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3 Reasons Why Your Security Business Need a Blog

You finally got your website re-designed, with a fresh new layout, crisp images and text that actually makes sense to the reader. Naturally, you feel proud and accomplished! Then, someone asks a question you aren’t prepared for – and you start to doubt everything you thought you knew about marketing your business online. What question?

“Do you have a blog?”

If the answer is no, you need to consider all the advantages that having blog gives your business. A few of the most important ones are listed here.

Blogging allows you to engage.

Engagement may sound like something that happens leading up to a wedding ceremony, but it is also the name of the game in digital marketing. Engaging with consumers is essential in today’s socially-driven economy. Customers now expect to be able to engage with the brands they support, and according to John Armato of the international communications firm Fleishman-Hillard, blogs give brands a platform on which to engage.

“By the early to mid-2000s, blogging and social media began to reach critical mass and a fragmentation of traditional models of media began to take place,” he said. “The simultaneous rise of a generation of marketing-savvy consumers revealed a skepticism over ‘assertion PR’ – a voice and style that screams ‘believe me just because I am telling you.’ ” He also explained how engagement became not only a popular by-product of social media, but a bottom line necessity in the eyes of consumers. Through the company blog, brands can get their ideas out there while receiving feedback from customers – just like a conversation. That’s engagement!

Blogs are always updated.

Your newly launched or redesigned website is wonderful, but you need to give customers something more. The purpose of your website is to mark your presence on the Web, get your business found in search engines and tell people who you are so they can contact you. But once they become your customer, they expect to find out what is going on with your business on a regular basis. A blog is the best platform for those types of announcements. You may ask, “Engagement and updating people – isn’t that what social media is for?” Absolutely. That brings us to the third reason you need a blog.

Blogging supports your social media efforts, and vice versa.

If you are on Facebook, Twitter, LinkedIn and Google, you need as much content as possible at your fingertips so that you can share it and get people to your website. You company blog fills at least some of the demand for content to share on those social networks, especially the demand for links that point back to your site (this helps your search engine optimization, too). Without a blog, you are much less relevant on social media. But with a blog and social media, your business is unstoppable!

To learn more about starting a company blog, contact Ignite RMR today. We will be glad to answer your most pressing blogging questions.

About Us

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2008, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation. Contact us today to discuss your inbound marketing requirements.

 

What Star Wars Can Teach The Security Industry About Marketing

As an electronic security company, marketing is the lifeline of your business, so it makes great sense to pay attention to what really works. And Star Wars marketing certainly does that. Star Wars has been captivating audiences for over 40 years, recently engaging a whole new generation fans. Have you wondered how this was possible?

It wasn’t by accident.

The ability to engage new fans, reignite long-time fans, and interest those outside of the sci-fi realm, came from an aggressive and consistent content marketing strategy. Now you can use their genius moves, too.

Re-introduce Yourself and Your Products, Again and Again

When Star Wars first came out, it was a massive hit. It didn’t stay that way. There was a time when people forgot the movie and a generation came along that for the most part, didn’t even recognize the name. (I know, gasp!) How did things get turned around?

Pro Tip: It’s ok to recycle content. Lucas used what was popular before to introduce it to a new group of potential fans by recycling the movies with some upgrades.

Don’t worry if it is old news to you, if your audience appreciated a certain aspect of your business yesterday, it is likely they will still enjoy it tomorrow. The advantages are huge. For example, if you want to feature or highlight a particular product, you can merge and recycle all of the content creates over a period of time to create a focused campaign.

Use Compound Content

When you have a consistent brand and message, you can use different mediums and streams to cross-promote products for added boost. Star Wars does it with teasers and trailers that remind you of what the audience already loves to promote something new. You can do it using your website, blog, and social media.

Create With Intent

Star Wars has a very knowledgeable and engaged audience, so what content the franchise provides must be valuable, contextual, and relevant to meet their expectations. Security companies can do this by making sure their website is easily navigated and the product and services supported by customer-centric content.

Distribute Widely

You’d think with almost every talking about the movies the Star Wars franchise could relax a little. They didn’t. Once they created compelling content, they distributed it across the galaxy. Doing so broadened the scope of influence and fan demographic. Even if you feel that people already know about home and business security, keeping them informed provides a way to share their knowledge through various channels to appeal to your new and potential customer base.

May the 4th Be With You!

