In an age when data breaches are a dime a dozen, cybersecurity is a necessary investment for any company with a digital presence. Customers trust that their private data is being handled carefully, and breaches of that trust can be catastrophic. A staggering 94% of companies have reported email security incidents, and the number of cyberattacks is only growing. But even though the need for cybersecurity is at an all-time high, it can be tough for cybersecurity companies to sell their services successfully.
There are a few obstacles that keep cybersecurity companies from reaching more clients. Many companies might not even be aware of the need for cybersecurity. In contrast, others may not know how to choose between the countless cybersecurity firms claiming to be the best. In order to break through the noise and stand out from the crowd, you’ll need a specialized digital marketing strategy designed specifically for your company.
To that end, we’ll discuss the common challenges in cybersecurity marketing and the best tips for targeting the clients you need to reach.
Building trust is paramount
All digital marketing strategies require some degree of trust-building. If you order a pair of shorts or a bathing suit online, you need to trust that the product will actually arrive and that the quality will match what you see online. With cybersecurity, however, building trust is the entire foundation of your marketing strategy. Your job is to assure customers that you will protect their clients’ data and keep them safe from hackers and cybercriminals. In order to convince them that you are up to the challenge, you have to establish credibility.
Here are a few ways to do so:
Prove your expertise
The first step is to employ a content marketing strategy to establish yourself as an industry leader. Host a blog on your website where you regularly post articles about cybersecurity ins and outs and cybercrime risks. Try to publish thought pieces and white studies on third-party websites to boost your credibility and expand your online presence. Posting articles about subjects like standard hacking methods or tips for boosting online security will help clients see you as an expert in the space. You can spotlight these articles on social media and in advertising in order to draw people to your website.
Lean into your track record
Another way to build trust and credibility is by highlighting your track record. Clients still rely heavily on customer reviews, so feature testimonials on your website and in your marketing materials (the more well-known the company, the better). If you have any endorsements, certifications, or awards, highlight those as well. Try to maintain positive relationships with clients so you can maintain a loyal client base while bringing in a steady flow of new customers.
Be transparent
While you might be tempted to promise the world to your clients, it’s important to be clear about what you can and cannot offer them. Be transparent about your pricing structure and set clear expectations for how you can help your clients achieve their goals. Be open about what security measures you take to protect client data and how you deal with potential breaches. Open communication will go a long way toward maintaining positive relationships with clients, which you can then leverage as you build up your client base.
Keep it simple
With one exception, you should always strive to keep your marketing materials as easy-to-understand as possible. Not everyone is going to have a degree in computer science, so you’ll need to find ways to distill complicated technical jargon into simple, bite-sized pieces. Complex words and overly technical descriptions will turn off potential clients and keep them from engaging with the content you put out there. The only time when it pays to get into the nitty gritty is when you’re designing content specifically for technical managers. They have in-depth technological knowledge and will want to hear you know what you’re talking about. Still, you’ll want to craft any message around being as engaging as possible, so don’t forego elements like an interesting hook or a compelling framework.
Build awareness
One challenge of cybersecurity marketing is that some clients don’t know they need it in the first place. Many entrepreneurs and small business owners are building companies from scratch, relying on one or two professionals to manage the technical aspects of their business. If they don’t know the danger of cybercrime or they’ve never suffered a data breach, selling them protection against a future threat can be challenging. That’s why education and awareness building is an important part of a cybersecurity digital marketing campaign.
Here are the steps you can take to create awareness:
Generate educational content
It’s up to you to prove to customers why cybersecurity is worth the investment. The easiest way to do this is with a content marketing campaign that clearly explains the risks of cybercrime and the benefits a cybersecurity company can bring to its clients. This can include blog posts, infographics, and videos that explore how cybercriminals operate and the risks they pose to businesses. You can also explore the penalties for non-compliance, as many business owners may not even realize they’re flouting regulations.
Take advantage of current events
One of the best ways to capture the public’s attention is to piggyback off significant data breaches in the news. Tailor your articles and social media posts to match recent events to amplify your content and reach businesses needing a solution. Include statistics and real-life examples of companies that have been hit hard by cybercrime to illustrate the tangible risks facing businesses that aren’t protected.
Market to the right people
Each leg of your digital marketing campaign will be tailored to a different audience. When it comes to building cybersecurity awareness, your efforts should be focused on small- and medium-sized business owners who may not be educated in that area. Technical professionals already know about the risk of data breaches and cybersecurity, so it would be useless to promote that content in a technical publication geared toward more intricate aspects of IT maintenance. On the other hand, industry websites and social media channels for small business owners are the perfect places to reach your intended audience.
