Internet Marketing for Integrators

By: John Honovich, Published on Jul 28, 2012

Terrible best describes most integrator websites. Antiquated, wacky or generic are common descriptions that come to mind. Fortunately, it does not take much money to correct this. Indeed, snake oil salesman who typically charge a lot will generally make things worse. In this note, we break down the most important steps to develop strong Internet marketing optimized for security integrators and why focusing locally is so important.

No Dancing Robots

I cannot stress this enough - no dancing robots, no flash based sites, no automatically streaming audio. In general, no gimmicks. Think I am kidding? Check this website from a well known remote monitoring company:

dancing robot

For whatever reason, many security people think this makes them look cool. Unless you are selling robots, action figures to 8 year olds or flash websites to people in 2002, just avoid this.

Use Standard Layouts

Using standard layouts, like Wordpress and their commonly used themes, makes an integrator look like a modern business. Avoid doing it yourself or hiring a local web designer. Standardized websites are essentially free and, more importantly, incorporate years of web best practices. You can also simply modify the content and aesthetics on your own whenever you want.

Focus Local

Overwhelmingly integrators only serve customers within 100 miles of their office(s). Despite this, their websites typically make little mention of their local market, looking like a crappy attempt at a global security site. If you have a single office in Albany NY, proudly and prominently declare yourself as "Albany's Best Security Integrator" or "Upstate New York's Finest Integrator." The chances of an Albany integrator getting projects in Manhattan or Boston are very low. Equally importantly, by not making this clear, people from Albany may quickly leave your site, thinking that you are not a fit to them.

In a global marketplace with billions of people online and tens of thousands of competitors, integrators have one consistent advantage - their physical presence. Make the most of it by focusing their website on how they serve their local market and who they serve. End users can get general security information from hundreds of large companies but there are very few who can speak to serving their town, city or community.

Get Notified of Video Surveillance Breaking News
Get Notified of Video Surveillance Breaking News

Ignore Traffic Numbers

99.99999% of people on the Internet are irrelevant to an integrator's business. Having them come to your site is useless. Ultimately, getting 1 new customer each month from the website would be a serious boost to most integrators. Unfortunately, unlike real life marketing, the number's game is more complex. If you meet 1000 people at the local convention center, you will likely get a number of customers from it. However, you can get 10,000 visitors on the web and if they aren't qualified, it will have no value. Focus on making the website appealing to local buyers and you can do very well even from tiny traffic numbers.

Showcase Local Projects

Many integrators have boring client lists - typically a series of bullet points with client names. While it is certainly good to cite local clients, use the power of the modern web to share pictures and videos from those clients. If you are going to 'blog', ignore generic technology topics like H.264 or multimegapixel cameras (that most end users either do not care about or can get better information elsewhere). Show them how you used technology to solve problems at one of their neighbor's businesses. Prospects will view this as fairly unique (where else can they get local case studies from down the block?) and highly relevant to their own needs.

Live Streaming Video From a Local Attraction

While some integrators stream a camera from their parking lot, if you really want to wow people locally, set up an IP camera at a local attraction. It can be a beach, a monument, a lookout, or anything that people locally take pride in. Make sure to use the highest quality IP camera you have, keeping in mind that people will view this day and night (I'd recommend a WDR / low light 720p or 1080p camera like the Q1604). Overlay the company logo on the stream, embed it on the website, let other local businesses use it.

This lets integrators showcase their overall technology skills while promoting something that the community likes. It is a good conversation starter and can help local buyers remember the company.

Beware of SEO

Search Engine Optimization is more hype than substance, especially for the typical integrator. Good SEO consultants will charge thousands of dollars per month, a hard to justify number with questionable results. Black hat SEO services will offer thousands of links for tens of dollars. However, most turn out to be worthless and some can make things even worse for you with Google.

To the extent that you try SEO, focus local. Don't try to rank #1 for "security integrator" unless you are an ADT. You'll just waste a lot of money and get leads that do not convert. However, do try to rank or pay for ads for local related terms like "Albany security integrator" or "Albany video surveillance", etc. These are far less expensive (typically 1/10th the cost or less) and will result in far more targeted leads.

The Value of Email

Email can be extremely powerful as long as you do not emulate the Chinese manufacturer approach of spamming people with 'buy now' offers. Just like the site, focus the emails on local information, such as a case study of a local project you just completed. Emails help get prospects thinking about you even if they are not ready to buy (or upgrade) now. It builds awareness and name recognition such that when they are ready a month (or a year) from now, they think about calling you. While they may rarely go to your website, a periodic email with relevant local information will keep you top of mind.