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and sales force automation for the security industry. Since 2008, we have been the marketing agency of choice for SDM 100 corporations and security SMB’s around the nation. Contact us today to discuss your inbound marketing requirements.

 

2017 Sammy Take-Aways: Growth Strategies From The Big Boys

Security Sales & Integration recently published mini case studies of the 2017 Sammy winners and how they snagged the coveted award in categories like website design, social media marketing, email marketing, and print design.

We’d like to give accolades to the companies mentioned below for a well planned and executed marketing strategy. These case studies prove 2 things:

  1. Digital Marketing works – it grows and stabilizes RMR.
  2. All you need is a knowledgeable resource with the right tools.

Digital and inbound marketing is no easy task and requires some level of time and talent commitment not only from the marketing team, but from the sales team, administrative staff and executive leadership. Coordinating these departments to achieve any goal is no small challenge, and product marketing to prospects and customers is no different.

But, what if you’re not an SDM 100 company? What if you don’t have deep pockets, the knowledge, or even a part-time intern to oversee even the smallest outreach campaign?

In this post, we’ll explore not only what these winners did right, but how your local security company – an SMB – can compete with the “big boys” with the help of a strategic inbound marketing team…for less than the cost of 1 employee.

Social Media Marketing: Bates Security

Facebook is not just for cat posters and success platitudes. According to SSI, alarm companies like Bates Security are generating 92% of its website visits from social media marketing. How did they do it?

Case Study: Sammy Award Winner For Best Social Media Campaign

From everyday blog posts syndication, to live tweeting at special events, Bates Security spends the equivalent of a part time employee’s hours per week on social media – Facebook, Twitter, Instagram, YouTube, Google Plus, LinkedIn and Pinterest.

Take Aways:

  1. They have 1-2 social managers (full time / part time) and the occasional guest post from local experts.
  2. They use the 80-20 rule: 20% focus on products / services and 80% focus on company photos, community service and promotional events.
  3. They use multiple social channels.
  4. They bring in local guests to post or tweet, retweet, or guest blog on their website.
  5. They share / retweet local information relevant to residential and commercial subscribers.

How We Can Help You Compete:

Ignite RMR offers a dedicated team of social media experts who will work on your social media campaign. Our software platform is second to none, and we’ll keep all stakeholders in the loop from strategic planning to tactical execution.

From AHJ regulations and changes to local ordinances that affect your commercial subscribers and prospects to life safety tips for homeowners, our team has the experience needed to execute an effective social media outreach, for less than the cost of 1 full time employee.

Website Design: Select Security

Websites are no longer a simple online brochure. They can be a lead generating sales machine that offers real value for prospects as well as subscribers.

Case Study: Sammy Award Winner For Best Website Design

“Each visitor is greeted with an offer (which we control and can change as needed) and an information collection form that instantly transfers the lead to our ‘leads team,” – Joseph Mitton, director of marketing and communications.

Select Security went big on a new website, and the result has been an interactive experience that generates new leads for the residential and commercial division. They also paid special attention to the resources for existing customers – making it easy for existing subscribers to get the information they need including manuals / videos, a company blog and consumer logins to manage account data.

Take Aways:

  1. Make it easy for visitors to find the information that they need.
  2. Write content and structure the website assuming that you are speaking to prospects – as well as existing customers who are ready to upgrade.
  3. Include a robust Help section. Your existing customers will look for this when they visit the new website.
  4. Make it interactive. From rollover images and exclusive, personalized product offers, your website should be a unique experience for every visitor, both residential and commercial.

Pro Tip: Write content and structure the website assuming that you are speaking to prospects – as well as existing customers who are ready to upgrade.

How We Can Help You Compete:

The creative and marketing teams at Ignite RMR have been developing security websites for nearly a decade. When it’s time for a redesign, many of the industry leaders look to our portfolio of SDM 100 and SMB security websites that we’ve developed for guidance. We use open source software (often WordPress) that is easy to use, navigate and maintain and can make your website shine for a fraction of the cost that you’ll find elsewhere.

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Email Marketing: Vector Security

According to industry experts, email marketing is still the king of the marketing kingdom with a 4400% ROI and $44 for every $1 spent. Good thing we offer it as part of our marketing plan for security companies.

Case Study: Sammy Award Winner For Best Short Form Email Newsletter

Vector Security introduced its Home Security Blog e-Newsletter in March 2016 with the intent to expand readership of its Home Security Blog, which opens a dialogue with customers about advances in security and home automation technologies. The newsletter spotlights, as the main article, a blog post from earlier in the week. Beneath that article, there are links to two additional items that contain related content.

