With a large part of the ecosystem shifting to online, integration of IoT, Cloud, and other advanced technologies, data privacy has become a major concern for businesses. That’s why they seem vested in cybersecurity more than ever. This opens up a great opportunity for cyber security marketing firms wanting to sell their security solutions. But how to get in front of the targeted accounts and showcase your solutions? If you want to grow your cybersecurity business LinkedIn is the best B2B marketing channel for you.
LinkedIn is the largest professional network with 800M+ members from around 200 countries. With all the business executives, top professionals, CISOs, and CIOs present on this platform, it works exceptionally well for B2B cyber security marketing firms. Many marketers are already leveraging this platform to grow brand awareness, and generate organic traffic, quality leads, and ultimately more conversions.
Here are some statistics to help you understand the worth of this professional network:
There are 830M+ members from 200 countries
There are 57M+ companies listed on LinkedIn
There are 10M+ C-level executives on this platform
A LinkedIn ad can reach 13% of the world's population
There are 269,144 Cybersecurity professionals listed on LinkedIn
If you’re not using LinkedIn to sell cybersecurity, you’re leaving a lot of potential clients for your competitors to swoop in and take them. Here’s how Cyber security marketing firms can use LinkedIn to grow their brand awareness, build strong business relationships and close more deals.
Let’s dive in.
Best Practices to Use LinkedIn to Grow Cybersecurity Business
1. Build a Network of Relevant Prospects
No doubt there are millions of prospects on LinkedIn but you can’t network with every profile that comes your way. As a cyber security marketing professional, your goal should be seeking and engaging with the CISOs, CIOs, Security Professionals, IT Leaders, Decision-Makers, etc. Among all, CISOs (Chief Information Security Officers) are most vested in Cybersecurity because their job is to protect data networks and sensitive information from malicious factors. Thus, your focus point should be searching and networking with such prospects who are the key decision-makers of a business’ security framework.
Remember: Your targeted prospects are also on this platform to network, educate themselves, and more importantly, find the best cybersecurity solutions for their business. If a CISO, security analyst, or cybersecurity architect is on LinkedIn, we can bet they are ready to interact with cyber security marketing professionals and discuss the latest security solutions. Wondering how to locate and connect with the potential clients, given there are 800M+ members? Well, LinkedIn has plenty of amazing filters including:
Connections (1st, 2nd, 3rd)
First Name/Last Name
& many advanced search filters
The results will be narrowed down based on the criteria you have selected. This way, you can find the most relevant prospects who might be interested in your cybersecurity solutions.
2. Publish High-Quality Cybersecurity Content For Your Audience
LinkedIn is a trusted source of information for cybersecurity decision-makers. According to Global Web Index, most business decision-makers prefer LinkedIn for authentic IT news and impactful security insights.
According to LinkedIn Content Engagement Trends, CIOs, CISOs, and security professionals show interest in the following topics:
Authentication and Authorization
Security Management and Policy
This shows that plenty of security professionals want to learn and familiarize themselves with the subject of ‘Cybersecurity.’ Terms like ‘Hacking,’ ‘information security,’ and ‘antivirus malware,’ drive strong engagement on LinkedIn suggesting you the best way to connect with your audience is by providing them with valuable and informative content on these topics.
Thus, when working on content strategy for your cybersecurity business, make sure it addresses your audience’s unmet needs and what they care about.
3. Join LinkedIn Groups
LinkedIn groups work as a powerhouse for networking. These groups allow you to interact with like-minded people without making them your first-degree connections. When you join a LinkedIn group, your 2nd-degree network will increase incredibly and you can network with people, build relationships, take part in discussions, share valuable content and strengthen your reputation as an industry leader.
LinkedIn is a goldmine for cyber security marketing companies. When you search ‘Cyber+security’ groups on LinkedIn, you’ll come across more than 2800 results. Use filters to find groups that are active and will be helpful for your cybersecurity brand. You can use countless other terms such as Cybercrime, Cloud Security, Healthcare Cybersecurity, etc. to find relevant groups.
Once you’re in, take part in the discussion, give advice, and educate others on various cybersecurity topics. It will make you look trustworthy and your potential clients will believe you when you offer them cybersecurity solutions for their business.
4. Conduct Webinars
LinkedIn Webinars can be a game changer for Cyber security marketing. Real-time human interaction remains at the heart of relationship building and webinars are just a perfect way to do so. It works as an interactive channel between you and your targeted audience and will help you establish authority in the cybersecurity industry. Almost 64% of marketers believe that Webinars helped them engage with their customer base. Thus, if you want to grow your cybersecurity business on LinkedIn, webinars should be a key part of your strategy.
5. Send Personalized Messages
Once your network starts growing, you can send messages to start discussions with your potential clients. As we mentioned above, CISOs are also ready to connect with cybersecurity vendors and marketers but if you start your conversation with a sales pitch, you’re less likely to get a response from them.
So before sending a message, visit their profile and collect some details such as first/last name, company name, bio, etc. Use these details to create a personalized message and always ask if they want to discuss their business security. Such messages/InMails are more likely to get a response.
Are You A Cyber Security Marketing agency? Do You Want to Connect With CISOs?
LinkedIn is undoubtedly the best platform to find and connect with relevant professionals. If you’re a cyber security marketing firm, these practices will help you build relationships and grow your brand. You can also join Execweb to contact relevant CISOs right away. We have a pool of 400+ security practitioners looking forward to having 1:1 virtual roundtables with you. Contact us at firstname.lastname@example.org learn more about our services.