Digital Marketing for Cybersecurity: Your Guide To Building a Strategy

This is easier with a personal, face-to-face sale. Online sales require a more strategic approach. Digital marketing for cybersecurity requires patience to establish a reputation before focusing on sales.

Here is what we will be looking at in this guide for online cybersecurity marketing:

Why do online cybersecurity marketing?

Online marketing can create a relationship with your clients like no other traditional form of marketing can. Clients can review your products, get a feel for your brand, and learn about your offerings before they even contact you.

Here are other reasons to do online cybersecurity marketing:

Build trust and credibility for your business

Other industries can easily demonstrate their benefits or services, but with online cybersecurity marketing, it takes time to prove your solution’s value. Before that happens, the client has to trust you with their most valuable asset: data.

Building trust is absolute and usually takes time. Once that trust is established, you can see the benefits — of your website gets higher rankings and an increase in backlinks as more and more content creators use you as a resource.

Create easy-to-digest content for cybersecurity marketing

Most of your work contains technical jargon and complex concepts. These have to be broken down into easily digestible content that non-experts can understand for your digital marketing for cybersecurity.

Text-heavy content filled with technical jargon will wash over your audience. You must tread a fine line, where the content is still professional to give you credibility but clear and concise enough to understand.

Find a diverse target audience

Business-to-business (B2B) marketing is a challenge, as it is not as clear or well-done as business-to-consumer (B2C) marketing. You have to reach your audience within a certain level of a company, in a specific department, in companies that need data security, which is almost everyone.

Marketing efforts must be sustained and consistent as you work through the long sales cycle to reach the final sale. Ensure that your marketing strategies are ongoing to fully optimize on the benefit of engaging with B2B clients. By focusing your marketing efforts, you can talk directly to your target audience and get to the right people, immediately.

Best tactics for creating a cybersecurity marketing plan

Marketing is an ongoing process that needs to be constantly monitored, analyzed and adjusted throughout the process. There will be a research phase, then once you have all the foundational pieces, a plan can be put together on how you want to move forward.

Here are a few tactics that you can use for marketing your company:

1. Target your cybersecurity audience

The first step to doing SEO for cybersecurity is to conduct keyword research to target cybersecurity-specific keywords that your audience will be searched for, such a “best cybersecurity for small business.”

These keywords should be tailored to the services or products you offer and the type of audience you want, such as large companies or small businesses. There might be a certain sector that you specialize in, such as cloud security for real estate.

All of these factors will be considered when doing research and creating your keyword strategy. From there, these keywords will be implemented into your on-page SEO for cybersecurity, within your content, and off-page in the backend.

2. Do SEO for cybersecurity

There are two different types of SEO. There is the SEO you do in the backend, with your schema and metadata. Then there is the SEO that happens within your content, which is where you naturally place keywords and optimize your copy.

Overall, SEO is a slow-growth game. In the beginning you won’t see too much in results, but with time, the numbers will increase, as does your content. You will also start to get insights with your analytics, which will also show you what content your audience wants and how they interact with it.

3. Create a cybersecurity content marketing plan

Keywords will also play a part in your content marketing plan. A content marketing professional can put together a strategy for rolling out content to benefit the user experience, increase traffic, and attract different levels of the marketing funnel.

While it might be natural for you to publish white paper after white paper, and go deep into the numbers and analytics of your services, remember that your target audience is most likely non-technical. They are managers and IT professionals looking for a cybersecurity business to partner with, so always gear your content towards the type of searches they are doing.

If you need help finding the right voice, contact us at 888-601-5359. Our content specialists are already experts in your industry and know how to attract new customers with engaging copy.

4. Increase your audience with social media

There are already pockets on the internet where your target audience has gathered. This could be on a particular social media platform, such as LinkedIn, or maybe they all follow a technology-focused influencer. It could even be an online magazine or website such as a leadership or business title.

These corners of the web need to be identified and targeted with your cybersecurity marketing message campaigns, and should be included in your overall marketing strategy.

Research into each type of platform and what kind of medium works best should also be done. Some platforms need video content, slides, or images. Many of these areas will also require a budget to get your foot in the door, before you gain an audience or following.

Partner with a company that knows niche marketing

You want to work with a company that knows your industry and understands your business. Enter WebFX.

Our portfolio of clients shows the increases in traffic, leads, and conversions we have achieved for businesses like yours. You can also read our client reviews to get a feel for what it is like to work with us.

Request a free proposal from us to see how what our partnership will look like. Alternatively, you can give us a call at 888-601-5359 to speak to a strategist directly about how we can do digital marketing for your cybersecurity company.

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