If there was one rule that fitted everything, you’d only have to learn once. That is one of the biggest frustrations within the world of business: everything changes, and what works for one industry just doesn’t work for another. Cyber security marketing strategies are a great example of this.
It’s why, when crafting a marketing strategy, you have to take into consideration the industry itself. It’s not enough to just use the skills, tools, and tricks that have worked elsewhere. Instead, you need to attenuate the process of creating a marketing strategy for the industry.
Cybersecurity is a great example of this. The cyber security industry is very different from all other technology industries and that naturally means that cyber security marketing strategies have to be different.
This is because tech companies typically structure their marketing strategies around the solution itself. They go into great detail and at great length about the technology they have created because they are proud of it – and in most cases, rightly so.
However, simply having something impressive to share doesn’t mean your customer is going to be impressed.
Cyber security marketing strategies need to be more focused on understanding the challenges of your customers. Customers don’t want to have a solution blared at them; they want to know that their vendors understand them.
This can sometimes get complicated when, as is the case for most cybersecurity companies, you have two distinct sets of customers: businesses and customers. This can mean twin tracking your cyber security marketing strategies for B2B and B2C campaigns, which is a real challenge.
But whoever you’re talking to, cyber security communications needs to be able to explain your technology in a meaningful way, rather than just sound impressive.
That is why we always recommend that cyber security marketing strategies are always:
End user focused
While there are multiple people involved in the purchasing cycle – from someone in management, finance, and IT often joining that group – they will all have one shared goal: to make the end user’s life easier. Yes, they may come at it from different angles, but the whole purpose of technology is to empower the user. If your cyber security marketing strategy focuses on this, you’ll be speaking the same language as your customers.
In the IT world, technology isn’t regarded well because it sounds clever: the question is, does it do the job? Effectiveness and simplicity of use should not be underestimated in your cyber security marketing strategies because these are critical evaluation points in the purchasing cycle.
After creating your marketing strategy, put it away for 24 hours and then have another look at it. If you were reading this to a friend at the pub, would they understand everything you said? Jargon is the enemy for your cyber security marketing strategies, because your audience will either not understand it (and therefore not purchase), or understand it and not be dazzled by your intelligence.
Of course, that doesn’t mean you don’t use any cyber security terminology – but there’s a fine line between the two.
Where your end user actually is
Executing your marketing strategy thinking about where you end user is present is just as critical as the words you use. Instead of more typical social media sites such as Twitter and LinkedIn, consider more niche sites such as GitHub and Reddit.
Willing to adapt
Just as any cyber security company has to adapt to stay ahead of the hackers, so does your cyber security marketing strategy. Changes in the marketplace happen so rapidly that your approach needs to continuously pivot as well to ensure you are not left behind.
Cyber security marketing strategies need to be different, and that’s exactly what we deliver – and have done to cyber security firms such as BlackDice and iHackLabs. Talk to us now to find out more about how we can start crafting your cyber security marketing strategies.