Security Company Marketing - Benefits of Being Online
If you are in the security business, it's important to understand that online marketing has many benefits. The security industry is constantly evolving and today security companies need to use all types of marketing strategies including a website and social media tools like Facebook, LinkedIn, or YouTube. These platforms offer security firms a way to reach potential customers who may not have otherwise been aware of their products or services. Online marketing also offers security companies the opportunity to interact with prospects on an individual basis through email campaigns or blog posts. It gives security company representatives a chance to establish themselves as trusted advisors by providing helpful information about security-related topics and trends in order for clients see them as being valuable partners rather than just vendors they can purchase from.
There are many other benefits to online marketing including:
- The internet is the go-to place for information these days! -
Today more than ever, existing, and potential customers go online to look for experts. This can be achieved through search engines like Google or Bing, by reading online reviews, on social media or even by checking industry authorities such as ASIS.
The internet is also a great place to be able to establish yourself as an authority to existing and potential customers. For example, if your existing customer is searching for information on a specific topic, ensuring you have a well-established blog can ensure you can be there to answer their questions and position yourself as an expert in the security industry. If, however, you don't have content on that topic, but your competitor does, your competitor could be seen as the expert in the customers eyes, and you could potentially lose that customer.
The same is true for potential customers. When they are in the research phase of the buying process, often, they will use the internet to conduct that research. If your security company isn't visible online in your specific niche, but your competitor is, it is highly likely you are going to miss out on attracting potential customers who are in the active buying phase. Missing this opportunity simply makes your lead generation efforts that much harder!
- Online marketing is cost effective -
Remember the days of the yellow pages? If you were a security company worth your salt, you would most likely be listed in the yellow pages. Either you would pay for a full page, half page or quarter page ad, or you would have your name, phone number and a few services listed in alphabetical order with all your other competitors! Consider how effective that would be for you if there were 50 listings in your area and your company name was Zorro Security Company!
Compared to traditional forms of marketing such as TV or print ads, online marketing is much more cost effective. You can reach many people for a fraction of the price by using digital marketing channels such as Search Engine Optimization (SEO), Pay Per Click (PPC) or social media marketing. It doesn't matter if your security company name is ABC Security or Zorro Security, everyone has the opportunity to ensure their security business is visible to their ideal customer in a cost-effective manner online!
- Online marketing provides powerful insights -
Both security companies and their potential clients benefit from online marketing because it is more measurable. This enables security companies to better understand the return on investment of each campaign as well as which strategies are working best for them.
Unlike traditional forms of marketing which are a 'shot in the dark', online marketing allows you to track your results and measure their effectiveness. These insights could include things like website visits, keyword rankings, social media followers, page likes and even conversions. This information can then be used to improve your campaigns and make them more effective over time. It is also a great way to identify what DOESN'T work so you can redirect those resources to the areas that do work!
- Online marketing will increase website traffic -
Imagine you owned a coffee shop on a main road of your community, but you kept the door closed and did not put up a sign or any indication that your business was open or even that you sold coffee. The number of footsteps through your door (which ultimately results in sales) would be terrible wouldn't it? Only those who KNEW you existed and what you did are likely to come inside.
The same can be said for your website. To take advantage of online marketing, your security company website must have effective search engine optimization (SEO). If you have a great website, but you do not come up on page 1 of Google searches, it is just the same as keeping the door to your store closed and not putting a sign up about what you do! If you are lucky and someone knows your security company name, they could search for you directly, but think about the business you are missing out on with those who don't know your name!
- Online marketing provide greater reach -
With online marketing, security companies can reach a larger audience within their specific target market more easily and at a lower cost than with traditional marketing methods. Simple math then applies. The more people you reach within your specific target market, the more leads you will generate, which in turn means the more sales you will make!
The internet has made it possible for businesses to target their advertising efforts to specific groups of people based on interests, demographics, and even past behaviors. This makes it easier than ever before to find your security company's ideal customer and reach them with relevant messaging.
When done correctly, online marketing can help security companies build awareness for their business and create an impression that lasts long after the campaign is over.
- Online marketing allows you to be more engaging -
Online marketing is generally more engaging than offline marketing due to the use of multimedia such as videos, images, and interactive elements. This makes it more likely that potential customers will become interested in what your security company has to offer. It is also the most cost effective way to establish yourself as the expert in the eyes of the industry and become a trusted advisor to your ideal customers.
Security companies who use online marketing can create interesting and engaging content that will help to capture the attention of their target market. This type of marketing also allows for two-way communication, which is a great way to get feedback from potential customers and learn more about what they are looking for in a security company.
If you are looking to increase your security company's visibility and attract more customers, online marketing is a great way to do it! Not only are the benefits listed above some of the top reasons why security companies should be using online marketing, but these benefits are also enjoyed by businesses in other industries as well. So, whatever your business type may be, if you're looking for a way to attract more customers and move your security company forward, online marketing is definitely worth exploring!
The Virtual Matrix specialises in helping security companies generate warm, qualified leads by crystallizing their online marketing strategy and enhancing their online presence. Find out more
