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The Benefits of Implementing Zero Trust Network Access in Your Organization Zero Trust requires a complete change to your existing infrastructure. The transition can be a challenge and often involves the use of multiple technologies. Look for a solution that offers granular visibility and reporting, supports risk-based conditional access, and can be deployed in stages without disrupting business operations. Also, incorporate micro-segmentation and a platform that can detect and respond to anomalies. Reduced Costs Zero trust network access uses software-defined perimeter tools, identity-aware proxies, and micro-segmentation to limit users' direct exposure to applications, servers, and data assets. Instead, users must first go through a controlled gateway to access them. Allows administrators to monitor and control granularly what users can do with applications on a need-to-know basis. It enables organizations to reduce their reliance on VPNs and other traditional security systems that don't provide the same level of protection. Zero Trust also operates on a continuous verification model that authenticates, authorizes, and filters data and services based on risk--never trusting users, devices, or locations. It prevents rogue applications from downloading malware to employee devices and limits a breach's "blast radius" once inside an organization's defenses. However, implementing Zero Trust requires a significant commitment of time and staffing. Many teams must assess each device, user, and application to determine whether they are a threat. If the process moves too slowly, it can increase costs and stifle organizational agility. Another challenge is ensuring that Zero Trust doesn't negatively impact end-user experience or performance. If the security measures are too strict, employees may become frustrated as they encounter roadblocks that make it challenging to complete their jobs. In addition, overly stringent authentication requirements can incentivize employees to circumvent them by reusing passwords and using less secure logging methods. Reduced Risk of Data Breach The Zero Trust model shifts from "trust but verify" to "never trust, always verify." Users and devices are assumed to be hostile and must be verified, regardless of whether inside or outside the network. This approach evaluates access requests based on risk factors like user and device context and granular application-level access controls. It prevents attackers from stealing a credential and moving laterally into your organization. Once you adopt a zero-trust security posture, you must continually monitor your network and assets and keep up with the latest patches and updates for applications and systems. Additionally, your network needs to be segmented into small pieces that minimize the damage if a breach does occur in one section. It is the only way to implement a proper Zero Trust security posture that reduces the risks associated with sensitive data exposure. Fortunately, an MSP can help you identify your most valuable data and implement the proper protection measures to stop attacks before they happen. Zero trust can also improve the way your employees interact with critical resources. For example, single sign-on reduces the number of password ends users need to manage, and multifactor authentication eliminates phishing attacks by ensuring that only authenticated users gain access. In addition, remote workers can get the same access to applications and infrastructure that they would in your corporate offices without having to deal with complicated VPN setups or constantly logging in and out of their devices. Reduced Risk of Credential Theft Zero trust relies on the principle of "never trust, always verify." Authenticating users and assessing device context (including IP addresses, MAC addresses, and operating systems) before providing access helps limit the damage of an internal breach or ransomware attack. Another core concept is using multifactor authentication (MFA) to verify that a user or device is who and what they say. Most modern online services require MFA to gain access—think of the two-factor verification used on your bank account or email provider when you log in with 2FA. Zero trust and MFA make it much more difficult for attackers to exploit user credentials stolen from your internal network to obtain illegal access. By reducing the number of potential entry points for hostile actors, companies can lower the risk of internal breaches by implementing the concepts of Zero Trust and the direction of least privilege. For example, using the principles of Zero Trust to implement a secure microperimetry around specific assets determines how far attackers can move inside your network or cloud instance. Deploying a Zero Trust strategy requires an investment in tools and personnel. However, reduced hosting and licensing costs for perimeter-based security tools and increased productivity from less time spent on manual tasks can offset this. Additionally, a 2021 study found that organizations with a mature Zero Trust approach saw significant cost savings in operational expenses. Improved User Experience As organizations migrate to Zero Trust, they need to focus on delivering a quality user experience. With it, employees may adopt the new processes and be more likely to follow security procedures or use the technology. It can lead to a loss of productivity and puts the organization at risk for attacks by unauthorized users with access to the network. With Zero Trust, identity is the perimeter, so no device, user, or application is trusted to enter the enterprise until verified. It is a significant change from traditional network security that used a "trust but verify" method, which trusts all devices and users inside a private network's perimeter until proven otherwise. The Zero Trust approach allows for granular security policies that are adaptive and contextual to be created, meaning that security teams can reshape which devices, users, applications, and services are allowed to connect to their private networks based on data sensitivity, access patterns, device types, etc. It allows for continuous compliance and streamlines the creation of policies, reducing the time it takes to implement Zero Trust for any organization. However, the human side of Zero Trust must also be addressed. Agencies should help their employees understand why they need to go through the extra steps to ensure their cybersecurity and provide them with a clear path that they can take if they encounter problems with the new process. It helps to avoid confusion, frustration, and a lack of adoption.