“The newsletter is distributed on Thursdays, and there have been times when those inbound readers have accounted for as high as 43.5% of our total web traffic in a day,” says Art Miller, Vector’s vice president of marketing. “Since the introduction of the newsletter, Thursdays are now our biggest web traffic day of the week.”

That spike in readership has also improved the company’s search engine optimization (SEO) traffic to those blog articles, plus Vector began to see the installments shared across social media and other content sharing services such as Facebook, Twitter, LinkedIn, Reddit and others.

Pro Tip: Consistency is key. Sending emails as often as once a week is ok as long as the content is of good quality, and relevant. Sending on the same time and day impoves deliverabilty, open & click through rates.

Take Aways:

  1. Segmentation is key. Even if your CRM doesn’t give you insight into what products your customers bought, that’s OK. Send a generic newsletter to start, with a specific focus and the readership will segment themselves.
  2. If “Content Is King” then Consistency is Queen. Sending emails as often as once a week is ok as long as the content is of good quality, and relevant.
  3. Velocity (sending frequency) improves traffic, and social sharing.
  4. Keep it simple. Keep the focus of the email short and to the point to improve the number of people who will click your links. Rather than include an entire blog article in the email, include a snippet with a link to the blog.

How We Can Help You Compete:

Advances in technology have made email marketing simple to do for almost anyone with a 6th grade education. However, it takes a skilled content writer, designer and marketing strategist to see real ROI from your email marketing efforts.

Email marketing, and advanced sales & marketing automation is an area that our team specializes in. Our clients enjoy above average click through rates because we understand which types of industry content that people are interested in – resulting in higher than average ROI than security companies who try to do this themselves.

What Makes Us Different From The Other 99%?

Since 2008, we’ve been designing websites and marketing campaigns that generate more RMR for security companies than local web firms with no experience with industry technology. From the connected home to cloud video and everything in between, our team can talk shop not just with you, but with your prospects and customers via your content marketing.

Contact us today to see how Ignite Security Marketing can help your security company compete with the big companies at an affordable price – and maybe even pick up a Sammy along the way.

Facebook and Customer Reviews go Hand-in-Hand

Social media researchers are reporting that Facebook is becoming an increasingly important destination for those in search of business recommendations. A Social Media Today article stated, “New research indicates that Facebook is now the most trusted online source people use to get recommendations for products and services.” That makes Facebook an even more valuable asset for security dealers than it already was!

Plus, here’s something you may not have been aware of: Facebook also ties into the online review generation service we offer. When you hire our social media firm to acquire customer reviews, those reviews can help you fill up your Facebook page – or at the very least, help you supplement your existing Facebook statuses.

Here’s how it works: We acquire reviews from some of your most satisfied customers, and they are posted in multiple locations online. You guessed it: This includes your Facebook page. The more reviews you earn, the more they will fill up your Facebook page and supplement your existing status updates. So now, you can double the power of your Facebook page!

Here are some other ways Facebook can tie into your customer reviews:

It’s a forum for refreshing old reviews

If it’s been awhile since your last customer review, it’s okay to post an older one as a Facebook status update. Facebook can breathe new life into your old reviews, giving them a fresh, new audience.

It’s a destination for new reviewers

Some customers don’t want to “bother with” registering on Yelp or Angie’s List; in those cases, you can ask them to leave a review on your Facebook page. It’s easy, it’s fast and it reaches a broad audience of consumers.

It’s the perfect video submission system

Have you thought about asking for video testimonials? comScore reports that video testimonials can boost your marketing efforts by up to 25%. Asking customers to submit 60-second videos talking about your company (positive reviews only!) is a great way to get some multimedia reviews that can be posted to your Facebook page. You can even run a contest; award the winner with one month of free monitoring, an upgrade or another promo product/service. Facebook followers can vote on the winner.

The bottom line: Facebook and customer reviews go hand-in-hand. They work together beautifully if you know how to make the most of each one. If you need help with customer reviews or Facebook, ask Ignite Security Marketing  how we can help.

4 Components Of An SEO Campaign For Alarm Companies

Dreaming about success is great motivation, but being successful takes time, planning, and effort. Successful security industry marketing campaigns are a lot like that. The best ones take a lot of hand to plow kind of effort over a period of time to see the exciting point of growth and cultivation. Even before that though, it takes careful, systematic planning and a deep knowledge of the lay of the land.

