Security Procedures as a Marketing Tool 

Are your business’s security measures up to date? While there are laws and regulations in place that require you to protect sensitive information, it doesn’t hurt to go above and beyond by showing your customers and clients that you care about their privacy.  You’ll not only have added protection, but your use of security measures can also be helpful marketing tools! 

For example, if you’re a retailer that uses the new chip card readers, let your customers and potential customers know! Doing so will tell them that you’re concerned enough about the safety of their information to stay on top of industry safety standards, operate responsibly and stay up-to-date on business practices. You may also want to mention other security measures, such as the use of a protected network or prohibitions against bring-your-own-device practices.  These measures help increase data security and are great aspects that you may want to show off to potential clients! It lets then know that it’s important to you to take whatever steps are necessary to keep information – personal, financial, or otherwise- as safe as possible once it is placed in your hands.

Keep in mind, though, that you must stand by any representation that you make to customers and the public about your protection of information.  Thus, if you say that you are not going to do something (e.g., share customers’ email addresses for marketing purposes), you must make sure not to do it, under any circumstances. Otherwise, you will lose any benefit that you get from touting your policies and will end up harming rather than helping your business.

Marketing your business’s security can also help you earn the respect and interest of potential employees and will increase the public’s trust and respect for your business. The seriousness with you handle employee and customer information is something that you, as a business owner, should be proud of.  It helps ensure that your employees and potential employees will feel safe working for you and, with their minds free of that worry, their productivity and loyalty to the company should increase. 

Making it known that you handle any personal and financial information with serious care can demonstrate responsibility that will draw out trust and respect throughout the business community.  Even by just following industry-standard security practices and mentioning their use via blogs or social media, your business may reap benefits from marketing this information. 

The information presented here is for general purposes only. It does not constitute legal advice and does not create an attorney-client relationship.