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Security Marketing Webinar There are significant differences in how each generation prefers to communicate and make purchase decisions online, and differences in security needs across the generations. Segmenting your prospective and existing customers based on their age group allows you to create more effective messaging that better resonates with your audience and produces stronger results for your company.

Year two of attending the Electronic Security Expo (ESX) conference in Nashville, TN, and it did not disappoint! As security marketing experts and ESA members, we feel that conference attendance is a must. As always, Nashville was a very welcoming city with great food, music, people, walking areas, and plenty of Uber drivers. From the opening breakfast right up to the last day, the focus this year was on connectivity, leveraging data, RMR growth, the customer experience, and Amazon and Google's impact.

What is the best way to generate leads for security alarm companies?

We've been partnering with security alarm companies for over eight years, and within the last few years we've come to the realization that using their customer data to personalize digital marketing efforts can yield impressive results. When security companies are proactive in gathering data, they are much farther ahead in the potential marketing results they can achieve.

The most cost effective way to increase recurring monthly revenue (RMR) for your security alarm company, for both residential and commercial accounts, is right under your nose.

Advertising of the past involved reaching the widest audience possible, in hopes that some people in your target market would see your message. Over time, the ability to target those audience segments most likely to buy from you became more sophisticated, and today's digital marketing makes precision targeting possible. If you're not taking advantage of the latest methods for targeting your marketing to your ideal customers, you're probably not maximizing your return on marketing investment or getting as many qualified leads as you could.

In November, I attended and presented at my first Honeywell Connect 2017 Security Dealer conference in San Diego, CA. Three days of inspiring learning from security company leaders, the Honeywell team, and fantastic keynote speakers. This years' theme was to "Differentiate, Disrupt, Deliver". Honeywell showcased their impressive array of residential and commercial security technology while providing an engaging and fun atmosphere for learning and networking.

We periodically update this article with the latest information relevant to digital marketing for security companies Last update: July 2017 Security Marketing Strategies We've learned a significant amount in the last few years generating leads and sales for our security alarm company clients. Some digital marketing tactics were extremely successful, and others, well let's just say, we've moved on from. One of our greatest learnings is that you have to constantly experiment, try new things, give them some time to gain momentum, religiously review the analytics and most importantly, talk to the client and determine whether their sales funnel is being filled with quality leads.

DIY security systems have taken the security market by storm. Systems range from very simple, single unit devices, like Canary, to complex systems that incorporate multiple sensors and smart home features, such as lights, locks, and cameras.

Even with the best marketing plan in place for a security alarm and automation company, breakdowns in the sales process can result in lost business, slow sales, and a disappointing return on your marketing investment.