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.
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
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
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?
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)
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/
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
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
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
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