Marketing in the cybersecurity realm certainly has its own unique challenges. When it comes to something as important as security, you need a way to stand out amongst the crowd, without straying too far from the basic principles.
Your growth as a cybersecurity company is directly dependent upon the trust your current and future clients have in you, as well as your ability to deliver a high quality product or service.
Many cybersecurity companies fall flat on their face before making it big time due to the number of challenges that must be tackled. When it comes to marketing and growing your cybersecurity business, below are the 3 major challenges and how to overcome them.
1. Trying to Be Everything to Everyone
Probably the biggest mistake you can make in cybersecurity is trying to be everything to everyone. There are many facets to the cybersecurity market and more are sprouting up each year. It’s become nearly impossible to be an all-encompassing cybersecurity suite, but you can do quite a few things really well.
Carve out your own slice of the pie in the cybersecurity niches you’re the strongest in (cloud, data protection, network, etc.) and then focus on targeting those types of buyers. By specializing, you’ll be able to provide better service to a smaller subset of customers, but you can fully establish yourself as the go-to source for that niche.
2. Having a Darn Good Product or Service
This one isn’t necessarily a marketing challenge, per se, but it’s absolutely mandatory to grow a business. At the end of the day, putting lipstick on a pig will only fool people for so long. You must have a top quality product or service, or some combination of both, that provides real value to your customers. It could be some sort of internet monitoring software or a service that secures networks and datacenters for small businesses. Whatever the case, a good product or service effectively does 80% of the marketing for you.
3. Creating Interesting and Valuable Content
When it comes to the growth of any business these days, an online presence is key to success.
In the cybersecurity realm, your reach is probably much more than just local, meaning you need a bulletproof way of attracting customers from all across globe. That’s where content marketing reigns supreme. As you plan your strategy, know that quality content wins every time. It’s not about just having the most content about any given subject – it has to create value in your readers’ lives. This is what Google cares about most for SEO and ranking on the first page of search results.
Cybersecurity is a growing market, and it’s only going to get bigger. There are a lot of players popping up, and it’s becoming increasingly more difficult to stand out amongst the crowd. Luckily for you, now you know the 3 biggest hurdles in cybersecurity marketing and how to tackle them.
To summarize, don’t try to be everything to everyone. Specialize and secure your place as a primary contender in that niche. Then, make sure you have a darn good product or service – a top quality product or service does most of the leg work for you. And finally, find a way to provide value to your readers through engaging content.