Author: Kristen Gramigna / Source: Entrepreneur
Secure payments serve a functional purpose in your business, but they can also serve double duty as a marketing benefit — particularly now that so many customers have experienced card fraud or security breaches.
Here are a few ideas on how you can incorporate the fact that you offer secure payments into your marketing campaigns
Prove that you understand their concerns.
More than 40 percent of consumers surveyed by Auriemma Consulting Group (ACG) reported having personally experienced some form of credit card fraud — and nearly half of them had fallen victim to it on more than one occasion. Your payment security isn’t just a value-added benefit to consumers who have experienced fraud; it’s a solution to a problem that they have experienced. Your business’s willingness to invest in payment security and make it a priority ensures that customers who buy from you can trust that their information will be kept safe.
Incorporate messages into your marketing campaigns that overtly express that your business knows the challenges customers who have been victims of credit card experienced. Speak to the fear, frustration and vulnerability they may have felt, as well as the time and money they had to invest into managing the extent of the fraud. When you humanize payment security, your marketing campaigns can communicate that you truly care about taking care of your customers. Tell customers that you are empathetic to the concerns they have regarding data security, and that you made the business decision to intentionally invest in the payment security solutions to protect them.
Leverage customer perception of small business security.
Though a host of major retailers,…
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