Every company that needs to get clients can benefit from digital marketing. Digital marketing is everything that you do online to promote your products, services or build your online brand. One key component of being good at digital marketing is understanding the temperament of the industry you are dealing with; every industry tends to attract different personalities and they have different cultural norms. If you understand how your industry works, you can tailor your marketing strategy and be much more effective with your marketing campaign. As someone that does digital marketing for businesses, I’m going to give you some tips for digital marketing for cybersecurity companies.
1) Have a simple value proposition
The first thing you should do is have a clear message on what your product does for the company. Avoid using general terms like “we make you more secure” unless it’s part of your slogan. Make it clear exactly what element of security is being enhanced and all of the benefits that it will have for the business. You want your company’s benefits to be quick and easy to understand for the reader.
2) Highlight the customer’s pain point
In cybersecurity, we’re in the business of fixing problems so in our sales process we typically need to highlight how we are going to reduce a customer’s pain point rather than trying to sell pleasure. So be sure to understand the problem that your customer is having and make it clear exactly how you’re going to make that person’s life easier.
3) Have a freemium model
In our field, people love open-source tools and if you have a good product people will be willing to try it. Having a freemium version of the product is a great way to get marketing and traction for your business and if people love it they will be interested in trying the paid version. A common example of this is the pen test tool Metasploit.
4) Integrations are key
You want to make sure that your tool is compatible with other cybersecurity products that are closely related to it. Companies buy licenses for certain products and professionals have certain tools that they like to use, if your product is compatible with those solutions people will be more likely to want to use your product over the competition.
5) Twitter and LinkedIn are huge
The best social media platform for cybersecurity is twitter hands down, followed by LinkedIn. In your social media strategy, you want to prioritize these two platforms to maximize your reach and effectiveness.
6) Have plenty of how-to articles
If you ever worked with software, you know it can be difficult to figure out how to do what you want to do with it. Also, when you’re troubleshooting an issue you’re having one of the first things anyone will do is google that issue. You want to make your product as easy as possible to use and that means having a lot of content around how to use the tool and how to resolve common issues that people have. Customer support for these sorts of issues can have a big influence on whether people will continue to use the tool or not.
7) Quantify the ROI
When you’re selling your product or service, typically you need to speak to decision-makers within the company. The best way to convince upper management is to be able to give them a concrete ROI on why they should buy your product. Sales pitches and value propositions are nice, but at the end of the day business comes down to numbers. If you want them to spend 50k on your product, you need to be able to show how it will either make them more than 50k, save them more than 50k or help them in some aspect of compliance. Preferably you want to be able to do at least two of these when you are making your pitch.
Social proof is the best type of marketing you can get. People like things that other people like, especially if the person that likes your product is someone that they know or perceive to be credible. If you have any past clients that are very happy with your work, advertise them with testimonials and show people that other people have tried your solution and are happy with it.
9) Highlight compliance and industry standards
A great supplement to the features and capabilities of your actual product is advertising the fact that your solution can help businesses achieve industry standards such as ISO27001 or compliance regulations like GDPR. This is a big value add-on that will help to entice people to buy your product.