6 Ways to Get Dazzling Digital Security Sales & Marketing Results

Leading authority shares SEO, CPC and CRM secrets with SSI Summit audience.

ATLANTA – One Firefly CEO Ron Callis delivered one of the most powerful single-presenter sessions during the first Security Sales & Integration Summit.

Titled very straightforwardly “Integrated Digital Marketing and Sales,” the 75 leading security integrator executives in attendance kept busy taking copious notes and snapping off many smartphone photos of the PowerPoint slides.

These were Callis’ main takeaways . . .

1. Be Mobile Friendly

Company websites must be mobile friendly as smartphone web access has now surpassed PCs. Furthermore, Google evaluates mobile friendliness as part of its search algorithm.

2. Integrate Organic and Paid Placement

Do not prioritize paid Google search placement ahead of organic placement. Considering organic placement results in 8.5 times more clicks, but paid brings 1.5 times more sales conversions. The best strategy is an integrated approach that addresses both alternatives.

3. Blog Often

Blog, blog, blog. They are far and away the top influencer for search engine optimization (SEO). A big reason for this is because blog pages typically contain lots of other SEO-friendly elements, although Callis cautioned against making those pages too busy.

4. Utilize Facebook

Facebook is just the most precise and best value in targeted marketing today. Callis said its cost per click (CPC) is much less costly than Google Adwords. And adults average 22 minutes on Facebook daily.

5. Drive Reviews

Companies need to be proactive in driving reviews for their business online, be it Yelp! or any of the other popular consumer review platforms. Positive reviews are not only compelling to prospective customers but they also come up high in Google searches. Callis recommended setting up a customer loyalty program to drive reviews, and example was offered by ADS Security, which offers customers free service for seven referrals.

6. Utilize a CRM to Track Leads

Tracking leads through a well-orchestrated customer relationship management (CRM) platform was also advocated. Callis suggested 100% of integrator company leads funnel into their CRM platform. He also urged companies to go paperless, saying it is not only more convenient for the customer but also streamlines and boosts operational efficiencies for the integrator business.

Organized by AE Ventures, The SSI Summit was held Nov. 2-4 at the Omni Hotel and Georgia World Congress Center. The conference was co-located with the CE Pro Summit and Commercial Integrator Summit whose associated publications are EH Media sister magazines to SSI.

Collectively billed as the Total Tech Summit, the combined attendees’ companies account for $5.38 billion in revenues and 339,000 yearly installations. Next year, the event moves to Orlando, Fla.

Click here for a photo gallery of Callis’ marketing presentation.

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About the Author


Scott Goldfine is Editor-in-Chief and Associate Publisher of Security Sales & Integration. Well-versed in the technical and business aspects of electronic security (video surveillance, access control, systems integration, intrusion detection, fire/life safety), Goldfine is nationally recognized as an industry expert and speaker. Goldfine is involved in several security events and organizations, including the Electronic Security Association (ESA), Security Industry Association (SIA), Security Industry Alarm Coalition (SIAC), False Alarm Reduction Association (FARA), ASIS Int'l and more. Goldfine also serves on several boards, including the SIA Marketing Committee, CSAA Marketing and Communications Committee, PSA Cybersecurity Advisory Council and Robolliance. He is a certified alarm technician, former cable-TV tech, audio company entrepreneur, and lifelong electronics and computers enthusiast. Goldfine joined Security Sales & Integration in 1998.

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