How to Market Your Security Company

by Emily Retherford

3 min read

Because it’s such a niche business, promoting a private security firm can be challenging. After all, the average consumer doesn’t typically require armed bodyguards for a trip to the supermarket. In order to find local clients, you need to embrace both traditional and outside-the-box marketing strategies. Fortunately, these days you don’t need a huge budget to market your security company effectively.

Embrace Your Niche

Instead of trying to appeal to a broad audience, narrow your focus. Your goal should be to make your organization the first choice for potential clients who require exactly the specific services you offer. For example, INKAS is a Canadian security company that specializes in cash management, protection, and storage. While you may not have the money to invest in armored vehicles just yet, there are plenty of other niches such as car dealerships, jewelry stores, and nightclubs that may require your services. Choose one specialty, and become the best option in your small niche. Marketing is much more effective when you have a focused target audience that’s naturally receptive to your offerings.

Build Your Web Presence

If your business isn’t readily searchable online, you’re missing many leads. Pay a professional to build a website, and sign up for major social media networks such as Facebook, Instagram, Twitter, and LinkedIn. Populate your pages with relevant content regularly. This establishes your company as a trusted, expert resource. For example, Facebook marketing is an incredibly powerful tool. Be sure to evaluate that you’re spending time on the online tactics that make the most sense for your industry, maintaining a blog might not be as beneficial as creating social ads or sending personalized LinkedIn messages to nightclub owners or other perspective clients.

Hire an SEO Specialist

Just because you have a stunning website doesn’t mean anyone is going to know about it. Organic searches account for a substantial amount of web traffic, so it’s up to you to drive web users to your website. Search engine optimization, or SEO, helps your website rise to the top of search engine pages when people search for specific terms. Investing in SEO consulting or spending the time in learning enough to get you started can be worth it when you consider the long-term potential.

Offer Bonuses for Referrals

Your current clients are your most powerful marketing partners if you can get them motivated. Word-of-mouth marketing goes an incredibly long way in the security industry, and just one recommendation can snowball into multiple clients in the long run. Of course, if you want people to recommend your business, you need to provide an exemplary service. Nobody wants to put their own reputation on the line, especially when it comes to security. Once you’re confident in your team’s abilities, you may want to implement a referral program. Your current clients are going to be much more likely to drop your company’s name if there’s something in it for them.

Participate in Community Events

Being an active member in your community is one of the best ways to spread the word. Participate in public events. For example, working a major concert or volunteering at a festival can be a great marketing opportunity if your staff has your company’s name clearly printed on their shirts. You could also request signage and event marketing features your company’s logo, possibly in exchange for a discounted rate if necessary. As a security specialist, you can also educate parents and children about many different types of safety issues. Spreading information is a great way to make your company a household name. In order to gain the competitive edge, you may need to need to have moxie. Try calling local businesses and asking them if they’re happy with their current security company. Drop off flyers and hand out business cards. A rejection is the worst case scenario, and the company will still have your information if their needs should ever change. Think about the big picture, and don’t get discouraged when you fail. Marketing is an ongoing process, so get started today.

References & Resources

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