Security Sales & Integration March 2023 - 22

MARKETS
▶ Security business owners and marketing
managers know that being top of mind with
their customers and prospects can shift the
market in their favor, fuel brand recognition,
and support the achievement of sales goals.
It's important to have a sales team, revenue
goals, and sales activity metrics to drive behavior
toward your goals. Are you factoring
in your marketing communications and its
impact on your revenue and brand?
Below are four tips to help successfully
approach and leverage content to support
your business and your bottom line.
1. Consistent Content: Raising brand
awareness among your prospects and client
base requires consistent content production.
Consistency is more important
than perfection. Frequency and cadence
can vary greatly based on the size of your
organization and marketing bandwidth.
Once you determine a frequency that
works for your team - for example, posting
a mix of four blogs or case studies each
month on your website and posting twofour
social media posts each week - then
you can create and plan out a content calendar
in a simple tool like Google sheets.
Always use a graphic or image with
your posts. Social posts should cover a
mix of expertise (presented with the benefit
it offers your clients), case studies (how
solutions/products are used and problems
solved), as well as company events, news,
and announcements, such as awards.
Another valuable component is using
emails to communicate with your existing
customers and prospects. Set up a form to
collect important data from these visitors
and set up a process for your sales team to
follow up. When you develop emails, write
a catchy and concise email subject line,
and a brief, concise body with three parts:
▶ Introduction to the topic that garners
excitement.
▶ Main body paragraph with additional
details.
22
VERTICALS
MONITORING DISTRIBUTION
4 Tips to Elevate Your Marketing
Communications By Heather Martin
▶ Which product or service line do
you anticipate will be the source of
your greatest growth?
▶ What is your positioning relative
to other dealers in the market?
Which keywords, tones, and brand
ideas would help you solidify your
unique difference?
Be clear about who you are speaking
to when you write content. Know your
audience and target their sensibilities.
▶ Closing with a clear call to action
for your buyer, including a URL.
2. Resonate with Audience(s): Be very
clear about who you are speaking to when
you write content. Dealers may be working
with both commercial B2B end users
as well as residential homeowners. End
users may want to learn about specific
vertical-industry-focused applications,
while homeowners may want to read
about touchscreen entrance security and
integration with smart home systems.
When writing case studies, identify the
industry, challenge, and how you helped
to solve the problem. Get a written release
if you specify the end user's name
in public-facing communications. If you
don't have their approval, generically reference
the application and industry. Note
that most manufacturers and suppliers
have their own marketing team and often
they will coordinate and write the case
study on your behalf, all they require is
your participation and approval.
3. Make It Strategic: Define and outline
these items before planning your content
calendar:
▶ Who is your ideal buyer, and what
matters most to them?
▶ Which product or service line provides
your greatest revenue source,
profitability?
Security Sales & Integration MARCH 2023
▶ Why market this product or service
now? Define the goal and what success
would look like and keep that
in mind when writing.
Once you've answered these questions,
you can structure your content to
cover the right mix of your core offer as
well as growth components. Track your
metrics from sales revenue and marketing
statistics to constantly adapt your
approach as needed.
4. Eliminate Communication Silos: Being
strategic means actively eliminating
communication silos. Your marketing
team needs to stay actively engaged with
your sales team and get their feedback to
ensure maximum impact. Processes can
help, but the most important factor is to
decide that you will actively engage with
the sales and leadership teams on a regular
basis. Use monthly internal communications
and check-in calls to engage teams
across divisions to boost effectiveness and
ensure the sales team is utilizing content.
Your sales team may find that customers
have more interest in some products/
services than others, and they'll know
why. Or there might be interest in a
specific item amongst prospects in the
market, but delays in product availability
make it difficult to sell. You can leverage
your strengths and stand out in the market
by talking about how you are overcoming
supply chain issues and helping
customers solve problems now.
HEATHER MARTIN is Owner of HRM
Communications.
securitysales.com
SERGEY NIVENS/STOCK.ADOBE.COM
http://www.securitysales.com
Security Sales & Integration March 2023

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