Impression Marketing presentation to ESTA- Electronic Security & Technology Association

Howard Deskin & Shelly Goodman
October 24, 2013

Impression-Marketing.com

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

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
•
•
•
•
•
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•

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


• 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


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

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

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?

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

Special Offer for ESTA Attendees

Free website assessment & analytics
review!


Stalk us online at
Impression-marketing.com

ImpressionMarketing

@impressionM

Free marketing information!


Impression Marketing presentation to ESTA- Electronic Security & Technology Association

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