In a trade built on trust, relationships, and reputation, the way you show up online is starting to matter just as much as the way you show up on the job site. Social media might not feel like a natural fit for the quiet professionals of the security industry, but platforms like LinkedIn and Instagram have rapidly become powerful tools to grow a business… when used correctly.
Whether you’re looking to generate leads, recruit technicians, or simply stay relevant in your market, showing up online consistently and intentionally can set you apart in an industry where many still aren’t utilizing social media.
Why Social Media Matters More Than Ever
Word of mouth is still king, but in 2025, word of mouth travels through feeds and DMs— not phone calls or casual conversations at the grocery store.
Today’s commercial clients, facility managers, and even homeowners do their due diligence online. They may check your website, scroll your Instagram, or glance at your LinkedIn before ever reaching out. What they’re looking for is simple: does this company look legitimate? Active? Professional? Human?
If your last Instagram post is from 2021, or your LinkedIn profile photo is a grainy logo from a decade ago, it creates doubt— even if you’re the best integrator in town.
LinkedIn: Where the Decision-Makers Are
LinkedIn is one of the best platforms to build visibility with property managers, facility directors, and business owners. It’s also a great place to position yourself as an expert, not just a vendor.
Here’s where to start:
- Optimize your profile. Make sure your headline explains what you do and who you help. Use a sharp banner image and write a first-person “About” section that reflects your credibility.
- Post what you’re doing. Highlight project wins, share lessons from the field, or show before/afters. Short insights from recent installs can go further than you think.
- Engage with the right people. Comment on posts from local businesses or potential clients. Share their wins. This is a great platform for building relationships.
Don’t overthink it. You don’t need to be a LinkedIn content creator or an “influencer.” Just document your work with context.
Instagram: Build Local Trust
Instagram isn’t just for lifestyle brands; it’s where homeowners and small business owners hang out— and yes, they do check you out there before calling. They might’ve seen a dozen different security trucks around town, but you might be the only one they’ve also seen here.
What works:
- Geotag and hashtag your service area. Whether in posts about projects, team events, or customer testimonials, this will help get your page in front of local followers.
- Use carousels and reels. Quick videos of installations, time-lapses, or even fun team moments will outperform static images.
- Show your face (and your team). People want to know who’s coming into their home or building. Familiarity breeds trust.
Pro tip: Don’t focus on your Instagram following. It’s better to have 500 engaged local followers than 5,000 from outside your service area.
Content That Draws Engagement
Still stuck on what to post? Here are a few formats that work well across both platforms:
- A quick before-and-after shot of a cleaned-up install
- A short story about a problem you solved for a customer
- A team birthday, training session, or even a funny moment on the job
Keep it short, real, and relevant. It doesn’t need to be perfect— it needs to be consistent and engaging.
Avoid Common LinkedIn and Instagram Mistakes
- Buying Followers or Engagement. It’s tempting, but it kills your credibility. Platforms can detect this and even “shadow-ban” your account. Don’t do it.
- Posting and Ghosting. Social media works best when treated like a conversation, not just a digital billboard.
- Only Using Stock Photos. This can come across as inauthentic. Your smartphone is more than capable of capturing great content without any extras.
The Bottom Line of LinkedIn and Instagram Success
You don’t need to go viral to win on social media; you just need to show up. A few simple posts a week can build brand recognition, attract better clients and help your security company stay ahead of the pack. In a reality where every integrator is offering comparable products at comparable prices, your story is the differentiator. LinkedIn and Instagram are two of the best tools available today to tell it.
Vinny Peone is director of marketing of Eastern Security Services and Intelli-Tec Security Services.
