Companies of all varieties can, and should, be using social media marketing as part of a larger strategic advertising plan. Social media has numerous advantages over its more traditional competitors, including ease of access, low cost, an expansive exposure network, and efficiency.
As the owner of a home security system company, your emphasis on social media marketing will allow you to cater to a specific demographic, increasing profitability and efficiency.
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As a home security system company, you are effectively providing security and peace of mind. Social media was developed largely as a way to keep in contact with the people we care about. As such, it emphasizes the connection of family and friends. You can use features like Facebook’s Cover Photo to draw the connection between your company’s product, and the safety and security you provide to your customer’s loved ones.
This can be achieved with something as simple as a picture of a happy family standing outside their home equipped with your product. The cover photo spans the top of your business’s page, and will be one of the first things customers see and associate with you upon visiting your page.
Social media’s broad exposure provides you the opportunity to engage in a conversation with your customers. Where traditional forms of advertisement are limited in scope, social media allows you to pursue a conversation with your customers instead of pushing a traditional sales pitch.
The entire point of advertising is to connect you and your business to a customer base. Traditional forms of advertising facilitate this connection, but in a far less direct fashion than social media. Social media provides immediate connectivity in a number of ways:
- Sharing blog posts
- Commenting on industry blogs and pages to raise awareness of your company
- Sending direct messages through social media platforms
- Sharing video content without the burdensome costs and time constraints of traditional advertising
In addition, social media provides a level of transparency that builds trust and authenticity in your business. Which is something that can push you ahead of your competitors.
One of the reasons that social media marketing has grown so popular is its tendency towards positive reciprocity. Customers that find you through social media and use your services are far more likely to positively recommend you to their network of family, friends, and acquaintances.
This provides a further benefit over traditional forms of advertisement, in which a satisfied customer is only likely to share a positive experience with a company in a personal conversation.
Social media is full of ways for your customers to applaud you for the quality service that you provide. A home security system company provides a service valued above most others by customers: safety and peace of mind. The potential for your customers to reward you for going above and beyond is there. For example, providing a hassle-free installation with minimal intrusion into their day to day life will likely be rewarded with a positive review on Facebook or Yelp, and that will be seen by tens of thousands of potential customers. This positive reciprocity is perhaps the most beneficial aspect of social media marketing.
Platforms to Utilize
Now that you know the benefits of using social media, you need to make sure that you are on all of the right platforms to connect to potential customers. Your security business should have some presence on Facebook, Yelp, Google Business, and Twitter. You can also utilize a blog on your own website as an extension of your social media presence.
On Facebook, you will create a Business Page. There are a lot of tools inside Facebook for business, from easy to advanced, to help you make the most of your presence. There are also a lot of helpful tutorials, as well as built-in paid advertising if you choose.
Yelp is a source that many people use to read reviews of a business before making a purchase decision. Make sure that you claim your Yelp Business page so that you can make sure all of your business information is correct and updated, and that there are photos associated to your page. You can also interact with customers by responding to their reviews, and set up advanced features like traffic monitoring, or paid ads.
Google My Business is your one stop shop to set up your business across all Google platforms. Whether a potential customer is trying to find you on Search, Maps, or Google+, you should make sure that all of your information is up to date. Google helps you to easily manage your business, but also offers a lot of advanced features.
Twitter is a place that will require more frequent attention and updates, especially when compared to Yelp and Google. First, set up your Twitter business profile with all of your basic information. And, just like the other platforms, Twitter has a range of easy to advanced features, and lots of tools and tips to help you make the most of your presence.
Think of your blog on your website like an extension of social media. You can use it to post longer, more in depth content, and then link to it from one of your platforms (most likely Facebook, Twitter, or Google+).
Remember, having up to date information on all of the platforms that potential customers are likely to search for a security provider on adds legitimacy to your business, and can put you ahead of the competiton.
If you are not yet including social media into your marketing strategy, now is the time to do so. Its myriad of benefits far outweigh the benefits of traditional advertising, a medium that is also significantly more expensive.
If you have not already begun to do so, consider hiring a social media marketer, or work with your existing marketing team to ensure your continued success in this challenging economy.