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It goes without saying that your website needs to be well designed, with bold attention grabbing headlines and easy to use navigation. Many people don’t know all the services that these businesses can provide. Your task is to educate your audience so that they understand why your services are important, and how those services can improve their daily existence. To do this, you need to create content, which can include informative blog pieces, instructional videos, and whitepapers. The trick is that this content has to be valuable, which simply means that it has to answer this fundamental question in the mind of your audience: What’s in it for me?In other words, create content that solves problems for your audience, or answers questions they may have about your business. For example, create a series of instructional videos that demonstrate how unsafe most houses are, and simple ways for people to correct this problem. Email marketing is a must for a private security company, because it personalizes the services you offer and gives you the chance to go after prospects that are in the market for what you’re selling. For example, let’s say that with the help of a lead generation service you’ve developed a contact list of businesses in your area with existing security contracts that are set to expire within the next couple of months. After you’ve confirmed contact names and email addresses, implement an email marketing campaign to reach these prospects, and communicate the differences that make your security company superior to the one that your prospects are using. It’s not necessary to bad mouth the competition. In fact, you’ll likely gain more attention by simply focusing on the niche services you offer that aren’t available with the other security companies.