As data breaches become more commonplace, competition in the cybersecurity industry tightens. The cybersecurity market is expected to reach over $360 billion dollars by 2025, with more companies offering solutions that promise to keep hackers and cybercriminals away from businesses.
In a sea of virtual providers, it’s important that you differentiate yourself using marketing strategies that worked for other industries. Enter content marketing. According to a recent report from the Content Marketing Institute, more than 70% of B2B marketers say content marketing helped them increase audience engagement and leads.
Almost every successful cybersecurity company lets content do the selling. Here are three important strategies to incorporate in your writing to earn more customers:
1.) Win customers over by educating them about the dangers of cyber breaches (But don’t scare them!)
Most companies are still unaware of the dangers of cyberattacks and live by the “it can’t happen to me” mentality. Pique your prospects’ interests as soon as they land on your website is by making it clear what the risks are of not investing in products like yours. There’s a fine line between educating and instilling fear in your customers. Motivating people through fear drives sales, but only when you are subtle and can back up your claims with data. Focus on painting realistic scenarios that your prospects can believe.
Symantec does a great job of telling prospects how breaches can wreak havoc on their business: “It takes 7 seconds for a breach to seriously cripple your business. It takes an industry-leading, integrated cyber defense platform to protect it,” read the first words on their landing page. [...] With 100s of point-solution vendors and cheap, ineffective tools, enterprises face a cybersecurity dilemma that only a truly integrated platform can resolve.”
Gold Comet’s landing page is another good example: “In light of the COVID-19 outbreak, millions have been working from home, and keeping your work private and secure can be a concern. Gold Comet is a patented, private messaging system that provides peace of mind when working remotely. Keep all of your communications, work from home products, and proprietary/personal information safe and secure.”
Both messages feel urgent, but the dangers are reasonable and more likely to convince buyers.
2.) Create brand awareness with well-researched blogs
Blogs are an incredible indirect selling channel for any type of company. To reap the benefits of blogging, you need to focus on creating well-research articles that resonate with your intended audience. Make sure to diversify your content to appeal to each individual buyer persona, from decision-making prospects, to current customers and cybersecurity connoisseurs.
If you’re not sure where to start, turn to the news. Piggybacking on trending news topics to produce your own content is a common technique called “newsjacking.” One of Gold Comet’s most recent blogs talks about “Cybercrime and COVID-19” and provides examples of how the pandemic left many businesses exposed to cyber-attacks. Carbon Black also found inspiration in the news and came up with a blog about “Securing the vote in the 2020 election.”
Outside of the tech world, few people have a solid grasp of cybersecurity concepts, so educating readers is essential for conversion. That means creating content that explains in simple terms how the cyber world works. Cisco, for instance, wrote an entire “What is” series to educate customers on cybersecurity. Their “What is phishing” article contains a Phishing Awareness Quiz, as well as specific advice on how to prevent it.
3.) Showcase expertise through testimonials and case studies
Buying cybersecurity products requires a serious investment of time and resources. The best way to push prospects to the edge of conversion is by bringing solid proof of your expertise. Use strong figures, case studies and testimonials to show prospects you’re worthy of their business.
Symantec’s case studies tell a powerful story about their products, combining impactful quotes from clients with specific results. Here’s one example: “With Symantec Email Security.cloud, approximately 1,400 spam emails are blocked daily throughout the company, bringing the number of email viruses down to zero. Customer can now check their emails without having to worry about spam emails, boosting work productivity.”
White papers and e-books can also help you nurture leads and establish your company as a thought-leader in the cybersecurity industry. Delta Risk offers several white papers in exchange for valuable user mails.
Prominently displaying your accolades, as awards are another win in customers’ eyes. The same goes for mentions in the news or important industry reports. You can also learn from companies like Trend Micro to boost brand credibility with an impressive partner list.
Writing for a cybersecurity audience requires more finesse than other types of content, but many companies don’t possess the right talent or can’t allocate enough resources for content creation. With the right technique your content can drive conversions to new levels, even more so with expert assistance.
At Americaneagle.com, we have specialized content creators, digital marketers and SEO specialists who know the cybersecurity industry and what type of messages can turn your prospects into buyers. Browse our services to see how we can make content sell for you.