People want to feel safe and secure, and rising crime rates can make this challenging. Security system companies fill an important need, whether providing protection when owners are away or on the property hoping to feel safe.
Burglaries and vandalism happen in both residential and business areas, making security a top priority for property owners and renters alike. The challenge for security companies is reaching their target audience before the competition. The best way to do that is with a strong and carefully targeted marketing strategy.
8 Tried-and-True Marketing Strategies
It’s important that your security business has a marketing plan that not only helps potential customers find your business but also convinces them to choose it over the competition. If you don’t take advantage of your opportunities, you are likely to lose clients to your competitors. Effective use of the following strategies will help you market your security system company and grow your business.
1. Identify Your Target Market
Before you can market your security business, you need to determine who you’re trying to reach. Specifically, is your security company focusing on protecting homes, businesses, or both? What geographic area will you cover? What services will you offer, and how do they fill your ideal client’s needs?
If you aren’t sure where to begin, research your competition. What are they doing that you think you may be able to do better? Once you have a more complete picture of your target market, you can create a more effective marketing strategy.
2. Establish a Sustainable Brand
Your security company’s brand refers to how it is portrayed to the public. The look and feel of your brand will be communicated through logos, taglines, colors, and even your values and mission.
You’ll probably want to start with your values and mission statement if you are a new business or considering refreshing your brand. Then, you can use the things your business values most to drive decisions related to logos, colors, and taglines.
3. Create an Engaging Website
Once you’ve identified your target audience and established your brand identity, it’s time to create a lasting online presence. Your company’s website is its digital front door, meaning it’s usually the first place people will come to learn more about your business. You should create an engaging, informative, and user-friendly website that depicts your personality and gives visitors the information they need to choose you over a competitor.
Your website should have some standard pages, such as an About Us, Services, Products, and Contact Us page. However, it should also have a blog with informative content. Beyond these items, your website needs to be fast, secure, and mobile-friendly.
4. Focus on Search Engine Optimization (SEO)
If your security system business isn’t using search engine optimization (SEO), it’s missing out on one of the greatest opportunities to reach its target audience online.
Instead of paying a small fortune for online ads, SEO boosts your website’s rankings for important keywords and phrases that your audience frequently uses to find businesses like yours. These might include terms like “security business near me,” “alarm monitoring service in [city],” or “24/7 video monitoring services.”
Most consumers won’t go beyond the first page of search results when doing research. If your business doesn’t rank well, it is missing out on valuable leads and revenue. SEO can put you in the best possible position to capture relevant website traffic.
5. Maintain a Social Media Presence
Social media marketing is an excellent way to connect with current and potential customers, and platforms like Facebook, Instagram, and Twitter are free to join.
As a security company, you can create a business account on these platforms that represents your brand. Then, you can share updates and content about your business in the form of posts, photos, and videos. You can also answer questions and engage with your audience to create lasting connections and brand loyalty.
6. Leverage Email Marketing
Email continues to be an effective strategy for nurturing leads and converting them into loyal customers. It’s also frequently used to keep in touch with customers and cement brand loyalty.
You can create an email list by having a sign-up form on your website and offering something of value for customer information, like a piece of content or a one-time discount. Once people are on your list, you can send them targeted messages depending on where they are in the sales funnel. For example, people who are prospects will receive different emails than those who have already signed up for your service.
7. Solicit Customer Feedback
Many of today’s consumers want to read about others’ experiences to help them make a choice about which restaurant to eat at, which shirt to buy, and which security company to hire. If your business doesn’t have online feedback, it should start making this a priority.
You can set up a Google Business Profile, which will show up in local search when someone looks for a “security system provider near me.” Your current customers can click on this profile and leave reviews, which prospects will use when researching your business. Social media is another place your business can begin accumulating online reviews.
8. Measure Your Success
Taking all of the aforementioned actions is an excellent start, but it’s also essential that you track your success so that you know what is working and what may be missing the mark. Establish some key metrics like conversion rates, cost per lead, click-through rates, bounce rates, and customer retention rates. Track these metrics over time and make adjustments to your strategy as necessary.
Quality Central Station Alarm Monitoring Services for Your Security System Company
One of the primary selling points of your security system business should be real-time alarm and video monitoring services, providing clients with the highest level of protection and peace of mind. Quick Response can act as your business partner in providing these top-quality services.
With over 40 years of alarm industry experience, Quick Response is a TMA Five Diamond central station. Our alarm monitoring and dispatching specialists are available around the clock. We act as an extension of your business and enhance your brand’s overall value. Contact us today to learn more about our monitoring solutions!