Cybersecurity professionals are the vanguard between innocent internet users and piracy. However, cybersecurity can be a hard service to market because most people are reactive rather than proactive when it comes to online security. Unfortunately, many business owners don’t understand threat potential until the threat becomes an actuality, which makes it hard for cybersecurity vendors to attract new customers.
If you’re a cybersecurity pro trying to gain more customers, you have a long way ahead of you. However, your business depends on your ability to convince companies that their IT infrastructures need to shore up their networks. Continue reading to learn some tips to help you market your products and services more effectively.
Write an eBook.
As you previously read, one of the best ways to attract clients is to establish yourself as an expert in your industry and educate potential customers on basic cybersecurity. You may feel that educating your potential customers will give them the secret sauce to your practices, but conversely, it will show readers how much more you know about network security than they do. Writing an eBook is one of the best ways to establish your status as an expert in your industry.
If you decide to write an eBook, protecting your intellectual property has to be a top priority. If you plan to self-publish your eBook, it would be good to get a layman’s understanding of copyright law. Digital rights management (DRM) is a major concern for people who create digital content. As a cybersecurity expert, you’re uniquely aware of online piracy practices, meaning you should appropriately arm your content before you release it to the general public.
Using DRM software can prevent unauthorized use of your digital content and protect it with encryption. DRM software affords you the freedom to post your digital media with confidence that no one can use or alter your digital content without your permission.
Offer free trials of your software.
Many vendors offer either a free version of their software or free trial periods to allow potential customers to use their software. Offering a free trial or version of your software allows you to showcase the efficacy of your product. Furthermore, people who use free trials often never cancel the trial and they become customers, meaning the more free trials you’re able to give, the better it will be for expanding your customer base.
Attend or organize trade shows.
One of the best ways for cybersecurity professionals to get their products out to potential clients is to attend or organize trade shows. Trade shows are almost like science fairs for tech companies. You get to set up a product booth where you get to display and demonstrate your products as well as speak directly to potential customers.
If you organize your own trade show, you get the added benefit of your products and services taking center stage. The key to a successful trade show is to market your event months in advance. Put together a marketing campaign to get your event out to local media outlets to generate excitement, and you may even want to invite other tech companies to create the opportunity to reach your competition’s customers. In addition to coordinating with local media outlets, you should also put out a press release and email potential clients about the event.
In an online world where piracy and malware abound, your services as a cybersecurity professional are more valuable and essential than ever. By creating educational content and offering free trials of your products, you can show potential customers exactly how much they need you.
Organizing trade shows, offering free trials, and writing eBooks are some of the best ways for cybersecurity professionals to increase brand awareness and show their expertise. Once you build your customer base, you can focus on what you do best—securing networks.
