Proven Strategies For Security Company Marketing And Expansion

As a security company owner, you are encouraged by the growing demand for security services. Security concerns are on the rise, and all types of security are in high demand everywhere. You are proud of the company product you offer. You have assembled and trained great security personnel for your clients. Your company could be offering many types of security services– from screeners, surveillance officers, armed or unarmed guards/patrols, security systems installers, alarm agents, security escorts, to security consultants, analysts, or engineers. But whatever your security service product, you know your company’s success depends on your security company marketing, how to sell security services, and how to get clients for your security company (and keep on expanding them). Where do you start…?

Thoroughly Understand Your Product And Environment

There are 4 primary areas that you can examine as a business owner to thoroughly know your product and business environment. Successful companies often scrutinize these 4 areas for their company using a tool called SWOT (Strengths, Weaknesses, Opportunities, Threats) Analysis tool.

Here is a good SWOT example to analyze- using the SWOT analysis tool for a private security company offering security guard services:

A private security company might list their internal company STRENGTHS as:

A particular innovative security solution that sets them apart from competitors.
Very rigorous training programs for staff (ie. well-trained personnel).
A solid company reputation.
Having strong client relationships.
Possessing advanced security technology.
Their 24/7 monitoring capabilities.
Or having a strong reputation in a niche market.

Further SWOT analysis of this private security company’s internal WEAKNESSES might list factors such as:

Limited funding (e.g. leading to outdated equipment or no marketing funds).
A service area that is very saturated with competitors.
Heavy dependence on a small client base/specific clients.
Sole reliance on a specific market segment.
Limited service offerings.
High employee turnover.
Or dependence on subcontractors.

This private security company could then further examine external factors that are OPPORTUNITIES:

Maybe there’s a growing demand for security (e.g. as new businesses move into the area).
New markets such as cyber security are expanding.
There are potential partnerships available with local businesses.
Government contracts are becoming available.
Specialized training programs for employees have been developed.
Or there are emerging trends and technological advancements in surveillance taking place.

Finally threats are external factors that could be a challenge. External THREATS to this private security company might be:

Economic fluctuations that are affecting client budgets.
New regulations that increase business costs.
Recent competition from other security companies in the area.
Security breaches or data theft.
Negative publicity affecting their reputation.
Or natural disasters impacting operations.

What Do You Do After Your Business Analysis?

After an honest in-depth SWOT analysis of your company, you can outline a detailed business plan– expansion goals, strategies, financial projections- a blueprint for growth. Clarify what your business does, how it makes money, and who its customers are, so that you have a clear company vision. Organize your actions by using the SWOT analysis you’ve done of your company’s significant internal and external factors.

You might find ways to use company strengths to your advantage. Some practical examples could be to:

• Diversify a product or service (you could branch into new areas for your company- e.g. cyber security, executive protection, consulting, or event security).
• Find ways to build on your existing loyal customer base (e.g. provide quality customer service support, give exclusive deals or discounts to repeat customers, or use emails or newsletters to inform about new products, promotions).
• Or reward your experienced employees (with longevity bonuses, good salaries and insurance, career advancement, employee of the month programs, extra vacation days, flexible hours, gift cards, or exclusive parking spots and more).

Recognizing your company weaknesses could lead you to:

• Focus resources on weak areas (e.g. increase staff training in a problem area, or make plans/schedules to replace outdated technology).
• Work on a weak brand (for instance, improve your website, or use social media to reach your target audience).

Being aware of external factors- opportunities and threats- means taking concrete steps to stay informed and make proactive strategies to guide your business:

• Stay current with industry trends.

Read about your industry, your market and world events.

Use data from agencies that have statistics on demographic groups, regions, industries and more (e.g. US Census Bureau, or the National Bureau of Economic Research).

Join industry associations and attend events.

Network with colleagues, partners, clients about their businesses.

Update your training.

Hire consultants or advisors with industry expertise to provide external perspectives and advice.

Regularly keep up with industry trade publications and websites.

• Keep in touch with your customers.

Stay active on Facebook, LinkedIn, Twitter, with emails and questionnaires.

Get out of your office and go where your customers congregate at the mall or restaurant- to see what they do, wear, buy.

• Observe your competition.

Visit their locations and websites.

Follow them on Facebook or Twitter.

See what new initiatives, products or services they are offering.

How To Market A Security Company?

Every security business owner wants to market their company for optimum success. Your SWOT analysis should have provided important data for you to implement. Now you are able to develop your effective marketing plan that answers these questions:

What are your specific goals? (e.g. acquire X number of customers, boost X amount of email subscribers, achieve a X% increase in likes on social media platforms, or achieve X% sales growth).
What marketing can you use? (Print publications, search ads, email campaigns…).
What is your budget? (Cost for events, in-house staff, marketing agency, or ads).
What is your timing? (Continuous campaigns, connected to local events, or specific months).
How will you track your results? (Reporting tools, spreadsheets, conversion rates of sales or sign-ups, or click rates).

There is no one best way to advertise a security company-there are many excellent ways to get the security clients you want. Get creative in your use of outreach advertising of all sorts.

Here’s just 7 advertising steps that your security company can use to get clients and expand:

1. Use social media like Facebook, Instagram or LinkedIn as effective outreach tools to get your company some informal marketing presence to customer mobile devices and computers.
2. Draw upon email campaigns. These are not overly costly, but can bring a lot of return on investment (ROI). Email campaigns can boost sales and referrals, upsell to your current customers, and re-engage inactive customers. Plus email lists are owned/controlled by your business, unlike on social media, where a platform can change its policies and algorithms, and thus change your content visibility.
3. Make promotional items like calendars, pens or notepads with your information on them to give to potential clients at events. Advertising Specialty Institute says promotional merchandise can increase brand recall by up to 80% in the US, and can increase sales by up to 15% in the US.
4. Use practical and deliberate ads with your security company advertising. For example if your company is handling security at a concert or ball game, take out ads in that event’s program/playbill showcasing your security services. Other advertisements like website banner ads, print ads, local publications, PPC (pay-per-click), or Google ads can also be effectively used.
5. Your brand is the sum total of your company name, logo, colors, and imagery. Let your employees be recognizable with professional-looking officer uniforms, patrol vehicles, letterhead, and signage. Even signs posted at any of your clients’ businesses can increase your brand recognition and reach new clients.
6. Employ business directories. Surveys have found that 8 in 10 consumers search online for local businesses at least once a week. Therefore ensure those clients looking for security services can find you online in business directories like Yelp Biz, Google My Business or Bing Places.
7. Make sure to maximize your website to full effect. Populate it with search-engine-optimized (SEO) articles that reinforce your brand as a local market leader. Build your credibility with customer testimonials and reviews, case studies and videos. Be sure to have clear calls-to-action so visitors will contact you, request a quote, or look for employment. List all your professional associations on your website in order to build trust and further attract partnerships.

In summary, here are some important core strategies and tips for marketing your security company to realize its potential in customer acquisition AND retention. By implementing these proven strategies, your security business will achieve the growth and success you desire for it.