Here at Ranky, we’ve worked with a range of cybersecurity clients, from the leading security orchestration platform Siemplify to the automotive cybersecurity platform Karamba Security. While our favorite digital marketing strategies can be applied to any industry, they’re especially important for cybersecurity companies, which need to establish a strong sense of trust within their customers. With that in mind, here are some tips to help you better address the marketing needs of your cybersecurity company:
Prioritize credibility and trust
Credibility is, of course, important in every industry, but it’s particularly important for cybersecurity companies. This is because cybertech customers aren’t only looking for a good solution to help them expand and improve business. They’re also looking for a good solution that will help them protect their business – meaning there’s a lot at stake when it comes to choosing from the thousands of cybersecurity options.
In order to stand out from the myriad of options while showcasing your unique knowledge and credibility in the field, your cybersecurity company should offer potential customers specific solutions in their marketing and sales efforts. Go beyond the general and, instead, discuss with your customers how their product or service meets their unique needs. You’ll need to show your customers that you know the ins and outs of their industry and can address their cyber problems accordingly.
It’s not enough for customers to trust that a cybertech solution is generally good; they also need to know that it’s good for them.
Understand your customers
This leads us to another important point: In order to understand the security issues that affect your targeted customers’ industries the most, you’ll need to develop a deep understanding of your buyers. Creating buyer personas – or semi-fictional representations of real customers based on actual customer data and market research – is the best strategy for acquiring this deep customer knowledge and marketing to each of them accordingly.
While buyer personas tend to be associated with B2C companies – such as retail or e-commerce marketing – B2B companies can make use of them as well. In addition to creating customer personas based on demographic information such as location and gender, your cybersecurity company can develop a strategy for each persona based on industry needs and company goals.
Importantly, you should create your personas based on the people in each company who are in charge of making the final decision about their cyber security strategy. After all, those are the people you need to convince in order to close the deal.
If you’re not sure how to begin creating your buyer persona, Hubspot’s MakeMyPersona is a helpful free tool.
Focus on teaching, not selling
As a cybersecurity company trying to grow your customer base, you’re going to want to use inbound marketing strategies that organically drive your customers to you. One of the best ways to do this is to offer your customers free value.
Offering your customers value should begin before, not after, you close a deal. The point, after all, is to drive customers to your site and to showcase your company’s knowledge of the industry so that customers will buy.
So what, exactly, constitutes free value? Turn your website into a resource that not only describes your company but that, even more importantly, explains key concepts to users and provides them with actionable advice. Make your blog a main feature of your site, and regularly post articles with helpful, informative tips. To provide even more in-depth insights and strategies for potential customers, offer them ebooks that are free to download from your site.
You can promote these informative blog posts and ebooks on social media using both organic and paid campaigns, filling your social media pages with original content while creating campaigns targeted specifically to certain industries. You can also offer premium ebooks to your users as thank you’s or rewards. Once users leave their details on your site, for example, you can send them a thank you email complete with a free downloadable ebook to keep them engaged and drive them through the sales funnel.
Go beyond customer expectations
Remember that your customers aren’t the cybersecurity experts – you are. That means that rather than offer them the solution they’re already looking for, you should educate them about newer, better solutions that they themselves might not have thought about before. Taking the time to understand the unique security needs of your target customers’ industries, and offering them actionable advice and insights based on your needs, will help you establish your credibility in the industry, encourage customers to buy, and retain that coveted base of loyal customers who keep coming back.