Running a security company can be tough. You’re juggling countless responsibilities at the same time: Keeping your clients happy, managing your team, and facing a never-ending stream of new challenges.

On top of that, there's the effort it takes to grow your business and find new customers. It seems like every day there's a new strategy, and a new thing you "have to do" to succeed.

But what if you're not a tech whiz? What if social media makes you cringe and online ads sound like gibberish? The good news is you don't need an MBA or a team of marketing experts to attract new clients and grow your private security company.

This guide offers a down-to-earth approach to marketing strategies for a private security company that you can implement without a marketing degree.

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Here’s what we’ll cover:

• How to choose marketing strategies that work for you
• 12 proven marketing strategies for a private security company
  • Cross-promotion with complementary services
  • Print ads
  • Using local SEO
  • Getting a booth at a relevant event
  • Hosting safety workshops
  • Using vehicle signs
  • Sharing happy customer reviews
  • Building a great website
  • Networking with property managers
  • Running a referral program
  • Targeted online advertising
  • Social media

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How do you choose the right marketing strategies for a private security company?

Marketing your security company can feel overwhelming, especially with all the new online platforms out there.

You might be wondering whether you need to hire a marketing firm… or could you actually do it yourself?

The good news is that you don't need a team of tech wizards to get your name out there and attract new clients.

Here are some tips to help you choose the right marketing strategies for your security company:

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• Focus on what you're comfortable with: Choose marketing strategies you enjoy and feel confident using. When you enjoy the process, you're more likely to stick with it and achieve better results.
  
  Do you like talking to people? Maybe networking events or community outreach programs are a good fit. Are you a natural writer? Consider creating informative security brochures or starting a simple company blog.

• Start small, scale up later: You don't need to break the bank on marketing right away. Start with a few simple, low-cost strategies and see how they work. Think of it like building muscle — you wouldn't try to lift the heaviest weights on day one, would you?
  
  Don't jump into expensive advertising campaigns right away. Start with a few smaller, manageable strategies.
  
  Once you know what works, you can put some more weight behind it.

• Know your ideal client: Before you start throwing marketing materials around, take a step back. Who exactly are you trying to reach? What kind of businesses do you want to target? Is it banks? Construction businesses?
  
  Are you aiming for smaller businesses or large ones? Do you know your target area? The clearer you are about your ideal client, the better you can tailor your marketing message to resonate with them.

• Track your results: Marketing is about figuring out what works and what doesn't. Keep track of your efforts — how many calls did your ad generate? Did the referral program help get more people interested?

By monitoring your results, you can refine your approach and get the most out of your marketing muscle. 

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12 easy marketing strategies for a private security company

We’ve put together some of our best and most effective strategies for you to try — remember, you don’t have to do them all, and you won’t get it all right every single time.

An open mind, experimentation, and quick fixes — that’s the way to build a great marketing strategy!

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#1 Cross-promotion with complementary services

Collaboration is key in the business world.

This strategy uses the power of partnerships with complementary local businesses. The perfect partner will be one that provides a service that isn’t yours, but has customers that could be!

Think cleaning companies that are hired on contract with commercial buildings, electricians specializing in security systems, or even alarm companies.

These businesses likely have a similar target audience as you — people concerned about safety and security. By joining forces, you have the opportunity to create co-branded flyers or develop joint promotional campaigns.

This allows you to tap into each other's customer base and expand your reach without additional marketing investment.

Strategic cross-promotion is a win-win situation, allowing both businesses to gain valuable exposure and attract new customers.

Here’s what you can do today to get started: Call one janitorial business in your local area, and briefly explain who you are and what your company does.

Casually mention you're looking for ways to team up with other businesses in the area. Ask if they'd be interested in brainstorming some ideas together to reach new customers.

Keep it short and sweet — a friendly 10-minute conversation can spark a great partnership.

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#2 Try print ads

Don't underestimate the power of tried-and-true print advertising.

While the digital world has taken center stage, there's still a large audience that relies on local newspapers, community newsletters, and even bus stop ads to stay informed. 

This strategy allows you to target your ideal client directly and connect with potential clients who might not be actively searching online for security services. 

Partner with local publications and get flyers printed and distributed along with the newspaper.You could even consider a strategically placed billboard ad to reach potential clients in your service area.

Make your ads stand out. Use eye-catching visuals that convey security and trust. It's a smart way to expand your reach and establish your presence within the local community.

Here's what you can do today to get started: Grab a newspaper or local magazine. Look for ads from businesses you use and see what catches your eye. This will give you some ideas for your own security service ad in print.

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#3 Master local SEO

Security is a local business. People want to know they're hiring a company that understands their neighborhood and its specific security concerns.

That's why mastering local SEO (Search Engine Optimization) is crucial for your security company.

Local SEO puts your security company at the top of search results when people in your area search online.

Imagine someone typing "security company near me." With strong local SEO, your company appears front and center, ready to answer their call.

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Here's how to achieve local SEO success:

• Claim your Google My Business listing: Fill out your profile completely, including your company address, phone number, service areas, and positive customer reviews.

