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The Importance Of Digital Marketing In The Security Industry
Traditional marketing isn’t as effective as it used to be. Security companies traditionally relied on networking events, word of mouth and sales people to market their business, build their brand and get customers. The Internet is the gateway to a new world of information, and life in the digital age is full of fascinating developments. Digital Marketing is one of the most effective ways to sell your security product or services in a world dominated by social media and the internet.
"Managing your security company's online presence is a big deal these days. This is the first place that potential customers go to vet service providers. However, partnering with the right digital marketing firm that understands the nuances of the security industry is critical to a successful digital marketing strategy" says Jacqui Didieu, Chief Strategist at The Virtual Matrix.
What Is Digital Marketing In The Security Industry?
Digital marketing in the security industry is the promotion of your brand to connect with potential clients using the internet and other forms of digital communication. Essentially, digital marketing refers to any online marketing efforts.
Some digital marketing techniques include:
Social Media Marketing – Are you overwhelmed by the many social media platforms out there, and which would work for your security company? Millions of users around the world spend a lot of time scrolling through social media applications such as Facebook and LinkedIn. The best way to reach these people and connect with them is while they are scrolling away on these platforms. It is important to understand which social media platforms your target market is most likely to use. Being selective allows you to target your messaging, products, and services most effectively. For example, a home security company would be most effective on Facebook, while a high NetWorth executive protection agency is likely to find their ideal customer on LinkedIn. Just like SEO, social media marketing is an organic way to market your security company. Although it takes consistency, time and effort, in the long run, it creates brand awareness and builds trust with your target market.
Search Engine Optimization (SEO) - Does your security company's website come up on the first page of Google when searching for your product or service? In simple terms, SEO is improving your website to increase its visibility when people search for products or services related to your security company. You can use SEO to rank specific pages or blog posts based on your target audience or niche. We at The Virtual Matrix understand SEO and how to use it to build brand awareness and increase traffic to your website. SEO is the simplest form of organic marketing. New Paragraph
Content Marketing - Have you ever searched for a topic online and found valuable information that has answered your question? Content Marketing in the security industry focuses on creating informative and interesting content that answers your target markets questions. This is an essential tool to establish yourself as an authority in your niche. Content types can include blog posts, infographics, eBooks, videos, etc. The content produced by your security company should initiate conversations around your products and services and coupled with effective SEO, increase website traffic.
Email Marketing - Have you ever received an email marketing message that seems to arrive at just the right time? Email marketing is a cost-effective and efficient way to highlight content, promote events or your services via email. It is also an efficient way to remain top of mind with prospective and existing customers. According to statista.com, in 2020, revenue generated from email marketing reached $7.5 billion, and this figure is set to cross the $10 billion threshold by 2023.
Paid online advertising – Have you found yourself scrolling on your preferred social media platform and an advert relevant to your need appears on your social feed? According to statistics, the average Facebook user clicks on 11 ads per month. Paid online advertising can include platforms such as Facebook advertising, Google paid AdWords, LinkedIn advertising, etc. These paid adverts can either drive traffic to your security company's website or landing page, or can be used to drive traffic to specific online purchase options such as branded merchandise. Paid advertising can also be used to generate calls to your business through an explicit call to action. It is a great way to generate leads by promoting lead magnets such as eBooks or other valuable content that require the interested party to provide their contact information.
The Benefits Of Digital Marketing For Your Security Company
Now that we have touched on the basic digital marketing strategies, we are going to discuss the benefits of digital marketing in the security industry and your business. Digital Marketing continues to grow in popularity due to the capability of reaching a large audience, but it also has a number of other benefits listed below:
Measurable Return On Investment – Every security company is mindful of where their marketing dollars are spent. Digital marketing provides a measurable return on your investment by providing access to data that helps you tailor your messaging and online marketing efforts quickly and effectively.
Expanded Geographic Reach - When you post content online, through your website, social media, or other online content, it is there for the entire world to see. It also allows you to target audiences that may not be in the same geographical location that your office is based. For example, you may be an executive protection firm based in South Africa, providing specialized services to the US market. The Virtual Matrix can help you develop an effective digital marketing strategy to grow your market reach.
Cost Effectiveness - Not only does digital marketing reach a wider audience, but it’s also more cost-effective than traditional marketing because it stays around longer. Traditional marketing platforms such as television spots and newspaper ads give you less control over reaching your specified target audience, and it is only visible for a brief period of time. You can use digital marketing to create a single piece of content, such as a blog post or press release that will educate your target market and draw visitors to your website as long as it is active. This proves to be cost effective because one piece of content can be used repeatedly and drive new customers to your security company, which, in turn will increase revenue.
Increased Engagement - Digital Marketing allows two-way communication between you and your customers in real-time. For example, when you share a social media post, it’s pleasing to see your target audience interact with your posts. Sharing valuable social media content increases awareness of your product or service. It also increases visibility organically every time someone joins the conversation. With an increased level of engagement, your customers become your loyal brand ambassadors with a sense of brand ownership. In addition to attracting and retaining customers, this is a great way to attract talent to your security company. Using your online platforms to show you care about your employees can help HR build a strong pipeline of suitable talent.
Reduced Sales Cycle – Digital marketing reduces action time. If someone found your product or service through an online search, they are most likely in the research phase or active buying cycle for your products or services. Therefore, if your security company's online presence addresses their needs or concerns, they are more likely to take immediate action by contacting you. It is unlikely they will take such an immediate action if they see a television ad or hear your message on the radio.
Quantifiable Results - Traditional marketing is mostly hard to quantify. It may be possible to specially quantify the effectiveness of a trade show for example, but it is much harder to measure the effectiveness of a company brochure. Digital marketing provides your security company an effective way to find out how many clients your online efforts attract and how much revenue it drives.
Summing Up
Digital marketing creates growth and is one of the most cost effective and beneficial tools in the security industry. It allows diversification of lead generation efforts and should be a critical focus of any forward thinking security company's marketing strategy. Nothing compares to the level of personalization that digital data can provide and there has never been a better way to stay relevant and interesting to your clients. In addition to all the benefits discussed above, the more you embrace the possibilities of digital marketing, the more your security company will grow and prosper.
We are hopeful that this article articulates your security company's need for a digital marketing strategy. All these elements individually can seem overwhelming. If you’d like some help identifying the right approach, contact The Virtual Matrix. We love helping security companies grow by identifying and targeting their niche market through digital marketing. Visit our website, www.thevirtualmatrix.com to book a discovery call and one of security industry experts will be more than happy to assist you.
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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.
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