Developing a successful online marketing plan for your cyber security company
We know how to sell cybersecurity online because we understand the value of it.
We understand that you save your clients from significant financial reputation and economic damage through your knowledge and expertise.
However, coming up with a successful cyber security lead generation strategy is difficult for five main reasons:
- many of the main decision makers in your target markets tend not to be IT literate,
- the main decision makers rely on IT literate colleagues to help them choose a supplier and those colleagues are scared of recommending the wrong solution or company,
- many decision makers still see it as a cost and not an investment,
- they don’t appreciate how a major cyber security breach can damage the credibility and sometimes the viability of their businesses as well as the long-term financial costs of a successful breach, and
- they already have a firewall so they think that they’re already sufficiently cyber secure.
We offer a range of solutions to our clients on how to sell cybersecurity to businesses of all sizes and across all sectors.
Further down this page, we explain our general approach to digital marketing for cyber security companies and we cover why it’s worth the effort and expenditure.
If you’re in a hurry and looking for information, we’ve included links to our three main cyber security marketing agency services below.
Cybersecurity content marketing
Cybersecurity blogs – More Than Words’ experienced copywriters create original, informative, engaging, SEO-optimised, lead-generating cybersecurity blogs and articles to sell your services to IT-literate and non-IT-literate decision makers
Cybersecurity white paper – a highly effective promotional tool used by cybersecurity sales and marketing teams to find new potential clients and to close deals (including Kaspersky, Cyber Security Hub, Info Security Group, NCSC, Alert Logic, and Talk Talk Business)
Cybersecurity website marketing
Cybersecurity website design – we create response-driven, easy-to-navigate, SEO-optimised cybersecurity website designs for companies wanting to be easily found by potential clients which clearly and concisely demonstrate the value of being cybersecure
Find out more
To speak with one of our account managers about our cyber security marketing agency services, please call 0330 010 3495 or click here to email us.
High-quality, SEO-optimised, action-orientated cyber security blogs & articles
In-house UK-based cyber security copywriters. Jargon-free articles for DMs. Technical articles for IT managers/directors. Full bespoke SEO content plan provided for your website.
- Attract 95% of the traffic by being found on page one of Google
- Blogging increases the likelihood of high Google rankings by 434%
- Better quality leads – 14.6% conversion enquiries into sales
- Use articles to build up the number of subscribers to your email newsletter
In-depth and persuasive cyber security white paper creation & distribution
Highly experienced IT and cyber security white papers for technical and non-technical audiences. We also help you distribute your report to target audiences for maximum lead generation.
- One of the most successful marketing tools used by cybersecurity firms
- Demonstrate to buyers your ability to deliver technical & people-based cybersecurity
- Use to attract strong early enquiries and to persuade at the end of the sales process
- Fullest distribution arranged so it’s seen by as many decision makers as possible
Easy to find, sales-driven cyber security website design and build
Responsive, easy-to-navigate cyber security websites designed, written, and hosted with content to appeal to both non-IT-literate and IT-literate decision makers and influencers
Why it’s worth spending money on cybersecurity lead generation
The UK’s Cyber Sector report makes clear the value of the cybersecurity market and the opportunities which exist for suppliers.
Selling cyber security to small businesses is big business.
There are 874,959 small businesses (49 or fewer staff) spending an average of £216 per month on cyber security – however 34% of SMEs are still not spending any money on it whatsoever. The total value of the current market is £2.2bn.
For medium-sized businesses (50-249 staff), the average monthly investment is £1,291 with 13% of companies having no coverage.
For larger companies (250 staff and more), their boards sanction an average of £32,250 per month of expenditure on cyber security.
A more findable website versus pay per click
You could use pay per click advertising to attract visitors to your website but it’s very costly.
At an average cost per visit of more than £20.00 for the keyphrase “cybersecurity companies” with a standard closing ratio of 2% on Google Ads, each new client costs your firm £1,000.
Investing in web-based, targeted, high-quality cyber security marketing material and online content dramatically reduces those costs in both the short- and long-term.
With PPC advertising, you benefit from no more leads when you pause or end your campaign.
However, a content-based cybersecurity marketing campaign delivers strong sales enquiries over the long term even if you reduce or stop investment in it for a period.
You substantially reduce the cost of customer acquisiton when you:
- optimise your website,
- create a strong and relevant easy-to-find library of high quality, SEO-optimised content specifically tailored to the questions decision makers are asking about cybersecurity, and
- produce and distribute the highest-quality marketing materials (including cybersecurity white papers) to your target client base via multiple different marketing channels including social media marketing, email newsletters, and email marketing.
Sell cybersecurity by demonstrating to clients that their confidence in their existing cyber security arrangements is probably misplaced
The progress most companies and organisations are making towards being as cybersecure as possible is failing.
According to a Department for Digital, Culture, Media & Sport report:
- 28% had been targeted by social engineering frauds (phishing, CEO fraud, invoice fraud, and so on)
- 32% of companies who had suffered a breach reported that it had resulted in the loss of data or assets
- 66% of businesses have no-one with specific responsibility for cyber security
- 80% of companies do not require suppliers to adhere to specific cyber security standards
- 80% of SMEs have undergone at least one phishing attack
- 84% of businesses have no codified cyber security incident management processes in place
- Only 27% felt that they successfully managed viruses, spyware, malware, and ransomware attacks
Not only must you educate your clients on the value of cybersecurity in your marketing, you must show them that you’ve delivered added value to other companies in their sector.
