to gain from event-related search engine traffic while also taking the time to educate your readers. This type of content will help you establish your authority in your field by establishing you as a reliable source of information.
● Case studies: B2B organizations should use case studies as one of the most significant marketing approaches, according to the Content Marketing Institute. If you’re looking to connect with leads at the bottom of the funnel, these are a great option.
Make sure to include a lot of data in your case studies to show how your cyber security solutions have influenced your client’s bottom line. Therefore it’s important for you to show how your solution would help prevent X number of attacks or save X amount of money: Additionally, quotes from the customer are useful since they make the case study seem more real and convincing. Additionally, you may want to try making a video of your case study to enhance visual impact.
● Video: Another wonderful way to convey the value of your cyber security product to potential customers is through educational movies. When you’re seeking to reach out to CEOs and other C-level executives, this can be a useful strategy. At least once a week, 75% of executives watch videos related to their jobs on company websites, according to HubSpot’s inbound marketing specialists, and 59% of executives prefer to watch a video over reading text. Executives may prefer video content to printed content, according to these findings.
Your organization can use video in a variety of ways to connect with and educate your audience. Using video information, you can break down cyber-attack statistics, recovery costs, and the value of cyber security solutions. Your video content can assist make these numbers more relevant and create a deeper feeling of urgency if you include real-world examples of these challenges.
Use the visual style to showcase the benefits your firm can provide to your target audience and to better explain how your solution works. A technology company’s cyber security solutions can be tough for non-technologists to understand like any other product or service. In order to make complicated ideas more accessible to a broader audience, video
content is preferable. C-level executives may need a little more explanation, but this makes it great for cyber security organizations that need to convey their worth.
● Downloadable content: If you want to turn visitors to your site into leads, you can use downloadable content like e-books and whitepapers. It’s impossible to write long-form content on every topic, and you won’t have the time or resources to do so. Check your current content’s analytics to see what themes and terms are most popular or searched for. For downloadable content, these are often the ideal areas to begin brainstorming ideas for subjects.
You’ll also need to think about the landing page while creating downloaded material. An e-book, for example, is a terrific long-form asset for gated content. For this, you will need to design a customized landing page that presents the topic of the asset and provides sufficient information for the viewer to judge that it is relevant without giving away the good stuff.
For cyber security marketers, webinars are a terrific method to interact with bottom-of-funnel leads. In order to get the most out of a webinar, attendees must already be engaged in your solution and the risks it safeguards against. As a result, they are more likely to pay attention to what you have to say.
Including an interactive component is an important feature of the webinar. For those who want to learn more about the topic or your services, a question-and-answer session is a common feature of webinars. Advertise other helpful content or increase demo signups during this time. If you elect to pre-record your webinar, you can still accept and react to viewer questions in a follow-up session after the event has ended.
Webinars can be expensive to produce at times. In the same way that you may repurpose other components of your marketing strategy, you can also repurpose your webinar. The webinar should be recorded and made available later for those who were unable to attend if it is presented live. If the webinar is well-received, you may wish to expand on the themes presented thereby writing blog entries or other sorts of material. Users’ webinar queries can also serve as a terrific springboard for the creation of fresh material that answers the most pressing concerns of your target audience.
Paid channels are a great way to promote a webinar and increase participation. LinkedIn retargeting advertisements and Google retargeting ads have both yielded excellent results for us.
3. Email Marketing
It can take a substantial amount of time for a potential lead to reach the point where they are ready to request a demo or contact a salesperson because education and awareness is a barrier to selling your service. For now, you’ll need a strategy for nurturing and progressing these prospects. This can be accomplished through email marketing.
With so many emails in their inbox, your prospect may be tempted to dismiss your email or unsubscribe if they don’t find your content to be worth their attention. Here are a few content ideas for your email marketing campaign:
● Case studies and reports that give readers a deeper understanding of crucial cyber security subjects that may be downloaded and studied at their leisure.
● Links to your most recent blog entries discussing recent attacks or security problems, as well as those that simplify difficult cyber security themes for a more general audience to understand.
● Your company’s offering and the necessity of cyber security should be conveyed through video material.
● Accurate and up-to-date summaries of key articles from leading cyber security magazines are provided in this weekly newsletter.
● Offers like a free trial and sales campaigns like this can entice potential customers to sign up.
Email marketing is a great approach to keep in touch with potential customers who aren’t yet ready to buy. Always keep track of which material, subject lines, copy, and graphics have the highest open and click-through rates in your campaigns. Consider how many emails you’re sending to each of your prospective customers. A prospect’s attention will wane if you inundate him or her with emails regarding the many cyber hazards they face.
In addition to boosting your content marketing efforts, paid advertising can also help you gain more visitors to your demo request landing page.
In the beginning, let’s talk about the amplification of content marketing. There are a lot of misconceptions about how inbound marketing and paid campaigns work together, but the truth is that when they’re used together, the results can
be quite strong for your business. A hypothetical study on a specific cyber-threat has just been published, and the findings are quite intriguing. Time is of the essence when it comes to this type of asset; the older the data is, the less likely it is to be relevant to potential customers. You may get results faster and make the most of the material you’ve developed by using sponsored channels to promote it.
Prospects requesting a demo are a crucial objective for any cyber security marketer. When a customer is ready to buy, paid advertisements can help speed up the sales process for those who are willing to put in the time and effort. Your demo request landing page can benefit from sponsored marketing initiatives. These advertising can help your business get seen by folks who are ready to buy while also making your demo readily available to these potential customers.
Due to the competitive nature of sponsored advertising in the cyber security market, some organisations may avoid using bought campaigns. A lack of knowledge about cyber security can lead to a waste of time and money spent on ads that yield no results. An in-house person (or team) with knowledge in cyber security paid marketing is required for paid campaigns; otherwise, you’ll need to work with an outside agency.
Working with a cyber security organization may be the answer to increasing traffic and creating more leads from your current marketing strategies, which are not producing the results you want. a cyber security company, partnered with Seven Atoms to improve organic traffic by 107 percent in just five months. Learn more about how we helped them improve their lead generation process by contacting our experts today!