Digital Marketing Basics To Boost Your Security Business

With almost

73% of all South Africans being active internet users

, digital marketing is more than a trend for security business owners; it's a necessity for sustainable business growth.

While the world of digital marketing might seem complicated, it’s actually just another way for you to promote your security business, generate leads and increase sales.

Digital marketing refers to any marketing you do online to promote your business, such as social media posts, search engine optimisation to boost your website’s rankings in search results, and paid online ads shown directly to your target audience.

In this article, we’ll get to grips with the basics of digital marketing to help you understand what it means to you and your security business and how you might get started.

The internet has changed how customers find and engage with security services. As a security business owner, your potential customers look for answers to their problems online. That includes when there’s an issue in their home or office.

Not having a digital presence means missing out on promoting your security business, generating more leads and increasing sales.

Imagine this: A homeowner faces a security emergency, and they instinctively reach for their smartphone to search for "emergency security contractors near me." If your business doesn't show up in these search results, they're more likely to choose a competitor who does.

Today's consumers trust businesses that are easily accessible online. They will gauge your company's credibility based on your website, online reviews, and social media presence.

By implementing digital marketing strategies, you're not just expanding your reach; you're building trust and credibility among potential clients.

Let’s explore some of the digital marketing strategies you can use to build this credibility.

Your website is often the first impression customers have of your business. As your digital storefront, a professional and well-designed one can be a game-changer. Think of it as your virtual business card that's available 24/7, showcasing your services, expertise, and testimonials.

Some key elements of an effective security website include:

ServCraft customer

PWV Security’s website

is a great example of how all these elements come together.

There are a couple of options. You could try and do it yourself with easy-to-use and cost-effective platforms such as

Wix.com

,

Squarespace

, and

Weebly

. They offer great-looking templates and intuitive drag-and-drop website builder tools that enable anyone to build a website without needing to know how to code. Alternatively, you can find a local service provider to help you.

Social media isn't just for sharing memes or catching up with friends; it's a powerful tool for you to showcase your expertise, engage with your audience, and drive sales.

Different social media platforms cater to various audiences and industries. Understanding which platforms align best with your business is key.

For example, you can use Facebook to share informative videos about common security issues homeowners face. This engaging content positions you as a knowledgeable expert, resulting in increased inquiries and job bookings.

ServCraft customer and security systems provider

Active Motion

do a great job of not only showcasing their products on Facebook but also explaining how they can benefit end users.

Meta Blueprint

, from Facebook’s parent company, is a series of free, self-guided courses to help you start marketing your business using Facebook, Messenger, Instagram, and WhatsApp.

Google and Facebook ads are a great way for you to reach your target audience directly. These platforms provide the tools to craft targeted ads that show up in front of potential customers actively searching for your services.

For example, you can use Google Ads to target users searching for "emergency security contractor in [your city]." By crafting compelling ad copy and bidding on relevant keywords, your ad will appear at the top of Google's search results, resulting in increased calls during emergency situations.

The Google Ads YouTube channel is a great resource for learning more about how to use the platform.

Check out this video

on how to grow offline sales with local campaigns. Be sure to watch the rest of the playlist if you want to learn more about the different advertising options the platform offers.

How many email addresses do you have in your database? How many emails have you sent to your customers? Email marketing remains one of the most effective ways to engage with your existing customer base, nurture leads, and encourage repeat business.

Building an email list enables direct communication with customers, allowing you to share updates, promotions, and valuable content.

For example, you could run an email campaign offering security tips and exclusive discounts on annual maintenance packages. This not only engaged your existing customers but also attracted new clients seeking expert advice.

To help these campaigns make even more of an impact, get a custom domain for your business and link your email to it instead of using a generic email address like

yourbusinessname@gmail.com

. This simple change makes your communications appear more professional, leading to increased trust from clients, and resulting in more referrals.

There are many email marketing platforms available, each offering various features to streamline your campaigns. Platforms like

Mailchimp

,

Constant Contact

, or

MailerLite

provide user-friendly interfaces and automation tools to enhance your email marketing efforts.

Embracing digital marketing is essential for security contractors looking to grow their business.

By implementing these strategies and staying open to changing trends, you can effectively reach your audience, generate leads, and nurture customer relationships.

In our digital marketing series, we’ll explore each of the topics above in greater detail.

If you want to get a head start consider Google’s

Digital Marketing Certificate

, a comprehensive and free online course offering insights into the essentials of digital marketing, which provides a solid foundation for mastering these techniques.