It’s no secret that the security system industry has a boring image, and thus, a marketing problem. Not only are alarm systems seen as boring and unglamorous, but it takes a lot for people to take notice of your company if they aren’t seeking out home security.
However, the fact remains that the security system industry provides a needed and vital service, keeping families and property safe. It’s time to get the word out to consumers in a way that’s entertaining and engaging.
To keep well-stocked with quality, “likely-to-buy” leads and loyal customers, security system monitoring companies should take a few lessons from digital marketing companies…
1. Start a Blog
If you don’t already have a website and blog where you share interesting information about safety and security alarms, it’s time to get started. Blogging about the industry sets your company up as experts in the security field. The marketing logic follows that when a reader needs a security product, they will turn to your company – the experts.
By sharing your expertise through online content, people will trust your advice and they may look to use your business down the road. Publishing custom content through your blog and social media can educate your potential customers who are in the “awareness” stage of the buying process. Through this content, you “give away” helpful information without a pushy sales pitch or overt expectation of anything in return.
This is, admittedly, a long-term strategy. Not everyone needs a security system at this moment. However, developing a loyal readership is a marketing method that has proven effective across a wide range of industries.
2. Answer Questions Consumers Want to Ask
I know what you’re thinking. If the industry is boring, won’t writing about it be boring, too? Not necessarily. You simply need to answer the questions that your potential customers what to ask about your systems. Related topics, such as how to keep their families and property safe, are good choices too.
3. Make it Fun
Security doesn’t have to be dull. Security system monitoring companies can jazz up their posts with videos, images, or quizzes to test reader knowledge about home safety.
When you share stories about how customers have benefited from your products or services, you can share your product benefits without being pushy. Video testimonials can be extremely effective. You can also share relevant local news stories, case studies, and events on your blog so that people can see the impact you are having.
4. Vary Your Marketing
While social media is attractive and mostly free, there are a myriad of other ways to reach potential customers. Mix up your Facebook posts with booths at community events, advertising in local weekly newspapers (some will even like you enough to write a free column) or sending out a newsletter.
Security system monitoring companies don’t have to just sit back and accept their dull image. Instead, start interacting with your customers and potential customers. While an alarm system may not ever be as sexy as a new car, you can certainly bridge the gap towards making a security system something your readers will want to invest in.