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Security Products Marketing: Competing with Cable Companies

3 minute read

Preston Kendig   by Preston Kendig September 1, 2016

Alarm_Dealership_Vs._Cable_Companies.jpgIf you own a small to mid-size alarm company, you’ve probably noticed that competition is coming from more than just other security companies these days. Aside from competing with the big security corporations, DIY, and other dealerships, alarm companies have to contend with cable, phone and internet service providers offering security and home automation solutions.

Comcast Xfinity, Cox Home Security, Time Warner IntelligentHome, Verizon Home Monitoring and Control, and AT&T Digital Life are just a few of the phone, internet and cable companies that have entered the security arena.

Know Your Competition, and Know Your Strengths

Pick security alarm marketing strategies that are appropriately suited for the size of your organization. Make sure any ad spend is laser focused to your target market and don’t use your entire marketing budget trying to out compete the Verizons of the world with TV, newspaper, magazine, billboard, and sponsorships. You aren’t going to win that battle. Be nimble and smart with your marketing dollars.

To market a security company effectively, small and mid-size alarm dealership must figure out what sets them apart from their competition and communicate those strengths to potential and existing customers. Despite the cable company’s seeming and real advantages, most of their technicians don’t have the knowledge or experience your technicians have.

Do Cable, Phone and Internet Companies Have Any Marketing Advantages?

It’s widely accepted that selling to an existing customer is easier and less expensive than acquiring a new customer, though there is some debate to this convention. Regardless, if the company already has a relationship with a customer, there may also be some degree of trust and confidence.

It’s quite easy for cable, internet and phone providers to simply tack on an offering of security services. They already have the relationship and a contract. They can offer discounts for bundling in these new services and can easily market security services in routine communications and during in-person site visits.

Marketing Security Services to Existing Customers

83% of U.S. homes have cable television, 75% have internet, and 40% have a phone line. On the other hand, only 17% to 20% of homes in the U.S. have a security system. Because of this, cable, internet, and phone companies need look no further than their existing customer base to acquire new security clients.

What the Customer Doesn’t Know WILL Kill Them

We work with alarm dealerships that have been passed down from generation to generation. Knowledge gets passed down along with the company. And that knowledge can become a vital differentiator when it comes to marketing a security company.

Cable, internet, and phone companies tend to gravitate towards the one-size-fits-all approach to selling alarm systems. A real security expert knows that no two houses and no two neighborhoods are the same. Each house has its own degree of risk. Educating your customers about these differences, risks, and solutions is done with content marketing. And it’s something even the smallest alarm dealerships can do.

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Security Alarm Marketing is Really About Education

Why should someone buy a security system from your dealership instead of their cable company? If you have an answer for this question, it’s time to put pen to paper. Use content marketing to answer these types of questions and educate your target market.

SEO_-_Search_Engine_Optimization.jpgAnswering questions that people search for in Google will make YOUR alarm dealership easy to find in a local search. It can also help you build trust and rapport with existing and potential customers.

Get Involved in Your Community in a Way that Big Cable Companies Can’t

Marketing a security company isn’t easy, but there are opportunities at every corner. We encourage our customers to differentiate themselves by getting involved in their communities directly. Don’t be shy about it either. Post about your community service efforts on social media and applaud any employees that help.

Marketing for a Security Company

We’ve worked with alarm companies large and small to help them identify and reach their target market and turn prospects into customers. Contact WebStrategies to learn more about content market, local search strategies, or security company marketing.

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Preston Kendig is a Content Specialist with WebStrategies. With nearly a decade of marketing and client management experience, Preston brings a passion for helping B2B clients create content that drives leads, improves SEO and helps convert leads into sales.

 

Topics: Security Company Marketing

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