If you're one of the many owners of a vulnerability scanning SaaS, it's important to make sure that your marketing strategy is up to date and effective. Vulnerability scanning seems like a technical area, especially because it is a part of cybersecurity precautions. If you think it's the truth, well, you're not alone. Most people think that a vulnerability scanning SaaS should be addressed to technical individuals. It is also a fact that people who have online assets are at the risk of falling victim into cyber attacks no matter their technical background. It is important to keep that in mind anyone might need to utilize vulnerability scanning SaaS services.
There are several issues like this that cause vulnerability scanning SaaS owners to create gaps in their marketing strategy. In this blog post, we'll take a look at some of them as well as how and who to market your product for an efficient marketing strategy for your vulnerability SaaS.
Assuming you know your audience
There is a persona you thought of when you first launched your vulnerability scanning SaaS, for sure. However, the thing with the online users is, they always find what they're looking for online. Sometimes, those people might not be the ones that you thought of when you were creating your buyer persona. Vulnerability scanning SaaS owners might think that a vulnerability scanner would be useful for tech-savvy people. While this might remain true, in order to design a successful cybersecurity marketing strategy, you need to remove your limits. For example, if your target users are cybersecurity professionals then other people might not buy from you because they consider themselves as an outsider even though the product might be exactly what they need – at least not with such product descriptions as you wrote.
User Segmentation
This is one of the most important cybersecurity marketing strategy. You need to know your users, that's for sure. However, you might not know who exactly are your users?
When you created a cybersecurity marketing strategy then it should include different segments as we mentioned above. For example, you might have cybersecurity professionals in the high-end segment while small business owners in middle-market and people who just want to scan their networks for vulnerabilities would be considered as lower market segments. When it comes to cybersecurity marketing strategy planning then this should be taken into account so you can send personalized messages according to each groups' needs.
Content Quality
You may have heard the phrase "content is king" but do not take it for granted especially when it comes to cybersecurity marketing. Include creating contents that will be useful for your users in your marketing strategy. Spend time to read and learn about cybersecurity so you can help your readers know more about cybersecurity risks and prepare solutions before the moment of need comes. Write contents in such a way that they can be understood by anyone who reads it, no matter his or her profession or background knowledge. You would be surprised to see how many people will be impressed from your contents and think that your solutions would help them for their risks as they will assume that your product is reliable or will want to test it for free at the very least.
As a fellow vulnerability scanning SaaS, you are welcome to take a look at our blog section to get inspiration, if you need!
Waiting for Your Product To Be Flawless
It is great to have the perfect vulnerability scanning SaaS. However, do not forget or underestimate the power of the marketing. Making mistakes is totally acceptable when you are beginning your marketing journey as long as you learn your lessons. The most common mistake is waiting for your vulnerability scanning SaaS to be the best. To tell you the truth, there is no pleasing everyone. So, even when you think your vulnerability scanning SaaS is perfect, there are always be users who are not completely satisfied as you expect them to be. With that said, the most beneficial way is to investing in your marketing strategies as soon as you are ready something to offer, even if you think it is "not perfect, yet". That way, you can learn more about your audience, their needs and demands, and so much more. It includes user engagement, collecting feedbacks, and actually responding to those feedbacks, etc. Especially these days, users tend to share their thoughts with the products they use, it is best to leverage from that.
Once you've addressed these issues, it will be much easier to market your vulnerability scanning SaaS. You'll have a clear idea of who is interested in what you offer and how best to reach them with the right content. If you think we could come up with a useful partnership among our businesses, please do not hesitate to contact us. We'd love to hear from you.
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