If you are looking for a profitable business idea, then a security business is always a great idea to start with a low budget. With each passing day, more and more organizations are seeking security services. And this is not just limited to the commercial sector. Even residential property owners are turning to security professionals for their expert services. Therefore, if you play your cards right, there is no better time than now to kickstart a profitable business. And if you are already running one, this is the best chance for you to take your company to the next level. In this blog, we have a great tip for you that can dramatically transform your business performance– get a security systems field service software and see the radical improvement yourself!
That’s right, in this age of digital transformation, the most powerful tool you can use to your advantage is software solutions. There are plenty of tools and technologies available in the market to help boost business performance across all sectors. Among them, security alarm software is specifically designed for security businesses. It is a tool that enables you to manage your work orders and optimize team performance with minimum effort. It helps streamline and standardize all your business processes, including scheduling, dispatching, creating estimates, time tracking, generating invoices on-field, sharing customer information with field teams, monitoring technicians’ locations in real time, and so much more.
Regardless of the size or strength of your organization, you can reap heaps of benefits from this cutting-edge technology in improving your team performance and in turn, increasing your profit in no time. Sounds too good to be true? Go through the blog to find out how this is possible for your business.
Automate and Streamline Workflow
The biggest challenge in any field service business is resource optimization. If you somehow manage to utilize your technicians’ time and skills to their fullest potential, the job is half done. And there is no better or simpler way to achieve that goal other than using field service software. With this innovative digital tool, you can view the entire schedule of your workforce, analyze their availability and current location, assign them suitable work orders matching their expertise, and finally dispatch them on time so that no appointments are missed. Essentially, this software adds more visibility to your field operations, thus standardizing and streamlining your workflow. This in turn increases team efficiency and enhances productivity, ultimately leading to better business performance.
Once you go paperless with high-quality field service management software for security services, you get 360-degree scalability and control over your field operations. Most field service software options come with an efficient time tracking feature, which helps you to keep track of your employees’ total billable hours. Through the integrated GPS-enabled mobile app, your field technicians can clock in and out without travelling back and forth to the office. While this saves significant time, it also helps you to monitor their time spent on the field and plan their schedule more efficiently. This automatically helps to improve your team’s productivity.
Leverage Cloud Storage
The biggest challenge of paper-based business processes is organization and access to data. We cannot emphasize enough how tedious it is to look for a particular customer’s data amidst the piles of ledgers and registers laying around your office. Not to mention the horror of finding the same file for a repeated job order of some time has passed in the meantime. Even if you get things organized, it is practically impossible to get hold of the information the moment you step out of the office. The solution to all these problems is field service management software for security businesses. They provide a centralized customer database thanks to the advanced cloud storage technology. You can get access to any particular customer data anytime and anywhere, even through your smartphone. Moreover, you can make this information available for your field technicians through the mobile app so that they are well informed about the job details. This significantly increases first-time fix rates and improves your team’s performance.
Optimize Your Calendar
With your security service field service software, you can actively monitor your employees’ locations and progress in real-time and adjust their schedules accordingly. This way, you can maximize their performance in the field. Suppose one of your employees is well ahead of their schedule, you can instantly assign them to another work order near their location. On the other hand, if an emergency service request comes up, you can promptly check your employees’ availability and assign them to the job. In short, the incredible digital tool never lets any business opportunities slip through the cracks, thus increasing your performance to its maximum potential.
Take Advantage of Data-Driven Decision-Making
You will be surprised to know how effective the latest field service software solutions are in capturing and analyzing important metrics for your business operations. Not only do they organize your customer database, but they can also give you all the necessary data you can possibly ask for to run your business smoothly. From active work orders to completed jobs, from customer feedback to job status updates– it gives you complete scalability in your operations. This in turn helps you gain powerful insights into your business performance, enabling you to come up with more informed decisions and effective strategies to implement in future.
In this digital era, going paperless is the best way to improve your business performance. And the key to the transformation is field service software for security businesses. It is specially designed with security companies in mind, and to take care of all their automation needs. From work order management to personnel dispatching, from creating estimates to generating invoices and sharing them directly with the customers– it can perform every important task in a security company and reduce the time it takes to keep things running. As a result, service providers have to spend significantly less time on tedious admin jobs and instead, focus on more important tasks in the field.
For a Better Long-Term Content Strategy, Find a Purple Audience
When the stock market is up, it doesn’t always follow that the economy is great. When the stock market crashes, it doesn’t always mean the economy is bad.
That’s as true today as it was 25 years ago when I first got into marketing. And it’s a great reminder to avoid basing business decisions on faulty connections.
Over the years, I’ve learned an adjacent lesson about content and audiences: Popularity isn’t a sign of differentiation. People don’t necessarily regard what is popular among online audiences or the media as high quality – or even true.
