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How to develop a Cybersecurity advertising strategy that works

Cybersecurity companies have the benefit of being a relevant service to many companies, as more often than not, most (if not all) businesses use the web to conduct, or at the very least, market their business. 

Whether or not you opt to use a cybersecurity marketing agency for your advertising needs, it is important to know your audience in order to build relevant cybersecurity marketing strategies in 2023.

Why is Advertising So Important for Cybersecurity Companies?

Advertising plays a pivotal role in ensuring the survival of any business – whether B2B or B2C – and the trick is to target specific audiences who need your products/services with a well orchestrated and researched marketing campaign.

As a cybersecurity company, you’re in the B2B section of the business world, ergo your clients are other businesses – not the general public, so when you construct an ad campaign, you need to keep in mind that your content must be aimed at business decision-makers (workers at CEO level, et al).

The key benefits of a B2B marketing campaign for cybersecurity companies (such as yours) include:

  • Building profits and boosting sales. A well-executed campaign with sales as the primary objective will ensure that the campaign pays for itself – and provides a generous profit.
  • Brand awareness. This can come in the form of a lead generation focused campaign, AKA, getting your business’s name in the mouths of companies who need your product.
  • Promotion. Similar to brand awareness campaigns, promotional advertising demonstrates that your company is exciting, reliable, and always has something to offer the client (such as a seasonal deal, or the launch of another service, etc.).

How to Create an Effective Cybersecurity Advertising Campaign: 5 Strategies

Building a successful advertising campaign takes time, effort, and money. During this planning phase, it is important to keep in mind the following:

  1. Have a plan & be prepared

The success of any ad campaign lies within its planning, so the more prepared you are, the better the outcome. Avoid the temptation to rush in blindly and “wing it” – you are setting yourself up for failure.

You will need to carve out the main reason why you’re launching your campaign in the first place (more on that in a minute) and then start researching content and advertising activities that work well with your specific objective. 

A good part of the planning process is to create a realistic schedule/timeline for your campaign and don’t falter from it.

  1. Pick 1 (and only 1) objective

A successful marketing campaign will have only one goal in mind, so that all content is exclusively tailored to that goal. Trying to fit in more than one objective is lazy and will mean the content is too generic (and even sloppy) and you will fail to meet your target market.

Your target market will all be in the same stage of their “buying journey”, which is why it’s important to work with only one objective – so that your content is built towards that one stage. 

You cannot create a marketing campaign that successfully targets multiple audiences in multiple stages of the buying journey. The concept just doesn’t work. So choose one objective (brand awareness, for example) and stick to it.

Remember to always be SMART with your goal: Specific, Measurable, Achievable, Relevant, and Time-Bound.

  1. Know your audience

Again, your target audience will all be in the same place of the buying journey, so your content must be in conjunction with that.

Research is crucial here. Ways of doing this include creating buyer personas and constructing/hiring a team to do market research (such as online surveys). Look into the following:

  • What is your ideal buyer demographic?
  • What type of business do they run?
  • Why do they need cybersecurity products/services?
  • What are the benefits of them investing in your brand?

Once you know the answers to these questions, you can begin to build this audience, and creating your content will be much easier.

  1. Get on social media

Social media is the digital marketer’s best friend.

Platforms, such as LinkedIn, are brilliant for B2B advertising, because almost all other B2B companies are present on these platforms and are using them for their own marketing purposes.

So make sure your ad campaign is visible on various (relevant) social media channels.

  1. Consider other media outlets

Don’t just stick to social media. Again, research what media formats your target audience uses (such as industry magazines or email marketing) and look into incorporating that into your strategy.

Remember, regardless of what options you choose to advertise on/in – always sell the benefits of a product/service – not the product/service itself.

Simple Campaign Ideas To Get You Started 

The great thing about effective marketing is it doesn’t necessarily need to be complex to grab the audience’s attention. Sometimes simplicity is key.

Account-Based Marketing

Account-based marketing (ABM) is a great solution for lead generation campaigns. These types of campaigns will help your target (or retarget) individuals that are part of a buying committee within a company. 

With account-based marketing, you can target the entire committee (this is specifically relevant to larger corporations, as opposed to SMEs) and create content that influences them as a team and convinces them to convert. 

Get on LinkedIn

We mentioned earlier how beneficial LinkedIn is for B2B companies, and it can be a Godsend for cybersecurity companies who are looking to market themselves.

If your company isn’t already on LinkedIn – what are you waiting for? Please note: you – or someone within your team – will need a personal LinkedIn account (it’s not possible to create a business account on its own).

As well as advertising, LinkedIn is great for networking, building brand awareness, and boosting business credibility.

With over 200 targeting options, you will be able to build a campaign that is extremely laser-focused towards your target audience (such as job title, job seniority, industry – to name but a few.). 

You are also able to create campaigns that land in your targets’ inboxes under the guise of direct messaging – meaning you can personalise your campaigns, making the chance of conversion even higher.


Podcasts aren’t just for hipsters and lovers of true crime. They are excellent sources of marketing for B2B companies, as it allows you to build a platform to create sturdy relationships with your target audience – as well as marketing your product/service.

How it works is you invite ideal buyers to be interviewed on your podcast, which piques their interest far more than a mission statement that lands in their email that they may be too busy/disinterested to read, and helps you to build a rapport with them. Once they agree to feature on your podcast, you can then use it to sell the benefits of your product.


Cybersecurity is a service almost all B2B and B2C companies need, so you’re in an excellent position to grow your audience and keep a continual influx of profits.

But you still need to market yourself accurately by adhering to the aforementioned advice to build a successful marketing campaign.

If you’d like to learn more about how we help Cybersecurity companies grow their MRR through online paid advertising, contact us online or send us an email today at to speak with someone on our team.

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