Cybersecurity

How 4 Digital Marketing Strategies help Cybersecurity Firms Gain Market Share

During an economic decline, the global cybersecurity market is heating up worth $173B and projected to grow to $270B by 2026.  According to the FBI, cybercrime has quadrupled as the world is being threatened by the COVID -19 pandemic. Businesses and individuals are being heavily attacked by phishing, fraudsters and scams.  The cost to governments and companies is growing in the Cybersecurity attacksmillions.  However, along with digital transformation and the growing need to protect data comes more disruptive players and increased competition in the cybersecurity industry.  The leaders will be those that can more quickly gain market share.

Whether you are an industry leader in a broad category, mid-sized company or a start-up in a fast-growing niche market like identity in authentication, access management (IAAM), security information or event management (SIEM), you’ll need a marketing plan to continue to grow or outgrow the pace of the market.

This blog will communicate how cybersecurity firms can develop four marketing strategies that allow them to effectively adapt to immediate and long-term challenges and opportunities.

 

4 Digital Marketing Strategies for Cybersecurity Firms

With more people working from home, using smart devices and accessing remote networks, companies face more risks than ever of data breaches, cyber-attacks, and other hardware and software threats.

Take this time to educate your customers and prospects on the growing magnitude and seriousness of security threats. Offer them free guidance on how to protect themselves. And of course, be sure your new and prospective customers understand and appreciate your key points of differentiation from competitors. That is, showcase what you do better than anyone else and show your audience exactly how they can benefit from your specialized knowledge.

If you are responsible for business development for a cybersecurity firm, here are four digital marketing strategies to use to strengthen your brand and generate demand for your services right now. There’s no time like the present to start connecting with the right prospects, at the right time, through the right channel, with the right message — and generating the demand for your services that you want and deserve.

 

  • Build a digital marketing strategic plan: 

 

Your strategic online marketing plan should document your competitive position, current performance and future growth objectives. It should also identify how you will get to where you want to be. This includes the most impactful initiatives in terms of demand generation, lead generation and multi-channel communication – designed to get you the customer acquisition and customer retention numbers you seek.

 

  • Take an integrated approach to your marketing plan:

 

Understanding your market, your customers, and the many available marketing tools, channels and technologies will help you develop the most effective marketing plan possible and maximize return on marketing investment. Whether its managing pay per click campaigns, search engine optimization (search-friendly web content), marketing automation and customer relationship management systems or data analytics tools to track results, consistency and synergy in messaging and timing of cross-channel and omni-channel campaigns is critical to turning a browser into a buyer.

 

  • Tell your story with inspiring and compelling multi-media content:

 

Content is king. An in-depth multi-media content strategy helps build your brand presence and reputation as a leader in your field. Great multi-media content also provides material for ongoing online marketing, social media and lead generation campaigns. New or repurposed content is irrelevant. Just use great content and tailor it for your various channels. When your customers and prospects read your words of wisdom or see you in action, they become more trusting, engaged and amenable to doing business with you. Even if they don’t end up being a customer right away, they’ll remember you because you provided them with useful guidance and actionable advice.

 

  • Try marketing automation, lead gen, CRM and other Martech tools and platforms:

 

You’re an expert in cybersecurity. Yet there’s a whole world of marketing technology tools out there that can simplify and streamline your communications, monitor what’s working best, optimize activities, reprioritize channels, and report on results.

If you’d like to chat about how to apply these digital marketing recommendations to exponentially increase traffic, dramatically convert leads, optimize return on investment, and quantify missed opportunities, feel free to call 360 Integral Marketing at 416.449.5433 or email patti@360integralmarketing.com.

Expertise in Cybersecurity Industry

 

 

Patti Jordan About the author

Patti Jordan has been leading digital marketing, marketing communications and content strategy for transformational, growth-oriented financial services, professional services and technology firms for over 20 years. Her passion is aligning and optimizing paid, owned and earned media to help companies achieve their brand building, demand generation and stakeholder engagement goals.