Page 13 - Cyber Warnings

5. Don’t Hide from Media – Even if your product requires “stealth,” there are plenty of
opportunities to begin building awareness and perception. Write a contributed article for
an industry trade or place commentary inside of news stories. Cyber Defense Magazine
is very accepting of vendor-neutral contributions every month.

6. Embrace Content Diversity – Effective content comes in many different forms and is
syndicated via many different channels. From customer playbooks and use cases to
infographics, Vine videos and, of course, whitepapers, the opportunities available to your
brand are endless.

7. Digital Breeds ROI – Discrediting digital and social media is outdated and detrimental to
building brands – even in cybersecurity. Today, Tweets actually boost SEO, and 90
percent of journalists are on Linkedin. Furthermore, studies show that buyers, whether
B2B or B2C, view a company’s social presence as a commitment to the consumer.

8. Trust Your Marketing Team – Essential to the development of any cyber brand is the
company’s trust and support of its marketing team. Even if that team consists of just one
person, empower him or her with the tools and resources that they need to thrive.

9. Marketing Automation is Your Friend – There are many tools available to help
businesses automate marketing processes. Invest early and often in programs like
Hubspot, Automational, or Sprout Social to help nurture leads and drive customer
engagement and satisfaction.

10. Try Something New Once Per Quarter – Whether it’s a $50 sponsored ad on Linkedin,
a short-term Google ad words campaign, or developing an infographic, try something
new each quarter. Don’t forget what its like to not be afraid to fail in the face of the
unknown.

Building a brand isn’t easy, but its especially challenging for cybersecurity companies in the
midst of a supremely competitive and swiftly growing market. But that doesn’t mean it cannot be
done, as long as its importance is both embraced and prioritized.

About the Author

Evan Goldberg is a director at AR|PR and the agency’s media and
messaging guru. He is also the lead of the cybersecurity practice group.

13 Cyber Warnings E-Magazine – March 2016 Edition
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