January 13, 2023 by Molly Weybright

Dominate the Market With This Locksmith Marketing Plan

"Marketing is no longer about the stuff that you make, but about the stories you tell.”
- Seth Godin, Bestselling Author and Blogger


As a locksmith, you know that in order to stay ahead of the competition, you need to have a strong marketing plan. You can't rely on word-of-mouth alone to bring in new customers—today's digital age means that online marketing is key.

In a survey we conducted, we found that 57% of businesses report doing any online content marketing. Of those businesses, 61% have a dedicated marketing plan.



Put simply, in order to stay on par with the other businesses out there, you need to be doing digital marketing and you need a plan in place to help you implement your marketing strategy. That's where we come in!

This blog post will provide you with all the information you need to set up and implement a high-quality locksmith marketing plan.

We'll start by discussing branding, then move on to market positioning, goal setting, and tracking. Once you have a solid understanding of those concepts, we'll discuss budgeting and tools.

Step 1: Get Started With Branding

When establishing a marketing plan for your locksmith business, the first step should always be to nail down your branding. 

This will serve as a key foundational element of your efforts, so it should be something that you invest considerable time and thought into. 

Your branding needs to accurately reflect the value proposition you offer customers in a way that resonates with them and reflects what makes your business unique.

Developing a distinct brand identity not only helps ensure that your messaging avoids being lost in the noise of the competition, but also helps to effectively reach your intended audiences.

Free Download: The Ultimate Locksmith Marketing Guide

Develop a Mission Statement That Resonates

Having a solid mission statement is essential to creating a successful brand identity.

A good mission statement defines the company’s purpose for existing, provides a sense of direction, and serves as a cohesive point of reference for employees and customers alike.

It should align with your core values and principles—this helps to establish trust in both internal teams and those using the product or service being offered.

Your Mission Statement Should:

  • Clearly define the company’s function
  • Engage customers who interact with the brand on an emotional level
  • Remain true to the brand’s core values
"Without a mission statement, you may get to the top of the ladder and then realize it was leaning against the wrong building."
- Dave Ramsey, Radio Show Host & Author

When done correctly, your mission statement has great potential to leave lasting impressions on potential customers, resulting in increased loyalty toward your locksmith company.

Having trouble developing a concise and impactful mission statement? Mission statement generators can help give you some ideas.

Step 2: Determine Where Your Locksmith Business Fits in the Market

The next step in developing a successful digital marketing plan for your locksmith business is understanding where you fit in the existing market. 

Your market positioning should effectively communicate what sets you apart from the competition and what advantages your company can offer potential customers. 

Making sure your positioning is accurate and resonates with audiences involves taking a step back to ask yourself some key questions: 

  • What unique solutions does my locksmith business provide? 
  • How is the quality of my services compared to the competition? 
  • What benefits attract customers to my business over somebody else's? 

Keep these other questions in mind when determining your market positioning:


  • How does your locksmith business stand out from the competition?
  • How do your services solve customers' specific needs?
  • Do any of your services directly work to instill trust/value in what you do in the eyes of your customers?


  • Do your internal policies and pay scales work to attract the best employees?
  • Have you empowered your employees to work toward the mission of your company?
  • Does every employee at your locksmith company have clearly defined roles?


  • Do you have a pricing model that offers value to the customer while also ensuring your employees are fairly compensated?
  • Are you checking on what your competitors are charging to ensure you are pricing your services relative to the market?


  • How are you working to touch base with potential customers?
  • Do you have communication plans in place to touch base with existing customers?
  • From a wide lens, how is your locksmith company making peoples' lives easier?


Answering as many of these questions as possible will help you discover your market position, which you can use to further develop your digital marketing plan. 

Step 3: Set Up Goals and Track Them

Having realistic and trackable goals for your locksmith business is essential for success. But don't just set any goals; take the time to make sure that your goals are achievable and measurable. 

Setting up specific benchmarks, such as the number of new customers you want to acquire in a set period of time, allows you to easily track your progress along the way. 

Setting targets will also help to keep you motivated by showing you how far you have come and allowing you to celebrate your successes along the way.

OKR Goal Tracking Methodology

The objective and key results (OKR) goal-tracking methodology is an incredibly useful tool for small businesses looking to keep track of their goals. 

An OKR is a simple 3-step method that helps organizations assess progress in goal setting, measure the impact of any changes, and keep everyone on the same page. It includes defining objectives—or questions that need to be answered—as well as creating measurable key results. 

Locksmith Marketing Goal OKR Diagram

Because it's a simple model to follow, yet provides clear guidance and accountability, this goal-planning method makes it easier for small businesses to stay on target with their goals every step of the way. 

Whether you’re looking to track hard skills like profit margins or soft skills such as team collaboration, the OKR system can provide much-needed structure to ensure the success of your locksmith marketing plan.

Step 4: Determine Which Marketing Channels to Target

The world of digital marketing is a vast one, and it's important to decide which channels to invest in as part of your locksmith marketing plan.

With limited resources, this can be a challenge, but being selective and taking the time to assess which platforms are most suitable for your business will pay off in the long run. 

Digital Marketing Channels to Consider:

Ultimately when deciding where to focus your efforts, consider both what will give your locksmith business the best return on investment as well as what you feel the most prepared to take on.

Free Download: The Ultimate Locksmith Marketing Guide

Step 5: Set a Budget and Stick to it

Setting up a realistic budget for your locksmith digital marketing plan is extremely important because you want to make sure you are using the right amount of money so that you can get the most out of your efforts without overspending. 

Many small business owners make the mistake of shelling out too much money in the beginning and it often results in lost time and resources. 

To make sure this doesn't happen with your business, establish exactly how much you want to spend and then keep track of where it's being used.

Locksmith Company Marketing Budget Chart (1)

Although it can be frustrating to have to stick to a small marketing budget when there are so many things you want to do, there are many ways to make the most of a limited budget without overspending.

This will help you stay within budget while still getting maximum results from your digital marketing plan!

Step 6: Use Tools to Get Ahead

Using the right marketing tools can make or break your digital presence.

In fact, with 54% of small businesses reporting that they use a 3rd-party tool in their marketing efforts, you could already be in the bottom half of businesses if you're not using tools as a part of your locksmith marketing plan.



Different tools will help you tailor your message, track its effectiveness and understand the needs of your audience better.

With even the most basic of tools such as an analytics platform, a content calendar, and some creative design software, you're already ahead of the competition.

Whether it's mastering new tactics like automation or analyzing campaigns pre- and post-launch to ensure true success, resources matter in today's world. 

In Conclusion

By taking the time to develop your digital marketing plan and keeping these key points in mind, you're well on your way to online success.

Thoughtfully crafting your mission statement, developing goal tracking and budgeting techniques, and using tools to get ahead of the competition will ensure you're well on your way to marketing your business successfully online.

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