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Marketing for cyber companies: the secrets

Published on Thursday, 23rd July 2020

The industry is a brilliant one with some of the smartest minds around working on projects and technology that will have a huge impact on the way we navigate online. And now is the time to make some noise about who you are and what you’re doing. Cybersecurity is needed now more than ever before, and it’s time to get your marketing in place.

So, where should a cybersecurity company begin in marketing?

Cybersecurity marketing - where to start

Start at the beginning. Who are you? What are you selling? What does the market look like right now? Defining your company and your products will help you understand how to position yourself against similar businesses.

The look and feel of your brand and products are very important, as these will resonate with your prospective buyers. They want to buy a product that they know will work but also has values that match theirs.

Defining your audience

Who is your audience? What do they know about cybersecurity? What are their pain points? You should know your audience inside out to understand what they need and what inspires them to purchase.

Once you’ve defined this, then it’s time to look at what they need to see and hear in your messaging to bring them to your products and services. Don’t be afraid to look at your competitors to see what they’re doing. What do you like about them? Do they have an engaged audience? What are their messages?

Website

Your website is your shop window so it’s imperative to get this right. Ensure visitors can find what they’re looking for straight away and they can navigate easily through the site. Choose your keywords carefully to make sure they are the ones used by your audience to find solutions. Create content based on these keywords to drive traffic to your website.

Getting your name out there

Use a combination of brand awareness and sales tactics to increase your visibility and make those sales. Brand awareness is crucial to tell people who you are and encourage trust. More than any other sector, cybersecurity is an industry where trust is absolutely key, to purchase and for long-term partnerships with clients.

Sales tactics such as promotions and discounts, help to persuade someone to step over the line and make that purchase.

Marketing gets results

Be in places where your audience. Consider reviews, newsletters - yours and from other organisations, webinars, speaking opportunities, podcasts, social media updates, PPC and ads, direct mail, as well as comments and articles. Get your messages into the hands of your potential buyers.

Our work with cybersecurity companies has seen them placed in SC Media, Dow Jones and take part in national events as speakers.  Contact the Oggadoon team to find out more.