Business of Security Podcast

Be Smart on Social Media

In this podcast, I talk off the cuff about how security service providers (EP, Bodyguards, event security, etc.) should be smart when using social media for their business.

I spend a lot of my time on Google to observe how well or not security service providers use their online digital assets. These assets consist of a website and social media profiles and accounts.

I happened upon one security professional on Instagram whose bio was missing a lot of details, and his link (the only link you can have on Instagram) was his Twitter account. Clicking on the Twitter account link brought you to his Twitter profile with a link to his website. Puzzling, to say the least.

With all of these thoughts in my mind, I felt the best way to communicate how to do social media right for your security business was a podcast. There were no notes, just me sharing my observations and knowledge to help security professionals understand how to use social media more effectively.

Social Media is a Conversation

My premise is that social media is a conversation that takes place on these networks. It’s a conversation — it’s hello, how are you, and how can I help you, and how can the other person help you or your business? Then you’ll have a nice little conversation, you discuss things, you might get referrals, you might get a word of mouth option, you might get some sales for your business, you might get some leads, you might get some clients, and you might sell some products. All great stuff, and social media is a wonderful tool to accomplish that effort and those goals.

But there is kind of like a right way to do that and a wrong way to do that. I guess maybe that’s how I’ll say it, a right and a wrong way. Now, granted, those with other experiences and knowledge different than mine might have a different opinion of this. But based on my experience, there are quite a few security providers and security businesses that are marketing on social media in an incorrect way.

Links mentioned in the podcast

Copy Paste, and Hope is Not Marketing

The post BoS Podcast – Be Smart When Using Social Media for Your Security Business appeared first on Strategic Marketing Solutions.

I recently received an email from a client who was asking how to improve their website to achieve a higher rank on Google search results. This is the bane of every website owner – how do I rank higher in Google search? A collective chant of “I want to be number one on Google.” It is not impossible, but it is very difficult especially in a highly competitive market like executive protection services.

In this podcast I share ways that I think will help your website get you closer to that elusive number one spot in the search results.

1. Look at the data. Google analytics and Google webmaster tools. Analytics provides very detailed information on your website – visitors, countries, how long visitors are staying, what they are looking at the most, and keywords visitors used to find your website. Google webmaster tools helps improve your website.

2. Keyword Adwords Tool. Also a Google product. This tool helps you find keywords for your market – what is being searched and how competitive are the keywords. Input your website and your competitors website to get some ideas on what keywords will help your website be found by searchers.

3. Search Engine Optimization. Optimize your website content with specific keywords you found from the Keyword tool. Place keywords in page title, meta description or excerpt, and the content itself.

4. Create Content. The more the content, the more the keywords. Helps you stand out as an authority. Content should provide value – information, analysis, etc. Doesn’t mean a blog post. If writing is not your thing try video or audio.

5. Share Content. Share your content via social media networks, newsletters, etc. Always include a link back to your website.

6. Google authorship. Tie your Google + account with your website. Some say this will help your rank – calling it Author rank. Very simple to do.

7. Your website linked on authoritative websites. Authoritative meaning those websites who are authorities in your market or niche; a.k.a “link juice.” Create a simple directory of authoritative websites, mention those website owners; try link swapping; conduct interviews with authoritative website owners – will share your link (interview) on their website; comment on authoritative websites.

8. XML sitemap. eXtensible Markup Language. An XML sitemap uploaded to the root of your website will help the Google bots do their job easier. You can create an XML sitemap here. Connect your XML sitemap to Google webmaster tools.

9. Google local. Used to be Google places. It is a half a page free ad on search results. Simple to set up. Need verification pin.

10. Mobile. Mobile friendly website – adjusts size on mobile device. Smartphones and tablets are dominating the market – start thinking mobile for your business. Get your business listed in Yelp, Foursquare, your community on Patch.com, local newspaper online directory. These are all free and necessary – a wider search net – more opportunity for your business to be found. If your website is on page4 of search results, perhaps your Yelp business listing is on page 1.

Lastly, it takes time to increase your website’s page rank. Think of it as a marathon not a sprint, which I’ve mentioned before in my advice with social media marketing. The above recommendations should start you on your way to the finish line.

The post I Want to be Number One on Google! appeared first on Strategic Marketing Solutions.

