Today, the Internet is being increasingly integrated into our lives. We keep much of our personal information stored in unreliable electronic devices such as laptops, smartphones, and tablets. With the spread of things like city-wide Wi-Fi networks with untrustworthy firewalling software, readily accessible mobile networks, and easily hackable social media accounts, our information is more vulnerable than ever. In fact, the President of the United States recently issued an executive order directing federal regulating bodies to provide improved cybersecurity for a few particularly vulnerable industries. It’s safe to say that cybersecurity is a growing concern in the collective public consciousness.
That being said, one would assume it easy for almost any cybersecurity consultancy firm to market their product. Unfortunately, this is not the case. In a market with rapidly growing demand, there’s intense competition to be the next expert or innovator in the field. In order to attract that type of attention to yourself and your company, you need to have strong marketing. Here are 4 tips for maximizing the efficiency of your cybersecurity consultancy outreach using inbound marketing techniques:
1. USE CONTENT CREATION TO EDUCATE
Cyber attacks are happening daily, from run of the mill identity theft to huge hacking scandals at enormous companies like Sony. The threat is real and looming. Let the consumer know that it can happen to them at anytime, anywhere. After all, they lock their doors and alarm their homes before they go to sleep! Why not ensure that their savings and livelihood are protected?
It is good to give examples of how these type of attacks can affect the consumer. This can take form in things like podcasts, blog posts, and informational videos. You want the customer to come to you! Be a source of information for them. Use your quality content to educate them about the problem, and then provide a solution for them with the consulting services that you offer.
2. MIND YOUR LANGUAGE
Remember: the customer may not have the same knowledge of cybersecurity as you, but that does not mean they are uneducated. All of your marketing material should be educational without being condescending. Using terminology that the consumer is unfamiliar with can lead to the loss of customers over time. In making this mistake, you run the risk of alienating your customer. If they don’t know what you are talking about, it can seem like you are trying to put something over on them. Be clear and concise! The quickest way to turn someone away from your expertise is by speaking at them in confusing field-specific jargon. Though the ins-and-outs of cybersecurity may be second nature to you, often times the consumer is relying on you for a layman-level explanation. The customer must want to come back, and one of the easiest ways to ensure this happens is by communicating with them at their level of understanding. A simple solution to control for this problem is posting content with different ratings on expertise. Maybe have one “Experts Only” blog or video series, and another directed at the newcomers.
3. STAY RELEVANT
Cybersecurity is one of today’s fastest growing industries. Staying on top of the latest innovations in the field is incredibly important in order to stand out amidst your growing field of competitors. Ideally, someone should be working directly with your marketing department to ensure that content is being created which best advertises what’s fresh about your company. As a consultant, consumers are looking to you to tell them what to do with their specific problems. You want them to know that you can provide the most pertinent information and advice to help ensure their safety and success.
4. STAY ABREAST OF YOUR COMPETITION
Use the Internet and social networking sites like Twitter to find out what the leading industry professionals are talking about. Find out what their focus is, and what consumers are listening to. Reach out to bloggers, non-professional security hobbyists, and analysts. Make sure your name is out there, and that you are perceived as a firm that is constantly knows what's happening in your field. Not only does this keep you informed, it also pushes your brand into the larger conversation and allows consumers to view you as a company that wants to work with people for mutual benefit!
These 4 tips will help you enhance your cybersecurity consulting outreach, better educate your audience, and gain a more secure following!
Want more insight on what it takes to grow your company? Here's a free template that'll help you hire that person who'll make your marketing skyrocket!