Marketing Resolutions for the New Year

Develop practical marketing strategies for more customers

• By Rob Phillips
• Dec 24, 2013

A popular New Year’s resolution for people is simply putting themselves out there by making new friends, socializing, networking and broadening horizons. For small businesses, this means developing practical marketing strategies to effectively reach more customers. Although this is really a daily pledge for a business owner, there’s no better time than the first of the year to re-examine what’s being done to drive new leads.

The security industry has evolved into a home automation industry. The old days of selling traditional 3-1-1 systems are becoming scarcer; interactive services have opened new doors for higher recurring revenue and a richer consumer experience. With a bundled security service, homeowners can remotely control their alarm, doors, lights and thermostat—maybe even their coffee maker.

Connecting with more people about this new technology requires security companies to maximize relatively new marketing channels using a budget that makes sense.

Starting a Website

The Internet has been a household term for nearly 20 years, yet amazingly, 60 percent of small businesses don’t have an online presence. Google research shows that companies with websites grow 40 percent faster, according to USA Today. So, if you’re part of that 60 percent, start up your computer...stat.

Start by factoring website development into your budget, including potential costs for promoting it. The Houston Chronicle estimates that the average, five-page, small business website can range from $500-$100,000 depending on developer fees, design customization and other dynamics. A professional developer will help ensure best practices, but if you can’t afford the cost, there are free, do-it-yourself website templates available online.

Consider prominently adding the following content on your website to successfully promote your business and explain why remote security is important:

• What is your mission, and what do your customers seek? Explain why people need each one of the services you provide.
• Why is remote security so convenient for a customer? As an example, while at work a customer can receive a text message if their child didn’t come home from school at a scheduled time.
• Why is fire and heat detection so important? Explain how a home security system can help customers sleep easier at night, or how home automation can help customers stay organized and efficient on-the-go.

Overall, your website should have: a simple URL name; a clear design and site layout; a casual yet informative tone of voice; relevant content about security; basic SEO for increasing your company’s visibility on search engine rankings; and testimonials from real customers that add credibility to your company’s mission of protecting lives and property.

Social Networking

A business website offers only the marketing basics. Additional advertising channels are available including direct mail, TV and radio, depending on how much your business wants to pay.

Social media is a particularly appealing tool for companies with big and small budgets practicing inside and outside sales. Why? It’s free.

With more than 1 billion active monthly users, Facebook is widely regarded as the most effective B2C social site. Other leading networks include Twitter, You- Tube and Pinterest. The key to social media isn’t just about pitching services or tallying “likes;” it’s listening to what consumers are saying about security and safety, and providing pertinent content.

This article originally appeared in the January 2014 issue of Security Today.