Digital Marketing for Security Services in Singapore

Marketing for security services in Singapore
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According to, there have been major changes in Singapore’s security service industry. This is great news for both security guards and the organizations that they support. Security officers are not only getting better training but also receiving significant pay increases (by about 1/3rd). In this post we are going to look at digital marketing for security services in Singapore.

Government policy states that employers need to provide workers with a clear pathway in progression based on the PWM model. They are also required to meet the licensing requirements before hiring security officers. Therefore, the security services industry is in the midst of a major positive overhaul.

Security firms that comply with all the governmental standards stand to gain a lot. In particular, security services that are ahead of the curve can effectively market and promote their services. For instance, when a security service has met the new requirements, they can advertise their services to companies in Singapore. These companies will have access to a pool of trained officers that can keep their employees and the property safe from harm.

Building Innovative Online Marketing Campaigns

There is a vast amount of information online today that Singaporeans can use to advertise their businesses online. Most people to refer to these campaigns as internet marketing and online marketing. For marketing professionals who know how to launch an effective campaign to their target audiences, this is a great way to promote services/products.  

In this case, some of the strongest target audiences in this industry are the building, facility and property owners in Singapore. This is because they need highly trained personnel in the industry to guard and protect the organizations.

With the target audience in mind, the marketing team can create the most effective campaign. They can use a wide variety of different strategies and techniques to tailor their messages to the intended audience. Here are some of the more commonly used online marketing strategies that guarantee success.

Search Engine Optimisation (SEO)

Search engine optimisation targets major search engines such as Google. The marketing team needs to how to run an effective SEO campaign in order to improve visibility on search engines. When looking for security services, most people will type certain keywords into a search engine. When a site has the best SEO keywords and SEO keyword phrase combinations, it will be the first web page that the user sees.

SEO is way of separating yourself from hundreds of other security firms on the internet. First, start by making the site mobile friendly. Statistics show that most people have been accessing the internet using their mobile devices over the past few years. If you do this, more people will be able to access your security company.

User experience is vital. When designing a website ensure that it is responsive and doesn’t take too long to load. With many organizations offering security services, a user will quickly move to the next site if yours takes too long to load. They should be able to navigate your site effortlessly.

Another SEO technique involves offering value. Internet users typically look for websites which offers the best content. Do not post content that all your competitors are posting on their site. The posts need to be well-researched and relevant. If there are some changes in the industry, be the first security service to update the readers.

Lastly, but not the least, write in a conversational tone. You are writing for human beings like you. They should feel like you are speaking to them in the posts. If you do all the above, you will find it easier to outrank most security services sites.

Search Engine Marketing (SEM)

Search engine marketing is basically paid advertising. Just like SEO, you are targeting internet users who use search engines to find security services. Companies pay search engines like Google for their sites to be displayed in the sponsored section for certain keywords. The section usually appears above the normal results or on the side of a search engine result page.

This way, more people will find your site and the number of visitors to your site will increase. SEM can get you results within a shorter time than SEO. For better results, use both techniques.

An email marketing campaign

Building relationships with your clients is important for owners of security firms in Singapore. One of the best ways to do so is through email marketing. With this marketing technique, you can contact your clients directly. With an email list, you can be sure people will open your email and read it.

If you haven’t yet built an email list, you can purchase one. This will obviously cost you some money but the benefits thereafter are huge. If you don’t want to buy one, you can offer something in exchange for an email. It could be an e-book about the best security measures an organization can take. Remember to send emails regularly if you want to attract new clients and keep existing ones.

Social Media Marketing

Social media is among the go-to place for businesses which want to market their products/services in this digital world. This is because millions of people in Singapore spend their free time on social media.

Some of the social media platforms you can use to promote your security company include Facebook, Instagram and Twitter. All these social media platforms have a large number of users. You need to tailor your content for each platform, for instance you should use relevant hashtags when tweeting. When on Instagram, post ore photos of you security personnel and latest technologies.

If you want to gain a large following on these platforms, engage the users. Post security related articles regularly. It can be links to security articles on your site or in other high authority sites. Make sure that you tell users how much they will benefit by using your security services.


If you follow the strategies mentioned above, marketing for security services in Singapore shouldn’t be a problem. Considering that it is a highly competitive filed, marketing is what will make you stand out. With all the resources available online, you can easily master these strategies. If you are struggling with SEM and SEO techniques, do not hesitate to contact MediaOne.

Author Bio

Tom Koh

Tom Koh is the CEO of MediaOne, a leading Asia digital agency. He comes packed with 2 decades of international digital marketing experience. In his spare time of maybe 20 minutes a day, he loves coaching, blogging about all things digital and trying to figure out how to make his dog do the roll.

September 30, 2017

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