Cybercrime is an everyday occurrence, with 6,446,613 records lost or stolen each day globally — That’s 268,609 every hour. Clear evidence points to the need for all businesses and organizations to safeguard their data, however many don’t know where to start when finding a solution.
This problem isn’t made any easier with the huge amount of noise concerning security breaches, and the solutions which companies can use to combat these attacks. With so many options on the market, it becomes increasingly difficult to stand out in the crowd.
To effectively reach the SMB market, marketing efforts need to be tailored specifically for those specific organizations. For example, many small businesses don’t prioritize cybersecurity as they don’t believe they are the target.
SMBs require a lot of education, which is why MSPs need to emphasize what could go wrong, how much their failures could cost, and how long it would take their organization to recover without the proper measures in place.
Let’s take a look at a few tips that can help differentiate your business.
1. Know Your Audience
Before you do anything else, be sure you know the market. Create a persona or an ideal customer that will benefit from your product or solution. Small businesses will naturally have a smaller team to implement security measures and therefore usually focus more on budget limitations and business disruptions. With this in mind, cater to their desire to minimize the time and effort devoted to security measures, and their need to save money. Also, business stoppages are highly detrimental to small organizations, so use messaging that emphasizes your solutions ability to keep them operational and secure.
2. Build Trust & Credibility
Companies don’t just want a good solution; after all, most competitors can provide an average offering. Organizational leaders need something that will protect their specific business. Make sure your prospects understand that you cater to companies with their unique needs and stop overselling.
When it comes to social content and blogs, go beyond general topics and discuss the specific requirements for different verticals. For example, healthcare organizations are mainly concerned with staying HIPAA compliant. If you have clients in a vertical like this, sharing information or articles about the latest attacks or how the industry can be more easily compliant will be beneficial. Help your potential clients understand the various threats they will encounter, and how to combat cybercrime and address security vulnerabilities. Keep in mind that sharing testimonials from current clients is one of the best ways to appeal to prospective ones.
3. Focus on Education
Small businesses often don’t believe they are the target of hackers, so it is essential to focus on informative digital content that disproves their perception. Make your website into a resource, not just for the services you provide, but for actionable advice to help your customers and prospects make sense of security. Your blog should become the feature of the site. For the most effective content, use accurate statistics and other facts to reinforce your expertise. Lastly, don’t overdo it with technical jargon; make sure the content you deliver is easy to digest for your target audience.
Stand Out in the Crowd with Marketing
Utilizing an effective marketing program can go a long way for your business.
When developing a marketing strategy, make sure you employ more than just one type of media. For example, try using various methods such as blogs, downloadable content, case studies, videos, emails, and webinars. Of course, there is no cookie-cutter formula for cybersecurity marketing, so try a little bit of everything to see what works best for you and your target audience.
Most of all, be sure to communicate your organization’s specific business value and bring security insight to your current and prospective clients.
Applying an effective marketing program can go a long way for your business. What can you gain?
- Increased recurring revenue opportunities
- Higher customer satisfaction and retention rates
- Elevated company reputation and credibility
- Heightened brand visibility
Those are just a few of the marketing benefits your company can receive. What are you doing to boost awareness of your cybersecurity business?
