Security equipment companies are looking for an edge to get ahead of the competition.
The industry is in the middle of a boom cycle and is predicted to hit $100 billion in sales by 2020. With this type of fast-paced growth, security companies can expect to see more competitors try to get a piece of that revenue. They’ll also see more companies invest in advertising.
With that in mind, it’s important for you to get creative in your marketing to set yourself apart from every other security company out there.
If you’re one of the companies looking for an edge, keep reading to learn the top creative marketing strategies to put your company ahead of the pack.
1. Audit Your Company
Very few companies will look at what they’re current marketing strategies are doing. How can you improve to meet your revenue goals? If you don’t have revenue goals, set them.
You can take a little bit of time to find out what you’re doing well and what you’re not doing well.
You can start with something simple. Learn how your current customers are finding you. If they’re finding you from Google, how can you improve your presence there so more people can find you on Google?
If they’re finding you from referrals, how can you encourage more of those? Ideally, you want to find two or three things that you’re doing very well and build on those.
Once you master those few things, you can add on more marketing strategies to bring in even more customers.
2. Paid Advertising
Security equipments companies that are looking to generate consumers right away can invest in paid advertising.
There are countless places to advertise, from your local newspaper to Google and Facebook. Targeting search results and keywords can work, but you have to be prepared to invest a good sum on money.
The best thing to do is find out where your ideal customers are. If you know that your ideal customers are older, they may be more likely to read the newspaper or be on Facebook.
Likewise, younger people are more likely to be on Instagram.
3. Provide Value for Your Website Visitors
If you’re using some of these marketing strategies to drive traffic to your website, you need to make sure that your website is ready for that traffic.
People are clicking through to your website because they have a problem. They feel that they need some kind of security equipment for their home or business.
Your website has to show that your company is the one that can solve their problem. You need to make sure that your content is of value to your readers and helps them solve a problem.
4. Show How You’re Different
On your website and in all of your marketing materials, you need to be sure that you show why people should use your company instead of the competition.
For example, you might be like Lifeshield, which has a whole section on home automation and security. Consumers are looking for this type of information, and not many security equipments companies have home automation in a prominent place on their website, though it might be something that they offer.
You can learn more about LifeShield here.
5. Search Engine Optimization
As a business, you want to be in it for the long haul. That means that you want to invest in long-term marketing strategies as well as strategies that will give you quick wins.
SEO is one way to play the long game in marketing. It’s challenging to do, but when it’s done well, it can pay big dividends for your business.
The key to good SEO is consistency. If you can add new content to your site that’s useful to readers once a week, you’re building credibility within Google. That will help your search results in the long term as you’re likely to build backlinks to your site, too.
6. Your Website is More than a Brochure
Your security company’s website is more than a brochure.
The reality is that it’s a sales tool and the first interaction that people will have with your company. If your website isn’t updated, potential customers will get the wrong impression of your brand and won’t buy from you.
You want to make sure that the design looks clean and is easy to navigate. When you think of your website think of it as a journey that a potential customer will take before they buy.
Will they sign up for an appointment? Will they sign up for your email list? You want customers you take one specific action so you can sell to them later. This will give you an opportunity to build your credibility and trust with the customer.
Your website needs to be geared to encourage that key action, whether it’s offering customers a free demo or a white paper about the top home automation devices.
7. List Your Website on Online Directories
People are going to find your company in a number of ways. They will most likely search for security equipments companies first, then contact the first few results that show up.
That’s why you want to have your business listed in as many directories as possible. The top ones are Google My Business, Bing Places, Yelp, Angie’s List, and the Better Business Bureau.
8. Get Social Proof
When consumers search online for products and services, they often use reviews to decide whether or not they’ll contact the company.
You want to be sure that your security company has plenty of positive reviews on your website, and on your Google listings. Those are two places that people are most likely to look for reviews and make a decision.
Marketing Security Equipment Companies Made Easy
Marketing for security equipment companies isn’t an easy task. It’s a highly competitive industry that forces business owners to think outside of the box and get creative with their marketing efforts.
By using some of the marketing tips listed here, you can take your business to the next level. You just have to execute them consistently. Do that and you’ll see the rewards over time.
For more great marketing tips, explore our blog.