Security Company Marketing That Actually Works in 2026 (SEO, AI & Lead Generation)
episode
Entry & Exit - Inside the Security & Fire Industry
20 min
2 speakers
8 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the overall marketing challenge for security companies in 2026?
Just because you know Chat GPT is popular, people are still using Google every single day.
They're even using Bean do. It's
given boomer. But hey, guess who's in leadership positions all over this country? Yeah,
that's
right. Let's not ignore that. People were using keywords and trying to kind of like stuff all these different words into their website and give information. But the change is now people are looking for answers. And so that's a a different way to build a website. None of it's gonna work if you're not tracking it. Welcome to Entry and Exit. My name is Steven Ullman and I also have Colin Trimble with me, who is my co-host and my business partner. Today we're talking about the best marketing channels for security companies.
Yep. Um, last week we attempted to record this same episode. And Steven and I could not get through it because we were laughing to ourselves about random inside jokes. And then every time we tried to start the episode and look at each other. Uh, we would just start laughing. So uh we sat there for twenty five minutes attempting to record this episode and it it didn't happen. So we're gonna try again today. We're gonna try our our darndest to keep it together. Um yeah, we are we want to talk marketing today because there's been some recent wins for us and um we we recently did a board meeting and so we kind of do a really deep dive quarterly audit on our marketing numbers and sort of what's working and we've also b had some like serious leads uh come through some of these marketing channels were like, man, this is a really good time to kind of talk through.
Some of this marketing channel um activity that we're seeing and what's working for us. And Stephen, why don't you kind of lay out What you think? we should talk about in terms of channels today.
Yeah, we'll talk about the channels that are working right now. Maybe some things that we've tested or want to go back to. Yeah. Um, and I think one thing is kind of a high level comment is some people kind of conflate or mix up. Sales and marketing. And so I think it's important to kind of define uh how we think about that. And so we'll we'll be kind of clear along the way of kind of where we think about the sales team or the sales department kind of picking up in that process. Um so the the first thing that has been a huge win, like if we just zoom out and if we could pick one thing. We have heavily invested in our website. So we've worked with a great outside vendor and they have just crushed it, frankly.
So um our kind of like web traffic monthly over the last thirteen or fourteen months is up, I think, seven X.
How do Stephen and Collin define the difference between traditional SEO and AI‑driven search?
Um, it's it's like uh maybe even higher than that. And we've seen the the the fruit of that. And so, you know, that's, you know, people say SEO, well, with the rise of, you know, all these um different LLMs, Chat GPT or Claude Perplexity, there's a big shift there. But There's still an immense amount of kind of traditional SEO value to derive. So I would not ignore that. It's really kind of a both hand and we'll we'll jump into that. Um also what we've done from a local SEO perspective, which is probably there's a a couple of different elements of that uh that's been working. Um we do some things on kind of the cold outbound marketing side. Um some referral things that we do, um, vendor partners, things like that, where we get some some leads.
Um, so we'll we'll talk about that. Um, and also some things that haven't really worked, um, and and maybe one or two items that we're thinking about coming up. So um diving in more specifically to SEO, I think that one, like when I say that out loud, it makes me feel like it's 2015. Like, how are we still talking about SEO in the traditional sense? But because we track all of this very uh very closely, we can tell that we just closed one of the largest projects in our company history, hundreds of thousands of dollars from a traditional SEO lead that came in through an organic search, flowed to a relevant page. They came inbound and over the course of a few weeks we ended up
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Chapters
8 chapters
1
What is the overall marketing challenge for security companies in 2026?
0:00–2:46
2
How do Stephen and Collin define the difference between traditional SEO and AI‑driven search?
2:46–5:23
3
Why did investing in a new website generate a seven‑figure SEO lead for Alarm Masters?
5:23–8:03
4
What role do Google reviews play in local SEO and lead generation for security firms?
8:03–11:41
5
How can commercial security companies use high‑volume outbound email to fill their sales pipeline?
11:41–14:00
6
Which marketing channels failed for the hosts and why did they stop using them?
14:00–17:00
7
What are the best practices for tracking, attribution, and KPI monitoring in security marketing?
17:00–19:23
8
When should residential security businesses prioritize Google LSAs over other paid media?
19:23–20:25
Speakers
2 identifiedMore from Entry & Exit - Inside the Security & Fire Industry
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