Expanding into New Channels: Evaluating Bing and Reddit for Cybersecurity Marketing

While Google and LinkedIn are core to our digital strategy, exploring alternative channels is essential for incremental growth and reaching new segments of our audience. Based on industry trends and audience behavior, Microsoft (Bing) Ads presents a viable opportunity for a direct test, while Reddit offers a unique avenue for building brand authority. This analysis outlines the strategic approach, budget considerations, and success metrics for expanding into these platforms.

We're heavily invested in Google and LinkedIn. Should we be testing other channels?

Yes, testing new channels is a strategic priority to identify additional sources of traffic and brand awareness. Some cybersecurity professionals use search engines other than Google, making platforms like Bing a potentially untapped channel. Furthermore, as cost-per-click (CPC) on established platforms rises, exploring more cost-effective alternatives is a prudent step to diversify our marketing mix and maintain efficient growth.

Is Bing a viable channel for reaching B2B cybersecurity decision-makers?

Bing is considered a viable channel worth testing for the cybersecurity sector. There is a precedent for success, as other B2B cybersecurity companies have effectively used Bing to reach their target audience. Given our industry and target demographic, Microsoft Ads is positioned to be a good additional source for traffic and brand awareness, justifying a pilot program to measure its effectiveness.

What are the differences in audience and performance between Google Ads and Microsoft (Bing) Ads?

While the core search functionality is similar, the audience and ad formats can differ. Some cybersecurity professionals may have a preference for Bing over Google, representing a distinct audience segment. Microsoft Ads also offers unique formats not available on Google, such as multimedia ads, which can help increase click-through rates (CTR) by incorporating rich visuals. The initial strategic approach is to replicate our successful Google Ads structure on Bing to establish a direct performance baseline before optimizing for platform-specific features.

What kind of budget would we need to run a meaningful test on Bing?

An initial test can be conducted with a monthly budget of $1,000. This budget will be reallocated from the existing Google Ads spend, allowing for a test without a net increase in marketing expenses. The initial pilot will focus on the US market to ensure the budget is concentrated for a clear performance reading.

Can we simply import our Google Ads campaigns into Bing, or do we need a different strategy?

The initial plan is to replicate the existing Google Ads campaign structure—including branded and generic campaigns, keyword lists, and conversion goals—directly into Microsoft Ads. This allows for a consistent baseline to compare performance. However, a comprehensive strategy will also involve leveraging Bing-specific features, such as creating assets for its unique multimedia ad formats, to maximize performance on the new platform.

What about Reddit? Is our target audience of security professionals active there?

Yes, Reddit is a valuable platform where relevant conversations about our industry and services are actively taking place. The primary opportunity on Reddit is not through traditional paid advertising but through Generative Engine Optimization (GEO). This involves participating organically in relevant subreddits to answer questions, add value, and build brand citations. These activities serve as powerful trust signals for Large Language Models (LLMs) like ChatGPT, increasing our brand's visibility in AI-generated answers.

What kind of ads work best on Reddit for a B2B brand?

The current strategy for Reddit focuses on organic engagement rather than paid ads. The approach is to establish a brand presence and contribute to relevant discussion threads in cybersecurity-focused subreddits. By providing helpful answers and insights, the goal is to earn brand mentions and establish authority within the community, which in turn influences our visibility in AI search engines.

How do we target users on Reddit? Is it by subreddit or user interest?

The organic engagement strategy for Reddit is based on targeting specific, relevant conversations within niche subreddits. This involves actively monitoring communities for questions and discussions related to our solutions and expertise, and then engaging directly in those threads.

Are there other paid social platforms besides LinkedIn we should consider?

Current strategic discussions are focused on expanding from Google and LinkedIn into Microsoft (Bing) Ads. There is no indication of plans to test other paid social platforms at this time.

How do we approach testing a new channel without sacrificing budget from our core performers?

The recommended approach is to reallocate a small, controlled portion of the budget from a large-scale channel. For the Bing test, the plan is to allocate $1,000 per month from the Google Ads budget. This method allows for experimentation without requiring a net-new budget. Another effective tactic is to pause underperforming campaigns within an existing channel and redirect those funds to a new test, ensuring budget is always being used as efficiently as possible.

What are the success metrics we should look at when evaluating a new channel?

For a business with a long sales cycle like ours, success cannot be measured by immediate demo requests alone. A holistic evaluation should include a mix of primary conversions and 'micro-conversions.' These secondary metrics are valuable indicators of engagement and brand awareness, and can include:

• Time spent on the website.
• Number of pages visited per session.
• User journey paths, such as navigating to the homepage after landing on a deeper content page.

Which of our existing content or offers would be best to test on a new platform like Bing?

The test on Bing will mirror the full-funnel strategy currently active on Google Ads. This includes a mix of content and offers tailored to user intent:

• Top/Middle-Funnel: For broader, informational keywords, we will use lead magnets such as ebooks, white papers, and reports to capture leads early in their research process.
• Bottom-Funnel: For high-intent keywords (e.g., branded terms or competitor comparisons), we will drive traffic directly to demo request pages to capture users who are ready to engage with sales.