Unlocking the Power of Cybersecurity Influencers: A Fresh Approach
Influencers are central to most consumer-focused marketing campaigns and are of growing importance to B2B cybersecurity marketing efforts.
Cybersecurity influencers have become trusted voices, with growing followings on platforms like Substack, YouTube and LinkedIn.
So how can cybersecurity vendors work effectively with influencers? Let’s explore!
1) Decoding the influencer universe: enthusiasts vs. professionals
When we talk about influencers in cybersecurity, we’re looking at two main types:
- The Enthusiast: These are established professionals who double as influencers, often sharing their insights ‘on the side’. Their day jobs at cybersecurity firms fuel their passion for spreading knowledge, but they’re not in it for the money. They’re driven by curiosity, reputation, and a desire to make a mark in the industry. These influencers are more likely to go their own way, focusing on topics they find fascinating.
- The Entrepreneur: For these individuals, influencing is more than a passion—it’s their livelihood. They’ve turned content creation into a fully-fledged business, sometimes with a team and strategic partnerships. While they maintain an unbiased perspective, they’re open to forming financial relationships with vendors. This group will likely be your go-to for building a sustained influencer strategy.
2) Clarify your intentions
There are a host of influencers out there, so it is important to be clear on what you hope to gain from working with them. This way you can develop an effective network of individuals to build partnerships with.
Their value can come in three main forms:
- Expanding your reach: Some influencers have amassed significant followings, functioning almost like media outlets. Partnering with them can extend your message far beyond your existing audience, via their various platforms.
- Lending authority: Not every influencer needs a massive audience to make an impact. Some command deep respect within niche circles, they may be a published author or have decades of experience in national security organisations. You can work with them to boost your brand’s credibility.
- Crafting content: Certain influencers excel at creating engaging, high-quality content—whether through podcasts, blogs, videos and more. Collaborating with them can elevate your campaign and add a fresh voice to your narrative.
3) Weaving influencers into the bigger picture
Avoid viewing influencer engagement as a standalone effort. If you isolate these relationships from your broader PR and marketing campaigns, you reduce the impact they will have.
Instead, influencers should be thought of as a wraparound for your broader campaigns. They should be used to increase reach (through their channels to their followers), or to add authority to your marketing content through their credibility and industry reputation.
4) Marathon, not a sprint
Real influence is built over time. Plan for a steady, ongoing relationship with influencers that aligns with your long-term goals. Whether you’re running a three-month campaign or a year-long initiative, keep the momentum going by integrating influencer touchpoints throughout.
5) Embrace collaboration, not control
Here’s the thing about influencers: their power lies in their authenticity. Just because there’s money involved doesn’t mean you should treat them like an advertising slot. The best results come from co-creating content that resonates with their audience. Approach this relationship as a collaboration, where both sides contribute to something that feels genuine and valuable.
This is the main reason why influencer relations should naturally sit within your PR team, who naturally have the collaborative skill set. Relationship building with journalists and analysts is at the heart of successful PR, and it is the same with influencers.
These are just a few best practice tips that we have learnt from experience. Get in touch with Code Red directly if you would like to learn more.