The cyber security industry has seen astounding growth in the past several years. Thousands of companies are promoting their innovative products and services, looking to capture part of the massive marketplace. As long as cyber crime remains lucrative, the industry will continue to soar.
According to Cybersecurity Ventures, global spending on cybersecurity products and services will exceed $1 trillion cumulatively over the five-year period from 2017 to 2021.
It's crowded out there, to put it simply. But huge demand means huge reward for those companies that are able to effectively catch the eye of their target audience.
So what companies are nailing it with cyber security ads for their B2B solutions? Here we look at eight of the best cyber security ads we've seen lately that are interesting, compelling, and strong examples of best practices in digital advertising.
Top Cyber Security Ads to Learn From
Trend Micro is a big name in the cyber security world, known for their solutions, research, and security blogs. This ad stands out for several reasons. First, it uses intriguing stats to capture attention quickly. We've found that numbers and statistics on paid ads are often excellent attention-grabbers. Second, the copy is short and to the point and focused on the value to the viewer. Third, the ad is making smart use of LinkedIn carousel ads, using connected visuals to entice a viewer to click through and learn more.
Sometimes simplicity is key! In this ad, the image copy is the hero. A simple design helps the text stand out, and the offer is clearly stated. As part of our paid social campaigns at Beacon Digital Marketing, we've seen great success offering guides, ebooks, checklists, and other premium content as downloads in mid-funnel campaigns. What would we do differently? Instead of linking to a landing page on the RSA website, we've found that LinkedIn lead gen forms increase conversion rates by keeping people inside the LinkedIn platform.
Siemplify did an excellent job of creating a timely, relevant ad for security leaders needing to manage security operations remotely during the COVID-19 pandemic. It avoids overused phrases like "the new normal," "we're here for you," and "unprecedented times" to instead emphasize key concerns and potential solutions. The offer is clear, the visual is engaging, and the messaging aligns with what SOC pros are experiencing.
Nice job to CrowdStrike on using LinkedIn lead gen forms for this download! CrowdStrike offers cloud-delivered endpoint protection. This ad offers a white paper that highlights their expertise and specific niche while also providing a solution for the viewers to learn more about ransomware. The visual is striking and in line with what is distinctive for their brand.
This ad from A-Lign is a good example of what we would create for a bottom-funnel paid social ad. In a bottom-funnel campaign, our strategy is to remarket to audiences who are already familiar with and have engaged with other content or ads. The goal is to offer a demo, consultation, or sales call specific to the company and services to people who are further down the buyer journey and closer to making a purchase decision.
FireEye turned to video to promote their quarterly Email Threat Report. The video shares compelling statistics to engage, set up the problem, and entice viewers to download the report to learn more. If you aren't yet using video in your marketing, now's the time to give it a try. 83% of marketers say video has helped them generate leads, according to DemandGen.
Fortinet provides a mini-case study in video form to explain the additional security risks posed by the increase in remote workers. After addressing a few examples in the video, the ad drives back to a blog on their website so viewers can learn more about the challenges as well as Fortinet solutions.
Palo Alto Networks
Palo Alto Networks provides the full package with a bright and bold visual that aligns with the idea of "confidence" highlighted in the image copy. The headline is clear, and once again this ad offers value to viewers first, rather than putting the emphasis on the company and their services.
Marketing your cyber security solution can be highly competitive, but there are ways to rise above the noise with well-designed visuals, smart content offers, and behind-the-scenes strategy and ad management. Our team has worked with dozens of clients selling cyber security technology tools and services to do just that!
You can find out more about our cyber security marketing services and get in touch with us here.
Nicole is a copywriter and digital marketing associate at Beacon Digital. She writes blog posts, white papers, social media content, and website copy with a professional voice. She has a publishing background and enjoys translating highly technical content into something readable!