For Home Security & Automation Providers, or any company, there is no “silver bullet” when it comes to creating a successful online marketing strategy. What’s important is that you try different things, track performance, and adjust accordingly to maximize your ROI.
The key for Home Security & Automation Providers is to incorporate the following digital strategies into your overall marketing plan. Don’t try to tackle them all at the same time. “Rome wasn’t built in a day” and neither should your digital marketing plan. These strategies can be implemented in any sequence:
Mobile devices are now driving 56% of traffic to top websites. Time on sites and pages viewed, however, remains higher on the desktop. As a result, you should use an adaptive web design where the layout and content respond to the device being used to view the site (phone, tablet, desktop).
Content Marketing Plan (aka Blog)
Blogs are one of the top 5 most trustworthy resources on the Internet and are a great way to convert visitors into leads. Do you have home safety-related information worth sharing, or a new product/service? Write an article about it and post it on your website. You can also share these blogs on social media sites or email them to potential prospects so that you remain top of mind and are viewed as an expert. This is especially important and effective for smaller home security providers who want to establish a presence in the communities they service. It’s a small price to pay for a potentially BIG return.
Social Media Marketing
Social media marketing can be an effective and relatively low cost marketing tool that enables you to target and maximize your exposure in the increasingly crowded Home Security marketplace. For marketing to residential consumers, Facebook is your best bet. Paid Facebook ads are a great way to reach highly targeted audiences (home owners) in geo-targeted locations and with annual incomes to your specifications. When prospecting businesses, Twitter and especially LinkedIn are better options.
While a little more challenging, time consuming and costly, paid advertising is an effective marketing tool and should be tested. Google AdWords is the most popular PPC (pay-per-click) advertising system. AdWords enables businesses to create ads that appear on Google’s search engine and other Google properties. Companies can bid on keywords and pay for each click on their ads. Display ads are also an effective online form of advertising. With display ads, your company’s promotional message will appear on third party sites. Both are effective in creating brand awareness and increasing the purchase intention of consumers. This approach needs to be tested and monitored regularly to ensure the best ROI.
Newsletter & Email Marketing Campaigns
These are particularly effective in upgrading, onboarding, and retaining existing customers. When used in tandem with direct sales, they can also be an effective acquisition tool and even shorten the sales cycle. Remember to design and code them responsively, since 66% of all email in the U.S. is now opened/read on smartphones or tablets.
In the end, the primary key to your digital marketing success is building your email lists. Not having email addresses is hurting your bottom line and limiting your exposure. So, how can you acquire email addresses? Turn your website into a lead generation machine and make it work for you. Feature a “Free Consultation or Estimate” promotion on your site that requires user registration, including an email address. Or, turn one of your new blog articles into a whitepaper that site visitors can download for free after providing their email address or signing up for your monthly E-newsletter. You can also incorporate these ideas into your social media advertising to generate leads and fill your pipeline.
Eclipse Marketing has been servicing the Home Entertainment and Technology industries for 25+ years with traditional and digital marketing campaigns that get results. Take advantage of our free marketing audit now available where we’ll provide analysis and recommendations to improve a marketing tactic of your choice – with no obligation.
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