If you are a dealer you may be thinking, based on the title, why should I read any more if this is only for integrators? Here are a couple reasons: We’re Marketing Madmen; rest assured you’ll not only be entertained, but you’ll also learn some things that will apply to your security company. Many of the principles can be applied even if you are a dealer that does only residential installations.
So what’s the secret marketing sauce for an integrator that has a focus on a few vertical markets? Get your highlighters and notepads, because here’s your marketing blueprint. Our goal is for you to be perceived in your market as the go-to group when it comes to getting the job right the first time. Are you interested in being known as the best price for parts and smarts? If you are, than go straight to jail and do not collect $200. This month we’ll be covering some fundamentals for your branding and marketing channels.
You’ll need to be consistent across all channels with regard to your visual brand representation as well as messaging. At a minimum develop a landing page for each vertical market you work with, and make sure the page is easy to find in your navigation.
On these landing pages, speak the lingo of your customer and make it crystal clear that you understand their challenges and are able to solve them. Emphasize that because you specialize in a particular market, this won’t be your first rodeo and you have happy customers who can be referenced. Better yet, make a case study or two available.
Once again, keep in mind the types of end users you’re working with aren’t concerned only about price; it is important they know you are able to solve their challenge right the first time. Ideally, although the end users you include on your landing pages or case studies should be recognizable, the challenge isn’t as easy as 1-2-3. Whereas this case study isn’t a direct sales pitch, it’s meant to flex the muscles of your capabilities.
We’ll cover three foundational marketing channels. This isn’t the be-all and end-all, but it is a good foundation that I would bet my next cocktail many readers aren’t consistently practicing.
Search Engine Marketing — There are paid and organic results when it comes to a search engine results page. One thing to keep in mind is it’s OK to be on page one multiple times for desired keyword searches. There’s a perception from the searcher that Google is ranking you multiple times because you’re a valued service provider. For example, let’s say you’re based in Los Angeles and one of your vertical markets is healthcare. In searches for healthcare security companies, hospital access control systems or health clinic video surveillance with Google’s Adwords PPC (pay-per-click), you can show up at the top of the results by bidding on an auction basis within a zip code, radius, county or entire state(s). Google knows where we are based on our IP address. Also, you can create geographic landing pages to help you show up in the organic results for a user that searches for Los Angeles healthcare security company or any of the other cities you service.
Content Creation — Content is king! It not only helps you with search engines but more importantly, if it’s any good, it’ll be read by customers and potential ones. Great content will help to position you as the thought and actual leader in your markets.
Content Distribution — Remember, all customers access information differently, so don’t just give them what thay want and crave, but make it easy for them to access it. For example, if you’re not sending out a monthly e-newsletter, stop making excuses and get started, today. Also, don’t add the entire article to your e-newsletter because then readers wouldn’t have a reason to click through to your website. Make sure to have the entire article on your blog. Additional distribution will be via your social media, including Facebook. Facebook is changing the game not just for B2C but also for B2B. One of the tricks we use for our integrators is remarketing using Facebook by not only using Website visitors as an audience but also by adding an email database. Any email address that’s associated with a Facebook profile can be marketed to.