The importance of marketing for security companies

How do I market my security company?

Marketing for security companies is all about enhancing your company profile. To grow your security company, you need to get your name known to help to attract more customers.

Building your brand is an integral part of any security company’s marketing plan. Boosting brand awareness will help you to increase your customer base and make more sales.

• You’ll need to choose the best approach to get your marketing strategy up and running
• Make sure to include digital marketing as an essential part of growing any business

The latest data shows that almost half of all adults carry out online research before hiring a company or buying a product.

Your online profile is often the first-time potential customers will see your brand. Therefore, it must be positive and memorable.

Combining traditional and digital marketing is often the best approach to building business success.

What is the difference between traditional and digital marketing

Traditional marketing for security companies involves any business promotion that is done offline. It is a great way to get your security company known and includes:

• Sending out brochures, leaflets, and flyers
• Using brand signage on company vehicles and business premises
• Posting adverts in newspapers and magazines

Carrying out traditional marketing will help you to reach a broader range of customers. This will ensure that you connect with as many potential customers as possible.

Many security companies will focus solely on digital marketing. While digital marketing is essential, it should be done carefully and strategically to maximise success.

The best place to start your digital marketing is by building your company website.

The importance of a professional security company website

A high-quality professional website is essential for any security company. It should contain all the information a customer needs to know about your services.

When planning a website for a security company, you should always include:

• Your business name and any logo or imagery you intend to use
• Up to date contact information (telephone, e-mail, online contact form)
• Your location and the areas you work in
• The types of security services you provide
• Images of your previous and current security work
• Technical details about the security systems you install, maintain, and repair
• An easy way to make an appointment or request work
• A customer review section

You may want to try building your own website. Platforms such as Squarespace and WordPress are relatively simple to use if you have some basic IT skills.

If you’re not confident in your development skills, hiring a professional website developer will ensure that your security company has a sleek and professional website.

Digital marketing for your security company

Once your website is live, you’re digital marketing really starts. Having a website is great but you need potential customers to actually find and use it.

The internet is full of all your competitors fighting for the top spot on internet searches. To rank highly and be visible to potential customers, there are various things you can do.

Improve your search rankings with SEO

To ensure that you rank in online searches, you’ll need an SEO (Search Engine Optimisation) strategy.

Here are some important things to consider when using SEO.

• Include relevant keywords to your company and location (eg. Security services in [location])
• Optimise your website for mobile phones, laptops, tablets etc.
• Regularly update your content with the latest security info, tips, and news
• Show your company name and contact details on every web page
• Add links to your social media profiles where appropriate

Now that you know a bit about SEO, it’s time to look at using social media to promote your security company.

Harnessing social media for your security business

Sites like Facebook, X (previously Twitter), TikTok, and YouTube are often where customers interact directly with your security company.

You may receive messages, comments on your posts, and online reviews through your social media. Any interaction with customers on social media should be done politely and professionally.

Here are some ideas to get you started:

• You can share videos
• Customers appreciate ‘before and after’ pictures of jobs you’ve done
• You could post tips on general security advice
• Discuss guidance for how and why to improve home security
• Post about the best security systems for local businesses

You should also ensure that all your social media accounts present a consistent message and uniform brand identity. This will help to build brand awareness and customer trust.

Remember, post regularly about your work, and always respond quickly and politely to any questions, requests, comments, or complaints.

Try out email marketing

When trying to grow your security company, it’s tempting to focus on attracting new customers.

It’s equally important, however, to retain your existing customers.

Targeted email marketing can help you to promote special offers, provide service upgrades, and talk about new services. Email marketing for security companies also lets your existing customers know that you are still there for them.

It can remind them of the work you’ve done for them in the past, strengthen your company-client bond and build consumer trust.

A successful e-mail marketing campaign will often include:

• Information about new security systems or products you are offering
• Details of special deals and discounts for existing customers
• A strong subject line to engage with your customers (eg. Is your business security up to date?)

E-mail marketing can be a powerful tool for engaging with your existing customers. Remember that existing customers are more likely to use your services again if they’ve had a positive experience of your security company.

Why security companies can grow with Checkatrade

One of the most effective ways to market your security services is by joining an independent trade database like Checkatrade.

We receive thousands of searches for a range of security services, and especially for CCTV installation. Interested in getting a share of these potential customers?

Some benefits of being a Checkatrade approved security company include:

• More high-quality leads
• A more trusted reputation
• Exclusive discounts on equipment, insurance, workwear and much more
• Expert advice on building your brand and marketing your business
• Membership of one of the UK’s leading trade databases

Sign up today to start marketing your security company now! We’ll even give you free advice on creating the perfect marketing plan tailored to you.

FAQs

How can I market my security company?

Marketing your security company is all about reaching your potential customers. As mentioned above, using a mix of digital and traditional marketing is a great way to market your security company.

How can I get clients for my security company?

To gain more clients for your security company, you’ll need a targeted marketing campaign.

To optimise your reach, try out all the forms of traditional and digital marketing at your disposal.