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Unique Selling Point (USP)
There are many companies that would be providing services similar
to yours. However, there must be certain characteristics about
your business that may be unique to your brand. It could be your
team’s combined years of experience or your consultants’ Military/
civil services background or that the majority of your management
are Chartered Security Professionals (CSyP). These attributes are the
unique selling points for your brand that could differentiate it from
its competitors in the market. Make sure you highlight these on your
digital platforms.
Testimonials
Amongst all the information-focused content on your digital
platforms, testimonials can add a much-needed human touch
to your brand. It instantly provides your prospective client with
some confidence and trust. Now, getting testimonials in security
market can be a tricky job. But there are many ways to present
the testimonials in a manner that do not reveal much information
about the project or the client and can still add value to your brand’s
goodwill. So, this would be a great time to reach out to your valuable
patrons and get a few quotes of appreciation for your dedicated
services.

Blog articles
Another way of building trust amongst your audience towards
your brand is by showcasing the knowledge its management or
employees possess. This can be done by the way of blog articles.
These need not be long or necessarily addressing complicated
topics. They could just be a couple of paragraphs offering the
brand’s point of view on certain current issues or just sharing
information on areas relevant to the market. It will make your brand
look more approachable and trustworthy.
Case Studies
Lastly, remember that your company’s work can speak volumes.
Short and to the point case studies are a great way of letting the
prospective clients sneak a peek into your company’s services. Once
again, the nature of business in security markets may not allow for
sharing of project details, however, a few generic lines describing
the problem and presenting your solution could help persuade
your prospective client in making a favourable decision. It would
also convey the message that your brand believes in maintaining
transparency with all its stakeholders.

As you may be able to tell by now, digital marketing is not as
complicated as it may seem. It has become a branding and a
business necessity. So, go ahead and spend a couple of hours
building your company’s digital presence. I promise, you will not
regret it!

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