Why Influencer Marketing? Is it the Right Strategy for Your Brand?

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Influencer marketing is the latest form of marketing that has been employed by businesses and brands across the world to promote their products and services.

There are several ways to make influencer marketing work for your brand.

Before we delve into whether influencer marketing will work for your brand or not, let’s take a closer look at what all the fuss is about.

What is Influencer Marketing?

Influencer marketing can be described as a type of marketing that uses social media and key leaders in the field to market your brand directly to a larger consumer group.

Many businesses and brands inspire, hire or pay successful influencers in the field to get the word out and attract potential customers.

With social media turning into a necessity at this point in time, harnessing its power to influence your target group is an exceptional marketing tool!

Why Influencer Marketing?

If you are still not sure if influencer marketing will work for your brand, here are a few points that might tip the balance for you:

Brand Trust

Customers tend to be wary of trying out products or services of brands they are not aware of.

Influencers help bridge this gap by establishing brand trust.

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This element plays a huge role in encouraging new customers to try out your products or services for the first time.

Reach New Audience

If you are looking for ways to reach out to a new demographic to promote your business, influencer marketing is the answer.

Many brands have successfully used influencers on social media platforms like Instagram to reach out to new target audiences.

This helped bring more exposure to their brand as well as plenty of new customers.

Reuse Influencer Content

By including the extended use of content in the contract, brands can reuse Influencer content and images as long as they want.

social marketing

With the help of this guide, you can boost your credibility down the line and continue to attract customers who follow the influencers you’ve associated your brand with to date.

Boost Your Return On Investment

Ultimately, influencers are responsible for bringing in plenty of new sales.

This helps boost your ROI, and take your brand on the path of success.

Associating with an influencer has helped many brands on the brink of collapse to get back in the game and edge their way up the sales chart.

Long-Term Relationships

Some brands wind up establishing a long-term relationship with influencers who work with them consistently.

It also encourages influencers to promote your brand and bring in more sales.

Some brands also use these long-term relationships with influencers to hold special contests and giveaways to keep the brand in focus.

Save Money

Brands that work with influencers have discovered that it is a great way to market their products and services without spending too much money.

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Some companies prefer to pay the influencers based on the number of followers or the engagements per each post.

Either way, including micro-influencers in your marketing campaign, is an excellent way to cut down marketing costs in the long run.

Brand Credibility

Bringing in an expert to build consumer trust also helps affiliate your credibility with theirs. This plays a vital role in retaining customers in the long run.

Avoid Ad Blockers

The new-age customer has turned to AD blockers, in an attempt to avoid getting bombarded with ads on every corner of the internet.

However, this prevents businesses from reaching out to their target audience, which can play havoc with your sales numbers.

Influencers are a great way to sidestep AD blockers and get the word out to prospective customers.

Improves Your SERP Ranking

With SERP ranking plays a critical role in attracting new customers to your business, it is essential to use every tool available to improve your SERP ranking.

By implementing influencer marketing, you share your audience, thereby diversifying your SERP rankings and giving a boost to your ranking.

As you get ready to harness the power of influencers for your next marketing campaign, it is important to learn how to avoid common influencer marketing pitfalls.

So get your head in the game and use influencer marketing magic to build up your brand and expand your customer database.

After all, it is vital to use every marketing tool to reach out to your target audience and influence their purchasing habits.

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