Presentation to the Electronic Security & Technology Association Members (Security Alarm Companies) in Atlanta, GA on April 29, 2014. Includes information on digital marketing trends, b2b and b2c marketing and how independent security alarm companies can stay competitive against the large national companies now offering security and home automation systems.

1. Impression-Marketing.com
Digital Marketing for Security
Companies
April 2014

2. Impression-Marketing.com
We Take a Disciplined
Approach to Creativity
Who Are We?
Howard Deskin
CEO & Co-Owner
Anne Moss Rogers
Creative Director & Co-Owner
We are a team of nine

3. Impression-Marketing.com
Help you Get More Qualified Leads
Our Goal Today…
Strategy Website Mobile Social
Email CRM Paid Ads Analytics
New Leads!

4. Impression-Marketing.com
Why am I here?

5. Impression-Marketing.com
B2C Marketing
Question One:
What is the # 1 Inbound
Marketing Acquisition Channel
for Customers in the B2C Space?

6. Impression-Marketing.com
B2C Marketing
Source: 2014 Direct Marketing Association
http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/b2c-
customer-acquisition-costs-2014/

7. Impression-Marketing.com
B2C Marketing
Source: 2014 Direct Marketing Association
http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/b2c-
customer-acquisition-costs-2014/
• Travel: Priceline.com: $7
• Telecom: Sprint PCS: $315
• Retail: Barnesandnoble.com: $10
• Financial: TD Waterhouse: $175
Sample Customer Acquisition Costs
Do you know yours?

8. ADT Subscriber Acquisition Cost
http://www.sec.gov/Archives/edgar/data/1546640/000119312512394
753/d410475dex991.htm
Customer Acquisition

9. 2013 Security Industry Market Share
http://www.sec.gov/Archives/edgar/data/1546640/000119312512394
753/d410475dex991.htm
Market Share

10. Growth Opportunities
http://www.sec.gov/Archives/edgar/data/1546640/000119312512394
753/d410475dex991.htm
Opportunities

11. Impression-Marketing.com
WHY DIGITAL?

12. Why Digital Marketing?
They buying process happens early and often
Wonder where they are researching?

13. Why Digital Marketing?
Marketing Spend for 2014 Focused on Digital
Survey to Business Leaders in both B2B and B2C

14. Why Digital Marketing?
91% Projected Growth in Digital Advertising!

15. Impression-Marketing.com
CASE STUDIES

16. Case Study – Security Company

17. Impression-Marketing.com
3,600
Website
generated
phone leads
Jan 2012 –
Sept 2013
240%
Increase
in leads
2012 vs 2011
25%
Website lead
close rate
(highest among
marketing
channels)
13,000
Website
visitors from
Google Ads
Jan 2012 – Sept 2013
480 Website form contact leads
Jan 2011 – Sept 2013
544%
Estimated ROI
generated from $107K
marketing investment
Jan 2012 – Sept 2013
$
Case Study – Heating & Cooling

18. Impression-Marketing.com
Case Study - Plumbing
Increase in unique
website visitors
since site launch
74%
Estimated increase in
unique website visitors
2013 vs. 2012
991%
ROI
$389K
estimated
revenue
generated
$37K
marketing investment
Sept 2012-June 2013
2,016
Oct 2012 – Sept 2013
139
&
Website
generated phone
calls
Website contact
form leads

19. Impression-Marketing.com
BEST PRACTICES

20. Lifecycle Marketing
Constantly Fill the Funnel With Customers
Marketing
Convert
Leads
Transact
$$$
Raving
Fans
Retain
Email, Word of
Mouth, Social
Media Offers…
Offer best in class
service
Website, SEO, PPC,
Social Media,
Promotions, Offers
Clear Call To
Action on Site

21. Impression-Marketing.com
Competitive Landscape
Do You Have a Competitive Offer to Market?
ADT Vivint AT&T Comcast
Home
Auto.
$99 Install
incl.
Wireless
Camera
$100 off
activation
Packages start at
$4.99/mo. + $99
install
$19.95 per
Month
Home Sec. $99
installed w/
3 yr.
contract
Up to
$1,300 in
Free
Equipment
$29.99/mo +
$149.99 install or
$39.99/mo & zero
install
$29.95 per
Month for 2
years
Promoted Offers on Websites (as of 4/14/14)

22. Impression-Marketing.com
Competitive Landscape
Leverage Their Advertising
• Offer Home Automation
• Leverage your Manuals Page
Traffic
• Optimize your site content
• Advertise locally via Pay Per
Click, Display, & Remarketing
• Get customer reviews

23. New Mover Segment
*Sources: http://www.premove.com/newmovers.htm & http://ezinearticles.com/?New-Mover-Spending-Habits&id=7341395
New Movers spend $10-12K within 6 months!
Target via Pay Per Click & New Moving Checklist
of Recent Movers Bought a
Home Security System

24. Impression-Marketing.com
Website Best Practices
• Mobile Responsive
• Fresh Content, Blogs
• Phone # & Contact Us Form
• Call to Action on Every Page
• Social & Newsletter Sign Up
• Google Analytics
• Featured Services or Product
Site Design Best Practices

25. Website Best Practices
Mobile To Surpass Desktop in 2014
Is your site mobile responsive?
Source:http://www.businessinsider.com/mobile-will-eclipse-desktop-by-2014-2012-6

26. Question Two:
According to Google what
percent of users said that if a
website didn’t work well on their
Smart Phone the company didn’t
care about them?
Website Best Practices

27. Impression-Marketing.com
• 10-25% of your website visitation
probably comes from a smartphone and
it will keep increasing.
• Visitors will leave your site and go to
your competitors.
• Google has indicated search results will
be penalized if you don’t have a mobile
friendly site
• At least have a scaled-down version of
your desktop website
• Utilize “browser-detection” and
“responsive design” to ensure the mobile
site displays appropriately
Why Mobile Responsive?