In this episode I’ll answer an email from a podcast listener, we’re I’m heading to this week and why, and share my thoughts on exceeding expectations.

First up the email a received last week from Chris Kirkland:

If you have any questions about marketing, social media, website design or comments about the podcast please send me an email at [email protected] or call the podcast phone line at area code 781-369 -5185.

Where am I going to this week?

So where the heck I’m I going next week and why? Well I’ll be heading to Las Vegas for the International Executive Protection & Secure Transportation Conference. The conference is jointly hosted by EPI and ESI held yearly and focuses on the critical issues that are confronting security professionals worldwide.

I’m attending because this year’s conference has lined up a few great can’t miss speakers like Joe Autera, President and CEO of Vehicle Dynamics Institute,Filippo Marino, Director, Executive Protection & Intelligence McDonald’s Corporation and Richard Woods, Microsoft Global Security Department to name a few. I’m also attending to network, and to really talk about the issues from the guys and gals that do, not from those that pretend to do. I’ll have a full wrap up podcast in the next couple of weeks. The conference dates are Dec 5 – 7.

The main topic for this podcast is Exceeding Expectations.

Here is a question I want you to honestly ask yourself: Are you Needs Improvement, Proficient, Outstanding or Exceeding Expectations in your personal and professional life? Are you exceeding expectations in all that you do?

There is a poignant poem that I mention in my Branding and Marketing eBook that is a must read. It’s called the Man in the Glass by Peter Dale Wimbrow Sr.

When you get what you want in your struggle for self
And the world makes you king for a day

Just go to the mirror and look at yourself
And see what that man has to say.

For it isn’t your father, or mother, or wife
Whose judgment upon you must pass

The fellow whose verdict counts most in your life
Is the one staring back from the glass.

He’s the fellow to please – never mind all the rest
For he’s with you, clear to the end

And you’ve passed your most difficult, dangerous test
If the man in the glass is your friend.

You may fool the whole world down the pathway of years
And get pats on the back as you pass

But your final reward will be heartache and tears
If you’ve cheated the man in the glass.

I want to thank you all for listening. If you are attending the EPIC conference this week give me a shout out on twitter at @lawrenceasnow and let’s meet up at the conference. I’ll see in the next episode.

The post Business of Security Podcast – Exceeding Expectations appeared first on Strategic Marketing Solutions.

On to the main topic of Twitter tips and tools. It’s still amazing to me that I can connect and engage with folks I don’t know from Adam, and chat about subjects that I am passionate about. Like social media, internet marketing and the security industry. I think that Twitter is misunderstood and has received this bad rap that it is nothing more than teenage diatribes on what they ate for lunch. Well, there are those types of tweets but they are in the minority and if you are plagued with these tweets in your timeline you are just not following the right people. Twitter is so much more than that. It is the undisputed news source – before you see it anywhere online – you’ll see on Twitter.

If you are on Twitter I hope you are using it to its fullest potential.

If you are not on Twitter here are a few reasons why I think you should be:

• Sharing your own business and industry news;
• sharing your story of who you are, what you do, and who you do it for,
• sharing of valuable information,
• engaging and networking with like minded individuals in the industry.
• Branding opportunities – cover art profile photo, sharing of images, and videos of what your business is and does.
• Monitor your brand and your competitors. Who is talking about your company and what are they saying. Do they wish harm on my principal, where are they tweeting from? These are just a few of the reasons why you should be on Twitter.

Managing all that can be very time consuming. Fortunately there are several tools to help. One such product is Hootsuite – free and for pay (about $9 a month). I recommend the paid version. HootSuite provides a nice dashboard interface (recently redone). On one page, you can view different “panes” for your Twitter feed, Facebook feed, YouTube, LinkedIn, etc. It also lets you schedule your Tweets, which is very helpful, so you’re not tweeting throughout the day.

However, despite the automation and scheduling of tweets I recommend that whenever someone shares what you have posted, mentions you, or comments on something you do, follow up with them personally. Don’t ignore them. Otherwise you are wasting your time using social media.

Managing your followers is another time consuming task. How do you know when someone unfollows you, what if all a follower is tweeting is spam? What if a follower stops tweeting altogether?

There are few great tools out there that can help you manage your followers and following. Manageflitter is probably the best Twitter cleaner – most of the functions are for free and it is the one I use exclusively. One click of a button and Manageflitter analyzes your followers and who you are following. Runner up to Manageflitter is Friendorfollow https://friendorfollow.com/.

