Cybersecurity is a hot industry, and for a good reason! Cybercrime is costing the world billions of dollars, and companies are getting hacked left and right. Every business needs to protect its data and networks from cyberattacks. As a cybersecurity company, you can help your clients fight back against hackers and cybercriminals. But to do that, your team needs to know how to market a cybersecurity company to potential clients.
Cybersecurity Companies Are Growing Fast
The cybersecurity market is growing fast. According to Statista, the cybersecurity market is expected to his approximately $217.9 billion by the end of this year. However, the market is expected to grow significantly in the next five years, reaching nearly $345.4 billion by 2026.
That’s because the cyberthreat landscape is constantly changing. Hackers are getting more sophisticated, and cybercriminals are getting better at finding new ways to attack your clients and steal their data.
That’s why businesses and other organizations are continuing to spend more on cybersecurity. In fact, studies show that businesses spend an average of between 5.6% and 20% of their IT budget on cybersecurity.
The good news for cybersecurity companies is that they can use their cybersecurity expertise to help their clients build a better defense against cyberthreats.
How to Market a Cybersecurity Company: 5 Strategies Worth Trying
When it comes to marketing a cybersecurity company, there are many different strategies you can use. But if you want your business to reach its full potential, you need to make sure you use the right ones.
Here are the five strategies you need to know:
1. Social Media Marketing
Social media marketing is the number one marketing method used by B2B marketing teams today.
It’s a powerful marketing tool and an excellent way to keep in touch with your current and potential clients.
- You can use social media for several different purposes, including:
- Promoting your company
- Generating leads
- Building brand awareness
- Increasing sales
But if you want to use social media to promote a cybersecurity company, you need to make sure you focus on the proper channels. This will depend on your target audience, their age, and where they spend their time while browsing social media.
2. Content Marketing
Content marketing is one of the most effective marketing strategies used by organizations of all sizes. It’s a great way to keep your clients and prospects informed about the latest trends in your industry. You can also use it to share tips and tricks to build a better defense against cyberthreats.
Content marketing can take on several different formats, including:
- Whitepapers
- Blog posts
- Guides/eBooks
- Video content
- Case Studies
- How-to Articles
- Infographics
Even better, once the content is created, there are dozens of available ways to distribute it to your audience, including email and via your social media platforms.
3. Email Marketing
Another excellent marketing method is email marketing. You can use email to send your clients and prospects a variety of information and updates, including:
- Newsletters
- News updates
- Sales messages
- Updates on product launches
- Promotions
Email marketing is an excellent way to keep in touch with your clients because it’s one of the few marketing tools that can be used across all devices, including desktops, laptops, tablets, and smartphones.
Even better, email marketing is one of the only methods that allow you to keep in touch with those who actually want to receive your messages.
4. Paid Advertising
If you’re looking to promote a cybersecurity company, paid advertising is a great marketing strategy. Unlike other marketing methods, paid advertising allows you to direct your ads/content right to a specific audience. This is a great way to boost your company’s visibility and connect with your clients.
Depending on the platforms you’re utilizing, the options for placing paid advertisements are endless. These include:
- Google AdWords
- Facebook Ads
- LinkedIn Ads
- Bing Ads
- YouTube Ads
- Instagram Ads
- Pinterest Ads
- Twitter Ads
The only downside is that it’s one of the more expensive marketing strategies. But with a strong campaign, you can attract a wide range of clients.
5. Webinars
Webinars are a great marketing strategy that allows you to broadcast live events to your clients. You can use webinars for a wide variety of purposes, including:
- Presenting new products and services to your clients
- Building relationships with your clients
- Educating your clients on the latest cybersecurity research
- Informing your audience of the latest threats/breaches
- Sharing training on how to maximize their security using your products/services
Webinars are an excellent tool because if you choose to record the event, you can then save and repurpose the content in various ways at a later date. You can take snippets of the webinar and share them on social media, or you can take facts/data from the event and use them to create a report or blog post that you can then share on your website and as part of your next email campaign.
This form of video content is worth exploring, especially as more consumers turn to videos than more traditional content when searching for information about a brand or their products/service. One study showed that approximately 96% of users found videos helpful when making a purchase decision, while 93% said they found videos helpful for instructions post-purchase.
Take Your Cybersecurity Marketing Up a Notch with ABM
When trying to find out how to best market a cybersecurity company, it’s vital that you look for methods to stand out from the competition. One way to do that is through account-based marketing (ABM).
ABM is the marketing and sales strategy that helps build lasting relationships with your clients by targeting their specific needs. It works especially well for those in the cybersecurity market because you must have a deep understanding of your audience, their problems, and how to help.
If you’re curious how AMB can help you market your cybersecurity company, then download your copy of our eBook, “Why Your Cybersecurity Company Needs an Account-Based Marketing Strategy.”