28. Impression-Marketing.com
Content Marketing
Content Marketing is the new SEO

29. Impression-Marketing.com
Content Marketing
Work With Your Sales Team
1.
• Identify Customer Personas
• Identify Information Categories
2.
• Develop Buying Process Map
• Work Forward or Backwards
3.
• Research & Confirm Findings

30. Impression-Marketing.com
Content Marketing
Create a Content Strategy
1.
• Define Business Goals
• Research Key Words/Phrases
2.
• Map out Strategy by Month,
Promotion Period Etc…
3.
• Write Content for Site, Blogs, &
Social Media (using key words)

31. Impression-Marketing.com
Content Marketing
Use Local Content For Social & Blogs

32. Impression-Marketing.com
Google updated
algorithms in 2013,
making content king &
social sharing queen.
Get Higher Rankings on Google
• New algorithms focus on speed
and precision
• Conversational Search
• People ask questions
• Your website needs high quality
content to rank with frequent
changes
• Fake spammy links to your site
may be hurting your SEO

33. Drive Site Traffic - Local
Local Directories Help Search Rankings
Are you listed in any of these?
*Sources:http://www.yext.com/blog/2012/09/the-most-important-local-business-directories-for-seo/

34. Impression-Marketing.com
Google Ads Generate Leads
Pay Per Click Ads Rank #2 Digital Lead Gen
B2B B2C

35. Impression-Marketing.com
Google Ads Generate Leads
Make Your Ads Stand Out from the Ordinary!
Get Fit, Get Lucky
Awesome variety of running
& walking shoes. Get fit today.
Walk Your Butt Off
Seriously. Get fitted w/ the right
Walking shoes for best results.
Got Gas Problems?
We can handle your gas
appliances, outdoor kitchens
A Kinder Colonoscopy?
Better colon prep & sedation
Less grogginess after
Kids Home Alone?
Check-in using your smartphone
& see what they are up to at anytime
Don’t’ Go Up in Smoke
We offer full service alarm
Systems, service & maintenance

36. Social Media
• Create videos to promote products,
post testimonials, how to’s, &
educate
• Share news & updates on industry
events
• Learn from online communities and
tailor content to target them
• Promote your website content
• Use targeted social buttons on your
website to encourage visitors to
share your content
• Engage with customers & potential
leads
Focus Social on Top Sites

37. Social Media
Build, Post & Engage via Facebook Ads
http://moz.com/blog/1-dollar-per-day-on-facebook-ads

38. Retention
http://www.customerforlife.com/blog/salesforce/2013/03/26/retention-vs-acquisition/
Question Three:
How much more costly is it to
Acquire a new customer vs.
retaining an existing customer?

39. Retention
Retaining is More Cost Effective
http://www.customerforlife.com/blog/salesforce/2013/03/26/retention-vs-acquisition/

40. • Has a wide & quick reach
• Use for Referral Programs
• Excels in Return-on-Investment
• Improves brand awareness and
customer relations
• Is measurable and easily modified
• Is customizable by type of
customer
Email Marketing
Use Email Marketing for Retention
http://www.camfoundation.com/PDF/Cost-of-customer-acquisition-vs-customer-retention.pdf

41. Impression-Marketing.com
Email Marketing – How To?
• Keep it short & relevant
• Good mix of text, images,
videos
• Test multiple subject lines
• Tie in blogs & social media
• Clearly state benefits
• Send often, at 1x a month
• Segment your address list
• Measure Open and Click
Through Rates
• Use a good system! –
Constant Contact, Mail Chimp

42. Impression-Marketing.com
Improve Results
Low Hanging

43. Impression-Marketing.com
Leveraging Customers
Customer
Reviews
Improved
Google
Rankings
$ New
Customers

44. Impression-Marketing.com
Ask Customers for Reviews

45. Impression-Marketing.com
Customer Reviews

46. Impression-Marketing.com
Measuring Traffic & Results
• Unique visitor traffic
• Bounce rates on pages
• Keyword searches
• Mobile phone traffic
• Conversions/Contact Forms
• Site Speed
• Time on site & pages
• Paid search
• Referrals
• Email & Social
Key Performance Indicators
Google Analytics

47. Measuring Traffic & Results
Customized KPI Tracking
Business Growth
Indicators (BGIs)
Marketing Growth
Indicators (MGIs)
Customer Service
Indicators
(CSIs)
Competitor
Analysis
Indicators (CAIs)
Improve
Results

48. Sample Marketing Plan
Determine
Business
Goals &
Target
Markets
Ensure Offers
are Competitive
Use Website
Best Practices
Ensure Site is
Mobile
Responsive
Develop
Content
Marketing
Strategy
Setup Social &
Email
Channels
Test Paid Ads
(Google,
Facebook)
Analyze,
Measure and
Optimize

49. Stalk us online at
Impression-Marketing.com
Impression-Marketing.com
ImpressionMarketing @impressionM
Special Offer for Webinar Attendees!
Free Digital Marketing Consult & Website Analysis

50. Impression-Marketing.com
Impression-Marketing.com
ImpressionMarketing @impressionM
APPENDIX

51. Impression-Marketing.com
Marketing Spending

52. Measuring Traffic & Results
Customized KPI Tracking

53. Measuring Traffic & Results
Customized KPI Tracking

54. Why Digital Marketing?
Digital Channels Outpacing Traditional