Twitter Tools mentioned in this Podcast

• Lists
• Saved searches
• Twitter widgets
• Analytics

What I share in this podcast is just the tip of what there is to know about Twitter. My goal is to help protective services companies succeed in establishing and strengthening their brands on social media platforms. I am here as your guide to make that happen.

That’s a wrap for this week. If you have any questions or comments please reach out and contact me at [email protected] or call the podcast phone line at 1781-369-5185 and leave a question or a comment.

The post Business of Security Podcast – Twitter Tips and Tools for Your Business appeared first on Strategic Marketing Solutions.

In this podcast, I’ll share my feedback on the ASIS expo, from which I just returned, and a pretty hard-hitting, tough-love business talk on giving people what they want for free.

ASIS, or A-S-I-S, stands for the American Society for Industrial Security, and for the last 60 years, the society has held an Expo. This year, I was in Atlanta; this is my second ASIS in Atlanta. The first was a couple of months after the Summer Olympics in 1996. Over the last 20 years, I’ve attended probably about 6 ASIS expos, and as technology has grown in our personal lives, so has it in the products and tools for security. The last ASIS expo I went to, which was previously this one, was in 2011 in Florida, and this one seemed a bit smaller in attendance and the number of booths. Most of the expo was made up of cameras and mobility of those cameras. The next most significant section was gates – for people and vehicles. The rest was a hodge-podge of companies ranging from EP services and training to 5.11 tactical clothing. Insurance companies and universities like AMU, Texas A&M, and Brandeis. But despite all the technology, data, and apps, it all comes down to handshakes, introductions, and exchanging business cards to network, tell your story, and share information.

A bit of advice for any conference: Before you even set foot into the hall, especially one the size of ASIS, do your homework on what businesses are going to be there and what value you can bring to them and vice versa. ASIS had an app just for the expo, so it made it easier to plan your route and write in some notes. Make sure you know what you’re going to say before you meet folks who represent that business.

The most important takeaway from any expo, convention, conference, etc., is to follow up with those you met. Send them a simple email. In that email, remind them who you are and what you talked about. Give them your contact information. When should you follow up? As soon as possible.

There is much more that goes on at ASIS than the expo. Check out asisonline.org for more information. The next expo will be in Anaheim, CA.

On to the main topic of today – Giving people what they want

Of course, by people, I mean your market – clients, colleagues, potential clients.

How do you know what they want? You ask!

Ask by communicating with them via email, social media, newsletters, and magazines. Use a feedback form or a small survey online, or print it and mail it back to you. Hearing from your customers supplies you with what they need and what their issues are, along with other demographics like business type, line of work, and location.

Organize this data and find commonalities. Based on your knowledge and experience, find ways to create content that will help solve your clients’ current and potential problems and other issues.

Then, share this valuable, useful content with your market freely and without any expectations to get in return. Sharing your knowledge on relevant subjects does 4 things: keeps your business top of mind, builds trust with your market, grows your business as the content is shared through word of mouth on social media networks, and separates you from your competitors.

What kind of content is considered valuable? Guy Kawasaki, a former evangelist at Apple, shared that there are three forms of value:

• information,
• analysis, and
• assistance.

Information is defined as what just happened. It’s the essential things you should know about. The analysis explains the information. Assistance explains how your company can help clients avoid dangerous situations. These types of value should be unique to you and your brand and should have a positive influence.

Value might include industry news, how you solved a problem, your perspectives on a particular product or service, a safety checklist, or a how-to on a new product or service.

Stand out as a real human being who has faced and overcome challenges. Tell a real story from your heart and gut, a life lesson.

How do you share it? Through social media, email newsletters, white papers, blog posts, videos, podcasts, interviews, and more. Some of you reading this will think that you are not a writer. You don’t have to be Ernest Hemingway – try it. A typical article on the Web is roughly 500-800 words. It doesn’t have to be perfect.

Although I have talked mostly about sharing content for free – you can also share your time and resources. Take time to talk to your clients, potential clients, and colleagues – whether through email, on the phone, or in person. Be accessible and available for questions and feedback, and give honest answers. Make connections even with your competitors. For example, a competitor has assembled a small seminar and asked y...