5 Cybersecurity Marketing Techniques That Work for Federal Contractors
Market your cybersecurity product or service with these five tried-and-true marketing techniques to ensure you’re capturing your target audience’s attention.
1) Use Pre-Sale Questions
When developing your marketing campaign, consider using pre-sale questions to add another layer of personalization.
When you ask your prospects questions about their specific challenges and needs, they’ll be more likely to feel that your product is a good fit for them and will increase their propensity to buy.
2) Use Remarketing aka Retargeting
If you’re running ads on social media or search, you can enable remarketing to show potential customers relevant ads as they browse websites.
Remarketing is free for Google AdWords, Bing Ads, and Facebook Ads accounts, so it’s a great way to help boost your cyber security sales efforts with almost no extra work.
With remarketing lists based on your website visitors, you can target users who have already shown interest in your product or service by displaying more relevant advertisements.
3) Identify Best Prospects
The target audience for cyber security software is any small or medium-sized business that utilizes computers and computer networks in their day-to-day operations.
Your prospects may be uncertain about securing their technology systems and are looking for ways to do so.
To market your products and services effectively, you must identify these companies and tailor your marketing efforts accordingly.
4) Leverage Email Marketing
You can use push notifications to target those who have downloaded your app and those who haven’t.
Some apps offer push notifications as a way for users to opt-in to emails, too, so it’s a good idea to send them a notification every now and then with updates on new SaaS products or services.
If you want to target users based on their geographic location, build an audience of people who live in a certain city or town and ask them if they’d like location-based notifications.
5) Send Push Notifications
The technology has been around for a while, but it is still effective. Push notifications are a great way to get your app in front of a customer’s eyes when they’re not actively looking at their phone.
According to The Verge, push notifications represent about 1% of total mobile ad revenue, which is expected to grow substantially over time.
Customers who download apps from Google Play and Apple’s App Store expect that apps will send them push notifications.
Overcoming Cybersecurity Marketing Challenges for Federal Contractors
In federal contracting, marketing cybersecurity solutions demands a nuanced approach. Here’s how to tackle some of the inherent challenges:
1. Personalization Challenges in Pre-Sale Questions: Crafting pre-sale questions that resonate with potential clients is crucial. These questions should delve into each prospect’s unique cybersecurity challenges and needs. The objective is to make prospects feel understood and to demonstrate that your product or service is the tailored solution they’ve been searching for. Effective personalization in your marketing campaign can significantly enhance the prospect’s inclination to engage with your offering.
2. Remarketing Strategy Implementation: Utilizing remarketing tools across platforms like Google AdWords, Bing Ads, and Facebook Ads allows you to keep your cybersecurity solutions top of mind for potential customers. The challenge lies in creating remarketing lists that accurately capture interested users and in designing ads that are compelling and relevant to their interests. This targeted approach ensures that your ads reach individuals who have already expressed an interest in your products, increasing the likelihood of conversion.
3. Target Audience Identification for Cybersecurity: Pinpointing the ideal target audience is pivotal. For cybersecurity products, this often includes small to medium-sized businesses that heavily rely on digital infrastructure. Understanding these businesses’ common security concerns and needs allows you to tailor your marketing messages effectively, ensuring they resonate with the audience and address their specific cybersecurity challenges.
4. Email Marketing Engagement Rates: Leveraging email marketing and push notifications can be a powerful technique to maintain engagement with your audience. The challenge is to ensure that these communications are timely, relevant, and valuable to the recipients. Whether it’s updates on new SaaS products or services or location-based notifications, the content should be crafted to maintain high engagement rates and keep your brand at the forefront of your audience’s mind.
5. Effectiveness of Push Notifications: While push notifications are a proven tool to enhance visibility and engagement, their effectiveness hinges on their execution. Notifications should be strategically timed, personalized, and offer tangible value to the recipient. They should remind users of your app or service and provide compelling reasons to engage, whether it’s a new feature, a critical update, or an exclusive offer.
By addressing these challenges head-on, federal contractors can refine their cybersecurity marketing strategies, enhancing their reach, engagement, and success in securing new clients in the competitive federal market.
In Summary
Navigating the complexities of marketing cybersecurity solutions in the federal contracting sector requires a strategic and nuanced approach. Overcoming challenges such as personalizing pre-sale questions, implementing effective remarketing strategies, accurately identifying the target audience, optimizing email marketing engagement, and leveraging the power of push notifications are key to standing out. By addressing these challenges, federal contractors can significantly enhance their marketing efforts, ensuring that their cybersecurity products and services reach the right audience and resonate with them, leading to increased engagement and successful conversions. This tailored approach is essential for federal contractors aiming to secure a competitive edge and establish their offerings as indispensable solutions in the ever-evolving realm of cybersecurity.