Website as Validation

Websites are equally important to validate an integrator during the buying process. A strong website can help a buyer get approval from their boss or management. While they may not interact with an integrator or visit an integrator's office, they are quite likely to look at the company's website. Indeed, an integrator should refer them back to the website (as well as get them on their email list). A website that is modern and provides local case studies will go a long way to building confidence within the buyer's organization.

Comments : PRO Members only. Login. or Join.

Related Reports

Mobile Access Usage Statistics 2019 on Jul 18, 2019
The ability to use mobile phones as access credentials is one of the biggest trends in a market that historically has been slow in adopting new...
ZeroEyes Gun Detection Startup on Jul 16, 2019
A gun detection video analytics startup, ZeroEyes, is being led by a group of 6 former Navy SEALs, aiming to "save lives" by using AI to assist...
Poor OSDP Usage Statistics 2019 on Jul 09, 2019
OSDP certainly offers advantages over decades-old Wiegand (see our OSDP Access Control Guide) but new IPVM statistics show that usage of OSDP, even...
Bosch Integrating Sony Video Security Sales And Marketing Team on Jul 03, 2019
What is the future of Sony in video surveillance? In 2016, Bosch and Sony announced an atypical 'partnership'. Now, Bosch tells IPVM that they...
Directory of 60 Video Surveillance Startups on Jun 25, 2019
This directory provides a list of video surveillance startups to help you see and research what companies are new or not yet broadly known. 2019...
IFSEC 2019 Show Report on Jun 19, 2019
The UK's largest trade show, IFSEC, is underway and IPVM has been examining what is new and happening at the show. Inside, we cover: Huawei...
Biometrics Usage Statistics 2019 on Jun 17, 2019
While face and fingerprint recognition are used regularly for smartphones, it is not as common in physical security. In this note, we examine...
ADT Eliminating Acquired Brands, Unifying Under 'Commercial' Brand on Jun 14, 2019
ADT is eliminating the brands of the many integrators it has acquired over the past few years, including Red Hawk, Aronson Security Group (ASG),...
Favorite Wireless Manufacturers 2019 on Jun 12, 2019
Many wireless options exist for video surveillance but how are integrator's overall favorites? 170 integrators answered the question: What is...
Axis Will Not Block Resellers on Jun 10, 2019
While Axis generally has strong favorability amongst integrators, the biggest complaint is their channel model, which results in smaller integrator...

Most Recent Industry Reports

History of Video Surveillance on Jul 19, 2019
The video surveillance market has changed significantly since 2000, going from VCRs to emerging into an AI cloud era.  The goal of this history...
Mobile Access Usage Statistics 2019 on Jul 18, 2019
The ability to use mobile phones as access credentials is one of the biggest trends in a market that historically has been slow in adopting new...
New GDPR Guidelines for Video Surveillance Examined on Jul 18, 2019
The highest-level EU data protection authority has issued a new series of provisional video surveillance guidelines. While GDPR has been in...
Wyze AI Analytics Tested - Beats Axis and Hikvision on Jul 17, 2019
$20 camera disruptor Wyze has released free person detection deep learning analytics to all of their users, claiming users will "Only get notified...
Anyvision Aims For 2022 Revenue of $1 Billion on Jul 17, 2019
Only 3 video surveillance manufacturers do a billion dollars or more in annual revenue - Hikvision, Dahua, and Axis. Now, Anyvision plans to join...
HD Analog vs IP Guide on Jul 16, 2019
For years, HD resolution and single cable signal/power were IP camera advantages, with analog cameras limited to much lower resolution and...
How To Troubleshoot Wiegand Reader Problems - Inverted Wiring on Jul 16, 2019
Wiegand is the dominant method of connecting access readers, but problems can arise for installers. In fact, one of the most difficult reader...
ZeroEyes Gun Detection Startup on Jul 16, 2019
A gun detection video analytics startup, ZeroEyes, is being led by a group of 6 former Navy SEALs, aiming to "save lives" by using AI to assist...
Motorola Acquires Watchguard, Adds to Vigilant And Avigilon on Jul 15, 2019
2 years ago, Motorola had no position nor relevancy to video surveillance. Now, they own major video surveillance, LPR and body camera providers...
Hikvision Global News Reports Directory on Jul 15, 2019
Hikvision has received the most global news reporting of any video surveillance company, ever, ranging from the WSJ, the Financial Times, Reuters,...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact