Consumers do not trust big tech when it comes to data security, creating a huge opportunity for ambitious businesses. Figures analyzed by Forbes indicate that just 21% of consumers trust their providers to properly protect their data and services, a startlingly low figure that hints at a chance for new businesses to succeed. Companies with strong cybersecurity credentials can use their skills to lend extra validation to their business image, and it starts with how the business is presented. Beware pretenders, however; to truly be effective, businesses must walk the walk as well as talk the talk.
Marketing a message
Marketing relies heavily on search engine results, and, in turn, keywords and links. Therefore, content which is search engine optimized – SEO – will stand to gain the most in any potential marketing campaign. What does this mean in the cybersecurity world? Firstly, companies should identify what their key words are and what searches they are looking to participate in. Knowing what the customer will search for, and adapting, is important. As Search Engine Journal notes, it also helps to have terms that are unified across languages. Luckily, in cybersecurity many terms are, by necessity, already unified – so ensuring that you lay it on thick with your words, and deploy them liberally, yet accurately, is effective. Be technical in your content – it will reflect well on your company when marketing its cybersecurity policy.
Protecting data
Another important aspect of marketing via this method is showing that you can protect data. You will, through the course of a marketing campaign, gather data from all of your clients and customers. Ensuring that it is protected from attack, and that your acumen in this regard is well communicated, is important. Inform clients of what proprietary software you use, and what methods you deploy to protect data. Show a willingness to protect user data, and expressing that in marketing, is a powerful tool.
Backing up data
It is crucially important that you can actually back up your data protection claims with action. If you claim to be cybersecurity and data wise, and then your practices undermine that, you can lose out hugely in reputational terms and also risk litigation. This is a well-trodden path for dozens of companies around the world ,especially big tech, who have claimed to be guardians of digital assets and data but, following damaging revelations, have been shown to be anything but that. Don’t take the risk – fully protect your digital suite and ensure that your users will not get any nasty surprises when they onboard with you following a successful marketing campaign focused on your cybersecurity credentials.
In some ways, thinking of a marketing campaign in these terms is natural. Cybersecurity is important to consumers, and it’s an important part of a modern business – both in terms of avoiding damaging reputational incidents and fines, and in doing right by your customers. Emphasizing this quality is something any business with those credentials can take advantage of.
