Marketing Resolutions for the New Year

Marketing Resolutions for the New Year

Develop practical marketing strategies for more customers

Marketing Resolutions for the New YearA 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.

About the Author

Rob Phillips is a communications specialist at Monitronics.

Featured

  • Security Today Announces The Govies Government Security Award Winners for 2025

    Security Today is pleased to announce the 2025 winners in The Govies Government Security Awards. The awards honor outstanding government security products in a variety of categories. Read Now

  • Survey: 60 Percent of Organizations Using AI in IT Infrastructure

    Netwrix, a cybersecurity provider focused on data and identity threats, today announced the release of its annual global 2025 Cybersecurity Trends Report based on a global survey of 2,150 IT and security professionals from 121 countries. It reveals that 60% of organizations are already using artificial intelligence (AI) in their IT infrastructure and 30% are considering implementing AI. Read Now

  • New Research Reveals Global Video Surveillance Industry Perspectives on AI

    Axis Communications, the global industry leader in video surveillance, has released its latest research report, ‘The State of AI in Video Surveillance,’ which explores global industry perspectives on the use of AI in the security industry and beyond. The report reveals current attitudes on AI technologies thanks to in-depth interviews with AI experts from Axis’ global network and a comprehensive survey of more than 5,800 respondents, including distributors, channel partners, and end customers across 68 countries. The resulting insights cover AI integration and the opportunities and challenges that exist with regard to security, safety, business intelligence, and operational efficiency. Read Now

  • SIA Urges Tariff Relief for Security Industry Products

    Today, the Security Industry Association has sent a letter to U.S. Trade Representative Jamieson Greer and U.S. Secretary of Commerce Howard Lutnick requesting relief from tariffs for security industry products and asking that the Trump administration formulate a process that allows companies to apply for product-specific exemptions. The security industry is an important segment of the U.S. economy, contributing over $430 billion in total economic impact and supporting over 2.1 million jobs. Read Now

  • Report Shows Cybercriminals Continue Pivot to Stealthier Tactics

    IBM recently released the 2025 X-Force Threat Intelligence Index highlighting that cybercriminals continued to pivot to stealthier tactics, with lower-profile credential theft spiking, while ransomware attacks on enterprises declined. IBM X-Force observed an 84% increase in emails delivering infostealers in 2024 compared to the prior year, a method threat actors relied heavily on to scale identity attacks. Read Now

New Products

  • PE80 Series

    PE80 Series by SARGENT / ED4000/PED5000 Series by Corbin Russwin

    ASSA ABLOY, a global leader in access solutions, has announced the launch of two next generation exit devices from long-standing leaders in the premium exit device market: the PE80 Series by SARGENT and the PED4000/PED5000 Series by Corbin Russwin. These new exit devices boast industry-first features that are specifically designed to provide enhanced safety, security and convenience, setting new standards for exit solutions. The SARGENT PE80 and Corbin Russwin PED4000/PED5000 Series exit devices are engineered to meet the ever-evolving needs of modern buildings. Featuring the high strength, security and durability that ASSA ABLOY is known for, the new exit devices deliver several innovative, industry-first features in addition to elegant design finishes for every opening.

  • Luma x20

    Luma x20

    Snap One has announced its popular Luma x20 family of surveillance products now offers even greater security and privacy for home and business owners across the globe by giving them full control over integrators’ system access to view live and recorded video. According to Snap One Product Manager Derek Webb, the new “customer handoff” feature provides enhanced user control after initial installation, allowing the owners to have total privacy while also making it easy to reinstate integrator access when maintenance or assistance is required. This new feature is now available to all Luma x20 users globally. “The Luma x20 family of surveillance solutions provides excellent image and audio capture, and with the new customer handoff feature, it now offers absolute privacy for camera feeds and recordings,” Webb said. “With notifications and integrator access controlled through the powerful OvrC remote system management platform, it’s easy for integrators to give their clients full control of their footage and then to get temporary access from the client for any troubleshooting needs.”

  • Camden CV-7600 High Security Card Readers

    Camden CV-7600 High Security Card Readers

    Camden Door Controls has relaunched its CV-7600 card readers in response to growing market demand for a more secure alternative to standard proximity credentials that can be easily cloned. CV-7600 readers support MIFARE DESFire EV1 & EV2 encryption technology credentials, making them virtually clone-proof and highly secure.