Why Marketing Cybersecurity on LinkedIn is Trending Up

LinkedIn has become one of the most important tools for cybersecurity leaders to connect, discuss issues, find resources, and track trends. 

I find it more meaningful than other platforms like Twitter or Instagram for one simple reason - it is a forum for professionals who act in a businesslike manner and not a social media circus with low standards of behavior or caustic interactions.

If you want entertainment, go to Twitter or Instagram. If you want to connect with thought-leaders, peers, and professionals that are sharing their insights, experiences, and discussing topics constructively and respectfully, then you will find yourself on LinkedIn.

Security and technology marketing firms are gravitating to LinkedIn because it is a great way to connect and build trust with their targeted audiences. The model is far different than just posting static ads, it is about integrating within the community and being part of bi-directional conversations. 

Influencers play a big role on LinkedIn and are often thought-leaders who have risen in recognition due to their contributions and insights. This differs greatly compared to other social platforms where influencers are often a result of popularity contests. Such digital celebrities are notorious for hawking anything to their followers.

Cybersecurity influencers on LinkedIn won't just peddle any products for money because they know their actions tie to their personal brand of professionalism! I can attest there is a lot of vetting going on before a company or product is endorsed. Influencers tend to stay within their domain of expertise and their opinion carries weight.

Business lunches and in-person sales calls are fading. Billboards and ads don’t capture the attention they once did or convey competitive differentiation in the complex world of cybersecurity. Selling security products or services is becoming as complex as the solutions themselves. The overall market space is inundated with vendors trying to differentiate their offerings. Customers are bewildered and over-saturated with possible options. They need independent and trustworthy guidance.  

I like how Chuck Brooks, a well-known cybersecurity influencer who is very active on LinkedIn, discussed in his recent article “The Importance of Marketing Cybersecurity on LinkedIn And Other Social Mediums” how the norms of business outreach and marketing have expanded from face-to-face interactions to a heavy reliance on digital platforms for engagement.

LinkedIn has a big community of professionals that discusses topics in which they are well-versed. Participants conduct themselves in non-toxic ways and influencers are trusted because of their reputation for meaningful contributions to the industry. LinkedIn is rising as a choice platform where security marketing can thrive based on a foundation of trust.