• Maintain consistent NAP (Name, Address, Phone Number): This is a major ranking factor! Make sure your NAP information is identical across all online directories, your website, and social media.

• Use targeted directories: Use tools like BrightLocal to efficiently get listed in relevant security service directories for your city/town. Many directories are free, boosting your online visibility.

• Encourage online reviews: Ask satisfied clients to leave reviews on Google My Business, Yelp, or other local platforms. This builds trust and credibility with potential customers searching for security services online.

• Optimize your website: Create unique website pages for each major location you serve. For example, you could have pages with the title, “Best security firm in downtown Austin, TX” or “Trusted security partner in Miami, FL.”

On these pages, make sure you customize the content to contain local knowledge, expertise, and resources specific to each area.

Here's what you can do today to get started: Search online for "security company + your city". See which companies appear at the top. Are there any surprises?

This quick search will show you what people searching for security services in your area are likely to see – and give you a chance to make sure your company stands out.

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#4 Get a booth at a local event

Actively participating in your community is a fantastic way to build brand awareness and showcase your commitment to local safety.

Consider sponsoring events that resonate with your target audience, such as conferences hosted for the construction industry, town festivals, sporting events, or charity fundraisers.

By setting up a branded booth, you create a platform to directly connect with potential clients. Offer valuable resources like informative security brochures or distribute branded giveaways.

Event sponsorships allow you to position your company as a reliable and credible partner in the community, establishing yourself as the go-to security provider for local residents and businesses.

Here's what you can do today to get started: Think about a local event coming up in your area. It could be anything from a street fair to a business expo.

Would your security services be a good fit?  Check the event website or call the organizers to see if booth rentals are available. Once you’ve booked the booth, have a team there to meet with local business owners and community members at the event. Some good signage and business cards will go a long way.

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#5 Community safety talks

Consider giving a safety talk at a business, school, or community center. This way, you demonstrate your commitment to keeping your community safe.

Focus on topics relevant to your audience, like common security threats in your area, effective home or business security measures, and general safety tips.

The interactive nature of workshops allows you to directly engage with residents, answer their questions, and address their specific security concerns.

Here's what you can do today to get started: Think about a place where people in your community gather. It could be a school, a neighborhood association meeting, or even a senior center. 

Call them up and offer to give a free talk on home security. Sharing your expertise is a great way to connect with potential customers and earn trust in the community.

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#6 Use signage for company vehicles

Professional vehicle signage isn't just about slapping a logo on your security patrol cars. It's a strategic investment that transforms them into powerful brand ambassadors that constantly promote your services throughout your neighborhood.

With clear, eye-catching signage that has your company logo, contact details, and a description of your security services, every trip becomes a marketing/branding opportunity.

When people see your logo, they remember your company name, and when a security need arises, you're the first one to come to mind. It's a cost-effective way to reach a broad audience without needing complex marketing strategies.

Here's what you can do today to get started: Grab a pen and paper and write down the key details you want on your vehicle signage.

This could be your company logo, phone number, and a short phrase like "Security Patrol" or "Protecting Your Neighborhood."

Once you have a clear idea, you can explore getting quotes from sign companies for a professional look. There are also a number of online options for printing magnetic signs, simply search for “car magnets.”

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#7 Testimonials that talk

The power of word-of-mouth marketing is undeniable, especially in a security-focused industry. Building trust is paramount, and what better way to do that than showcasing the positive experiences of your existing clients?

Here's the strategy: Reach out to satisfied customers and ask them for written (or even better — recorded) testimonials about the impact your security services have had on their business or home.

The best testimonials often highlight increased peace of mind, a reduction in security incidents, or the professionalism of your security team.

Don't let these powerful endorsements go unseen. Put these testimonials on your website, on social media, and on flyers or brochures.

You can also prominently display them in your office waiting area, creating a sense of trust and reliability for potential clients who walk through your doors.

Here's what you can do today to get started: Think about a recent client who you know was very happy with your service.

Give them a call and  simply ask if they'd be willing to share their experience in a quick written testimonial.

You could even offer to write it up for them based on their conversation with you. A positive review can go a long way in convincing future clients to choose your company.

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#8 Build a website that sells

Having a strong online presence is crucial for any business. Your website acts as your digital storefront, providing potential clients with valuable information about your security services 24/7.

Here's the key: Don't get intimidated by fancy website builders or coding. There are plenty of user-friendly website platforms available that require no technical expertise. Focus on creating a simple, clear website that showcases your company's best assets.

What should your website include?

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• Clear and concise information: Highlight your security services in an easy-to-understand manner. Explain what you offer, who you serve, and the benefits of choosing your company.

• Client testimonials: As discussed earlier, showcase positive testimonials from satisfied clients. This builds trust and credibility with potential customers.

• Compelling visuals: Use high-quality images and videos that convey a sense of security and professionalism.

• Strong calls to action (CTAs): Make it easy for visitors to take the next step. Include clear CTAs throughout your website, such as "Contact Us for a Free Consultation" or "Get a Quote Today."

• Mobile-friendly design: Ensure your website is optimized for mobile devices. Nowadays, many people browse the web on their smartphones, so make sure your website looks good and functions on all screen sizes.

