You’ve probably heard of the fire protection industry. You probably think it’s just installing fire extinguishers and moving onto the next building.
Well, that’s what I thought until I actually began working in the fire protection industry. Today, I am almost at my one year anniversary, so I thought I would compare my initial beliefs with the truth I’ve gathered over the past year.
Fire Protection Industry Insights from a Marketer
Coming from the nonprofit industry, as well as previously working at a marketing agency, I’ve learned that every buyer persona is different. Some of the differences I’ve learned about marketing to the fire protection buyer persona compared to past personas are:
Previously, after almost every blog post, I’d have to email certain prospects about it. In the fire protection industry, forget about it.
Fire protection customers just want quality fire protection at a great price, they want to stay legal and that’s about it.
Emailing over and over again will result in tons of unsubscribes. Unless you are emailing about a new code (and a solution), promoting a new service, or providing safety tips, there is no real reason to email.
BOTTOM LINE: Fire protection is a “set it and forget it” type of industry. Customers don’t want to be bothered with it (or reminded of it) with your emails every week.
Search Engine Optimization (SEO) is how you make changes to your website so that you appear online when your customers are searching for a solution. The problem is that you need your website to appear to local customers.
In previous work history, it didn’t matter if someone was in California or Ohio. If they were looking for a new website or looking to have their direct mail campaign improved, I wanted them!
In fire protection, it’s quite the opposite. You need to optimize your site for local businesses.
Changes in my marketing that I’ve had to adopt are:
- Making each of our locations its own dedicated page
- Working on collecting Google Reviews
- Creating Google My Business Pages for each location
- Claiming local listings for each location
BOTTOM LINE: Fire protection is a local service industry, so you need to setup your website/content to appear for local searches (for example, “fire protection company near me”, “Fire alarm inspection near me”)
Fire Protection Industry Insights from a Collection Specialist
I’ve learned the importance of having and maintaining a fire protection system. I believe that it’s easy to take fire protection and safety for granted. I pass fire extinguishers on walls all the time and pay no mind to them. However, they save lives. They function like air, gas and water. They need to be maintained.
In general, I know a lot more about how complicated and expansive fire protection products and services range, and the level of detail we need to pay to the safety of others.
Other Fire Protection Insights We Learned
- “Portables”… is short for portable fire extinguishers that hang on walls.
- A smoke aspiration system is a piping system that continually samples air to detect rising temperature levels (most expensive and most proactive way to detect a fire).
- There is a lot that goes into a fire alarm inspection besides just making sure the alarm works.
- A CCTV system is capable of identifying motion, and then it’s able to play on the recordings, only time when motion was sensed.
- You can test a heat detector by shortening the circuit and checking the alarm panel.
- You test smoke detectors by using a sensitivity machine.
- For indoor fire training, a Bullex Machine can be used to simulate a real fire.
- From attending multiple tradeshows and displaying the Bullex Machine, we know that approximately 33% of people would be able to successfully put out a fire.
- How a restaurant fire suppression system works and what’s included in legal inspection.
- How Shepherd Filters are a great alternative to traditional hood cleaning.
It’s been a fast year, one which we came into the fire protection industry knowing nothing. But when you talk to customers, talk to fire protection technicians, and hangout with salespeople, you tend to pick up on industry trends.
We are both very excited for year 2 as every day we get to expand our knowledge about the ways our processes keep customers safe.