Security Sales & Integration June 2021 - 39

OVERALL INTEGRATED MARKETING PROGRAM (SMALL TO MIDSIZE COMPANY)
B Safe Security
Virtual Pivot Proves Profi table
The security industry is lucky in that it is one
of the few that can be considered generally
recession-proof. However, that does not mean
companies will go totally unscathed, especially
in the case of a pandemic where people don't
want anyone outside their immediate family
entering their home. Security companies rely
on face-to-face interaction to help sell their
solutions. The pandemic took this tactic out of
the playbook and forced companies to get creative.
Wilmington, Del.-based B Safe Security
was no exception.
COVID-19 knocked the company's second
quarter RMR and install numbers down to 71%
and 67% of its Jan. 1 planned projections, according
to Anthony Paparo, B Safe marketing
manager. This caused the company to pivot its
marketing eff orts and create the Care During
COVID Program, which utilized social media,
virtual consultations, newsletters, blogs, SEO
and Google reviews. The program was responsible
for a third quarter in which the company
brought in 107% of its planned RMR and 100%
of its planned installations revenue.
" This multifaceted shift in adjusting for the
times led to great success. Our social media
following grew by an average of 16.25%. Our
content consists of four diff erent categories:
new information about our virtual consultations,
fi ve-star reviews, videos and helpful blog
posts off ering safety/security tips. Posting
these fi ve-star reviews has helped build brand
trust. Our videos inspired new visitors to check
out our website, " says Paparo.
He adds that the company's presence on
Google My Business drove new client growth
and a 26% increase in its review total during
that time. A major component of that success
has been thanks to optimized SEO. In 2020,
more than 120,000 searches found B Safe
with 86% of them being " Discover " searches,
meaning the company was found organically.
April saw the implementation of a virtual
assistant, B Safe Bobby. This virtual assistant
drives virtual consultations on the integrator's
website via an easy three-step process.
" Customers use an orange 'Click Here' button
securitysales.com
to begin, choose a
time and complete a
simple form, as well
as send pictures if
necessary, " Paparo
explains. " They could
then get their virtual
consultation from a
consultant without
even having them in
their homes. On April 15, every security consultant
in the company was given a guide to operating
Zoom and facilitating this new reality. "
The company was also sure to utilize its
blog, saying it was one of the fi rst companies
in the security industry to off er COVID-19
safety tips. Other blog topics include a guide
to its virtual consultations, security tips during
isolation and Fourth of July safety tips.
B-Safe also tweaked the content of its newsletters,
moving away from advertising its solutions
and more toward " providing happiness,
safety and ways to assist those needing help. "
The month of May featured a #ChalkItUptotheHelpers
campaign to thank essential workers
with chalk drawings on sidewalks. July featured
a call to sign up for the Ronald McDonald House
Virtual 5K. The company says its 27% open rate
was 14% higher than the industry average.
Another initiative B-Safe put into place
during the pandemic was creating a dedicated
security specialist specifi cally for clients looking
to move. This aided the company in completing
transitions and signing the contracts.
" Our December was the best in our company's
history. This sales growth and resurgence can
be felt throughout our 15-person sales team
as with this marketing support many of our
salespeople are doing as well as they were
pre-pandemic; some are posting even higher
numbers than before March 1, " Paparo says.
COVID-19 may have knocked B Safe down,
but it proved that it could not be knocked
out. Armed with a new online strategy, virtual
assistant and moving program, the company
has created a road to success it can safely ride
into the future.
Virtual assistant B Safe Bobby
let customers set up a virtual
consultation in three easy
steps.
JUNE 2021 Security Sales & Integration 39
http://www.securitysales.com
Security Sales & Integration June 2021

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