Cybersecurity Marketing: Specs or Value?
When marketing to prospective customers of a cybersecurity solution, there are often two distinct audiences: those who know the technical aspects of cybersecurity and those who don’t. It is common to sell to both groups, so to find the right marketing strategy you must take into consideration the way both groups intake information and understand what they find important.
With such a technical subject, it might be tempting to market with technical specifications. But this only reaches half your intended audience, and it might even lose them on some level. While using technical details isn’t forbidden, there is a way to use it wisely. And there is a way to craft a message that weaves broad technical strokes with an overall value proposition.
Technical Specs for Technical Readers
Technical details about a product or service include things like system requirements, network speed, compatible operating systems, host platforms, databases, virtual environments, Web browsers and hardware specs. Unless a customer is really interested in technology, it’s likely this information will be lost on the decision makers at whom marketing is targeted.
However, that does not mean technical specifications should be omitted. These facts are critical for a company to know if it will be possible for them to use a certain cybersecurity solution. Many customers look specifically for this information before reading further. If a product or service doesn’t fit a company’s needs from the start, it would be a waste of time to invest effort into learning more.
There is a time and place for technical details. Because some decision makers look for the information first and want to digest it quickly, the best way to present technical information is in a fast facts chart on a website, product page or in marketing collateral. This way the facts are included to help make sense of a selling point, but don’t take away from the focus of the overall message.
A company’s value proposition is the presentation of reasons it is valuable to the market and the customer. In other words, it’s the why a customer should purchase from a company. A value proposition can range from the simple (providing strong defense against insider threats) to the complex (partnering with companies to monitor cyber activity from the perimeter and combat attacks with intelligence). Whatever approach your client is looking for, it’s good to keep the statement or idea straightforward and honest.
The value proposition is essential to first establishing a marketing strategy, but also in providing evidence of what a company brings to the market. This should guide all marketing messages to ensure consistency across all copy and adherence to a company’s mission statement.
Value propositions are also beneficial because of their relatability and appeal to every reader. As mentioned before, value propositions are straightforward and honest, written in a way that anyone can understand. This helps simplify the message of even the most complicated cybersecurity company.
You may be marketing to the most technologically-educated decision makers, but you are also going to encounter the average business owner who knows nothing about cybersecurity other than it’s a necessary tool in a digital landscape. These are the customers to keep in mind when creating and using a value proposition. Let them truly understand why they need a cybersecurity solution – and make it seem only natural that it should be your client’s solution.
Marketing to Everyone
Whether you use technical details or the ever-important value proposition, you must market to everyone. Cybersecurity is no longer a niche market. It’s an industry with companies dedicated to providing the best services and products for defense against cyber-attacks. This applies to everyone with a computer and something to protect, which is what your marketing should do as well.