Fire & Security Directors, use these brilliant tips when blogging to attract new customers
by Jon Law, on February 19, 2019
Since starting work with Fire & Security installers back in 2010, we've generated hundreds of thousands of pounds worth of business through blogging.
And, there's no reason why you shouldn't be able to, too! But, most Fire & Security professionals get blogging completely wrong. This blog post provides 4 tips on how to get your Fire & Security blogging right!
Committing to a blogging ritual is time consuming and so deserves and requires a decent return in the form of sales. But the trick is to ensure you are blogging to attract new customers without making it obvious that you're actively blogging to get new customers.
Nope, that's not gobbledegook. In simple terms, you don't want to be selling your services to customers on your blog.
I'll just say that again DO NOT SELL your services. Most people surf the internet to have fun, not to be sold at! Remember no-one HAS to read your blog post! And this is why they won't give it as much as a second glance.
Unless a potential customer is ready to buy he or she does not surf the internet specifically searching for the best burglar alarm installers in [name of town].
By the time potential customers get round to using these search terms in Google it's too late to influence them, they've done their research.
Now they are using Google as a glorified Yellow Pages directory. Your Fire & Security company will not be discovered unless your website is the top of Google for one of these searches. And that will be your home page or one of your service pages.
Blogging will help your SEO. In the long run it WILL boost your home page visibility if done correctly. But it's no SEO quick fix. Luckily, searchers typing best burglar alarm installers in [name of town] into Google are only the tip of the target audience iceberg, so let's dive below the surface.
Tip #1 - Influence people when they are researching
There are at least two stages to someone's research (or buying cycle):
- finding out precisely what is required to solve their security problem; and
- comparing the solutions offered by a number of local alarm installers.
As a Fire & Security installation company that is blogging for customers, your efforts should be targeted firmly on addressing the problem. And providing information about the solutions.
For instance, if there has been a burglary nearby, homeowners will become nervous and start looking for information on how to secure their property.
- Is a burglar alarm enough to keep both house and family safe?
- What are the components of a complete home security system?
- How do I choose a good installation company?
- How are installers regulated?
- Why should I choose an accredited installer over an electrician?
- What disasters can I avoid by employing an accredited installer?
- What is the false economy of getting a DIY system?
And the list could go on and on. The point is these people are looking for information to help make a decision. If you provide that information you have a golden opportunity to influence that decision.
Draw up your FAQs and provide the answers in your blog posts! You need to be writing directly to your target audience so use plain English and avoid technical jargon (but see below). Aim for 10 FAQs for each service you provide. That's a great start.
Tip #2 - Show people how wonderful your Fire & Security company is
If a home or business owner comes to your website will he/she be able to see how your years of hard work are reflected in your company's reviews from happy customers?
It's all very well saying we're NSI Gold or SSAIB approved but most home and business owners don't really understand what that means.
A simple way to show off your excellence is to include testimonials in your blog posts. Even better, if you get a a great testimonial from a happy customer, use it as the basis for a case study.
All your competitors will say: "we pride ourselves on our customer service!" But can you show how this has been experienced by YOUR customers. This is making the case ins a much stronger way.
Providing testimonials and case study examples will help bring a blog post to life. Empathise with the reader, and assure them that because of your professional approach you always keep clients in the loop. Provide examples of how you provide the best service.
And it is a lot better than writing a blog post that is little more than shouting buy my stuff at the top of your voice.
Tip #3 - Be helpful and bust that jargon
Technical jargon is rife in the world of Fire & Security. The poor home or business owner needs help. Think about who you are writing for and provide that help generously.
It can be as simple as replacing the term PIRs with the word sensors! Speak in the language of your reader.
Remember, you don't want your peers reading your blog post, you want your new customers reading them!
Tip #4 Distribute your blog posts on Social Media
As mentioned above blogging is a commitment. So it makes sense to get the most from each post. Google is your friend. She can help your blog post get found in search, but she's not the be all and end all.
People are on Social Media a lot. Admittedly, most people on Facebook and Twitter are having fun rather than researching Fire & Security options. However, there is scope to get your blog posts seen. Here are a few ideas
- Mix it up. Sharing your blog posts along with local interest, topical and genuinely helpful updates means that when you are promotional people will be more open to you.
- You can target your Social Media promotion efforts with adverts, so the right people see the right posts.
- A Twitter stream is gone in a flash so share your posts more than once. Just do it less often on Facebook and LinkedIn.
- Keep on track. Create a sharing calendar so you know what you have shared when will help prevent you from spamming people. You can easily do this in a spreadsheet.
- Track what works best and do more of it. All the social media platforms have analytics. If you have the HubSpot Ads add on, you can even track which status update brought which lead and customer to your website. Powerful!
There's much more to Social Sharing than this little taster but the message is clear. Social Media helps distribute your blog posts to a wide audience and get more traffic to your website!
We've only scratched the surface here but if you follow these four simple tips your blogging efforts will help you get new clients without any kind of hard sell. No-one on the internet HAS to read your blog posts, so make them enticing...
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