Cybersecurity is one of the fastest-growing industries, driven by increasing and evolving threats. In fact, according to a recent SonicWall report, cybersecurity threats are increasingly diverse, with 2022 seeing a range of rising threats from traditional malware to emerging trends like cryptojacking. With more awareness of these issues, threats on the rise, and an uncertain economic environment, cybersecurity is among the top spending priorities for IT buyers this year.
However, as the industry has grown, it has become increasingly difficult for cybersecurity companies to stand out. Facing a crowded competitive landscape and savvy buyers looking to both understand how innovative new solutions are the best option to address their specific problem and expedite their decision making process, cybersecurity marketers need to optimize their PR and marketing strategies to differentiate their brand. Read on for 5 ways to do just that.
Use your executives to build trust. With 82% of business leaders reporting that thought leadership can increase their trust in an organization, developing executive thought leadership content is one of the most important ways you can build trust in and differentiate your organization. Developing unique, vendor-neutral content can also help to insert your company into conversations that are otherwise difficult to penetrate.
Expand executive leadership on social media. Social media can - and should - be used to complement traditional executive thought leadership strategies. With 83% of executives reporting they use social media in the decision-making process when choosing a new vendor, and social media algorithms continuing to deprioritize brand accounts in favor of individual thought leaders, it’s a vital part of the sales and marketing program. The authenticity of executive visibility on social media can build greater trust and engagement in a brand, and be a significant competitive differentiator that helps propel a prospect from consideration to closed customer.
Tell your story through customers and partners. In addition to executives, utilizing customers and partners in your cybersecurity marketing strategy can be a great way to build trust in your brand. In the past, customers have been resistant to share their cybersecurity stories due to potential security risks and stigma. However, as cyberattacks have become more mainstream and understood, companies are becoming more proactive in communicating about their threat mitigation strategies and may be more willing to participate in a customer case study, media opportunity, webinar, and more.
Don’t spam journalists. According to MuckRack’s 2022 State of Journalism Survey, 50% of journalists receive 5-25 email pitches per week, but a majority publish fewer than 7 stories per week. If you’re spamming journalists by abusing rapid response or over-pitching product stories, you may end up with the opposite of your intended effect. It’s important to build strong relationships with cybersecurity journalists and identify your strongest news and moments for pitching to maximize efforts and results.
Don’t underestimate the importance of SEO. 81% of people conduct an online search before making a purchase – and journalists increasingly look at a company’s SEO performance and social media engagement before reaching out for an interview. Product teams and other decision makers often tend to message solutions using terms inconsistent with what buyers are searching for - providing little optimization value. A solid cybersecurity marketing program should always keep SEO top of mind, from press releases to bylines and blogs.
As the cybersecurity industry continues to evolve, the marketing and PR landscape does as well. Download Alloy’s Cybersecurity Playbook on the 10 Most Common Cybersecurity PR Mistakes for more tips on how to stand out from the crowd, or contact us today to get started on your cybersecurity marketing journey.