If you are responsible for home security marketing for your company then you will find these 5 top tips valuable, so please read on.
The first step to winning more home security installation jobs is to think like a potential client who has a security issue – maybe they have had a recent break-in or attempted break-in. Or maybe a neighbour just got burgled and so home security is now top of mind. Put yourself in their shoes.
What thought processes will they go through? Which websites do people visit when they are looking to learn about home security options? How can you engineer so they “see you” online when they are searching for a solution?
TOP TIP 1
Initially, potential customers will be searching online for information. Maybe they are looking for a DIY home security solution. This is your ideal opportunity to become their trusted advisor for all things home security. Have information on your website to educate them to the problem they are experiencing and looking to solve, and even give them help on the solution. It may seem counter-intuitive to give free advice but this really does build you as the trusted advisor and even though some people will solve the problem themselves with a DIY solution there will be others who simply want to call in a trusted expert when they do not have the time or the job is more than a simple DIY job. So this can be blog posts, PDF guides or videos. I recommend this book to my clients on how to create content that draws clients to you. They Ask, You Answer by Marcus Sheridan. And this becomes even more powerful when it can be linked to a marketing automation system, see point 4 below.
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Be visible online. These days the first port of call, when someone is interested to learn about home security options will be the internet and primarily using Google. It is imperative that your home security business is visible on Google.
So do a check – how do you appear on Google right now in your local area. Because most of the time people will be looking first for a local home security expert.
Step 1 – Go to Google, enter the name of your local area followed word like “home security”, “burglar alarms” “cctv system” into the Google search bar.
Example: Manchester home security, London cctv systems
Step 2 – Make a note of the websites that come up on Page 1. Study them and get inspiration for your own ideas. Is your home security business on the list for your locality? If not…
TOP TIP 3
You need to get your website listed.
Google Adwords are the ads top and bottom of the Google search results page. Advertising is a quick win, but can be expensive and you need to know what you are doing. I would recommend hiring a Google Adwords Expert as it can be complex to set up Adwords and expensive if you get it wrong. (I would definitely recommend using the Google Remarketing option, this enables you to display ads across the internet to your website visitors AFTER they leave your site – the ads follow them all over the internet. These work great and costs next to nothing).
Search Engine Optimisation (SEO). This is the process to optimise your website so that Google lists it in the rankings. You need to be on page 1 of Google. The good news is that this is free, the bad news is that it can take months of work to achieve a result. But once you do you will reap the rewards for a long time. SEO is a huge subject so you can either hire an expert or if you have the time and inclination you can teach yourself, check out the book I mention in TOP TIP 1.
TOP TIP 4
Have a home security marketing and sales follow up system.
This is what the majority of home security businesses do not have or understand. In points 1 to 3 above we are looking at ways to generate interest in our service, which is essential. But what you have to realise is that of all those who visit your website, only one or two in every 100 are ready to buy today. So if they do not buy today then that means 98% of visitors leave your website and they will probably never return. That 98% of visitors is where the gold is for your business. So you have to have a system in place that enables you to consistently follow up with EVERYONE who expresses an interest in your home security services. This can be really simple – paper-based or Excel, it is possible, but it is a definite chore that requires dedication and time. And that leads me nicely on to what I do. I specialise in helping clients set up a marketing automation system called Keap / Infusionsoft and this is the leading marketing automation system for small/medium-size enterprises. Check out my blog post – Home Security Sales Leads. Do you really need more new home security sales leads?
TOP TIP 5
Referrals. Even in this online world, word of mouth advertising is still the best. How can you encourage previous home security clients to talk about your service? Can you offer them an incentive if one of their friends or family buy from you? Can you reach out to all your previous customers and remind them about your service, this is really easy if you have a marketing system in place, see Top Tip 4 and an efficient Home Security Installation System, see Top Tip 6.
On this note. Have you listed with the likes of Trusted Trader and/or any other industry-relevant review sites? Social proof these days is so important. How many times have you decided between one or other hotel or restaurant based on the reviews from previous customers? This social proof is key these days and you should be actively asking your customers for a review on each job you do.
TOP TIP 6
Home Security Installation Systemisation
OK, so you have been busy marketing and you now have home security leads and sales. But the job is still not finished. Now we have to ensure we look and act professionally and do a top-notch job so that we WOW and retain those hard-won clients. How do you manage you and your team’s on-site jobs currently? As the business grows you will need a system to make this as professional as possible so that clients not only return again to us later on, but they are happy to refer us to their friends and family. One very impressive service I recommend to home security clients is ServiceM8, I have been so impressed with ServiceM8 than I became a ServiceM8 Certified Partner.
If you are interested to learn more about how to build your own home security marketing and sales system then please schedule a free 1-hour Discovery call.
Home security photo by Max Böhme on Unsplash
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