Marketing Resolutions for the New Year
Develop practical marketing strategies for more customers
- By Rob Phillips
- Dec 24, 2013
A popular New Year’s resolution for people is simply putting themselves
out there by making new friends, socializing, networking
and broadening horizons. For small businesses, this means developing
practical marketing strategies to effectively reach more
customers. Although this is really a daily pledge for a business owner, there’s
no better time than the first of the year to re-examine what’s being done to
drive new leads.
The security industry has evolved into a home automation industry. The
old days of selling traditional 3-1-1 systems are becoming scarcer; interactive
services have opened new doors for higher recurring revenue and a richer
consumer experience. With a bundled security service, homeowners can remotely
control their alarm, doors, lights and thermostat—maybe even their
Connecting with more people about this new technology requires security
companies to maximize relatively new marketing channels using a budget
that makes sense.
Starting a Website
The Internet has been a household term for nearly 20 years, yet amazingly, 60
percent of small businesses don’t have an online presence. Google research
shows that companies with websites grow 40 percent faster, according to USA
Today. So, if you’re part of that 60 percent, start up your computer...stat.
Start by factoring website development into your budget, including potential
costs for promoting it. The Houston Chronicle estimates that the average,
five-page, small business website can range from $500-$100,000 depending
on developer fees, design customization and other dynamics. A professional
developer will help ensure best practices, but if you can’t afford the cost, there
are free, do-it-yourself website templates available online.
Consider prominently adding the following content on your website to successfully
promote your business and explain why remote security is important:
- What is your mission, and what do your customers seek? Explain why
people need each one of the services you provide.
- Why is remote security so convenient for a customer? As an example,
while at work a customer can receive a text message if their child didn’t
come home from school at a scheduled time.
- Why is fire and heat detection so important? Explain how a home security
system can help customers sleep easier at night, or how home automation
can help customers stay organized and efficient on-the-go.
Overall, your website should have: a simple URL name; a clear design and
site layout; a casual yet informative tone of voice; relevant content about security;
basic SEO for increasing your company’s visibility on search engine
rankings; and testimonials from real customers that add credibility to your
company’s mission of protecting lives and property.
A business website offers only the marketing basics. Additional advertising
channels are available including direct mail, TV and radio, depending on how
much your business wants to pay.
Social media is a particularly appealing tool for companies with big and
small budgets practicing inside and outside sales. Why? It’s free.
With more than 1 billion active monthly users, Facebook is widely regarded as
the most effective B2C social site. Other leading networks include Twitter, You-
Tube and Pinterest. The key to social media isn’t just about pitching services or tallying
“likes;” it’s listening to what consumers are saying about security and safety,
and providing pertinent content.
This article originally appeared in the January 2014 issue of Security Today.
About the Author
Rob Phillips is a communications specialist at Monitronics.