Savvy marketers know that trust is a strong component to marketing success. If you can develop a positive, trusting relationship with your customers, you will see amazing customer loyalty. In today’s high cyber risk environment, businesses should think about how to market with cyber security in mind. Here are some tips that can help your marketing be cyber safe.
Tip 1: Use full business name in the “from” line on marketing emails
I received an email the other day from a sales coach who changed her “from” line to just her first name. Personal and friendly, but I first thought it was another scam email. An email from Jan Smith, JS Consulting is more apt to be opened than from Jan.
Tip 2: Buy all the URLs with similar addresses as your primary domain name
A favorite ploy of social engineers for spam is to buy and use similar domain names with a real contact name from the business. It is even easier for the spammer if your domain name is long, since people read what they think should be there, not always what is really there. If your business’ domain name is crytalclearcommuniations.com, buy domain names crystalclearccommunications.com, crystalclearcommunicationss.com and crystalclearcommmunications.com. It will reduce the chances of a hacker using your CEO’s name in a wire fraud attempt from a fraudulent email address. It could even protect your reputation when a client accuses your business of spreading spam, or worse.
Tip 3: Use social media cautiously
Be careful to not over communicate details about your company, your security measures, and profiles of your people on social media. Small businesses can greatly benefit from marketing on social media, but be cautious about what personal details you give out that a social engineer might use to contact an employee and then gain entrance to your network.
Tip 4: Provide a privacy statement on your website
Share with your customers how you protect their information and who they can contact with questions or concerns. Being transparent helps demonstrate your openness and trustworthiness.
Tip 5: Include security tips in your emails
If you are marketing to new prospects, suggest the customer type in the link you provide, or to use the search engine to find your website. Place your special offer on a unique jump page that requires them to enter a code listed in the email.
Tip 6: Place the reason for your email in the subject line and the first 1-2 lines of the message
This will allow your recipients to read what the email is about before they have to open (or just trash) your email. If you can establish trust immediately, you can then entice then to read about the great offer you want to provide the recipient.
Tip 7: Provide a customer service number on the home page
I am amazed how often one has to search a website to find the primary contact number. Use this number in your marketing communications, so customers and prospects can call you if they want to validate the marketing offer came from you. Make sure whoever answers the customer service number knows what marketing was sent to what target markets.
Learn more about protecting your business’s cyber assets at the National Cybersecurity Institute.