Marketing Cybersecurity in a Saturated Landscape
Technology is undoubtedly a force in the world. It helps daily life and has integrated so much into our routines that we can’t imagine life without it. It has also divided the powers between those looking to commit cyber-crimes and those who hope to protect the digital environment.
Cybersecurity is a growing and important business, but some may argue the market has become over-saturated. With so many options to choose from when it comes to protecting a network and sensitive data, the messages have become noise. Marketing cuts through that noise.
Cybersecurity companies claim they offer something special and unique, but it’s probable your client is offering something identical or similar to its competitors. Marketing through this can be a challenge, but not impossible. In fact, it is necessary.
The industry isn’t going anywhere, and neither is the need for communicating to customers why they require cybersecurity. The key is creating a smart strategy that targets new audiences, thinks innovatively and establishes value effortlessly.
Understanding Your Competitors
In such a saturated market, competitors are everywhere. The challenge is finding all your competitors. It’s easy to find the biggest two or three, but it’s important to find all your competitors, both the bigger more obvious ones and the smaller, more hidden ones. Once you have identified your competitors and their markets, you must explore in-depth the different aspects of each company.
- Value proposition: Studying a company’s value proposition—or the reasons it presents itself as valuable to a customer—is a good way to understand the company as a whole, how it relates to your client and how it is operating within the markets. The value proposition is often at the crux of a company’s beliefs, and can be enlightening in seeing how it communicates with customers.
- Product: Learning about a competitor’s product helps to differentiate your client’s offering from all others. While it’s not necessary to know the ins and outs of a product, educating yourself on the basics and more, categorizes each product into functionality and how your client’s offering is distinct.
- Content: To not only keep up, but surpass the competition, you can follow and repurpose their content marketing. The goal is to reach the ideal customer, so looking at what has worked for other companies can inform your content strategy in achieving optimal market influence.
You must remain aware of these things to fully comprehend how your client measures up. It can also contribute to your insight about what can be successful when marketing cybersecurity among a crowded field of offerings.
Looking for New Audiences
One of the best ways to stand out in a congested market is to find a new one. A little creative thinking and inventive marketing can bring your client’s message to a fresh audience that has never or rarely hears pitches of this kind. Marketing beyond the Chief Technology Officer or her counterparts can be a great advantage when convincing a company to buy a cybersecurity solution. These are the groups or individuals vital to a company’s decisions and security:
- New industries: If your client has traditionally worked with and marketed to a specific industry, if possible, try expanding this scope. If a company normally only targets small businesses, it could try gaining a contract within a school system. Thinking broadly can help shape a marketing message to fit the needs of many clients, new and existing.
- The C-Suite: A known sales tactic is to aim efforts at the decision makers. In most companies, the biggest decision makers are the C-suite executives. Selling the CEO, CFO or CMO on security is just as important as selling the CTO. The key is explaining how cyber-defense can improve company productivity and the overall returns of implementing a solution.
- Entry-level to Higher Office: Cybersecurity is such a widespread issue, it is becoming every employee’s responsibility to think about and do their part in defending a network against threats. This has altered the message of cybersecurity to speak to all players at a company, not just the leaders. With full cooperation and education of all workers, companies will be better defended and look for the best cybersecurity option, giving your client’s message an advantage if it first reaches the collective company.
Discovering new audiences for a company’s marketing message can help a company grow and stand out among competitors. It’s important to examine who you’re reaching, what messages they are hearing, and how they can influence a buying decision.
Establishing Thought Leadership
If your client becomes the authority on its segment of the cybersecurity world, customers will actively seek that solution, advice and input. To become the authority, your client should establish a strong thought leadership.
This process involves writing quality content, (here’s a great example) pursuing experts to weigh in on certain topics, and crafting a team of innovators within the company. These elements together present a solid foundation of forward-thinking, which, when integrated with marketing messaging, creates a noteworthy solution to cybersecurity.
A saturated market often looks for the companies and professionals willing to think originally, redefine the rules and share their insights. Organizing a thought leadership with structure, reliability and a flair of the creative signals to customers and the industry your client offers the best solutions and services.
Cutting through the Noise
It’s easy for a cybersecurity company’s message to get lost in a technology-driven and crowded market. These strategies can help a marketing team cut through the noise and push a client to the forefront of reputation, expertise and saleability. Understanding competitors, looking for new audiences and establishing thought leadership contribute to a stronger message and distinct company position.