Impression Marketing presentation to ESTA- Electronic Security & Technology Association
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Impression Marketing presentation to ESTA- Electronic Security & Technology Association



Digital Marketing strategies for the home and commercial security industry.

Digital Marketing strategies for the home and commercial security industry.



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Impression Marketing presentation to ESTA- Electronic Security & Technology Association Impression Marketing presentation to ESTA- Electronic Security & Technology Association Presentation Transcript

  • Howard Deskin & Shelly Goodman October 24, 2013
  • Who are we? • • • • • • Howard Deskin: Partner & CEO/Internet Marketing Mgr. Anne Moss Rogers: Partner & Creative Director Shelly Goodman: Client Account Manager Marketing company specializing in digital marketing Team of 9 associates with 50+ clients Focus areas: Healthcare, Home Services, Professional Services, Non-Profit, Senior Living Properties, Manufacturing We Take a Disciplined Approach to Creativity
  • Security Companies & Marketing Today’s traditional offline marketing can be enhanced by incorporating online marketing tactics
  • Security Companies & Marketing Old strategies New strategies • • • • • • • • Cold Calling Yellow Pages Print Ads Billboards + Website Mobile Internet Advertising Social media = MORE LEADS
  • The off-line and on-line worlds are becoming more integrated
  • The internet makes it simpler for customers to direct their own buying cycle. No waiting for the next trade show, ad, or calls from sales reps. Instead they’re able to get exactly the information they want exactly when they want it. Before making contact, business buyers have already completed 57% of the purchase process via the internet.
  • What is Integrated Marketing? Controlling the Chaos
  • Marketing Spending
  • Media Consumption Trends
  • Print vs. Online Ad Spending
  • Online Budget Allocation by Tactic
  • It’s all Online Now!
  • Going Mobile • Google has indicated your 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
  • By 2014, Mobile is Predicted to Overtake Desktop Internet Usage
  • Google won’t Leave it Alone! • Your website needs high quality content! • Get rid of fake spammy links to your website!
  • Google won’t Leave it Alone! Searches • Precise & Fast • Conversational Search • People ask questions Can I put a security system in a tree house? Where can I get a hi-def security camera? Is ADT really free?
  • E-mail Marketing Great way to stay in touch with your customers, prospects, vendors, employees, etc.
  • E-mail Marketing Best Practices • • • • • • • Keep it fun & lively Clean design & good mix of text, images, videos Write an attention-grabbing subject line Tie in blogs and social media Compelling offer and clearly state benefits Send often, at least once or twice a month Use a good system! – Constant Contact, Mail Chimp
  • E-mail Marketing Best Practices • Track results! • Encourage conversation with polls or surveys • Don’t oversell. If you’re going to sell something, focus on that one thing. • Provide expert information that benefits or adds value for the readers • Post the newsletter to your website & social properties
  • E-mail Marketing Best Practices
  • Upscale MedSpa
  • Google PPC Ads Great market research tool • Appear on 1st page of Google & drives targeted traffic to your website • Leverage what works in PPC & use on your website • Easy to change ads for specials & new services However – don’t write Google a check that your website can’t cash! (Avinash Kaushik)
  • Google PPC Ads Paid Organic – non paid
  • Display & Remarketing Ad Campaigns They follow you around They know what you like They appear in the strangest places They wear you down Eventually you buy! Offered on Google & Facebook
  • Display & Remarketing Ad Campaigns Ads will target: • People who visited your website (remarketing) • People who visited sites of similar interest (topic targeting) • People who have searched google for particular topics of interest • Pages that contain certain keyword phrases (content targeting) Great for branding & awareness very high impressions
  • Display & Remarketing Ad Campaigns
  • Display & Remarketing Ad Campaigns
  • Display & Remarketing Ad Campaigns Remarketing Text Ads Offered by Google Appear on websites you visit
  • Landing Pages Great for sending Display & PPC ads to Focused on one call to action (no distractions)
  • Branded Service ▪ Website ▪ Blog Post ▪ Mobile
  • Branded Service ▪ Newsletters ▪ Social Media
  • Learn & Adapt • PPC Results Showed Large Interest in Video Cameras
  • Customer Testimonials/Reviews Potential customers rely on reviews in their decision process
  • Customer Testimonials/Reviews Google + Reviews Helps your search rankings!
  • Video is Hot! Use videos from your vendors Brand them as yours if available
  • Why Your Company? Why not Comcast, Verizon, ADT, Cox, AT&T? 1. 2. 3. 4. 5. 6. 7. 8. You are local You are experts It’s not free! (lifetime cost) You are problem solvers One size does not fit all Can talk to the owner More inclusive service contracts Other?
  • Social Media Explained
  • You Have to Track & Analyze Results A lot of data is available – what you infer from it is what matters
  • Key Elements to Track Unique Visitor Traffic Site Speed Bounce rates on pages Time on site & pages Keyword searches Paid search Mobile phone traffic Referrals Conversions Email & Social Keyword Rankings with Competitors
  • Ideas for ESTA Members You’re in a hi-tech business – you should look hi-tech • Upgrade / Redesign Website ▪ ▪ ▪ ▪ ▪ ▪ ▪ Add relevant industry keywords Add Calls-To-Action Use Video Blog, blog, blog Offer support materials (product manuals) Link to Social Media Fresh content • Be Social ▪ ▪ ▪ • Use Pay-Per-Click & Display Ads ▪ Promote specials, new products & services • Get Local ▪ ▪ Sign up for local online directory listings Be involved in your community • Be Responsive ▪ Mobile Responsive Website Incorporate Social Media into your ▪ Provide platform for product reviews plan with Facebook, Twitter and Google+ Post across all platforms Send e-newsletter to customers/prospects
  • What’s Working for You?
  • Special Offer for ESTA Attendees Free website assessment & analytics review!
  • Stalk us online at ImpressionMarketing @impressionM Free marketing information!