Case Study: Alarm and Home Security Company

Background

Shortly after the new client website launched, we could show a large number of leads that led to new incoming business and revenue, giving a ROMI of over 600% for our client’s invested capital. The foundation for digital growth began with extensive strategic work aimed at shifting to a digital sales process.

Using digital Pull Marketing strategies, we laid the foundations for the business, sales, and customer relationships so the client would be able to grow properly. The company had many years of positive growth, but they were aware that their traditional sales processes would be further challenged and that new processes would be required. The partnership started in early 2018. The company, which lacked a digital presence at that time, works with various types of security systems for both individuals and companies.

Some insights, tips & lessons that we have brought with us in the digital transformation are:

• Get digitally mature, prepare your organization for digitalization by investing time and focusing on strategy, not just to survive, but to thrive.
  TIP: Ask yourself the question: “What would the most optimal organization look like if we started completely from scratch, without any baggage?”
• Manage fears and internal politics through transparent discussions, and with external support with competence and resources where needed.
  TIP: Challenge intuition-based decisions and work with an external specialist to create results internally.
• Be completely data-driven in all decisions. Prioritize data-driven strategies and follow-up regularly to track developments and show success.
  TIP: Find out how your interest groups act digitally and participate in your interest groups’ research process. Interact with them early and at the top of the sales funnel as well as in the lower levels of the funnel.
• An effective digital strategy does not require you to do everything. Focus on being successful in a few things instead and do everything properly.
  TIP: Invest in mastering a few digital marketing skills and be consistent with them.

“We needed to develop our business digitally but we didn’t really know-how. This is where GO MO Group and Henrik helped us in a fantastic way during the journey both as a partner and as an advisor. Their assistance has led to a constant flow of leads and has opened up new opportunities for us as a company that we will continue to develop.”

Problem

The security and alarm industry is characterized by fierce competition. The client made the important strategic decision to win back the customer dialogue by positioning themselves on the platform where the majority of people begin their buying journey: Google.

Lack of visibility to potential customers

The goal was to rank high among Google’s organic search results and create a website that could translate relevant traffic into new business. In short,  the goal was to increase the digital presence and to close the gap between marketing/communication and sales. SEO content was produced to increase brand awareness in selected product areas. This lets the client communicate in the “top funnel” and become part of their customers’ buying journey at a very early stage.

Website loading speed and user experience

The old website did not support customers’ new digital buying process. Among other things, the website had landing pages that took a very long time to load. Surveys have shown that if pages take over two seconds of loading time, more than 50% of users leave the page directly. There was a general need for a revamp of the website’s UI (appearance) and UX (user-friendliness) as it did not reflect the company’s message and the values that underpin the company. Another challenge was that the website was in the hands of a former supplier, which put restrictions on adjusting and updating the site smoothly.

Risks and business potential

Not being visible in the product segments where you are strongest is bad. Not owning your brand digitally is a disaster. Sticking to traditional “door to door” sales processes, there is a great risk of creating a customer need that a competitor then fulfills digitally. Your salesperson might get rejected but create a need in the customer, who then goes online to fulfill that need – if your competitors are more visible online, they will get the sale.

This risk can be difficult to identify in a company that has been around for a long time and that has progressed well despite following the same old tracks. Human habits have been digitized and the last thing you want is to look back and think “we could have boarded the train, but now it’s too late”. One of the biggest mistakes companies make is setting high ambitious growth targets that are not supported by digital and realizable strategies.

The value of owning your brand digitally is invaluable – it is an absolute requirement nowadays.

Out of almost 80 relevant product-related queries on Google, the client was only visible on a few keywords that appeared on the front page of Google prior to the digitization journey. The keyword analysis showed a digital growth potential of more than 500%.

“If you structure your website with an engagement of SEO and web development, the results will be fantastic”

Solution

The process followed by GO MO Group and the client looked as follows:

• Digital marketing analysis (including website analysis, competitor analysis, and keyword analysis) as well as the creation of a digital growth strategy
• Analysis of user experience and design with subsequent new design sketches for a new website
• A suggestion for the website’s look and functionality, focused on optimal UX (user experience)
• Development of the website, its digital interaction tools, and its content including texts and visual content
• Continuous work on SEO, lead generation, and further development of the digital sales process

GO MO Group provided recommendations based on the client’s starting position. The vision was clear, and the initial analysis provided many actionable insights into how the vision could be realized. The recommendations included page speed, code/text ratio, and UX and UI improvements, and customer-centric communication throughout.

By creating new content tailored to their target group, we helped our client capitalize on demand from existing potential customers simply by adjusting to their search behavior. We created landing pages, customized links, and optimized website speed which led to fantastic results. The launch of the new website contributed, among other things, to a significant increase in traffic to the website:

• 20% increase in organic traffic
• Significantly lower bounce rate, a 30 % decrease

Results

The efforts resulted in several new deals, higher brand awareness, and digital growth.

Henrik Anderberg, Head of Client Success at GO MO Group was responsible as well as was a strong driving force in the change, provides insight into the collaboration.

What are the most important insights you take with you from this project?

Three main insights:

• You have to work in parallel with web development and SEO. This is how you achieve results in the short term (within 12 months)
• Commitment by the client and management team is critical to the success of the project and the partnership
• If you base your decision on a data-driven digital growth strategy, you will never make a mistake, as long as enforcement is in place. It ensures that ideas and strategies are further developed in the same direction, but even faster. It is important to have a flexible budget process so that the company can quickly respond to new potential

What were the biggest challenges?

Two main challenges:

• The lack of knowledge and understanding of digital marketing or data at a management level
• When the marketing succeeds and is handed over to sales, a different part of the organization, the new process is affected. This means that a part of the organization, which has not previously been involved in the work, needs to change its way of working with limited background and knowledge. This change takes time, which means that the end result can be delayed if the organization is not agile

Insights and Conclusion:

Establish a vision with the management early on and set clear goals – align your marketing goals with the company’s primary goals. This makes it easy to set up clear KPIs and to follow up on how the marketing investment develops. It is crucial to ensure measurability all the way: from Google rankings of the website, down to actual sales or other transactions. From follow-up of MQL, and SQL, to the actual sales.