Pro Tip: Many people think their goal is, naturally, make more money. But that is not a goal, but an outcome of a goal. It is like waking up and saying, “today I want to be rich.”

 

Jumping into a Security Marketing Campaign

Starting a marketing campaign is exciting. It is easy to get caught up in fabulous new ideas, seeing your brand highlighted in new ways, and seeing that positive ROI that grows your business.

But marketing success doesn’t just happen. A lot of work has to go into the planning long before the work of execution. Talented marketers know that the real value of marketing–the make or break of any strategy– comes from the work done behind the scenes during the planning stages.

Before SEO, There’s This

Before planning, execution, maintenance, and monitoring of a profitable SEO campaign, you need to know all of the interconnected components of the business and understand the competition before you can successfully achieve your SEO marketing goals. This is because effective SEO isn’t just content and optimization; it’s content and optimization that forms one, cohesive entity in the context of an ever-changing climate. To make it happen well, you have to create a sure foundation and address these three small but critical elements at the very minimum if you expect any kind of success.

What is Your Marketing Goal?

That sounds like a no-brainer. It’s not. Many people think their goal is, naturally, make more money. But that is not a goal, but an outcome of a goal. It is like waking up and saying, “today I want to be rich.” It is a hope, but not an actionable goal. A better way to identify a goal is to look at your desired outcome and ask what methods and actions will ultimately most effectively lead to that outcome. For example, will building brand recognition, increasing website traffic, or earning more conversions fit your growth plan, and in what order of importance? The more specifically you know, the better.

Do You Know Your Target Audience?

Knowing your target audience isn’t just about identifying what demographics are opting into your services. It is understanding them, their needs, and the factors that motivate interest. It is not enough to make a reasonable guess. You need to dig deep into market research and study objective data. Find out what really makes them tick, and I guarantee you the real reasons will revolutionize your marketing.

Know What Message Do You Want to Send

Marketing means getting your name out to the public, right? Well, partly so. It means getting who you are as a company out there. Before you begin a marketing campaign, know what message about yourself you want to send. Know what kind of thoughts and emotions you want your name to evoke. What kind of takeaways do you want them to gain from time spent with you through your marketing?

About Us

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2008, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation. Contact us today to discuss your inbound marketing requirements.

 

Social Media: A Golden Opportunity For Security Companies

Among all the social media predictions for social media, experts agree on only one thing: it will evolve, and faster than anticipated. Are you ready to incorporate social media into your marketing plans? To help you evaluate its role in your organization, take a look at these trends and how you can capitalize on them.

Social media will continue to integrate with traditional business outreach efforts, leading to “convergence emergence.”

Even major old-school companies realize that social media has real power, and integrating it with other marketing elements makes both more powerful.

In one example last year, one of Kohler Company’s most successful social media projects promoted their new flipside shower head by creating a Karaoke opportunity and then allowing people to post the results on their Facebook pages. (A number of these videos are still available on youtube – not most people’s finest hour!) This combination of a point-of-purchase experience and immediate posting to people’s personal social media connections helped build a strong buzz for a new product release. The cost of adding social media was minimal.

Do you attend trade shows or offer any similar opportunities for the public to learn about your services? How can you link those projects to your social media efforts?

Social influencers will increase in power.

Do you remember those kids in high school who decided who and what was cool? Social influencers are like that, but with a broader reach than ever thanks to social media. Businesses are trying to harness that energy through encouraging their projects to go viral and developing ideas to excite these influencers. As a result, social media mavens are working hard to analyze and measure the power of social influencers. Right now, the best way to start to understand these efforts is to just pay attention to what’s hot in social media and where (or who) it comes from.

Social sharing will gain power.

From on-the-spot reviews at stores such as Sears and hotels and restaurants to consumers that check the Internet for reviews of your products or services right in your office, what other people are saying about you will have an immediate and direct impact on the success of your business. Whether you want to pay attention to social media or not, it’s sure paying attention to you. Ignoring bad reviews or comments will not make them go away. Be smart and pay attention to your Internet reputation.

Niche marketing and the micro economy are growing.

Customized jeans and home theater systems are making way to the individualization of business where one-on-one connections skip the corporate marketplace. It’s so much easier to shop all choices – big and small – when sitting in front of a computer. What makes your organization a better bet than a talented individual who can get his hands on some good security equipment? You need to be ready with the answer when your potential customers start asking.

