women in protection

5 Common Marketing Mistakes Security Companies Make Every Day

LeMareschal

Effective marketing is paramount for security companies seeking to thrive in a competitive industry. Unfortunately, many of them struggle to effectively reach their target audience and convey their expertise. Let’s see the five common mistakes that security companies often make when marketing their services.

    1) Overusing Technical Terms: A significant mistake made by security companies is flooding their marketing efforts with complex technical terms. While expertise is vital, potential clients may not comprehend the intricacies of the security industry. To overcome this, companies should adopt clear and concise communication that emphasizes the benefits of their services to end-users. Simplifying language and utilizing relatable examples can facilitate better understanding among the target audience. Use of acronyms, abbreviations, and polynomials that only those in the industry would readily use and recognize can quickly alienate your potential clients.

2) Neglecting Online Presence and Social Media:  In today’s digital age, a robust online presence can be valuable and offer free advertising for any business. Regrettably, many security companies overlook the potential of social media and online platforms (or, more problematic, they use the wrong social media platforms). Establishing a compelling website, creating engaging and educational content, and maintaining an active and targeted social media presence can significantly enhance brand visibility and broaden their audience reach. Strategic use of specific social media platforms suitable for marketing security services is essential for maximizing the impact of digital efforts.

    3) Lack of Targeted Marketing Strategies: A common pitfall for security companies lies in either inadequate knowledge of marketing practices or hiring marketing agencies unfamiliar with the security industry. At Mellon360, we possess both security expertise and marketing expertise, offering clients the best of both worlds. Tailoring marketing strategies to specific target audiences and speaking the industry’s language are critical in addressing varying marketing needs. Precise identification of the target audience enables effective communication and establishes credibility within the security industry. Presenting the wrong picture or the use/overuse of the wrong terms or language is just as damaging as nothing said or done at all-Perhaps even more!

   4) Failing to Demonstrate Thought Leadership: In the security industry, trust and credibility hold utmost importance. However, some companies and professionals fail in establishing themselves as thought leaders and industry experts. Providing valuable and educational content through blog posts, whitepapers, webinars, or podcasts, positions security companies and individuals as authoritative sources of information, thus fostering trust among potential clients and bolstering brand reputation.

   5) Neglecting Industry Partnerships and Collaborations: A common oversight among security companies is operating in isolation, solely focused on their own services without exploring collaborative opportunities with industry peers. By neglecting to form strategic alliances with complementary businesses, these companies miss out on valuable prospects for expansion and offering comprehensive solutions to clients. Embracing partnerships with reputable IT service providers, insurance companies, family offices, or property management firms can tap into new client bases and provide access to additional resources. Such collaborative efforts drive innovation and exhibit the company’s commitment to holistic security solutions. Where one can do well, two or even more, when carefully aligned, have the potential to accomplish so much more as a collaborative effort!

Do you need marketing and branding experts specialized in the security industry? Reach out today to Mellon360. We will help you boost your brand and effectively convey your expertise, build brand trust, and expand your market presence!

Redefining ‘Demand’: The Under-utilized Potential of Women in Executive Protection

LeMareschal

Today, I would like to touch on a topic that often causes angst, and indeed sparks controversy. Quite often, I hear the phrase ‘’Women in Executive Protection are in high demand’’, or ‘’We need more women in EP’’. But do we? Really? From my experience both in training and also placing female agents with clients and other companies (And I would love to hear your stories as well) we already have plenty of amazing female EP agents. There is no shortage of well-trained, experienced female EP agents. Yet, they often find themselves pigeonholed into entry-level roles or called upon only when a client requires protection for a significant other (woman) or child. Beyond these limited circumstances, the purported ‘demand’ for female agents tends to retreat into the background.

I remember the times when my involvement in EP was so restricted that I had to diversify into other security roles to maintain relevance in the industry, not to mention meet financial needs. As any professional in the field can attest, explaining to an HR representative why you’ve filled five different roles within a short period is an uphill battle. To them, all too common, it appears as though there is a track record of a lack of job retention or interest.

Photo by Tima Miroshnichenko on Pexels.com

Granted, the industry has evolved somewhat in recent years. We’ve seen a shift in clientele, with an increasing number of female entrepreneurs, CEOs, C-Suite executives, and celebrities requiring our services. This shift has resulted in a marginal increase in opportunities for female EP agents over the last 10-15 years. But let’s face it: the progress is still insufficient. In an era where we widely acknowledge that gender does not determine the quality of an EP agent, it’s disheartening to see so few females active, merely a token representation.

However, even today, we still see teams composed of 5 male agents and 1 female for the same female client. We hear the all too familiar stories of female EP agents rarely considered for EP job applications unless explicitly specified for the role. Those uttering “We need more female EP agents” are often the ones who hire women predominantly for entry-level positions or specific gender-based assignments. Despite the prevalence of extraordinary female agents in the field, their professional progression is often stymied.

Photo by Sora Shimazaki on Pexels.com

Being in the industry for quite some time, I have been blessed to know and work with some amazing female agents, who still today, aren’t allowed to progress within the industry. Many women have felt compelled to downplay their skills and qualifications, and water down their resumes, just to be considered for entry-level positions, often due to unspoken fears of intimidating their male counterparts or making them “uncomfortable”.

It’s a situation that begs the question: what are we doing for these women? How many female team leaders, program managers, and security directors do you know within the EP structures? How often are women hired outside the specific context of protecting a female or child? How many major security corporations truly treat female agents equitably? In a world that screams inclusion and diversity, these phrases sometimes appear to be mere buzzwords without genuine intention or action behind them. So, before we call for more women in EP, or make the claim that there’s “just not enough female agents available”, let’s ensure those who have been contributing to the industry for 5+ years receive equal opportunities for development and progression.

It’s disheartening to think of the budding professionals I might deter when they ask, “How does the market look for us ladies?” What else do all of you expect me to tell them? While I’m proud to be part of this industry, despite the struggles and obstacles, we must acknowledge that enduring difficulties in the past doesn’t necessitate their perpetuation. Change is not only possible, but also essential, and the time for it is now. Wake up, and look within the industry…They ARE here.

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