5 Marketing Tips for Business Owners

Elizabeth Ferguson by Elizabeth Ferguson | 12.02.2013

With so much to do, marketing may be the last thing on your mind.  However, it’s an important part of your business.  Without marketing, your business could be a well-kept secret.  Relying on word of mouth is not always enough to get you the new business that you want.  You need to be proactive. 

Here are some useful tips to help you get the most out of your marketing efforts.

Marketing1. Know what your customers want and need. 
Whether you are targeting middle-class homeowners or large commercial businesses, it’s important to know what your prospective customers need and want.  A little research can go a long way. Online research about your target market is a great place to start.  Another source for information is your current customers.  Ask them what their security and life safety concerns are.  Find out what types of services they would be willing to pay for to make their lives easier (remote control of their security systems, home automation, etc). 

Creating a simple survey and speaking to a sampling of your customers can help paint a picture about your particular market.  This information can help you market to new customers.  Check out the 3 Steps to Smarter Customer Surveys from Microsoft Business for more information.

2. Create a professional website and keep it up to date.
If you haven’t done so already, create a professional website that highlights your services.  If you’re not familiar with creating websites, hiring a professional website developer would be a good investment.   Here you can display information about the products and services that your customers need as well as testimonials, special offers and promotions.  Check out this article about the Importance of Having a Website

3. Get involved with social media.
Taking advantage of social media will help your business grow. Get the word out about your business on sites such as Facebook, Twitter and LinkedIn. Here’s a great article from Social Media Today that features 28  interesting statistics on the importance of pursuing social media as part of your marketing plan.  For insights geared toward the security industry, read our guest post from Bates Security who shared “Five Best Practices for a Social Media Campaign”.

4. Create simple, effective literature or direct mail. 
After you learn what your customers want and need, you can create simple, effective literature or direct mail that will offer information and help sell the products and services they are looking for.  If this is not something you’re comfortable doing yourself, consider hiring someone with experience to help out.  Or, utilize the wealth of information and literature provided by the companies that manufacture the products and services that you sell.  Honeywell has a wealth of marketing materials for end-users.   To check out some of the literature Honeywell has to offer, click here.

5. Advertise your business online or in targeted publications. 
If it fits within your budget, advertising can help build awareness about your business.  You would want to create simple, yet effective ads and place them in media that reaches your target customers – whether online or in print.  Before considering this option, you should figure out an advertising budget and gather information on the most effective media to place your ads in.  Check out All Business’s “Top 10 Tips for an Effective Advertising Campaign”.

Marketing is an important part of your business.  Honeywell offers a variety of the tools to help you stay informed and get the word out.  Check out the dealer toolkits and The Security Channel discussed in Jason Lutz’s blog post.  Using these resources you can find information, end-user literature, hi-res images and videos that you can incorporate into your marketing materials or website!   

Don’t keep your business a secret.   Get the word out and watch your business grow!