When you think about cybersecurity, your mind turns to two main topics — protecting the internet from hackers and preventing data breaches. Yet, when it comes to your business, there’s so much more than just these two things that you need to focus on too — like promoting awareness of your company and its offerings, as well as making customers know what to expect from your security services. And while your competitors are often aware of things such as password protection, antivirus, and other security products, they aren’t always able to provide their own brands of these security products.
You might be interested in advice to grow revenue and help achieve all of your goals. The solution may be related to setting up a web presence, creating email lists, identifying potential partners who could expand your business to new accounts, developing promotional campaigns, offering technical marketing and sales support and other necessary parts of your business
In order to grow your cybersecurity service business, you’ll need a comprehensive marketing strategy to get the word out about your offerings and build your brand recognition. Of course, you’re probably wondering where to start with something like that! Don’t worry – we’ve got the details on 10 strategies that will help you reach your goals and develop new clients with minimum investment or overhead costs. Let’s get started!
Have Clear Goals
It’s hard to succeed at marketing a cybersecurity service business if you don’t know what you want out of it. What is your ultimate endgame? Which of your services are likely to be most profitable and sought after in today’s marketplace? How many new customers do you think you can bring on board every month, and what kind of revenue would that be? And how quickly do you expect that revenue to grow month-over-month? All of this will be comprised in a streamlined marketing strategy for your cybersecurity business.
Your Website as a digital Asset
One of your first marketing efforts should be to set up a business website where you can detail your services and let potential clients learn more about what you have to offer. Include testimonials, videos of your work, client case studies, and any other information that will convince prospects to do business with you. A well-designed site that’s professionally executed is an important part of growing your cybersecurity service business.
Let’s face it: many people now have access to computers, smartphones, tablets, laptops, smart TVs and some other devices. This is a great opportunity to create your website specifically for this purpose and put yourself under a spotlight that would help your brand gain popularity. You should also bear in mind that you should have at least one page where you outline your products and services. If your company has multiple pages, then add another in your sales funnel to encourage leads, and offer another section in your blog where you discuss interesting news and developments in the market.
Your Social Media Presence
You are not alone if you haven’t thought about using social media for your small business, especially nowadays. They are extremely powerful tools nowadays when it comes to branding and attracting new guests to your site. But the good news is that your social platforms aren’t enough to become popular. Instead, use LinkedIn and Instagram to develop relationships with people who are interested in your content. As long as you regularly engage with your audience, you'll find people looking for information on your company and products. So, you need a solid social media system that will allow you to maintain engagement with your followers.
Unless you have an active email list, Twitter and Linkedin are important sources to promote your website. Both platforms allow users to create hashtags, which can be used to drive traffic back to a site in exchange for more exposure. For example, if you want people to visit your cybersecurity service website after creating a profile on Twitter or Linkedin, write about cybersecurity and create a hashtag like #cybersecurity or #cybersec that drives traffic back to your website.
While a website is important, don’t forget about Facebook. Take advantage of face-to-face marketing by setting up ads and using them to promote your website. It might seem like a silly idea to spend so much time on a social network, but most of us still spend more time on Facebook than any other site. With advertising, you can get in front of potential customers as they browse their News Feeds.
Identify Partners in the vCISOnews Community!
When you’re first starting out in business, you may be unsure where to look for leads. Start by identifying groups of partners who can help you with your cybersecurity service business. Reach out to these communities and ask about meeting their needs—and then learn more about their day-to-day operations. This will give you a better idea of what businesses need from your cybersecurity service business, as well as how they go about finding it.
Your Email Campaigns
Don’t overlook one of your best assets: an email list of people who have willingly (well, mostly) opted-in to get more information from you. Emails have a far higher response rate than social media messages, and that means more opportunities to talk about what you do—which is exactly what people want when they’re looking to partner with another cybersecurity business. Plus, those subscribers can become your most loyal customers over time.
If you do email marketing and have dedicated subscribers, then you might want to consider investing into your personal email list as well. That way, you can improve your contact list’s quality and avoid spamming it with irrelevant emails. This means that you can stay focused on working instead of worrying about the latest updates.
Cybersecurity Digital Marketing and Content Creation
If you want to keep your message clear and concise, then it’s essential to set up your website correctly, optimize your blog posts and content, and run Facebook ads according to your budget. Besides, make sure you’re familiar with SEO, and follow any trends that exist in the domain. In addition to blogging and Twitter accounts, social networks aren’t the only places that you can publish and promote your pages. For example, YouTube videos, podcasts, and demos allow you to expand your reach in the technology world. Furthermore, you can try different design strategies, such as photography or video editing. Don’t choose bland designs and simple templates, either, otherwise they won't attract anyone and be very boring.
Your Branding (and Recommendations)
You can spend a lot of effort optimizing your social network accounts to ensure that your social channels are properly optimized and your profiles show up in search engines. On top of that, your website should contain keywords relevant to your industry, as well as your product descriptions and descriptions. You should also mention several times your service and solutions in your blog posts and newsletters. Moreover, you can place your logo on your social websites, so companies see exactly what kind of services you provide. Try to have a consistent approach when talking with your audience and your target audiences. Make sure to give some examples of your results and talk about how you used their solutions and services.
Write Guest Posts For vCISOnews to feature and get awareness for your business!
Guest blogging is a great way to get your name out there, but only if you’re reaching an audience that aligns with your business goals. If you’re looking to grow your cybersecurity business, it makes sense to target publications read by industry professionals who are eager to add new services (or options) to their client roster. Check out sites like Security Boulevard or Dark Reading for great recommendations—and stay away from overly commercialized channels.
Offer Free CyberSecurity Training Videos
Every cybersecurity business needs to train its clients in how to defend against breaches and data theft. We’re living in a time where everyone knows someone who has been affected by cybercrime, making security-related services an incredibly hot category. To get your business started, give away one-minute videos outlining ways your audience can better protect their information online. These mini clips could be delivered via social media or through your newsletter series as an introductory teaser to offer more specialized advice down the line.
Cybersecurity Tutorials on YouTube
Video content is a great way to quickly and effectively communicate important information. In fact, according to HubSpot , 80% of all internet traffic is expected to be video. If you're planning on developing a marketing strategy for your cybersecurity service business, it might be a good idea to create some educational videos. Video can help educate prospects on how their business can solve problems, develop a better customer relationship through communication and even help prospects understand technology jargon or processes they aren't familiar with.
Grow your leads exponentially with PPC
If you’re interested in growing your cybersecurity business, one of your best channels is a Pay-Per-Click (PPC) campaign. With PPC advertising, you’ll be able to target customers who are looking to spend money on information security services. If they see your ads while they’re looking up relevant keywords, they may click through and become a customer!
So many options, but what should you focus on?
As mentioned above, a large part of digital marketing is to bring attention to your brand, so people in your targeted audience know about your company, its solutions and everything else that happens on your side. Therefore, you should consider both building your thought leadership and authority as well as hiring professionals who understand your company and give you the ability to market it properly on the Internet.
If you need any help understanding what are some good marketing and lead generation strategies for your business or need help with implementing some of the strategies mentioned connect with me and I would be happy to setup an exploratory conversation.
About the Author:
Loredana Niculae is the CEO of NNC Services, the leading marketing automation consulting firm for B2B technology companies. Loredana is an Official Member of Forbes Business Councils a B2B Academy instructor.
Comments