Are you wondering how certain small to midsize businesses gain rapid success? Well, the answer revolves around one reason: a constructive digital marketing presence. Companies that possess the capability of reaching an endless amount of targeted customers across the world possess an advantage like no other. At their core, these businesses have striking content promotion and marketing strategies that make use of knowledge transferals to enhance and advance the awareness of diverse audiences within an industry.
The commercialization of Cybersecurity products and services is a profoundly competitive niche-based industry. Competitors rely greatly on digital platforms, such as LinkedIn, Facebook, Twitter, etc., to help drive attention and facilitate business transactions as it relates to the detective, preventive, and corrective security solutions for combating emerging cybersecurity threats.
For your expertise and solutions to stand out in the crowd, you need an excellent marketing strategy. Below are the top four steps required to develop a robust cybersecurity marketing strategy:
- Understand your target audience.
- Engage with customers regularly.
- Develop cybersecurity solution awareness campaigns via articles, blogs, and/or whitepapers.
- Showcase industry skills and expertise using traditional and contemporary methods.
Understanding the Target Audience
The first step towards any successful business process is understanding your target audience. Despite the alarming fact that 43% of cyberattacks are aimed at small businesses, some small and midsize business owners still fail to grasp the importance of implementing cybersecurity controls to ensure business continuity.
These doubts unfortunately stem from myths and preconceived notions about cybersecurity solutions, including cost-benefits and skill shortages. Therefore, it is imperative that Cybersecurity Service Providers understand all the concerns and misconceptions held by their target audience. By understanding the concerns, key contents can be developed in order to address these concerns and educate small and midsize business owners.
In collaboration with cybersecurity subject matter experts at Forelon Systems, targeted cybersecurity content can be developed to help Cybersecurity Service Providers educate target audiences about the benefits of implementing a robust cybersecurity framework into their business operations.
Engage With Clients Regularly
To build an effective brand and ensure the continuous patronage of products or services, it is essential to engage with clients regularly. Engagement can be done by the regular posting of relevant articles and updates, to ensure that the information on your client outreach platform is always fresh; encouraging clients to contribute openly to conversations on your outreach platform; and hosting live or virtual events, where prospective and current clients can participate.
The preferences of your target audience should determine what outreach platform to be chosen. One way to ensure your website or platform is updated is to keep a social media calendar, which when built properly, can serve as a guide on what to post, when to post it, and where it should be posted.
Another great way of engaging with clients is by building a community around your brand. A brand community is a social system where your clients can give and receive timely feedback, share experiences, and create conversations. The community or forum is also an avenue where exclusive benefits are shared for members, thus converting them into ambassadors for your products and services.
Develop Cybersecurity Solution Awareness Campaigns via Articles, Blogs, and/or Whitepapers
Content is king, but targeted contents rule forever. For prospective clients to be aware of available solutions to their cybersecurity challenges, Cybersecurity Service Providers must ensure that targeted contents are positioned exactly where prospective clients are frequent – this ties into the need to understand the browsing habits of targeted prospects.
Studies show that digital content from blogs, articles, whitepapers, or physical presentations can boost business for Cybersecurity Service Providers by up to 70%. While many business owners are not technically-inclined, they rely on Google and some other non-specialized platforms for any information that could help shed some light on certain cybersecurity-related topics. Therefore, as Cybersecurity Service Providers, your content should be the resource they stumble upon during their quest for information.
More sophisticated threats and attack vectors will surface as technology continues to advance. Therefore, successful Cybersecurity Service Providers must continue to improve their content marketing strategy to reach maximum users.
Great content, be it a blog, newsletter, or a social media posting ensures that current and prospective clients remain engaged with the products and services offered by Cybersecurity Service Providers. Additionally, it makes available to them an avenue to ask subject matter questions about services based on the challenges within their small businesses.
Working with Cybersecurity content developers, such as the subject matter experts at Forelon Systems, is the first step to building customers’ confidence and advancing marketing goals. Our expert niche-based content helps to generate new leads, thus promoting brand awareness and increasing value-added sales.
Showcase Industry Skills and Expertise Using Traditional and Contemporary Methods
A key method of promoting a business is by showcasing the results and achievements from the application of skills, expertise, and specialized knowledge. These attributes can oftentimes be showcased via statistics and testimonials. Showcasing industry skills and expertise can be done via traditional methods of advertising which include resolving customer needs, adhering to cost-effectiveness and usability, and creating ease of communication.
Additionally, industry skills and expertise can also be showcased via contemporary methods, which includes greater involvement of prospective clients throughout the value chain, such as client-facing collaboration in the development and destination of products and services. Statistics show that 92% of new clients read reviews when deciding on choosing a technical vendor, while 88% believe in online reviews as much as personal recommendations.
As a Cybersecurity Service Provider, your organization should be focused on showcasing specialized knowledge and expertise using digital offerings, including free masterclasses to describe capabilities of tools and services; giving keynote talks at industry-specific events and conferences; delivering monthly newsletters; hosting Q&A sessions on social media platforms, etc.
At Forelon Systems, our holistic approach to cybersecurity content development includes the creation and deployment of content strategies that position a company as an industry thought leader, and drives such brand identity towards B2B client acquisition efforts. All in all, our goal is to help tell your organization’s story using methods that are bound to resonate with prospective clients across diverse industries.