Here's what you can do today to get started: Write down 3 key things you want potential customers to know about your security company. Maybe it's your fast response time, advanced technology, or excellent customer service.

Then, find a website builder with templates and see if you can build a simple one-page site highlighting those points. There are even free options available to get you started.

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#9 Build relationships with commercial property managers

Commercial property managers play a vital role in maintaining the safety and security of assets and buildings. Building strong relationships with them can significantly expand your client base.

Plus, like any savvy business person, commercial landlords and property managers are looking for anything that can help them get an edge above their competitors and attract tenants.

One great way to do that is by offering discounted security services — that’s where you come in.

Here's the strategy: Reach out to property management companies in your service area (whether by phone, email, LinkedIn, or even a reliable old letter in the mailbox). Present your security solutions and highlight the benefits of partnering with a reliable local provider.

Offer them special packages or discounted rates for securing their buildings, benefiting both their tenants and your company.

This strategic partnership allows you to gain access to a wider pool of potential clients without the need for individual marketing efforts.

Property managers who trust your services are more likely to recommend you to their tenants, leading to a steady stream of referrals.

Here's what you can do today: Find 3-5 commercial property managers in your city online. Call them and introduce yourself.

Briefly mention discounted security solutions and request a quick call to discuss their needs. Be persistent and follow up if several times if needed.

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#10 Get referrals rolling

Happy clients are your marketing superstars.

Turn their satisfaction into growth by implementing a referral program. This strategy incentivizes existing customers to spread the word about your security services to their friends, family, and colleagues.

Here's how it works: Offer a reward, such as a discount on their next service, for every successful referral that leads to a new client.

By showing your appreciation for existing customers and offering a compelling incentive, you can unlock a powerful stream of referrals and fuel the growth of your security company.

Here's what you can do today: When your next client signs up for your service, mention you have a referral program where they can earn a discount for recommending your security company to friends or family. It's a win-win!

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#11 Run targeted online ads

This laser-focused approach provides a major bang for your buck because the people you’re looking for are already looking for you. It’s just a question of convincing them that you’re the right security firm for their needs.

Here's a breakdown of how it works:

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• Focus on your local area: Don't waste money advertising to people across the country. Specify your service area within the online ad platform, so your ads are only shown to people searching for security services in your city or town.

• Target relevant keywords: Think about the words and phrases people might use to find security companies online.
  
  Examples include "home security systems [your city]", "business security solutions [your zip code]", or "apartment security patrol." Include these keywords in your ads to ensure they reach the right audience.

• Craft compelling ad copy: Your ad should be clear, concise, and attention-grabbing. Highlight your unique selling points, like 24/7 monitoring or free security consultations.
  
  Include a strong call to action, like, "Schedule your security assessment now."

Here's what you can do today: Create a social media account or leverage your existing profile. Join online groups for your ideal customer (local businesses) and see their security concerns. Use this to think of ad copy that speaks directly to their needs.

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#12 Try social media

Social media can be a powerful tool for any company — including a private security firm like yours.

You don't need to be a social media expert to reap the benefits. Focus on a platform or two that you feel comfortable with, like Facebook or LinkedIn.

Here's how to leverage social media without the hassle:

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• Post regularly, but keep it simple: Don't overwhelm your followers with a constant stream of posts.
  
  Aim to share valuable content a few times a week, like quick home security tips, safety reminders, or even news articles about local crime prevention initiatives.

• Focus on engagement, not perfection: Social media isn't about having the fanciest graphics or perfectly edited videos. Keep it real!
  
  Share photos of your security team in action, answer questions from followers, and participate in discussions related to safety and security in your community.

• Think local: Social media allows you to connect with potential clients right in your neighborhood. 

Join local Facebook groups or LinkedIn forums related to your city or industry. Offer your expertise, answer questions, and establish yourself as a trusted security resource.

Here’s what you can do today: Choose 1 social media platform (Facebook, Instagram) and post a quick safety tip. Share a short and valuable tip about home or business security to get started and engage your audience.

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Next steps — Manage your security firm with Belfry

Belfry helps forward-thinking security companies to scale their businesses exponentially, streamline operations, and empower their officers.

We built an all-in-one platform specifically designed for security companies to help them handle everything from automated scheduling and payroll, to real-time officer tracking and compliance.

Here's how Belfry helps you unlock exponential growth in under 4 weeks:

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• Boost efficiency by 90%: Features like smart scheduling and automatic approvals free up your back office to focus on what matters most – growing your business.

• Maximize profitability by 60%: Effortless billing and labor cost forecasting help you identify areas for improvement and optimize operations for maximum profit.

• Real-time transparency: Keep your clients informed 24/7 with real-time incident notifications and live reports accessible through a user-friendly dashboard. Use it to track officer activity and report trends over time.

• Save 80% of scheduling time: Smart tools manage call-offs, fill shifts, and forecast labor costs.

• Ensure compliance: Stay on top of regulations with auto-verified licenses, automated reports, and easy export for filings.

• Empower officers: Increase productivity with a mobile app for timesheets, reports, and more.

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Schedule a Free Demo Today.