Strategic Marketing Choices: An Essential Part Of Any Successful Security Business
Marketing is typically the last thing that a business owner wants to think about, but it is actually one of the first things that need to be considered for building a successful security business. Without it, you probably won’t have a business for long. Simply put…every business needs customers, and security firms are no exception.
Paul Davis FCMA CMC, Davis Business Consultants
A good marketing plan doesn’t have to be time-consuming and complicated, but it does need to be updated and current. Even though the basics of marketing don’t change that much, the vehicles by which those principles are effectively brought to the buying public are constantly changing. Marketing should be planned with expenditures of time and money specifically allocated in a way that will garner good results. By following a few fundamental steps to create and update your marketing strategies, you can ensure an ongoing flow of customers, which translates to an ongoing flow of income.
Know Your Niche Market
A niche market is a specific part of your general target market (the people who are most likely to want the services you provide). A good marketing plan starts with identifying your target market…for instance, businesses or individuals who need the products or services you provide. From there, you narrow it down to a niche market on which you will concentrate your marketing efforts. Niche markets are easiest to ascertain by using one of the three following categories: •C ustomer Niche – You identify a certain type of customer, i.e. people who are retired or young couples with children, or restaurant owners, etc. •S ervice Niche – For this niche, rather than concentrating on the customer you want to attract, you specify the type of service you want to market. Even though you may offer a myriad of services, for marketing 48
purposes, you may want to concentrate on one particular service. •L ocation Niche – In this instance, you would be concentrating your marketing efforts on a particular geographical area. It’s important to understand that a marketing niche simply means the person, service or location on which you will concentrate your marketing efforts…it does not mean that you will only do business with this particular niche.
Create An Action Plan
Marketing should never be done with a ‘seat of the pants’ approach where you buy an ad here or participate in a function there…where you have a website, but don’t know a thing about SEO (Search Engine Optimisation i.e. getting to the top of a Google search). For marketing to be effective, it’s important to have an action or marketing plan that is created for an entire year, allocating specific actions to be done at specific times for generating optimum results. In a broad sense, there are two categories of marketing: local and Internet. While local marketing is important to announce your presence and keep your name and services in front of the buying public, it is imperative that every business — no matter the size of the business—have an Internet presence as well. Many people who are unfamiliar with the Internet have the perception that Internet marketing is only necessary if you are trying to reach customers all over the
Spring 2010 edition of Risk Manager Magazine