Selling your services is about explaining the cyber security value proposition – demonstrating that the benefits are far greater than the potential costs of a breach.
Businesses, charities, and public sector organisations spend nearly £6bn a year in the UK on cyber security.
This is a growing market so it’s worth spending money to find the clients.
But what is the most effective way of spending that money?
How to sell cybersecurity – leave a content trail online for clients to find
Given the ongoing costs of investing in cyber security for companies and organisations, lead times of between three to six months from initial contact to the sale are not unusual.
Multiple decision makers are often involved in the decision whether to invest in or not and which company to choose.
The length of the cyber security sales process is however often greatly shortened if a client has just suffered a breach.
To sell cybersecurity to these clients, you need to use a sales and multi-touch inbound marketing strategy to find and convert them.
There may be 5, 10, or even more “touches” with your company before they decide to either:
- follow you on social media,
- join your email newsletter list, or
- leave you their details for further contact.
More Than Words creates cyber security marketing material and content to give clients an advantage in the multi-touch world:
- content for when clients are at the beginning of their journey of discovery,
- content for when clients are fact finding to educate themselves on a suitable solution for their businesses, and
- content for when clients are ready to fully engage with one or more potential suppliers with a view to making a final decision.
You’re much more likely to be contacted for a quote:
- every time a prospective client is exposed to your company’s website and
- every time they learn the importance of cybersecurity from the content you’ve produced.
How to sell cybersecurity to IT-literate and non-IT literate decision makers
In many companies and organisations, particularly those with 50 or more staff, there may be a range of people involving in making the final decision to invest in cyber security.
There is not just one target audience for cyber security services – there are two – and your cyber security sales strategy must take this into account.
In addition, there are likely to be people who have no say over the final decision but whose opinion counts to those who do.
As part of your standard cyber security sales process and practices, you must produce content for both those people who are comfortable and familiar with IT and cyber security issues and those who aren’t.
Why you need to explain the commercial benefits of cybersecurity
For those who aren’t technically literate, a clear business case has to be made into the reasons for making the investment.
The types of cyber security marketing material which deliver the greatest number of high-quality leads from non-IT literate decision makers cover the following topics:
- protecting sensitive customer data
- preventing fraud or theft
- protecting trade secrets, intellectual property, or other assets (including cash)
- business continuity or preventing downtime
- preventing reputational damage to a company
- how many companies and now organisations now require a robust cybersecurity policy as a condition of doing business with them
- staying compliant with laws or regulations
- protecting staff and systems
Many non-technical decision makers will believe that investment in technology alone will be enough.
To overcome this, your content needs to demonstrate how your human firewall is, in many ways, more vulnerable and prone to attack than your technological firewalls.
Most cyber security attacks are successful because of employees’ lack of knowledge and occasional careless behaviour.
Cyber security as a culture within a business starts from the very top and it must filter down from the boardroom to the office floor for it to have any chance of succeeding.
Use your marketing and sales materials to show non-IT-literate decision makers that:
- you can provide clients with the latest in secure technology and
- training (either provided by you or them) and supervision of staff greatly reduces the chances of any attack against their company being successful.
The value of sharing technical information and insights with IT-literate decision makers and influencers
Even though success in protecting against cyber-attacks often relies more on the human factor than technology, non-IT-literate decision makers will rely on their IT-literate staff in helping them make a decision.
In order to provide IT-literate staff with the confidence in your ability and your expertise, they need to feel that they can positively recommend your services to their non-IT-literate colleagues.
To do this, you need to provide content which will interest and illuminate IT-literate decision makers and influencers.
Topics covered should include:
- cloud technology (including non-public cloud solutions allowing remote desk topping and the ability to run sector-specific apps and programs remotely)
- mobile device management
- cyber security-as-a-service
- secure file sharing
- the Cyber Essentials programme
- multi-factor authentication
- disaster recovery
- systems auditing
- penetration testing
Creating a cyber security sales and marketing plan to be found online when prospective clients are looking for information
Most new cybersecurity sales leads are now generated through clients’ exposure to the types of inbound, web-based marketing content like More Than Words creates.
There are a few sector specialists offering telemarketing services (including cold calling cybersecurity services) however this is not the route that most companies in the sector are currently pursuing.
The key to gaining an online advantage over your competitors is to be found by decision makers when they’re looking for specific information.
And, when they find the information they want on your website, your social media feeds, or your downloadable materials, you need to demonstrate credibility and an ability to successfully solve a variety of clients’ cyber security needs.
How to sell cybersecurity – get in touch with us
We have worked with many cyber security companies since our founding in 2016 on their content, their websites, and their marketing collateral.
It’s an area of work we greatly enjoy and we look forward to the opportunity of creating an inbound marketing plan for your consultancy.
Our efforts will be solely focused to providing you with the commercial outcome you want – whether you want to:
- increase the number of subscribers you have to your general services or
- target particular lines of business so that you establish your expertise and credibility among decision makers and influencers in those sectors.
Please call us today to find out more about the services we offer and how we can work with you in the coming 12 months and beyond.
We’re open during office hours between Monday and Friday.
We’re available on 0330 010 3495 or you can email us by clicking here.
We’re based in North Shields town centre if you want to come and visit us. There’s lots of free parking outside and we’re only three minutes’ walk away from North Shields Metro station.