Cyber Security Marketing Strategies For Your Business Growth

The rise of interconnected devices in the IoT revolution raised the cybercrime rate higher than ever. As a result, the cybersecurity industry is seeing immense growth nowadays, and from how things look, it is just the beginning. 

For example, the annual US cost related to cybercrime increased by 29% in 2019. In addition, the cybercrime rate has skyrocketed in the past two months, jumping by 300% since the pandemic started. Yet, even in this situation, cyber security companies seem to have challenges in reaching their audience. 

So how can these businesses improve their performance? Effective B2B marketing tactics may be the answer in this industry.

Be Aware of the Cyber Security Ecosystem

There are different reasons businesses do not prioritize cyber security, even though the need for effective cyber security services and products is essential. Every B2B business needs cyber security, but few people outside the tech world know more than they see in the headlines.

It could be because they don't understand the threat fully, or maybe because some companies concentrate all their efforts on their day-to-day work and want to focus all their resources there, or perhaps all go down to the expenses. 

In response to this situation, your cyber security business must create a sense of urgency. You don't need to create a series of terrifying blog posts or other materials. Instead, it would be best if you educated your future clients. According to a Cybersecurity Market Report, spending on cybersecurity products and services worldwide is predicted to surpass $1 trillion by 2021, so things are going in the right direction.

The main pain point is that many cybersecurity solutions are out there. Unfortunately, this makes capturing your prospect's attention hard to get. So, if you think your company can improve demo sign-ups and increase the number of sales per month, you need to differentiate yourself from other companies on the market. 

I know it can be challenging to stand out in the crowd, communicate your brand's value, and build credibility simultaneously. That brings us to the big question: How cyber security companies can overcome these challenges and connect with those who need their services? 

Keep reading to find out what cybersecurity marketing services you can use to increase your reach and conversions. 

1. Build Credibility and Educate Your Prospects with Content Marketing

The need to educate your target audience is one of the most critical pain points in your industry due to the complexity of the subject. You will obtain the wanted result if your company provides real-world examples to demonstrate both the importance of cyber security and the effectiveness of your solutions. 

There are several different types of content that you can use to reach and engage your audience. For example, blogs or downloadable content (white papers, infographics, etc.) are great for attracting prospects. In addition, be sure you have some evergreen marketing content that will be relevant in the long term. 

Finally, it is also essential to have resources that align with the main subjects of the day. For example, in the current business industry crisis, you should speak to your audience and customers about it in a relevant way for your business.

2. Nurture Your Leads using Email Marketing

Let's see the reality: your prospects' inbox is probably full of unread emails. In this context, how can you make people pay attention and avoid your newsletter being deleted or on the unsubscribe list?

First, keep in mind that, through your content, you have to be direct and relevant. The attention span of people is going down each year. So, ensure you include in your email marketing links your most recent blog posts about recent attacks or security concerns and those that break down complex cybersecurity topics for a broader audience. 

Also, include monthly offers and sales promotions like a free trial or demo, which can encourage prospects to sign up. Thus, by improving your cyber security marketing strategies for business, you are on the right track to generating more leads and aligning your sales and marketing department. 

3. Make The Last Move In The Buying Process With a Webinar

Potential customers are in different stages of the buyer journey everywhere you look. Webinars can be an excellent solution for leads at the bottom of the funnel. The webinar participants are more than just interested in learning about the threats of cyber attacks, in general, and your solution, in particular. They typically have to take some time to research. 

So, you talk with a targeted audience, not with cold leads. Keep in mind that this is a valuable opportunity, and be sure to make the most of it and promote your helpful content or encourage demo sign-ups. 

4. Be as Visible as Possible by Implementing Paid Campaigns

By promoting your content through paid channels, like Facebook, LinkedIn, or Youtube, you can see results rapidly because the number of relevant people that visit your Blog Posts, Videos, and Landing Pages is more significant.

One of the primary goals of any B2B marketing strategy campaign is to get prospects to request a demo. While usually, the process of understanding leads to this stage takes work and much nurturing, paid campaigns can be a shortcut that helps accelerate the process for those ready to purchase. 

These ads can make your company more visible and build awareness, and, for sure, they can achieve your primary goal of selling your products and services.

Growth Accelerating Marketing Strategies That Work

From a B2B marketing perspective, it is gaining the trust of your audience and educating them to remain the top two priorities in the cybersecurity industry. To leave these challenges before you, you need a full-service B2B cyber security marketing agency with years of experience working with CISOs and their teams. 

If you do not see the results you want from your cyber security marketing efforts, partnering with a specialized cyber security agency may be the key to boosting traffic and generating qualified leads.

Speed-to-market can make the difference between success and failure, so it may be a good idea for you to work with a team of marketing strategy experts with vast knowledge in the cybersecurity industry and double or triple your productivity, speed, and effectiveness.

At NNC, we take the time to learn the client's specific products and unique value proposition in-depth. So, contact us if you want to get noticed, generate demo trials, and increase sales. Let's set up a call with one of our marketing experts to give you short-term and long-term recommendations on implementing or optimizing your marketing efforts.