Impactful security system integrator marketing is more than just locks and bolts. In a field that requires a depth of trust with your clients, a strong marketing plan needs to be established to build that trust over the long haul of your relationship. So how do you get started on building strong marketing plan as a security provider? Here are 5 marketing tips for security system integrators that can’t be ignored.
1. Security System Integrators Need a Professional Website
You can’t go far in your lead generation campaigns without a Website that can educate, inform and delight your customers. Beyond just a list of services, your site should have strong case studies, a blog that displays your expertise, and various points of lead conversion to build your sales funnel.
Here is a quick reference to see how your website compares:
- Do you have a complete list of services specific to your niches?
- Are your case studies relevant and less than 3 years old?
- Are your staff photos and bios present and updated?
- Can you identify the SEO keywords that bring you the most traffic month-to-month?
- Do you offer an expertise-based blog that a visitor can subscribe to?
2. Don’t Ignore Social Media Marketing in B2B!
It may be hard to understand the benefits of Facebook marketing for Security System Integrators, but it’s a reality that your customers are on social media and connecting with them is important. While you might not need to be posting 3 times a day, you should have a presence that speaks to your expertise, company, and values.
Another channel that could be beneficial would be Linkedin and posting images of your installations and statistics about the risks your products help defer.
3. Big Purchases Need Lead Nurturing
Your business is based on large project investments from your clients. Your types of customers don’t wake up one morning and drop 100K on a new security system. This process takes time, and time requires strong lead nurturing from marketing automation. You might find someone who is acting reactively, but in most cases, its a calculated purchase.
There are two types of email nurture that can significantly impact your security system marketing: newsletter marketing and sales nurture automation.
Security System Newsletters
Each month you should be putting your security expertise on display in the form of an email newsletter. From articles on thought-leadership, case studies, and company news, your current and prospective customers should be hearing about you. Creating email newsletters and keeping it consistent is not for the weak at heart, but we’ve been helping clients do this task with great results.
Lead Nurture for Access Control Integrators
So once you make a contact on your site, how are you educating them to your expertise and services? A successful lead nurturing campaign will deliver a series of messages that will help your prospect get to know you better. The best part, is that once it is setup, it allows your sales team to help close more sales by taking their focus off the customers who are not quite ready to buy. These campaigns can effectively multiply your sales force, and increase your customer service at the same time.
4. Focus on Local SEO
Generally, your business is confined to a radius of travel that gives you an advantage when it comes to search engine optimization for your site. Focusing on the location keywords can help increase your page rank quickly, as well as beat out your competition. Most searches are still done with location qualifiers ex. “Security Integrators in Orlando”, which should be part of your overall keyword strategy.
We use Hubspot’s Keyword Tool as part of our Keyword analysis process, and it’s the first stage of our new engagements with clients. As far as marketing automation software, Hubspot is great for integrators who are looking to bring their marketing to the next level, without breaking the bank.
Don’t forget to optimize your services pages for even the most simple of services. Don’t omit “replacement window sensors” for “Large corporate security system installation companies”. Where obviously we all want the big check, but the basic term might have more searches each month, which is going to bring more potential customers to your site.
Bonus: Have A Year-long Marketing Strategy
And a final marketing tip for security system integrators, there is a lot to get done to make an security integrator marketing plan work. But the only way to do it successfully is to have a plan. A successful marketing plan is going to take into account all the areas of existing business, new growth opportunities, and refine the existing systems for efficiency. Lead generation depends on having a clear vision of who your customers are, and where your company is going. A few key elements:
- Have a clear idea of your customers through persona exercises.
- Determine budgets for resources inside and outside the company.
- Spend the time to create sales funnel metrics so you know what goals your marketing plan needs to achieve for you.
- Plan the slow and busy seasons of work so you can be marketing more during slow seasons and not over-burden yourselves during the busy times.
Put Them In Action
I hope these 5 marketing tips for security integrators bring your marketing to the next level and create a lead generation platform that works. We’ve helped firms like yours build plans and execute them with success. If you are interested in hearing more, contact us today for a free marketing consultation and learn how we could help your company grow.