No matter what type of company you run, you likely know the importance of a solid marketing strategy. Marketing is what gets your name out there among the masses and makes you stand out in an ever-growing sea of competitors. If you find your company and marketing team struggling with how to market your security company effectively, here are some good ideas to get you started.
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Address Customer Pain Points
Do the research to understand your customers and their pain points. What makes their day easier and what do they struggle with? Once you are familiar with these specifics, you can easily create marketing campaigns that will resonate with your target audience. As a security company, you have myriad pain points that you can focus on, such as home security and even cybersecurity. Some potential clients may not even be aware of the types of security issues that they could eventually face and may wonder “what is cybersecurity?” This is the perfect opportunity to educate prospects on something that may have not affected them yet, but may very well harm them in the future if they do not take your advice seriously. Understanding what makes your customers tick as well as what they may not be aware of is essential in creating an effective marketing strategy.
Create a Helpful Website
Having a web presence is one thing, but creating a website that will actually draw customers further in and earn their attention takes some time and dedication. Start by ensuring that your site is easy to navigate. No one wants to click or scroll hundreds or times just to get to the content that they want, so make all of your text, buttons, and clickable links clear and easy to understand. Be careful not to be too wordy on the index page so you don’t scare potential customers away. You can, however, be wordy on your blog (which you should have regardless of what your business is). This is the place where you can use targeted keywords that will index on all the major search engines so those looking for what you offer will be able to find you. Keyword-heavy blog posts are a huge part of a successful website and online presence, so write as often as you are able.
Optimize Your Website for Mobile
Where do you do your research for companies to hire to perform a service for your home or business? Odds are, at least some of that research is conducted on a mobile device instead of on a laptop or desktop with a large screen. More than half of people’s digital media time is spent on mobile. If a website isn’t properly optimized for mobile viewing, the text and images can appear garbled and be almost unreadable to anyone who stumbles upon it using their phone. Ask your web design team to optimize your website for mobile viewing so no one has a bad experience viewing your site. If you have the money and resources available, you can even create a separate mobile site that is more simplified than your laptop and desktop site. Some things, such as download links, aren’t very mobile friendly anyway, so why take up precious cell phone screen space with links and buttons that those using a phone can’t even utilize?
Use Social Media
Not every social media platform is a perfect fit for every business. Yet, having a presence on social media is essential in this age where nearly everyone is on at least one of the popular sites. Create a page for your business and make sure that you stay active. An active social media page shows customers and potentials that you are doing well as a company. An inactive page may indicate (even if it isn’t true) that you are struggling. Many social sites offer reasonably priced ad campaigns where you can run an ad to a select group of users. You can target these ads to the perfect audience by setting parameters such as interests, demographics, and much more. If you do not have an active social presence, get one going immediately.
Ask For Reviews
Anyone who is at all familiar with marketing knows that asking for reviews, even from happy customers, can be like pulling teeth. However, customer reviews influence potential buyers, so they are essential to your company’s success. Think about it — if you see lots of five-star reviews for a company online, aren’t you more likely to contact them for service than if they have bad reviews? Having no reviews can also be a negative though, because it may cause potential customers to think you are either new to the market or not even worth reviewing. If you cannot find anyone to leave you reviews out of the goodness of their heart, offer incentives to anyone who is willing to write an unbiased review on a popular site that is relevant to your company (or even Google or Yelp). Offer things like discounts on your products or services and even gift cards to popular stores or websites.
Pay For Advertising
Set a budget and begin a pay-per-click (PPC) campaign on one of the popular search engines. These types of campaigns will display your content in the form of an ad right above the search results on a results page. You can tailor your campaign to your target audience by choosing to bid on keywords that are relevant to your company and products. Choose obvious words that people would use to find you, like “home security.” Also focus on long-tail keywords, which are longer and more specific. A good example would be something like “outdoor security system for home use” or anything that is a bit more distinct than your shorter, oft used, keywords.
Putting together a robust marketing strategy for your company won’t happen overnight, but it does not have to be immensely challenging. Follow these easy tips and you’ll be well on your way to getting your messaging across to the perfect audience.