Your next customer is probably already looking at your business. Just not the way they used to.
They’re not walking into your office or waiting for a sales call. They’re searching online, scrolling through your social feeds, clicking on your website and sizing you up long before they ever reach out. That first impression? It’s happening before you even know they exist.
Here’s how to make sure they find you— and more importantly, choose you:
Social Media Marketing
Social media isn’t optional anymore. It’s where many buyers are discovering new products and companies for the first time.
For security integrators, it’s also a chance to show the human side of your business—the real work, the real team, and the real value you bring beyond the hardware.
Keep your content simple and consistent:
- Show your work: highlight recent installs with before-and-after shots or a quick project recap
- Show your people: introduce your team, show training sessions, or share a behind-the-scenes moment
- Show you’re local: post about jobs in the area, tag locations, and support events in your community
You don’t need to post every day. But you do need to show up regularly. Two to three engaging posts per week can build more trust than an overly polished ad ever will.
Video Marketing
In security, people want to see that you know what you’re doing. A short, clear video builds more trust than a brochure or a cold call ever could.
You don’t need a film crew— just a decent phone, good lighting, and someone who can explain things clearly.
Start here:
- Walkthroughs of completed installs or upgrades
- Simple explainers on intercoms, badge readers, or monitoring systems
- Short Q&As answering common client questions
Capture the video once, then reuse it: post it on social, add it to a proposal, embed it on a service page, or drop it into an email. One solid shoot can power your content for weeks.
Website Marketing
Your website still matters… a lot. It’s not just a digital business card. It’s where people decide whether they want to work with you.
A strong security website in 2025 should do three things well: load fast, build trust, and guide people to take action.
Here’s what that looks like:
- Clear, bold CTAs like “Get a Quote” or “Request a Consultation”
- Web forms that connect to your CRM, so leads don’t get lost
- Pages that stay current with fresh projects, testimonials, and services
- Mobile optimization (most people are probably checking you out from their phone)
If your site feels like it hasn’t been updated in a few years, it’s time. Don’t just tell people what you do, show them why it matters.
Email Marketing
You don’t need to email weekly. But staying visible matters. One solid monthly newsletter keeps your name in front of past clients and prospects, and reminds them you’re active and available.
What to include:
- A short project spotlight or customer success story
- A quick team intro or highlight
- One useful tip or update on security tech
- A simple CTA— schedule a check-in, request a quote, refer a friend
Keep the layout clean. Use tools like Mailchimp or your CRM. You’re not trying to sell something every time, you’re staying relevant.
Local Marketing
It’s easy to focus everything online. But don’t ignore your local footprint. People want to hire businesses they’ve heard of, seen around town, or had recommended by someone they know.
A few high-impact ways to stay visible:
- Sponsor a local event, school program, or youth sports team
- Join your Chamber of Commerce, and actually show up
- Build partnerships with IT firms, electricians, or contractors who share your client base
This isn’t just marketing; it’s reputation and relationship building. When someone in your community thinks “security,” your name should be the first one they say out loud!
Final Word
There’s no magic formula for marketing in any industry. The good news? Most of your competitors aren’t doing all of this. Maybe they’re posting once in a while, maybe they’re running PPC ads and calling it a day.
Use that to your advantage.
Show up consistently. Focus on building trust and credibility with your actual buyers. Do that, and you’ll win more of the right business without having to outspend everyone else.
Vinny Peone is president and co-founder of Ignite Strategic Partners and director of marketing of Eastern Security Services and Intelli-Tec Security Services.
