Content Marketing is Getting a Great Boost from GDPR
Written by: Albert Gibosse
Disclaimer: The following content is for information purposes only and should neither be used legal advice nor considered as such. In other words, please consult your lawyer to ensure your process is GDPR-compliant.
As intimidating that GDPR sounds, in fact, the new legislation is a great opportunity for marketers to do what marketers do best – create targeted marketing campaigns toward getting people to engaged with your brand.
Gaining Consent is a great benefit that shortens the lifecycle to the marketer’s benefit
Although customer consent entitles them to the rights to ask you exactly what information you have on them, who it is shared with and the purpose it has been used for, the opportunity for marketers lies in the fact that they can now provide customers with a range of options so that they can find out what they’re interested in toward gaining more insight into each individual’s interests to provide them with information that they want to receive.
While this helps to be GDPR-compliant, but it also helps with segmenting your customers and focus your communication based on specific interests, rather than focusing a “one size fits all” email campaign.
- Right to be Forgotten
The “right to be forgotten” , your business must remove all data you hold on a specific individual, across the whole organization, If requested by a customer. A great CRM solution, built with specialized features, can help you keep track of all your permissions data and ensure you’re GDPR compliant while also affording you with the advantage of having a single platform that can enable your customers to switch consent on and off, for different purposes. This, would furthe afford you with the opportunity to learn more about your customers and target them with more specific or relevant campaigns.
As building trust comes through projecting transparency, GDPR will also help businesses with being upfront and honest, thereby, build trust with customers.
As ninety-three percent of online shoppers cite the security of their personal data as a concern, GDPR will help marketers with overcoming these concerns by being transparent with data and demonstrating that an individual’s data is being treated with respect and held securely. Once marketers can show that they have their customer’s best interests at heart, both trust and engagement will be [ naturally ]strengthened with their customers.
Practical tips on GDPR for marketing
Audit your mailing list.
Start by removing anyone that you do not have a record of their opt-in. Ensure that new subscribers and potential subscriber confirms that they want to join your mailing list by sending an automated email to confirm the subscription.
Review the way you’re collecting personal data. Stop buying mailing lists as you have no established relationship with the email recipient.
Start creating content that is tailored to your potential customers and invest in a content marketing strategy that includes white papers, guides and eBooks that visitors can access and download in exchange for them sharing their contact information.
GDPR compliant website
Educate your sales team about social selling techniques, as it is best that they connect with prospects on social media and share relevant content – rather than trying to reach new prospects by email.
Take advantage of a great CRM system to keep you data centralized that can provide access to your users so they can change their data , review its proposed usage, and make any changes as they wish.
Get more insights into the data you’re collecting so you can securely dispose of unnecessary info that you can do without. Likewise, only ask for what you need, and what you will use on sign up forms. For B2B marketers, the only info that is usually needed include name, email address and company name.
Push notification is a great tool
Being a pop up message that appears on a desktop or mobile device that does not contain nor processes any personal information, marketers can make great use of them to send a message to subscribers at any time. Users only need to give explicit consent in order to opt-in and receive notifications.
Keep your privacy statement updated
Amend your privacy statement accordingly to ensure compliance with GDPR requirements. Ensure that the content in your privacy statement is not difficult to read and understand.
Although there is a hefty fines of up to €20 million if you fail to comply, but is always been best to instill trust and ensure protection and security for personal data.
That said, GDPR will not ony lead to an increase in data quality, but it also afford marketers with the best opportunity to delve deeper into the needs of their prospects and customers, rather than using the traditional “one-size-fits-all” approach to marketing.
To sum it up, the rules for GDPR compliance are quite simple and iclude refraining from contacting someone unless they specifically ask to be. Thus, dont cold contact them, don’t send them irrelevant information that they didn’t request, and don’t assume they want to hear from you without their consent.
NEED ASSISTANCE WITH CONTENT MARKETING AND/OR GDPR? PLEASE SUBMIT THE FOLLOWING CONSENT FORM TO BE CONTACTED: