We can all agree that we are living in very uncertain and challenging times. So, it shouldn’t really come off as a surprise that the security industry has been, especially over the last couple of years, going through a massive surge. So, keeping in mind you are in charge of a security business, this must be interpreted as good news, right?
Well, yes but we also have to keep in mind that this industry which was always seen as very safe and niche now packs very heavy competition willing to find the bitter end.
In a situation like this, the best thing your business can do is to double down on its marketing efforts and make sure its message is heard by as many people as possible. Let us take a look at a couple of marketing tips to help you along the way.
Get your website in order
Your company’s website makes the starting but also the end point of all marketing initiatives you will take so it is in your best interest to use this critical asset to its fullest possible potential. You can start this task by streamlining the navigation, making the critical information easily available on every page, and optimizing the website for easy access from mobile devices. The B2B ecommerce market exploded over the last couple of years so pay special attention to the last mention. When you are finished with these basics, do your best to make the website more purposeful and use more CTA (call-to-action) tools.
Use the power of SEO
If you are not familiar with the term, SEO stands for Search Engine Optimization and it represents a process of optimizing your website and releasing content so that your website ranks in the top spots of the Google SERP. Keeping in mind that, in this day and age, as much as 93% of all online experiences start with some sort of search engine, this marketing strategy should climb to the very top of your priorities. Of course, SEO is a very broad marketing sector consisting of a great number of different strategies. Try to put greater focus on local SEO and voice searches, which are scoring strong growth.
Highlight key products and services
The audiences out there are not really interested in your brand or its inner workers. When looking out for security services, your future clients will like to know what you know to do and what sets you up from direct competitors. Therefore, instead of firing on all fronts, chose a couple of flagship items or services and make them the focus of your marketing campaigns. For instance, we have seen a great surge in the popularity of public safety and emergency preparedness services that take a more proactive approach to security issues. Such services are far more marketable than traditional security products.
Make your company easier to find
The present-day corporate landscape features countless already existing and free resources that make your company far easier to find from the get-go. Failing to use these assets will considerably set your company back. So, what are these tools we are talking about? Well, you can definitely start with ready-made business registries like Google Businesses. And then there are the social media websites that, at their most basic level, present yet another very relevant channel where people can learn more about you. If you are going to work in the B2B market, LinkedIn should make the pillar of your community.
Leverage various social media websites
In the previous section, we mentioned that social media platforms can be used as business registries only at the most basic level. Putting that aside, all these platforms feature extremely useful marketing tools and paid ad programs. They are also capable of speaking to different audiences and showcasing the different aspects of your brand (e.g., Instagram focuses on visual content). You should try to cover as many of these bases as possible and make social media one of the pillars of your marketing sector. Various calls to action and referral programs will keep the community engaged and growing.
Start realizing top-tier content
One of the best ways to do that is to start a blog. Now, this strategy is very similar to SEO and they will most certainly overlap. But, this time, your goal is not to rank your website at the top of the SERP, but rather to transform your brand into a valuable source of knowledge that people will be coming back to even when they are not interested in using your services (at least not at the moment). This approach will set the foundations for a great number of organic conversions, drastically improve traffic on your site, increase your exposure to the industry, and make your brand more trustworthy and authoritative.
We hope these few strategies gave you a general idea about the strategies you can use to make your security business more relevant and trendy, as well as increase its mainstream exposure. For better or for worse, the security industry is becoming very sought and competitive. This means providing top-tier services may no longer be enough to keep your organization on the mainstream radar. No need to worry, though – you only need to find new ways to make sure your message is heard. The tips above should nudge you in the right direction.