Insider Intelligence: The Power of Consistent Marketing

Feb. 14, 2024
Why your security business needs marketing to thrive

This article originally appeared in the February 2024 issue of Security Business magazine. Don’t forget to mention Security Business magazine on LinkedIn and @SecBusinessMag on Twitter if you share it.

Today’s modern consumers are bombarded with marketing messages, and the need for your business to stand out and be remembered is critical.

At the heart of every successful business lies a robust marketing strategy. It grows brands, attracts customers, fuels growth, and creates trust and loyalty. Marketing is the north star that helps businesses navigate change and stay relevant.

Whether you are a small integrator or an established security enterprise, investing in marketing is not a luxury but a necessity for future success.

Beat the Marketing Drum Over and Over

Consistency is a unifying force of the marketing narrative. Being able to stand out and be instantly recognized is vital. Whether through a social media post, email, or a targeted display ad, every interaction should echo the same overall message and have the same brand look – creating a consistent brand identity.

Every individual within an organization should contribute to the marketing effort. From the CEO to the front-line employees, everyone can shape the brand narrative.

Clicking on a digital display ad that features access control messaging should take that user to an access control landing page. The messaging from one touchpoint to the next should be consistent and relevant.

When consumers are familiar with a brand and recognize a consistent message, they are more likely to trust it. Trust is not just built through advertising, it extends to every touchpoint, from the initial interaction with a social media post to the product or service experience.

The Whole Team Should Play a Role in Marketing

Companies often debate: Is marketing the sole responsibility of a marketing department? In reality, every individual within an organization should contribute to the marketing effort, creating a collective responsibility that enhances the overall effectiveness of marketing. From the CEO to the front-line employees, everyone can shape the brand narrative.

Employees who interact with the brand by sharing job promotions, job openings, and congratulating coworkers are telling their audience that they feel good about the brand.

Leverage Digital Technology

Tools like Search Engine Optimization (SEO) and Artificial Intelligence have helped reshape the marketing landscape. SEO is a powerful strategy that enhances visibility by optimizing website content for search engines. It ensures your website ranks high in search results, providing long-term benefits.

On the other hand, AI marketing leverages technology to predict customer behavior, enhance experiences, and tailor strategies and even messaging to meet consumer needs. It is not just about spreading messages; it is about predicting what your audience anticipates.

Invest in social media channels, which can act as dynamic connection points. It goes beyond what consumers see on their accounts – it is a realm where businesses can adopt various strategies to increase brand awareness.

Personalization, unique content, individualized brand voice, and strategic integration online become crucial elements in the social media marketing toolkit. It isn’t simply about posting; it is about connecting with your audience.

Businesses that build marketing plans, embrace consistency, and leverage digital marketing tools will be heard, seen, and remembered by their audience. The power of marketing lies not in isolated efforts but in a holistic approach that combines consistency with creativity.

In the vast landscape of marketing possibilities, it is not just about being seen, it is about making consistent waves.

Marissa Vacek is the Managing Director at Swell Marketing Agency at PSA Security Network.  •  (800) 525-9422