Bring in the data
Nothing is more powerful in our increasingly technological world than data. Whether you’re marketing to the CEO or the IT manager, it pays to include data in your marketing materials. This will show your potential customers exactly how much money they’ll save with your product or how much time it will free up for their IT workers. It also helps provide a compelling hook that captures the reader’s attention. For example, a business owner might think twice if they learn that the average data breach cost $4.88 million in 2024. Don’t be afraid to work in the data to hammer home your point and make the stakes that much more real.
Learn how to differentiate in a crowded market
The cybersecurity industry is growing exponentially, so it’s up to you to explain how your firm will offer something no one else can. One way to do this is to highlight a specific area of your business that differentiates you from competitors. This could be the use of proprietary technology, a singular focus on customer service, or service of a particular niche. Whatever your assets are, make these front and center of your marketing campaign.
Here are a few ways to stand out from the competition:
Find your niche
For example, if your business provides cybersecurity for the healthcare industry, you’ll want to create targeted campaigns directly at doctor’s and dentist’s offices. This can include tactics such as advertising in healthcare publications or writing blog posts and white papers aimed at the specific cybersecurity challenges facing healthcare professionals. Instead of trying to be everything to everyone, learn about your clients’ needs and highlight the things about your business that help you meet those needs.
Learn how to be a storyteller
One of the best ways to stand out is to learn how to tell a story. People don’t want to hear a dry recitation of facts and numbers–they want to hear something to which they can relate. Take, for example, a case study in which you explain how your services helped a small business achieve regulatory compliance and avoid government fines. If you can find a way to emphasize the human aspect of the story, you can get potential clients to see themselves in the tale. The stakes (exorbitant fines, narrowly avoided catastrophe, a relieved business owner) suddenly seem real and compelling. It’s enough to capture the attention and implore a customer to learn more about your services.
Embrace innovative approaches
Plenty of time-tested content marketing strategies (email marketing, blog posts, paid advertising) make up the bread and butter of any digital marketing campaign. But as technology develops, there are countless new ways to generate content and reach your audience where they’re at. Social media is becoming an essential platform for businesses to build their brands, even if they aren’t geared primarily toward a younger audience. Video interviews are also a great way to establish more credibility and reach people who aren’t inclined to read white pages or data sheets. You can also leverage recent developments with AI to install a chatbot on your website capable of answering questions and helping users navigate your site.
Know your audience
In order to sell your services, you need to reach the right people. Unlike some marketing campaigns that focus solely on the upper-level executives, you’ll need to convince both the decision-makers and the technical professionals whose advice they rely on. Unfortunately, what resonates with a C-level executive is unlikely to work with an IT manager (and vice versa). You’ll need to create separate marketing approaches that meet both of these audiences where they’re at.
Here’s how to tailor your content to individual audiences:
Creating content for executives
Technical jargon won’t fly with a CIO or CTO. Their ultimate concern is the bottom line, which is why content geared toward this audience should focus primarily on the bigger picture. This piece of your marketing strategy should emphasize the return on investment (ROI) and the specific benefits you’ll bring to their business. Avoid overly technical descriptions of your services while highlighting data-driven insights about the outcomes you’ll provide. You’ll also want to demonstrate how your solution will ensure regulatory compliance and bolster the company’s reputation.
Engaging with technical professionals
With IT managers and security engineers, the bottom line isn’t as important as the quality of the product. Content targeted at technical professionals should describe how the technology works and what features will make their jobs easier. The best approach to reaching this audience is creating product demonstration videos and webinars demonstrating how your services will make their jobs easier. EBooks are also a great option to give a more in-depth look at the technical side of what you provide.
Don’t stray from your brand
While you will inevitably tailor your message depending on the audience, keeping every aspect of your digital marketing campaign aligned is important. You don’t want inconsistencies across the different channels that negatively affect your credibility. If you’re positioning your company as being dedicated to superior customer service above all else, that should be a throughline of all the materials you create. However, it doesn’t mean you can’t touch on other aspects of your business. What’s most important is that you’re consistent in what you can offer your clients and how your services will help them reach their goals.
Outsource your digital marketing campaign for a tailored approach
In an industry as complex as cybersecurity, a one-size-fits-all approach isn’t going to cut it. In order to address the distinct challenges of cybersecurity marketing, you’ll need a specialized digital marketing strategy tailored to your unique audience. The best way to achieve this is with the help of a digital marketing company that specializes in cybersecurity. They will be able to help you navigate the complex landscape of cybersecurity marketing and create a personalized strategy for your business.
By outsourcing your digital marketing campaign, you can rely on the advice of cybersecurity marketing experts who understand these distinct challenges. They can help you avoid common pitfalls and transform your online presence to increase leads. They’ll also use data-driven insights to help you identify which methods are most successful in growing your business, saving you time and money as you work towards your specific business goals.
If you’re interested in launching a digital marketing campaign for your cybersecurity business today, check out our websiteto learn more about our services. You can read through our case studies, study our three-point approach, and request a free consultation today!
