Marketing in the security industry is hard. The buyer's journey is beset by a range of shiny objects, competing offers, fear, uncertainty, doubt, budget shifts and cuts, priority shifts, urgent and important fires to extinguish, as well as various other threats to goals and timelines that disrupt the process.

With an ROI of 42 percent, the question for most businesses in the security industry is not whether they need an email campaign, but how to execute one.

It is not unusual for marketing to see shifts in strategies and their effectiveness according to consumer behaviors. Sometimes those changes are swift and can permanently alter many industries nationally, or even globally. This is one of those times.

As you look toward 2021 and the development of your next marketing strategy, you may want to consider vertical marketing. In its simplest form, vertical marketing is dedicating and tailoring your marketing efforts to a particular vertical industry, such as education, construction or government, to strategically appeal to that industry, rather than marketing to a wider, horizontal audience with a less specific appeal.

Allied Universal launched a marketing campaign titled “There for you,” which delivers on the company’s new purpose statement of “serving and safeguarding customers, communities and people in today’s world.” 

“What’s the deal with …” is so synonymous with the 90’s observational comedy Seinfeld that you can probably hear Jerry Seinfeld’s voice just reading it. The show often posed the question in relation to things in everyday life that, in some ways, don’t make sense.

There’s hardly a person in the electronic security industry that does not realize the value of networking, but mention the value of actively networking with fellow industry professionals, and you get a mixed reaction.

If we mentioned SEO, your first thought is probably Google. But it isn’t the only site you should consider when you want to optimize your local SEO. The other big player is YouTube, which is its own search engine. If you’ve been putting off investing in video marketing, now is the time to get serious about it.

On any normal day, connecting with your audience on social media requires forethought, care and tact. At the epicenter of a worldwide crisis, it requires all that and more.

The COVID-19 crisis has spread worldwide and will have serious ramifications for businesses of all sizes. That said, the crisis does not need to mean the demise of your business.