Lead generation is the foundation of any company — even a physical security business. However, recent lead generation statistics reveal that 61% of organizations consider this venture their biggest challenge. If you want to thrive in today’s business environment, it is essential to learn about this process.
Ultimately, developing a lead generation strategy can help you grow your agency. This article will discuss what lead generation is, its role in an inbound marketing strategy, and practical tips for security businesses.
What Is Lead Generation?
The marketing rule of seven states that it takes an average of seven interactions with your brand before a client closes a deal. For this reason, attempting a sale during the first meeting would not be an ideal approach.
Instead, you should develop a lead generation strategy for your security business. Lead generation is the process of capturing, engaging, and converting quality prospects into customers.
Today, the most cost-effective way to attract leads is to use digital marketing methods. You can use it with your inbound marketing strategy by luring audiences through valuable content designed specifically for them.
How Does Lead Generation Work with Inbound Marketing?
Inbound marketing captivates audiences through organic means, like search engine results pages (SERPs), viral videos, blogs, or social media posts. When you provide targeted audiences with valuable content, the transition from being a stranger to a customer becomes a seamless process.
Inbound marketing has four crucial steps: attract, convert, close, and delight. Lead generation falls under the convert phase and occurs after attracting a potential client. The next logical step would be to develop a plan to speed up the customer journey.
Using outbound marketing techniques like cold calling, event sponsorships, or billboards does not resonate with audiences the way custom content can. In fact, some individuals find these disruptive ads irksome.
Using lead generation with your inbound marketing strategies has many advantages, including the ones listed below.
- Reduce costs: Instead of appearing in front of massive audiences and then looking for potential customers, an inbound strategy targets quality leads from the beginning.
- Boost authority: It is easier for potential clients to believe what they read about you through their research than seeing a flier stating you are the best security agency in the state.
- Improve return on investment (ROI): One of the best things about using online marketing techniques is that you have granular control over your targeting and budgets, which often leads to impressive ROI.
Ideal Lead Generation Strategies for a Security Business
Now that you know how crucial lead generation is for your business, it is time to learn about ideal strategies to help you achieve your goals.
Some businesses focus more on cybersecurity than physical security. Unknown to many, the two have become more interlinked than ever before. Let potential clients know the importance of having physical security in stopping cybercrimes from taking place. You can share stories about physical and online attacks that your professionals can help prevent.
Search Engine Optimization
Recent Google search metrics show that the megacorporation giant handles 5.6 billion searches daily. If you want to get a bigger piece of this pie, it is essential to develop a search engine optimization (SEO) strategy. Many individuals — business decision-makers included — trust this platform to offer reliable recommendations. If you play your cards right, your website can appear in front of audiences who need your services.
In most cases, it takes months for you to notice any impact from your SEO strategy. As you wait for your rankings to go up, you can include pay-per-click (PPC) ads in your overall marketing plan. Contrary to popular belief, this technique is ideal even for small and medium enterprises. Once you run an effective campaign, you can instantly see a boost in your traffic, conversions, or sales, depending on your goals.
Develop a Lead Generation Plan for Your Security Business
Lead generation boosts your visibility, credibility, and reliability for a specific group of high-quality audiences. You can use various digital marketing techniques to convert random visitors into customers and later into loyal patrons.
However, this process has a steep learning curve. If you do not already have an expert on your side, it is best to work with industry experts.