Top 5 Tips to Boost Your Cybersecurity Marketing Strategy

by Yuliya Gorenko | 12.01.2024

Are you looking for inspiration and new ideas to revamp your cybersecurity marketing strategy? 

In this article, we are unpacking powerful cybersecurity marketing case studies and our agency’s hands-on insights. 

From cybersecurity influencer partnerships to creative messaging for your next cybersecurity marketing campaign – we’ve got you covered. 

The cybersecurity market is a saturated space. As numerous VPNs, password managers, parental control and antivirus solutions are competing for the attention of prospective customers, the rivalry is fierce.

To stand out in this crowded industry, your marketing message has to be relatable and engaging. 

Experts from Mischka agency have worked with multiple cybersecurity companies, and here are our top recommendations for a successful cybersecurity marketing campaign. 

Insightful marketing tactics and case studies for your cybersecurity brand

Mischka

Cybersecurity marketing does not have to be boring

Whether you run marketing for a B2C or B2B cybersecurity brand – you are marketing to humans. While B2C marketers communicate to individuals, B2B marketing pros target cybersecurity executives and decision-makers. 

With this in mind, your marketing communications have to be human-centered. 

In their case study for McAfee, Prophet put individual stories first. The idea was to reposition this cybersecurity giant as an approachable and optimistic brand that empowers people to confidently enjoy their lives online.

McAfee and Prophet crafted a fresh brand strategy that puts people first. They wanted to break away from the usual cybersecurity norms and tap into what really drives purchases. Their focus? Showing how McAfee’s protection isn’t just about online security—it’s about giving people the freedom to live confidently online, covering everything from cybersecurity to identity and family protections.

When 1Password wanted to spice up their brand, they knew they needed someone cool. So, they teamed up with Ryan Reynolds — his signature humor and effortless charisma brought the brand’s message to life in an entertaining and memorable way.

Sure, not every brand can afford to partner with an A-list celebrity. That’s where customer testimonials and influencer endorsements come into play.

Leverage customer testimonials for your cybersecurity marketing

Every brand marketer knows the power of testimonials. Passionate customers can speak about your cybersecurity brand in a way that will resonate with people like them. 

Here’s a great example of a customer testimonial from LifeLock:

Consumers don’t want to be lectured by brands. They want to hear from relatable people, and they are open to learning things in a simple yet engaging manner. 

Partner with cybersecurity influencers

Take advocacy to the next level – leverage cybersecurity influencers to endorse your solution. 

Like your customers, influencers can talk about how your brand improves their lives and recommend it to their community. Influencers’ power lies in the trust of their audience and the scale of their reach. 

Both B2C and B2B cybersecurity brands can benefit from partnering with influential personalities. By using keyword research and social monitoring software, Mischka agency identifies experts in the cybersecurity niche. We’ve facilitated thousands of brand-influencer partnerships across multiple media platforms – blogs, podcasts, YouTube, TikTok, etc. 

There are numerous ways your brand can work with cybersecurity influencers:

  • Sponsored content
  • Affiliate relationships and ambassador programs
  • Engagement at industry events

Your creativity is your only limit!

Make sure to implement a robust tracking and reporting process to fully capture the impact of your influencer program.

Think outside of the cybersecurity niche 

When marketing a cybersecurity solution, your audience should not be limited to cybersecurity enthusiasts. In this day and age, when almost everyone has access to the internet, cybersecurity becomes a universal need.

While your addressable market is vast, you must clearly define your target audience segments and determine the messaging for each segment. Based on that, find influencers in these particular segments. 

Take our agency case study for Hotspot Shield VPN as an example. Here’s how we went about this influencer campaign:

  1. We realized that a VPN is a ubiquitous solution with dozens of use cases. 
  2. We segmented our audience based on the most common use cases, e.g., gamers, travelers, movie fans, etc. 
  3. We then crafted the messaging highlighting the value props for each specific audience group. 
  4. We partnered with influencers to target these audience groups.

In this sponsored integration on YouTube, a PUBG gamer Erasable Ninja talks about how Hotspot Shield VPN helps him connect to the game’s service in foreign countries to play with international peers. 

Specific, targeted, relatable – this is our mantra when it comes to influencer marketing.

Leverage situational PR for your cybersecurity brand

While well-strategized and calculated marketing campaigns should be the backbone of your cybersecurity marketing plan, spot-on situational PR can get you viral overnight.

Consumers appreciate brands that step in during high-profile cultural moments.

To execute a viral marketing campaign, you need to keep your hand on the pulse of the conversations in your niche.

Here’s an example of a reactive marketing campaign Mischka agency executed for our client DeleteMe.

DeleteMe is a trusted privacy data removal service that helps its customers prevent the risks of doxxing, harassment, and other unwanted communications by removing their data from search results. 

When a popular YouTuber jacksfilms was doxxed by another celebrity content creator, SSSniperwolf, our team was quick to respond. 

Here’s the chronological recap of our campaign:

  1. Jacksfilms was doxxed by SSSniperwolf as the latter showed up in front of his house and posted a selfie on her Instagram stories.
  2. Jacksfilms tweeted about her “creepy, gross, violating” behavior and called on YouTube to demonetize SSSniperwolf or remove her from the platform altogether.
  3. He also recorded a YouTube video with over 4 million views and 57 thousand comments. The story received massive attention within the YouTube community and beyond.
  4. Our team contacted Jack right after the incident to express our support. We offered him a free subscription to DeleteMe to help him remove his personal details from the web.
  5. We facilitate a partnership between DeleteMe and Jacksfilms to educate his followers on how to prevent doxxing. You can check out the sponsored video below!

While situational marketing is hard to plan, it can be a powerful tactic to attract new customers when done right.

Takeaways for cybersecurity marketers

  • Leverage relatable personas and stories in your cybersecurity marketing communications. From visual identity to messaging – focus on how your brand helps real people. 
  • Partner with influential personalities to endorse your brand and think beyond the cybersecurity space. 

Do you need help finding the right influencers for your cybersecurity brand? 

Work with a trusted partner – Mischka agency has built effective marketing campaigns for multiple cybersecurity companies. 

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