cyber security marketing
Below, we’ll discuss why cyber security marketing can be such a challenge and what marketing techniques cyber security organizations can use to improve their reach and conversions. Review analytics for your current content to find the most popular or searched for topics and terms. Not only will your content need to be comprehensive and data-driven, but you’ll also want to ensure that it is unique. Key insights offered in the report â¦ As a result, your potential customers need a significant amount of education to understand what threats they face and what solutions they may need. According to the same Global Information Security Survey mentioned above, only one in five, or 22% of those surveyed said that they fully incorporate information security into their strategy and planning. A cybersecurity marketing strategy needs to answer these questions. In addition to a written case study, you might also consider turning your case study into a video for further visual impact. According to inbound marketing experts at HubSpot, 75% of executives watch work-related videos on business websites at least once a week, and 59% of executives would rather watch a video than read text. Monthly offers and sales promotions like a free trail, which can encourage prospects to sign up. With the EUâs new data protection laws (e.g. We help technology companies communicate more effectively, reach new audiences and drive leads. Here are a few types of content that can help you reach customers at different points in the buyer’s journey: Blogs are great for attracting prospects in every stage of the buyer’s journey. When it comes to content marketing, there are a number of different types of content that you can use to reach and engage your audience. With cyber security, landing pages need to quickly and clearly communicate the value of the offer. Long-form assets like e-books are great candidates for gated content. Unfortunately, it can be difficult to find a balance between standing out while still remaining credible. Though it’s easy to just target CTOs, these are not the only people interested in your solutions. People are emotional creatures and itâs important to know and understand these stats to tailor your content to hit emotional triggers. You canât hide from the figures and youâd be remiss to ignore them in your content. It can be easy to slip into the fear-based approach when your product protects businesses from alarming outcomes â especially considering the bleak picture the statistics paint. Offering downloadable content like e-books and whitepapers is also an excellent way to convert your site traffic into leads that you can later nurture. Video content that emphasizes the importance of cyber security and communicates the value of your company’s offering. Like all agencies, weâve won some and lost some. Many marketers feel that paid campaigns and inbound marketing don’t mix, but the truth is that when you combine these two strategies, you end up with a powerful campaign. While getting prospects to this stage takes a little work and a lot of nurturing, paid campaigns can help accelerate the process for those who are ready to make a purchasing decision. Fifty Five and Five are a full-service digital marketing agency.â¯We combine great marketing with an innate understanding of the Microsoft Partner Network. With threats evolving at a frantic pace, companies of all sizes are deciding where and how to invest in products and services â¦ Cyber Security Marketing Tactics That Actually Work March 19, 2020 Adam Root Whether you want to attribute it to the rise of interconnected devices in the IoT revolution or just the growing instances of cybercrime, the cyber security industry â¦ Overall, email marketing is an effective way to stay connected to those leads who may not yet be ready to make a purchase. Testimonials from satisfied customers and case studies that showcase success stories are the way to go. Part of the job involves explaining that the risks are huge and the dangers imminent. The three personas you will likely encounter when marketing to enterprise-level clients include risk managers, chief information security â¦ In this post, we highlight five ways for Microsoft Partners to develop a cybersecurity marketing strategy which will generate leads and boost profits. Want to learn how cyber security experts, Incapsula boosted organic traffic by 107% in just five months after partnering with Seven Atoms? However, with the critical nature of data security, the CEO will often be the final decision-maker, and other C-level executives may also be involved in the decision-making process. With this sort of asset, time is of the essence – the older the data is, the less likely prospects will find it useful. What are the dangers? Reach thousands of website owners daily, inform them of missing security features, and earn money while gaining trust as an â¦ Do you need help developing a cybersecurity marketing strategy? These are: Understanding your audience is essential, and should be the first step for all marketing strategies. Marketing Platform Become an authority in the cyber security marketplace. For example, an estimated two million cyber attacks in 2018 cost more than $45 billion in losses worldwide. To improve both online security and shopper interaction, brands need to employ a business-centric, holistic approach. All of these individuals will have different pain points and will need to be addressed in different ways. Every business needs cybersecurity, but few people outside of the tech world know more than what they see in the headlines. We have been able to get great results from LinkedIn as well as Google retargeting ads. Quotes from the client are also helpful as they make the case study more believable and compelling. Selling cybersecurity is different than selling other IT products and services. To help keep digital marketers up-to-date with the latest cyber security trends, we have gathered the following list of â¦ CMOs are not typically involved in managing cyber risk; in fact, only 22% of consumer product companies include CMOs on incident-response teams in the event of a cyber breach. In fact, according EY’s 19th Global Information Security Survey 2016-2017, almost one-third of information security managers and IT leaders surveyed said that a lack of executive awareness and support was a significant challenge in developing an effective cybersecurity plan for preparedness. Links to your most recent blog posts talking about recent attacks or security concerns and those that break down complex cyber security topics for a wider reading audience. Creating a culture of cybersecurity in an organization requires the talent of a marketing department that, campaign after campaign, will reiterate the importance of security training, good â¦ Education is therefore essential when it comes to a cybersecurity marketing strategy. In the meantime, you need a way to nurture these leads and move them further down the funnel. Be sure to regularly monitor your campaigns to see which types of content, subject lines, copy, and images are most effective in regard to open and click-through rates. Fear based messaging doesnât affect behaviour in the way youâd want it to. Here are just a few of the roadblocks you may face when trying to get your target audience to sign up for a demo: New cyber security companies are popping up all the time in response to the heightened demand. ofÂ Deckardâs whiskey glass, I canât wait to seeÂ KatsuhiroÂ ÅtomoâsÂ Akira inÂ pin-sharpÂ 