electronic security & technology association-digital marketing april 2014

Impression-Marketing.com

Digital Marketing for Security Companies

April 2014


We Take a Disciplined Approach to Creativity

Who Are We?

Howard DeskinCEO & Co-Owner

Anne Moss RogersCreative Director & Co-Owner

We are a team of nine


Help you Get More Qualified Leads

Our Goal Today…

Strategy Website Mobile Social

Email CRM Paid Ads Analytics

New Leads!


Why am I here?


B2C Marketing

Question One:What is the # 1 Inbound

Marketing Acquisition Channel for Customers in the B2C Space?


B2C Marketing

Source: 2014 Direct Marketing Associationhttp://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/b2c-customer-acquisition-costs-2014/


B2C Marketing

Source: 2014 Direct Marketing Associationhttp://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?

ADT Subscriber Acquisition Cost

http://www.sec.gov/Archives/edgar/data/1546640/000119312512394753/d410475dex991.htm

Customer Acquisition




2013 Security Industry Market Share


Market Share




Growth Opportunities


Opportunities





WHY DIGITAL?

Why Digital Marketing?

They buying process happens early and often

Wonder where they are researching?


Marketing Spend for 2014 Focused on DigitalSurvey to Business Leaders in both B2B and B2C


91% Projected Growth in Digital Advertising!


CASE STUDIES

Case Study – Security Company


3,600

Website generated

phone leads Jan 2012 – Sept 2013

240%

Increase in leads2012 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


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


BEST PRACTICES

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


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)


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

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

61%of Recent Movers Bought a Home Security System

http://www.premove.com/newmovers.htm

http://www.premove.com/newmovers.htm


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


Mobile To Surpass Desktop in 2014

Is your site mobile responsive?Source:http://www.businessinsider.com/mobile-will-eclipse-desktop-by-2014-2012-6

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?



• 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?

do we have hard #'s on teh 30% - seems high-Howard


Content Marketing

Content Marketing is the new SEO


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


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)


Content Marketing

Use Local Content For Social & Blogs


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

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/


Google Ads Generate Leads

Pay Per Click Ads Rank #2 Digital Lead Gen

B2B B2C

they probably know what ROI is, so we should change to why analytics is so important-Howard


Google Ads Generate Leads

Make Your Ads Stand Out from the Ordinary!

Get Fit, Get LuckyAwesome variety of running& walking shoes. Get fit today.

Walk Your Butt OffSeriously. Get fitted w/ the rightWalking shoes for best results.

Got Gas Problems?We can handle your gasappliances, outdoor kitchens

A Kinder Colonoscopy?Better colon prep & sedationLess grogginess after

Kids Home Alone?Check-in using your smartphone& see what they are up to at anytime

Don’t’ Go Up in SmokeWe offer full service alarmSystems, service & maintenance

they probably know what ROI is, so we should change to why analytics is so important-Howard

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

Social Media

Build, Post & Engage via Facebook Ads

http://moz.com/blog/1-dollar-per-day-on-facebook-ads

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?

Retention

Retaining is More Cost Effective

http://www.customerforlife.com/blog/salesforce/2013/03/26/retention-vs-acquisition/

• 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


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


Improve Results

Low Hanging


Leveraging Customers

Customer Reviews

Improved Google Rankings

$ New Customers


Ask Customers for Reviews


Customer Reviews


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


Customized KPI Tracking

Business Growth Indicators (BGIs)

Marketing Growth Indicators (MGIs)

Customer Service Indicators

(CSIs)

Competitor Analysis

Indicators (CAIs)

Improve Results

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

Stalk us online at



ImpressionMarketing @impressionM

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ImpressionMarketing @impressionM

APPENDIX


Marketing Spending


Customized KPI Tracking


Digital Channels Outpacing Traditional