Fire Protection Industry Marketing Strategies in 2020
2020 will go down as one of the strangest years that anyone who did not live through the World Wars has experienced. With the onset of Covid-19 at the beginning of the year in the Chinese province of Wuhang to a full-blown worldwide lockdown around Easter to the current situation, we all find ourselves in 2020 will not be remembered in a positive light.
The fire protection industry like every other industry has had to adapt to the current situation. Where normally manufacturers work around international exhibitions to showcase their latest equipment to an international audience of trade and end-users the onset of Covid-19 has seen all exhibitions canceled. In fact, the only major international industry exhibition to take place in 2020 was Intersec in January.
Even sales representatives who spend their days traveling to meet potential customers and performing product demonstrations have all but stopped. International business travel is down dramatically in 2020 compared to 2019.
In fact, only the major food retailers and online businesses like Google, Facebook, Amazon, and delivery companies have really seen good growth this year. Even though most companies have seen overall sales revenues decreases they also report that online sales and online activity have dramatically increased.
When we think about working in 2020 this is very logical as more staff work from home and business travel has all but stopped. Potential customers are using going online to search and research the products they need. Making contact with companies through easy to navigate industry-specific digital product guides or via website contact forms. From there, customers are being contacted through the many conference video facilities that are available.
Adapt and Survive
The smart companies are already looking to adapt and survive and making sure that their websites are up to date, easy to use, and invite customers to ask questions. They also need to provide a good example of their products and the advantages these bring, through video demonstrations, images, and detailed product specifications.
But how do you drive traffic to your website?
The smart marketing specialists have for years promoted their products, brand, and companies digitally creating product sheets, interactive product guides, product demonstrations videos, company presentation videos. They have also searched for high-quality websites to provide links to help them climb the Search Engine Rankings in Google also known as SEO, search engine optimisation.
Websites like Fire Safety Search were way ahead of the industry back when it first launched in 2011 but nowadays seem like part of the landscape for the international fire protection and fire safety industries providing news, product information, and a knowledge base from some of the industries most respected associations and experts.
In 2011 it was essential to have a website however in 2020 it is essential you have a modern responsive website and invest in promoting that website using online exposure and creating inbound links from high-quality industry-relevant websites.
September 2020 has seen Fire Safety Search record its largest-ever monthly figure for site visitors as professionals working from home or in the office without the opportunity to travel use its extensive fire safety guide and research the products need to protect assets and life from fire.
What about the future?
Of course, we all hope that a number of vaccines will be found and within a year or so the world will open its doors again but there is no doubt this will have significantly changed the way we work and do business and ultimately marketing activities.
If you would like help improving your digital marketing, increasing interested visitors to your website, and ultimately create online sales enquires there is no better solution for the international fire protection industry than Fire Safety Search.