What Are SSL Certificates?

Secure Sockets Layer Certificates more commonly referred to as SSL Certificates are small data files that digitally bind a cryptographic key to a business’s details. When this is installed onto a web server, it activates the padlock symbol and the Hyper Text Transfer Protocol (HTTP) is changed to Hyper Text Transfer Protocol Secure (HTTPS).

By having this digital certificate installed, it means that you are creating a secure link between your website and a visitor’s browser. This certificate essentially acts as a maximum-security feature that helps to protect sensitive data on your websites, such as visitor’s personal information and credit card numbers.

How Do SSL Certificates Work?

So now that the principle of the certificate has been outlined, let take a look at how it actually works.

Let’s quickly recap.

When an SSL Certificate is in place it creates a secure connection between a visitor’s web browser and the server of the company they are interacting with.

Here are the three main security protocols that the SSL Certificate follows:

• Authentication – the certificate protects website owners from unwanted attacks and breaches and in turn, builds the users trust.

• Encryption – Any personal data such as credit card numbers are automatically encrypted. Meaning that the user’s information cannot be stolen by rouge web-users.

• Data Integrity – By encrypting data, it means that information transferred between the visitor’s browser and the company’s server cannot be corrupted.

Benefits Of An SSL Certificate

So, not only is it very important to have an SSL Certificate in place to ensure that your data is protected but it also has other benefits.

• Increases Your Google Rankings – Google’s algorithm actually favours websites which have an SSL certification in place. Thus improving your websites SEO and positioning.

• Secure Shopping – If you are a retailer, selling products through your website, it’s mandatory practice to have an SSL Certificate in place to meet PCI security standards.

• Customer Trust – Alarm bells will start to ring if a customer tries to enter a site that’s not secure. By securing your website you are building trust and loyalty with your customers.

• Authentication – Alongside all the other great benefits, SSL Certificates also provide an identity verification to the website. Meaning that your well-earnt reputation can’t be ruined by an imposter!

Need an SSL Certificate? Get in contact with the team here at Eventure today.

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Unfortunately, this marketing tool isn’t as easily sourced as you may initially think, and results can be varied and difficult to trace. It’s a marketing strategy that does have the capability of producing enormous results, however it also come with substantial expensive demands. Money, time, personal efforts and executive participation are all required when utilising this marketing tool.

Undecided if influencer marketing is the right tool for your brand?

Good news! We have put together a list of pros and cons, so that you can carefully consider whether this tool is viable for your brand.

Pros of Influencer Marketing

Numbers Don’t Lie

Influencer marketing can create twice as many sales as paid advertising and the retention rate of those customers are 37% higher.

Access To Thousands Instantly

Forget trying to market to thousands of individuals, influencer marketing allows you to reach one influencer. In return, you now have access to thousands of people instantly.

Increase In Brand Awareness

Now that you have instant access to thousands of people from one source, brands new to the market may see a rapid incline in their brand awareness. This is usually results in good reviews, more social following and even a hike in sales.

Reduced Sale Cycle Time

Audiences that are engaged with the influencer have typically built trust over time. This means that when the influencer promotes your product, the end customer is more likely to purchase it quicker than a typical customer.

More Audience Reach

It is likely that your influencer holds high authority on platforms such as YouTube and Instagram. Your influencer can disperse your brands message via these channels, meaning that you may reach more than just your target audience.

Cons of Influencer Marketing

Research, Research, Research

Getting started with influencer marketing requires extensive research before even starting.

At the very least you will be required to action the following steps:

• Identify your influencer.
• Create a database containing all relevant information relating to the influencer.
• Generate a marketing plan detailing how your products and the influencer will work to promote your brand.
• Using the database of information to create a persona to help guide your marketing campaign.
• Now that you have identified the persona, you will now be required to create unique content for the influencer. Remember that each influencer will need unique content for their social stream.
• Reach out to all influencers in the most appropriate way. This may be via their social channels, email or telephone. You will then need to wait for them to respond.
• Assemble a team and prepare them to measure any results.
• Negotiate the nature of your relationship with your influencers.
• Communication Demands

Communication Demands

Influencer marketing requires a high level of regular communication from at least one full-time employee and one manager or executive. This requires a member of your team being an influencer relations specialist in addition to their regular job role.

No Guarantees

High risk is involved when it comes to influencer marketing as there is no way of guaranteeing amazing results. An influencer may adhere to their agreed contract, but lack enthusiasm. This could result in your product not generating the ‘buzz’ you initially anticipated.

Tracking Difficulty

One of the main issues for marketers is the lack of campaign trackability. Unlike typical content or social media marketing, influencer marketing doesn’t allow you to track data directly.

Slow Results

When you take into consideration the weeks, if not months of planning to get the campaign started, combined with developing a relationship and the possibility of months without measurable results. It may result in your competitor outpacing you within the market.

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