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Listen in! Pick up some expert advice to a reader's question that we selected from CyberSchmooz.

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4 Strategies for Marketing a Cybersecurity Consultancy

 

Today, there is a highly competitive market for cybersecurity products and services. If you’re starting or running a cybersecurity consultancy, it’s important to make sure that your solutions and your expertise are able to stand out from the crowd. To do this, you’ll need to invest time and effort into putting together an excellent cybersecurity marketing strategy.

Understand Your Audience

Understanding your audience is crucial and should be the first step that you take in your marketing strategy. Understanding who your ideal customers are by putting some customer personas together will help you determine the type of challenges that they are facing and how your consultancy will be able to help. For example, if you are marketing to small business owners, you will need to become familiar with the problems that small businesses face and resolve them. Understanding your audience will ensure that you can get clear and relatable with your message.

Provide Education

Every business needs cybersecurity today, with nobody safe from hacking attacks and data breaches. However, few people outside of the industry know more than simply what they see in the news headlines, which sadly tends to focus on large businesses and does little to educate small business owners on the type of risk that they are actually facing. A cybersecurity marketing strategy should strive to answer any questions that their target audience has about the industry and the issues that they could potentially be facing.

Demonstrate Your Expertise

Investing in a cybersecurity consultancy does not usually come cheap for many businesses, particularly small businesses on a budget. As a result, demonstrating your expertise is a crucial factor in putting together your marketing strategy that will help you gain the trust of your target audience and earn a name for yourself within the industry. A strong content marketing strategy in which you provide education and value to your readers or viewers is one of the best ways to achieve this. Provide explanatory blog posts and articles about how effective your services or products are and make sure that they are easy for anybody to understand regardless of their level of familiarity with the industry.

Create a Sense of Urgency

Finally, good cybersecurity PR can help you create a sense of urgency around what you offer and encourage your target audience to take action. In this industry, the urgency is definitely real with a huge percentage of small to medium businesses falling victim to cyberattacks, hacking attempts and data breaches on a yearly basis. And, with many small to medium business owners being unaware of the risks, cybersecurity companies are playing a hugely important part in providing education and minimizing attacks. Stick to the facts and use your expertise to convince small business owners that cybersecurity is a priority that they should be concerned about.

With small to medium businesses now the biggest targets for cybercriminals, cybersecurity solutions are enjoying higher demand than ever before. Whether you’re offering a cybersecurity product, service, or both, keep these tips in mind for putting together an effective marketing strategy.

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