What’s your biggest challenge as a security guard company? If you said anything other than “Not enough people know about me.” you would probably be wrong. Marketing your company to potential customers is the lifeblood of your security guard company. Your company could provide the most responsive service and the best trained officers in the industry, but if potential customers don’t know about you then you are destined to fail. So how do you market your security guard company?
Presently, it is more important than ever to recognize that buyers are more informed and empowered than ever. In the past, marketing your security guard company may have consisted of direct mail, telemarketing, and maybe some print advertising. But whatever the case, when a buyer wanted to know more about your services they would call a representative from your company to ask questions. But now, prospective customers just go to your website or your company’s LinkedIn or Facebook page to find out about your company. Because of the ease of finding information about your security firm, buyers are MUCH less influenced by traditional marketing methods.
If you haven’t realized it yet, the internet has completely changed the way that buyers learn about your company and the way you should market to them. In fact, research has shown that 93% of all buying decisions start with an online search. So if you’re still using a lot of direct mail to market your security guard company now’s the time to stop. If you want to be found by prospects in the digital age, you will have to be found online. Not only do they have to find your security guard company online, they will have to find you on the first page of their Google (Bing, Yahoo, etc.) searches.
- The first ranking position in the search results receives 42.25% of all click-through traffic
- The second position receives 11.94%
- Third position on the first page obtains 8.47%
- The fourth placed position on page one receives 6.05%
- The others on the first page are under 5% of click-through traffic
- The first ten results (page one ) received 89.71% of all click-through traffic,
- The next 10 results (normally listed on the second page of results) received 4.37%
- Third page receives a total of 2.42 %
- The fifth page receives a total of only 1.07%
- All other pages of results received less than 1% of total search traffic clicks.
Does Google Charge To Market Your Security Guard Company?
When a person does a Google search they are presented with several types of results. The two most important types of results are Paid Results and Organic Results. Paid results are basically paid advertising. These paid results can be found at the very top or on the side of your Google search page and will be marked as an “Ad“. Companies pay search engines like Google to have their websites or webpages display in these positions for certain keywords.
On the other hard, organic search results are the listings of the websites/webpages that search engines believe most closely match the user’s search query based on relevance. The results that Google shows as part of their organic results are free and CANNOT be purchased. So being listed in the top of organic results provides a much greater value to both the searcher and the listed website.
Although getting onto the first page of organic search results doesn’t cost money, it will take time to learn the strategy behind getting ranked. This strategy is called Search Engine Optimization or SEO. SEO is simply the practice of improving and promoting your website in order to increase the number of visitors your site receives from search engines.
Do You Really Need SEO to Market Your Security Guard Company?
The answer is a resounding “YES!” Search engines can help market your company by driving buyers to your website when they are looking for security guard service. Although social media and other types of traffic can drive buyers to your website, search engines are the primary method of finding information for most internet users.
Although SEO can be complex and take time to learn, most people will easily understand the basics. The basics of SEO range from things like what you name your page to the way that other websites link to your website. I’ve found that even by applying a few simple changes here and there, you can sometimes make a big difference in your website ranking.
Although free SEO tutorials are available all over the web, OfficerReports.com will be hosting a series of webinars in 2015 to help you, help prospective customers, find you. If you are interested in attending our SEO webinars, please sign up for our newsletter to stay updated. But in the meantime, you can get a great start on SEO by downloading the “The-Beginners-Guide-To-SEO” from MOZ.com.
By Courtney Sparkman