In Social Marketing, be sure to:

  • Keep your social media efforts current. If you’re not posting on Facebook every week and Twitter every other day, better not to have an account at all.
  • Link everything to everything. Your website should link to Facebook to Twitter to Google+ and back again.
  • Use images. There’s power in pictures – don’t neglect your visuals.
  • Provide really good content. The better your content, the better your search engine position and the more people are going to want to be part of your social media efforts.

There’s really no excuse for ignoring the benefits of social media any longer. It is a proven resource for any business, and chances are good that your competition is on top of it. How about making a new resolution to jump into social media with both feet, and make it your best year ever?

About Us

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2008, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation.

Why Press Releases Are Important for Security Companies

Press releases have always been one of the most powerful but highly undervalued tools in the marketing tool kit. However, a recent change in Google’s algorithm has just given them even more value, and the results can be profound.

Now, Google includes news releases among the authorized sources used to gather its “In the News” search results. Previously, only links to stories on approved sites such as newspapers and television stations appeared in this section. This will allow companies’ own statements to appear ahead of searches.

The goal, according to Google, is to get people the right answer as quickly as possible, whether the information comes from a large recognized publisher or smaller niche publisher.

This means that even a small business can earn top ranking in searches focusing on specific topics with well-optimized press releases, receiving the same powerful exposure that drives traffic.

While the press releases has always been a very powerful tool when optimized and released online, the new algorithm gives them renewed prominence, and a direct pathway to consumers.  Press Releases are not just for the big guys any more. They are for any business with a story and authoritative information to share.

Why Should Security Companies Consider Regular Press Release Distribution?

One of the most effective business-to-business and business-to-consumer marketing tools for large companies has always been the press release, but its power has largely been dismissed by medium and small companies that believe their press releases would be overshadowed by those of major corporations.  Now, the value is universal and should not be dismissed.

  • Being included “In the News” lends credibility to your company
  • Press releases establish you as a leader in the industry
  • Customers respond positively to companies whose links and information is found offsite
  • A well-optimized release boosts your SEO
  • Helps establish your brand
  • Regular press releases help consumers see you as a reputable and authoritative source
  • Places you ahead of companies unaware of Goggle’s change

About Us

Strategy is everything in marketing. For help in developing a digital marketing plan that will place you ahead of the pack, contact Ignite Security Marketing today: (877) 655-3779.

3 Questions About Social Media For Your Security Business

The universal truth of social media is that it gives you the ability to build relationships with your customers and potential customers. It’s true whether you are selling high-end commercial and government security systems or surveillance products to homeowners.

How Can Use Social Media For My Security Business?

This is a common question that arises during conversations with owners of security companies. Bottom line: it doesn’t matter what type of company you are running. The universal truth of social media is that it gives you the ability to build relationships with your customers and potential customers. It’s true whether you are selling high-end commercial and government security systems or surveillance products to homeowners.

Through effective Social Media strategies, people get the sense that they truly “know” your brand. This translates into RMR for you through more qualified, better-targeted leads, more customer loyalty, and even brand advocacy (people saying good things about your company to others).

Why Should I Outsource?

Social media managers eat sleep and breathe social media. All they do every day is zero in on your target audience, actively seek out new fans and followers, and creatively engage your community with thought provoking posts and conversations. Most importantly, we are methodically leveraging this activity to drive traffic to your website, capture new leads and nurture existing relationships. This activity happens on Facebook, Twitter, LinkedIn, and on your website blog.

Whether you have 1 location or are a super-regional security company with offices and reps in multiple states – Ignite RMR can leverage the power of social media to drive new leads and nurture existing relationships.

We Have An In-House Person Who Set Up Facebook & Twitter Accounts. Can’t We Do This On Our End?

Because there is no charge to join the major networking sites like Twitter, Facebook, and LinkedIn, there is a misperception by many business owners that Social Media Marketing is free. Social Media takes time and focused attention to be successful. Whether this attention is provided by someone within your company or a Social Media expert, there is an investment involved.

The good news: done properly the return on investment (ROI) can be well worth it. Like any form of internet marketing, social media alone is not the “silver bullet” that is going to produce the results that you may hope for. That is why we have taken our most successful internet marketing programs like Search Engine Marketing and Social Media and combined them into affordable packages that almost any security business can take advantage of.

Call us today to speak with a knowledgeable expert that help you customize a plan that is right for your security business.

About Us

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2008, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation.