5 tips for marketing your cybersecurity services and solutions

Computers and information technology - Software

With the increasing number of cyber-attacks happening globally, cybersecurity has become a hot topic. By the end of 2022, By the end of this year, cybercrime is expected to cost $6 trillion USD globally, and this figure is expected to go as high as 10.5 trillion USD by 2025. 

The business world has become increasingly dependent on digital technology, particularly in the last few years. Yet many customers don’t really understand the finer details of cybersecurity, thinking it is as simple as installing anti-virus software or a firewall. Today, these simple defences aren’t enough to cope with the sophisticated and heightened numbers of attacks that threaten businesses. 

MSPs can provide valuable and timely managed cybersecurity services to help their business clients achieve security and resilience in today’s environment. Yet it is easy to get lost in the crowd when marketing cybersecurity products and services. To stand out from the pack, try these 5 tips for marketing your cybersecurity services and solutions:

Understand your audience

It’s crucial to understand your audience in order to successfully market your security services and solutions. Creating personas can help you understand your target audience better, to tailor your marketing more effectively. 

Personas are fictional characters that represent your ideal client. They not only provide you with actionable insights to help you select the best marketing strategies, but they also provide you with the right messaging to deliver to your audience.

Ideally you would build at least two or three personas to represent the various roles that you want to target, including the CEO and CFO, as well as the office administrator. Each of these people will have distinct pain points and they need to be addressed in different ways. 

Educate your audience

Unless you’re an expert in technology, very few people know more about cybersecurity than what they see in the news. Therefore, education is critical when marketing your services. When business owners read about cyberattacks in the news, they may think it is something that would never happen to them, or feel overwhelmed or fatigued by the idea of learning something technical and new. 

Many businesses can be complacent about the potential cybersecurity threats that exist to their organisation. Part of your marketing strategy should include educating and informing your target audience about the risks to them. Quality content marketing can address these issues, with regular informative and interesting blogs, downloadable content, video tutorials, and webinars. This content provides your audience with the foundation to start making a decision about what to do and if your MSP can help them.

Build trust and showcase expertise

There is a lot at stake for businesses in deciding what cybersecurity solutions and services they need. The Australian Cyber Security Centre (ACSC) estimates the cost of cybercrimes for Australian businesses and individuals was $33 billion in 2021, and non-compliance with security regulations can result in severe fines and legal action. Alongside these concerns, there is also the risk of damage to a business’ reputation, which can be as hard to come back from as any financial impact. 

Businesses are seeking a dependable and trustworthy solution to their problem, and want to be assured their cybersecurity is in the best hands.To build confidence and demonstrate your expertise, you must create simple-to-understand content that demonstrates how effective your products and services have been in protecting customers from cybercrimes in the past. Case studies and testimonials from happy customers help to build this trust and showcase your expertise. 

Create a sense of urgency

Unfortunately, a lot of organisations don’t see protection as a crucial element of their business, and your marketing goal is to persuade them otherwise. There are a variety of reasons why organisations might not prioritise information security. It might be down to lack of knowledge, because they don’t fully comprehend the danger, or because they aren’t sure of what they need or should be paying for. 

This is the perfect opportunity to develop messaging that creates a sense of urgency and makes your audience understand the importance of cybersecurity and how vital it is to protect their business data and employees. It is important to avoid scaring people away, but to offer clear information to hep educate them about the risks of not doing anything about cybersecurity, leading to how you are best positioned to support their business through this process. 

Take away the fear

Finally, it’s crucial that you avoid using fear as a marketing technique. While the negative outcomes of poor cybersecurity practices can seem like a good way to push home the need to do something about it, people are less likely to make good decisions when they feel afraid, stressed or worried. 

Appealing to human emotion works when it comes to marketing, but your messaging should make your audience feel comfortable and relieved throughout their journey with you. Fear-based messaging definitely grabs the attention of readers, but rather than them focusing on your service offerings and solutions, they’re focused on managing their fears. This is the time to emphasise the positive aspects of your marketing campaign. Rather than hide the negative statistics, use them to build a picture to allay your audiences’ fears and help them to feel they’ve come to the right place for the perfect solution. 

Marketing your cybsecurity services and solutions

When marketing your MSP, it is vital to stand out from the crowd. Other MSPs offer cybersecurity services and solutions, but you want potential clients to know they can trust you to have the expertise and knowledge they need. 

LeftLeads is a digital marketing agency specialising in IT and MSPs and can help you effectively market your MSP to get in front of the right audience. 

Author avatar
Sam McCulloch
CONTENT STRATEGIST Sam's editorial and writing experience in print and online publishing spans almost two decades, covering health, education, technology and creative writing. Sam now applies her writing skills to creating high quality content for LeftLeads clients.

Discussion . . .

We use cookies to give you the best experience.