People and businesses all over the world took more of their work online last year, bringing cyber attacks to an all-time high and costing each business $25,000 on average. When your business is vulnerable to any kind of online security breach (and let’s face it, every business is), anyone that does business with you can benefit from the right messaging. From small shops to giant corporations, cybersecurity marketing is an opportunity to keep your customers feeling secure.
Why Do I Need Cybersecurity Marketing?
Whether you conduct 10% or 100% of your business online, chances are you still use digital means to market your business, and that means gathering information from prospects. As such, businesses large and small must understand the risks posed to their customers, clients, and vendors when they do so. Because most business owners don’t prioritize the importance of cybersecurity until it’s too late (e.g., there’s a breach), it’s a clear marketing opportunity for communication that can only benefit the client relationship and strengthen the trust they have in your business. Here’s how:
Target Customers Based on Their Security Concerns/Needs
Does your business operate an online shop or marketplace? Most customers in this situation are worried about identity theft and credit card fraud. Share your plan on how you plan to combat these issues and send updates to remind them it’s always top of mind for your company. If your business shares online resources with vendors or clients, chances are data breaches are where your customers concerns lie. Put their minds at ease by addressing these concerns before they happen and include them in any changes made to your security plan. If you need to know more about which security issues are most concerning, there are several ways to do so. Surveys and online focus groups can do the job efficiently, while social media is a great way to gather information while expanding your reach.
Additionally, you can routinely share tips and information with your customers on how they can keep their own data safe, establishing trust and showing them that you care about their concerns. Webinars, basic tutorials, and blogs from trusted experts in your company provide the content that builds trust and confidence in your brand.
To keep the lines of communication open, a well-monitored and designated “security@” email address shows your dedication and commitment to this ever-growing issue.
Gathering Information Safely
Once you’ve built a communications plan to keep your contacts in the know of all things cybersecurity, the next step is to change the way you gather your information. Considering that most prospects are wearier than ever, the right approach is the soft approach. Education and transparency are the keys to getting your customers to feel safe in sharing their information online. Staying ahead of regulations and implementing security measures to ensure privacy can only deepen relationships with your customers. Communicating these measures to them is what will customers them from straying to the competition. Simple infographics and high-level explanations are best for consumer consumption and get the job done easily. Only gather the information you need, and be sure to let your prospects know you’re doing so. More often, it’s not necessary to track every move and every click, and the less data captured, the less risk to your prospects.
No matter what kind of business you have, your clients need to know that you are focused on your biggest priority – them – and that your focus includes their protecting online presence. Although it may require a small investment now, it will yield a bigger payoff later.
It may not seem natural at first, however, Marketing and IT departments should be working together to educate audiences, protect data, and build equity and consumer trust. If you have the means, building a task force or producing a branded informational campaign is an excellent place to start. On a smaller scale, it can begin as a simple conversation with the right audience. Either way, it begins with giving your word – and keeping it. The efforts to keep data secure will never be in vain. At the very least, your customers will appreciate the time and communication you spend attending to their needs – if you know how to send the right message.
Strategic Marketing is a full-service marketing agency with over 29 years in the industry. Serving businesses large and small, we have the expertise to communicate to your target audience and grow your business from the inside, out. Contact us today for a free marketing evaluation and see why it’s best to Think Strategic.