In our previous post, ‘GDPR and Data Security’ we discussed the importance of complying with the new regulations by storing and protecting your clients’ and customers’ data or face the wrath of fines and a damaged reputation. But what do you do when you regularly rely on data and are concerned that people will continue to opt out of your communications? What can you do? We look at how marketers can regain trust and attract and keep new business all the while staying within the lines of GDPR.
‘’68% of consumers don’t trust brands to keep their personal information secure’’ Gigya
How Has GDPR Impacted Marketing?
Firstly, let’s look at how GDPR may have impacted your business, and the rights that customers and clients alike now hold:
- The Right To Be Forgotten: If they opt out/withdraw their consent, then their data must be deleted, and have no further contact from that business.
- The Right To Be Informed: They must be informed when companies are gathering their data and consent must be gained before data usage.
- The Right To Access: They can request access to their personal data, enquire how that company uses their data and ask for a free copy of what they have on record.
- The Right To Data Portability: Data must be transferred from one service provider to another at request.
- The Right To Object: They can object to the processing of their data for direct marketing.
- The Right To Be Notified: If a data breach occurs affecting your customers’ and clients’ data, they must be told within 72 hours of discovering the breach.
How You Can Appeal To Your Customers And Comply With GDPR?
So, how do you get around all these roadblocks that may be hindering your marketing activities? We suggest you implement the following:
Expand The Options Beyond All Marketing Activities.
Data access and permission revolve around consent, and it’s now all too easy for people to opt out of all of your communication with them. However, when some, if not most of it may be irrelevant, can you blame them? Defining your key messages and offerings, separating them out and allowing customers the options to opt in to different business functions will not only retain customers, but strengthen those segments or communities through more relevant and targeted content. Simply asking customers what they’re interested in shows respect for their time, and allows you to send them information they’d actually like to receive.
Be Open And Transparent About Data Usage.
You need to be honest and open about who your company is and how you’re using data, so that customers are assured that you’re treating it with care and respect, and that breaches are unlikely, or will be handled professionally. State why their data is necessary for your work, emphasize your protective data centres and tell them about the benefits the research will give them too. People know they’re being marketed to, but it’s a lot less irritating when they’ve been included in the process, and will likely lead to greater engagement levels.
Respect The Right To Be Forgotten.
Unfortunately, there may be customers who will cut ties with your business, and you will have to delete and remove all data that relates to them, otherwise pay some serious fines. If you store data in various places, then this can create further issues. To keep track of this, integrating a CRM platform that holds the consent records of all your customers will ensure you’re not badgering those that have opted out for good, and will make finding specific data easier for future reference.
How To Gain New Customers Post-GDPR
- Ensure customers confirm they want to join your mailing list by sending automated emails to verify their subscriptions.
- Create content that will make potential customers think of you when they need your industry’s product or service in the future. Guides, tutorials and eBooks choc-full of facts and figures can give your company a knowledgeable reputation, and also be downloaded in exchange for contact information.
- On specialised pages on your website, add pop ups so that visitors can add themselves to your mailing list.
- Be active on social media accounts, sharing your content, talking to potential, and engaged, followers and teach your sales teams about social selling techniques, such as joining relevant LinkedIn Groups or using social listening to engage in conversations about your business.
- Rethink your data collection methods. Do you need all that information you’re asking for, and will potential customers be motivated to fill in long lists of questions and statements? The answer is most probably no. Keep it short. Keep it sweet. Only ask for what you need.
- Rewrite or update your privacy statement so that all customers know how your business gathers, accesses, stores, uses and protects their personal data, in language that is easy to understand and leaves no room for confusion.
How Can Infinitel Help?
We are experts in data security and can benefit your business in the following ways:
- We can host your business-critical server and telecommunications equipment.
- Our data centres are stable, secure and resilient, providing complete protection and 24/7 data access.
- Our Manchester and London data centres are ISO27001:2013 accredited with stringent security measures in place.
- We can maintain, manage and monitor any electronic device that accesses any critical data.
- Should you experience issues, need some advice or have any general queries, we’re always here to help, no matter the time or day.
Call Infinitel today on 0333 996 0029 to discover more about our data centres, and how to ensure you are GDPR-compliant