Home Security Marketing Strategies

Usually, security system installation is a one-and-done need. Implement a fast ad campaign (search, display, social or OTT) to help you find the people looking for your service now—so you'll be in the right place at the right time to win the job.

Bigger jobs often come from companies in need of larger-scale security systems. Get in front of them through a targeted LinkedIn ad campaign.

The cutting-edge nature of the latest home security products lends itself to social media. Showcase your offerings with a fun twist in reels, videos and other visual content.

The home security industry has become more and more competitive with the introduction of high-tech, self-serve security products. In order to compete, home security companies need top-notch websites with strong user experiences, great design and compelling calls to action. Make sure there's an easy way for customers to request quotes and get immediate responses.

Before choosing a home security system, most consumers do a fair amount of online research. Be there when they do with educational content that helps answer their questions. It's not enough to create this content, though; you'll have to get it in front of prospects during their search with targeted ad campaigns (search, social and display). You can even gate this content—so prospects get an education and you get the lead!

Paid search ads can be a quick win to get in front of new home security customers, but SEO is an important long-term tactic. To improve your SEO, you need to identify relevant keywords (what are your prospects asking?); frequently update your resource-style content (blog posts, videos and other educational content); and work on technical optimization (site speed, meta data, etc.).

Home security is a high-stakes business, and building trust is essential to winning the job. In this vein, brand-building is critical, because customers are more likely to trust a company they've heard of before (versus one that's completely unfamiliar). Use brand-friendly channels like connected TV, social and display to get there.

Trust with a new prospect can be broken with a single bad review. Especially when it comes to the home security business—in which customers are trusting you with their safety—a good online reputation is critical. Solicit satisfied customers for new reviews; and don't forget to continuously monitor and manage reviews and ratings across the web (either manually or with help from monitoring software).