Making Marketing Content – A Workshop For Security Professionals Presented by: Matt Ashton | Robbie Danko Samantha Bresnan On behalf of the PSA Sales & Marketing Committee

Introduction Who is PSA Security Network? Benefits: The world’s largest electronic security cooperative Chances are, your company is an owner! www.psasecurity.com Benefits: National Deployment Program Competitive Bid Program Competitive Pricing on Leading Equipment Committee Engagement | Networking | Education https://www.psasecurity.com/education/committees/sales-and- marketing

Learning Outcomes LEARNING OBJECTIVES Develop content that is social media ready Create templates for customer-facing documentation and presentation materials Produce a 60-second video that can be uploaded to YouTube and get your message across in a clear and concise manner

SOCIAL MEDIA CONTENT

Social Media Define your target audience Determine your message Decide on your platform Dive IN!

Most Socially Shared Content Infographics–incredibly engaging; humans process visual info faster than words interactive content –the Quiz; user does something rather than consume it Content That Evokes Emotion–strong positive emotion; happy emotions get more shares doesn’t matter what industry you are joy-interest-anticipation-trust Content with Images–image rich content is incredibly shareable; the eyes and the brain gravitate toward it, engage with it, and share it List Posts–people love to share lists and infographics (21,000 shares/mo), Headlines are magnetic, has a certain number of points, the public feels they benefit from a list post therefore share on social media Newsworthy Content–Changes, additions, acquisitions, promotions, community involvement

Crafting Your Message Intended audience What you want them to hear, see, feel What you want them to remember Linking to company website How do you say it Word count Cadence Sequence Special effects (bold, italics, color) Supporting image, video or other content

Tools Free pictures – Pexals.com Media ready images – canva.com Scheduling distribution Hootsuite Tweetdeck

CUSTOMER FACING CONTENT

Types of Content Website Collateral Tradeshow Setup Proposal Documentation Cover page RFP Responses

What Is Being Communicated Company Background Areas of Expertise Differentiators How Services are Delivered Advantages of Working with You

Key Considerations Consistent Language Visual Appeal Terminology Writing Style Conversational Assumed Expertise/Expectation of Common Knowledge Visual Appeal Consistent branding Color selections Logo Names of products/services Definitions How the content is distributed/accessed Is it obvious why someone is reading your information Relevancy and Timeliness

CREATING A VIDEO

Creating a Video What should your video be about? What is the goal of your video? Who are you talking to? How can you use video to communicate your main idea?

Steps To Create Video Sources/Creation of Images Sources of Audio Sources of Video Uploading/Creating Timeline for Video Hosting the Video Promoting the Video Social Media Website YouTube Channel Email Signature

Questions??? Matt Ashton | matt.ashton@securadyne.com | 330-418-7933 Samantha Bresnan | SBresnen@integratedprotection.com Robbie Danko | rdanko@lvcinc.com | 952-693-6532