3 Tips to Improve Your Cybersecurity Advertising
In the digital age, there’s never been more pressure on marketing and communications professionals to deliver their brand’s value in a way that hits the right messages at the right time to drive profitable customer outcomes.
To do this, it’s critical to have an integrated marketing approach across multiple channels, which includes your website and its features as well as your paid advertising efforts.
How can you ensure that these crucial elements are successfully reaching out to your target audiences?
Here are three tips to improve your cybersecurity advertising strategy today!
1) Know Your Audience
You can’t write a message that resonates with your audience if you don’t know what they want. Focus groups, surveys, and listening sessions are all effective ways to understand consumer behaviors.
When it comes to cybersecurity messaging, an old adage still rings true: Ask not what your brand can do for you, but what you can do for your brand.
Successful cybersecurity advertisers use insights from their target audiences—what they like, how they communicate, and why they behave—to create authentic messages that inspire action.
They’re willing to put themselves in someone else’s shoes.
You’ll be more likely to inspire meaningful action when you appeal directly to consumers’ emotions rather than simply touting the features and benefits of a service or product.
2) Study Their Pain Points
In order to deliver your brand’s value with maximum impact, it’s important to stay on top of key trends that are related, but not identical, to yours.
A good way to do that is by understanding your target audiences’ pain points—the issues they face or challenges they struggle with. This will give you a clear insight into how and when you should be delivering your brand’s value to them in order for it resonates best.
3) Understand the Competition
Understanding what other companies are doing in your industry will help you see what works and what doesn’t.
This is especially important in cybersecurity, where your competition will be directly influencing your messaging, positioning, and marketing plan.
Get a sense of who you’re up against, including how they position themselves online and if/how they advertise.