Digital marketing and advertising is a tricky field, and those specializing in it know just how important customer data is. It’s the key to understanding the demographics of a business, but it’s also a sacred trust the company shares with them – and how that data is used can make or break a company’s reputation.
Customers are becoming increasingly concerned about how their digital data is shared, legislation is tightening how companies can use that data, and a prospective client’s first question will often be about how their privacy will be safeguarded. These are some ways you can earn your customers’ trust in this privacy-first world.
Don’t Focus on Legislation Alone
Bills like GDPR and the CCPA have overhauled how companies use their clients’ data, but the smartest companies have already been reviewing and revising their policies long before those bills came down the pipeline.
The bills have been crafted with the cooperation of top tech industry figures, serving as a regulatory guideline. While compliance is essential to protect your company from liability, it should be seen as a starting point rather than a limit.
Every company’s privacy needs will differ, and establishing those policies should go beyond the legislation and consider your client base’s preferences. Meeting with your clients for feedback on how they want their data to be used and their sharing preferences would help keep you in compliance, create a stronger relationship with your customers, and spread positive word of mouth about your privacy policies.
Simplify Data Privacy Policies
Let’s be honest – most clients don’t know the ins and outs of digital data sharing. They simply want to know that their privacy is respected and their information isn’t being given out willy-nilly. That means that if you present them with a twenty-page document on your privacy policies, there’s a good chance they’ll be overwhelmed and miss some critical details that could come back later and cause conflict between your agency and its clients.
So how do you create a client-friendly privacy policy? You’ll probably want an exhaustive one for your legal team to draft and ensure the company stays in compliance. But what you present to the client will be very different and should focus on simple details about how their data will be used. If any partners have access, ensure this is stated clearly and up-front. The best approach is to take a complex and thorough data policy and simplify it for anyone who needs it.
Give Users Control
Not every client will have the same privacy needs. Some will see their data being shared with interesting parties to boost their outreach and name recognition, while others will be worried about their trade secrets and want as secure an approach as possible. Instead of a one-size-fits-all approach to data privacy, most small firms with an individual approach should meet with their clients to discuss their individual privacy needs and tailor a policy accordingly.
Once the project gets going, regular updates are a good opportunity to keep your client appraised of how their data is being used and solicit feedback about how your policies can be improved. This is especially key in large markets. Clients who use a digital marketing agency based in NYC are in the middle of one of the most crowded markets in the world – and a personalized approach can give them a big edge over the competition.
Share Data Responsibly
Clients are becoming savvier about how their data is being used, and businesses need to take that into account. While every client is different, there are some general boundaries that almost all clients will share. Protocols must be put in place to prevent data breaches as it could lead to identity theft, and anything related to business secrets should also be closely guarded. It’s not hard to build trust, but it is very hard to repair it if it’s been broken.
However, many clients don’t know anything about data privacy until they hear about a breach. That makes it all the more important to make your data protection policies clear from the onset.
Data for Success
Your clients’ data is their most valuable asset, and they trust you. That’s why it’s key to have a plan for data security before you start. These simple tips can help you build a reputation for trust and security.
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