Industry Spotlight: Inbound Marketing For CyberSecurity

3 min read
Mar 27, 2017 10:27:42 AM

The internet has changed the way we do business, live our lives and connect with other people. Although advancing technology has made many things faster and easier, our increased online presence can also lead to danger with our personal information exposed. The cybersecurity industry has developed and expanded to deal with these emerging security threats and online attacks. Inbound Marketing For Cybersecurity

Reports show that the global cybersecurity market is expected to be worth $170 billion by 2020, up from $75 billion in 2015, growing at a compound annual rate of 9.8%. With all of this growth, companies are facing a greater challenge to differentiate themselves within the market. That’s where inbound marketing for cybersecurity comes in.

Dare To Be Different

You can use inbound marketing for cybersecurity to stand out from your competitors. Understand what your customers want and need, and show them how you can deliver that better than any other company. You can do this by creating clearly defined buyer personas, and tailoring your marketing efforts to them. There are some company’s that just won’t be the right fit for your cybersecurity business, and that’s fine. Your marketing will be more effective when you focus on the right personas.

[DOWNLOAD] Download my free whitepaper on how to create buyer personas, so you can better  attract, convert and close.

It can be easy to get caught up in attracting and converting new customers, but don’t forget the delight stage of inbound. Provide excellent customer service and resources to help customers get the most out of your service. Be sure to listen to the feedback you get from customers as well, and look for ways to improve. Finding ways to delight your customers will turn them into advocates of your company. If that wasn’t reason enough, keeping a current customer is less expensive that obtaining a new one; it costs five times more to attract a new customer.  

Content Strategy

According to the Content Marketing Institute, 80% of business decision makers prefer getting information about a brand through an article series over ads. Producing content that addresses people’s problems and concerns becomes the foundation of the inbound marketing strategy for your cybersecurity company. Think about your buyer personas’ concerns. They have their own customer data to protect and as we have learned from the big data breaches of the past few years, they know how important it is to avoid damaging their brand by being hacked. Use content to show potential customers ways to protect their business or where they might be vulnerable. Keep your blog updated with fresh content often (which Google also likes); several times each week is best. And don’t forget to grow your contact list through premium content offers and landing pages that capture leads.

Just because you work for an “unglamorous” industry, doesn’t mean that your content can be boring. Look for ways to spruce up your content marketing, such as writing in a conversational tone or using great examples to illustrate your points.  

Choose The Right Keywords

Developing your keyword strategy is the way that the content you are creating will get found. You’ll need to create a list of relevant keywords for your industry, especially long-tail keywords that face less competition, giving you a greater chance of being found organically. One potential problem with cybersecurity or IT is using jargon that is too specific. Yes, some potential customers will know these terms, but not everyone will. Be sure to optimize for keywords that someone who is not as knowledgeable about the industry might use. With marketing for any industry, you need to remember the human on the other side of that search query and what they are really trying to find out.

Build Trust

When you’re dealing with something as important as personal and company data, your customers will need to trust that you know what you’re talking about and can get the job done. Use your marketing to build trust. Publishing in-depth, high quality content such as whitepapers and eBooks that provide solutions and answers for your audience will prove your value and industry authority.

Building a reputation as a thought leader will help increase your credibility. Share your knowledge and expertise and your audience will see you as their go-to resource for information about the industry.

Ramp up your social media presence as well. Social media platforms are not only the perfect place to promote the content you create, but also to share other relevant information from additional sources with your audience. Remember, inbound marketing for your cybersecurity company is not just about your services, but about providing the right information to the right person at the right time. Being entirely self-promotional will turn people away. You’ll build your reputation by consistently sharing helpful, relevant content with your audience.

Inbound Marketing 101


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