Trust and communication are essential to a successful relationship, particularly in business. A company may have a market-leading product, but without the correct promotion, the target audience may be unaware of the brand – let alone trust them – and the offering is redundant. Unfortunately, security vendors aren’t immune to this. In fact, they feel this burden more acutely as they need to build and sell trust.
In light of techUK’s Cyber Campaign Week, we are sharing some of the key takeaways from our survey that explored buyers’ criteria for selecting a security vendor.
Communication is a key influencer in securing trust. If you consider that almost 64% of C-Level executives cite cybersecurity as a top priority, you can see why these vendors should seriously rethink their communication strategy, if indeed they have one.
Over 70% of respondents highlighted that a vendor’s media presence is critical in building their trust and loyalty to a particular brand. This doesn’t mean that companies need to dominate the mainstream headlines. Prospects regard trade titles in high esteem as they comprise comprehensive, technical articles specific to their market. For vendors, although offering a fraction of the readership, trade publications provide a targeted approach, often resulting in stronger conversion rates.
Almost 60% of those surveyed favoured articles from technical experts such as CTOs, Security Directors and CSOs. With a deep understanding of the company’s solution, they are considered to have a personal responsibility in the quality and reputation of their company’s offering and therefore more likely to be trusted.
Being present in industry analyst reports, participating at trade shows and publishing customer case studies all emerged as crucial factors too, indicating the importance of an integrated communication and PR strategy. In fact, almost 50% of respondents considered analyst reports as a reliable source when selecting a vendor. These, along with case studies, comprise informative, accurate and impartial information about a product. In the instance of a case study, this third-party testimonial shines an insightful light on how a particular solution is being deployed by an existing customer.
For many, this advice may seem obvious. Perhaps you’re already deploying PR to a degree although, it’s worth considering how a PR agency can quickly establish trust in your brand, helping you drive sales. After all, it’s a manufacturer’s responsibility to build trust, while it’s an individual’s decision to trust in it.