As a security company, you probably think a lot about business strategies. You realize you exist in a competitive atmosphere and you want to win.
Wanting to win is a great motivational force, but not necessarily the best winning strategy. Most people equate winning to sports, where there can only be one winner. The security industry is a bit more complex. The good new is, there can be several winners (even in the same area!). It does not have to be an “I lose if you win”, game.
Most Important: Be Original
Whether you are local, regional, or national, there will be others in your industry. Your instinct might be to choose the largest company and copy their approach to branding, marketing, and success. That is the most common strategy for small to medium businesses. It is also a mistake. Why? You can’t be them. But you can be the very best You, and that does work.
Realize the Value of the Real Deal
Trying to win by being just like the other (or bigger) guy (or gal) is a failing proposition. What brought them success was an ability to communicate their uniqueness. And that is a strategy worth copying. Two separate entities, in the same area, doing the same thing can both be massively successful without being a direct threat to one another by competing to be unique, not competing to be on top. Make your goal being distinctive, and you will end up being ahead of the national average. And likely ahead of your direct competitors, too.
Growth is a result of a great strategy, but not part of it. It is like saying being a baseball all star is your strategy. You can say that, but to DO that you have to put in a lot of work and put things in place to make that possible.
Know Your Market, As Well As The Industry
Your business is part of a huge and changing ecosystem. The electronic & physical security industry is evolving at atomic rates. How well you stay on top of the industry will determine your position in your market and profitability. Know the industry well and follow every advance with precision.
Know Who You Are
A business cannot be all things to all people. Determine who you are, what sets you apart, and what defines you. Market who you are with a clear, professionally executed message across all your mediums, your website, marketing, and collateral.
Choose Whom You’ll Serve
No business will be attractive to every segment of society. It is just not possible. When you figure out what your passion is, and who you are, you can find your tribe. Once you identify your tribe, serve them with all your might.
Don’t get Sucked into Peripherals
As technology evolves, you will be tempted to go outside of your wheelhouse. Don’t. If you know the industry and follow it intimately, you’ll know what is coming down the pike. Evaluate it and plan for it before it explodes on the scene. If you do, you will not be pressured to go outside of what is smart and profitable but only add what actually adds to your success.
Have Some Fixed Parameters, But Be Flexible
Have a structure for what is true, but remember what is true now may not be later. Work with what works best right now, and when you see things changing, reevaluate your set structures and see how they measure up against any real and lasting variables. In that process though, always stay true to the mission of being distinctive and communicating that to your target audience.
Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2008, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation. Contact us today to discuss your inbound marketing requirements.
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