4K,Â andÂ if anyÂ technological development... Every so often theÂ worldâsÂ contentÂ creatorsÂ and SEOÂ specialistsÂ becomeÂ suddenly impassioned by whatâs known as aÂ âcore algorithm updateâ. To get information on various segments, share your queries with us The global cyber security market report offers qualitative and quantitative insights on cybersecurity solutions and detailed analysis of market size & growth rate for all possible segments in the market. Let us know what you think. In order to promote a webinar and drive attendance, paid channels work well. You can use paid marketing campaigns to drive more prospects to your demo request landing page. Finally, for those prospects that are ready to buy, you can go with a topic like “X Reasons to Choose XYZ Security for Your Anti-Malware Software.”, This is an example of a good TOFU blog post. Here is a good example of an ad promoting a webinar. Content marketing, email marketing, social media marketing â¦ When businesses make decisions about cybersecurity solutions, thereâs a lot on the line â the average cost of a cyberattack is Â£20,000. Marketing Envy specializes in B2B digital marketing solutions for cyber security companies that want to differentiate themselves, become the incumbent of their ecosystem in a language their customers â¦ Presenting technologically-advanced products in an appealing and relatable manner is a struggle all cybersecurity and IT companies can relate to. By promoting your content through paid channels, you can start to see results more quickly, allowing you to get the most out of the content you’ve created. So, to ensure that your expertise and solutions stand out from the crowd, you need an excellent cybersecurity marketing strategy. January 28-30, 2020 / Tel Aviv, Israel. However, video content allows you to more easily break down complex ideas for a wider reading audience. Personas not only put a face to your target audience but also provide actionable insights to help you decide which strategies will work best, including how to communicate, which marketing channels to use and what kind of messaging will have the desired impact. But what is... © Fifty Five and Five 2020 - Our head office is registered in England and Wales as company no. Even if you decide to pre-record your webinar, you can still accept viewer questions and respond in a follow-up. Alex loves writing and technology, so he jumped at the chance to combine the two as a writer at Fifty Five and Five. A digest of relevant articles from reputable industry publications that helps readers better understand hot topics in cyber security. First, let’s talk about content marketing amplification. By providing real examples of these issues in your video content, you can help make the statistics more relevant and help create a stronger sense of urgency. If you flood your prospect’s inbox with emails about the various cyber threats they face, they will become desensitized to them and lose interest. Over the past few years, we’ve identified a number of tactics that work well for cyber security companies and that ultimately generate demo trials and increase sales. A persona is a semi-fictional representation of your ideal customer. Cyber-security marketing is developing at a rapid rate as the industry becomes more and more competitive, meaning PR and marketing professionals need to be able to adapt quickly to stay ahead of the game. SevenAtoms is a top-rated digital marketing agency in the San Francisco Bay Area. As with any offering from a technology company, cyber security solutions can be difficult for those outside of the IT world to understand. Then, reassure themselves that âItâll never happen to themâ or âcome on, what are the chances?â Consider that their fear controlled and your product forgotten about. Creating personas for marketing that have impact, Fifty Five and Five at Future Decoded: Morning Keynote, Marketing in the Black Mirror: Our industryâs sci-fi (near) future. Email marketing is an effective way to do just that. However, as with other parts of your marketing campaign, there is also an opportunity to repurpose your webinar to get more out of this content. You need to build trust and showcase your expertise. The cyber security market size was valued at $149.67 billion in 2019 and is projected to reach $304.91 billion by 2027, growing at a CAGR of 9.4% from 2020 to 2027. Cybersecurity Marketing Cyber security is exploding as a market, and so are the demands on digital marketers to keep pace with dramatic growth in services, solutionsâ¦ and competitors. There are many ways that your company can use video to engage and educate your audience. It starts with letting consumers know that the brand is taking action. This is a surprisingly low percentage given the increase in the number of cyber security attacks in recent years and the average cost of these breaches. This will require you to create a tailored landing page that introduces the asset’s topic and provides enough detail for the viewer to determine it is relevant without giving away the good stuff. Therefore, they need to know that theyâre in safe hands. To create an effective cyber security content marketing plan, you need the right mix of information, reassurance, and accurate buyer personas. Cybersecurity is now being regarded as business-critical â a situation which has led to more opportunity for businesses selling cybersecurity solutions, as well as more competition than ever. Listen to this blog post instead. In addition to using the tactics above, it’s also important to keep a few things in mind about your audience. Another aspect of downloadable content that you’ll need to consider is the landing page. Any online marketing efforts should also include measures for cyber securityâ¦ Content marketing is key here. This can be an especially helpful tactic when you’re trying to target CEOs and other C-level executives who need more education. Over the years, we have worked closely with our clients to figure out what works and what doesnât. Selling Cyber is a special quarterly feature devoted to cybersecurity sales and marketing professionals. Outlandish or over-exaggerated claims may draw a crowd, but, in the end, it is the credible companies that communicate their honest value that will find the greatest long-term success. You can learn more about creating personas for marketing here. To gain extensive insights into the market, Request for Customization Along with this, the report provides an elaborative study of market dynamics, emerging trends, opportunities, and competitive landscape. High-ranking IT professionals will likely have a say in which cyber security solution a company decides to go with. Ultimately, this data suggests that cyber security marketers must find ways to create a sense of urgency for potential customers and emphasize the importance of acting pre-emptively. In fact, according to a Cybersecurity Market Report published by Cybersecurity Ventures, worldwide spending on cybersecurity products and services is predicted to surpass $1 trillion from now until 2021. Everyone who works in cybersecurity marketing knows that itâs a complicated, constantly changing industry. Develop educational content that clearly demonstrates how your product solves a real-life cyber security attack and back it up with case studies, independent industry reviews etc. For more middle-of-the-funnel leads, topics like “How to Identify Phishing Emails?” or "DDoS Mitigation Best Practices" would work well. 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