If you successfully chase trends and feed popular content to audiences, you have not necessarily differentiated your content. On the other hand, differentiating by taking a contrarian or highly niche view of what’s popular doesn’t always work either. How do you blend popularity and differentiation?
Red and blue ocean strategies
In their 2004 book, Blue Ocean Strategy, W. Chan Kim and Renee Mauborgne explain red and blue ocean strategies for marketing. Red oceans are crowded markets where popular products abound and cutthroat sales and marketing strategies rule. Blue oceans are undiscovered markets with little or no competition, where businesses can create new customers or die alone.
In strategic content marketing, most businesses focus on the red oceans – offering short-term, hyper-focus feeding. They look to drive traffic, engagement, and conversions by getting the most people to consume the content. So a red-ocean strategy focuses on topics and content that have proven popular with audiences.
But this strategy makes it difficult to differentiate the content from everyone else’s.
This myopic view of content often prohibits testing the other side – investing in a blue-ocean mindset to find and create new audiences with less-popular content.
Finding a blue niche in a red world
I recently worked with a financial technology company that provides short-term loans to small businesses experiencing a cash-flow crunch. It’s as sales-driven as any team I’ve seen.
When they started, they put much of their marketing and content efforts into a blue-ocean strategy, targeting small businesses that will need a loan within a month.
Here’s where it gets interesting.
Five years ago, this company wasn’t the only one to recognize the massive opportunity in fast, easily accessible, short-term lending. A red ocean of new customers who needed these loans grew in a relatively robust economy (and historically low interest rates).
The value of these loans grew from $121 million in 2013 to just over $2 billion in 2018. And competition for this audience’s attention grew, too. As short-term, low-funnel content on accessible lending saturated the market, this strategy became less and less successful because so many fintech companies pursued it.
My client’s team knew they couldn’t only count on this red-ocean audience for new business. They recognized the need to invest time in building a new audience – larger, more established, long-term borrowers.
This audience wouldn’t produce immediate lead generation. But the company wanted to diversify its product line and better support the new audience’s loan-related needs.
The genius of this strategy was teaching, targeting, and building demand for new ideas from a niche within the red audience. Put simply: They created a purple audience by targeting a blue audience within the red one.
The blue audience the team targeted consisted of fast-growing smaller businesses that would soon evolve into established, long-term borrowers. These businesses might want to know the benefits of the short-term availability of cash. The team focused the new learning content platform on teaching companies that don’t need a loan now about the benefits of having a solution at the ready when they do.
The purple audiences took time to develop. But when those audience members entered the red ocean, my client company stayed top of mind because it had bucked the popular trends and offered completely different content.
3 triggers for targeting purple audiences
Deciding to invest in cultivating a purple audience requires some thought. These three considerations can prompt the move to a different audience hue.
1. You’re ready to hedge bets on current efforts
So many companies double down on their content to the point where their strategy incorporates the same content at every stage of the customer’s journey. Why? Because everybody is talking about it.
I see some B2B marketing organizations deliver the same “why change” thought leadership content to prospects as they do their customers. Shouldn’t your customers’ needs and wants change after they purchase your solution?
Developing thought leadership you believe is important but current audiences aren’t yet thinking about can be an excellent hedge.
You shouldn’t deliver the same thought leadership to prospects AND customers. After all, your customers’ needs and wants should change after they buy.
2. You believe the consensus is wrong
Many companies fold their content marketing like a lawn chair because their content goes against the consensus. Last week, a chief marketing officer told me, “Our CEO says we can’t go out with that thought leadership message because people will disagree with us.”
You don’t have to invest the entire budget in a contrarian idea. But if you genuinely believe the world will eventually come to your point of view, build the content infrastructure that supports that opinion and experience a multiplier on the investment.
3. You see an opportunity to steal audience
Look at the most popular content, and you see all your competitors fighting over the eyeballs seeking that topic, trying to outrank everyone on search, and fighting a red ocean of potential audience members. Then, look up and ask, “What’s next?”
You might see a slight trend. Or, as my fintech client did, you may notice a niche blue audience in the red audience. Investing in that content can pull audiences from the popular content into your fledgling purple audience.
SAP’s content site The Future of Customer Engagement and Experience illustrates this concept. During the pandemic, the team, led by Jenn Vande Zande, adjusted its editorial focus to steal a segment of the red-ocean audience seeking COVID-19 coverage. Jenn and team designed the content to appeal to people looking not just for lockdown news but also for the most up-to-date practices and industry information for businesses on customer experience in the COVID-19 era.
SAP created a purple audience.
As a marketer, you should think about new audiences. How can you address them with content that may not be widely popular now but can help them better prepare for what you believe is coming tomorrow?
That’s a better question to answer for long-term content marketing success.
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Cover image by Joseph Kalinowski/Content Marketing Institute