M&R helped BTV Systems enhance its digital presence by revamping its website, leveraging search engine marketing, managing social media ads, and improving business listings. The new website streamlined navigation and showcased BTV’s advanced security solutions. Targeted search and display ads significantly outperformed industry benchmarks, while social media campaigns expanded the company’s reach and boosted website traffic. Additionally, business listing management increased conversions through platforms like Google Business.
If any industry requires businesses to adapt to a changing market, it’s the technology world. And few companies in Middle Georgia have demonstrated an ability to adapt to massive changes in the market quite like M&R client BTV Systems.
The company, which has offered installation and repair of commercial security systems for more than 40 years, turned to its partners at M&R to increase its visibility on digital platforms. Its existing website needed a refresh, and its digital advertising and social media efforts needed an overhaul.
With our team’s nearly 200 years of collective marketing experience, we built a new website and offered a number of digital services that have dramatically improved the company’s presence online.
About BTV Systems
The company started in the late 1960s as a television repair shop and thrived in that market, eventually becoming the go-to repair service for most electronics retailers in Macon.
In the late 1970s, as video tape recorders and small, affordable cameras began serving as video surveillance systems, supplementing businesses’ security systems, BTV realized the potential for growth and shifted its focus to installing and maintaining video security equipment.
Today, the company has grown to become a multistate systems integrator that installs commercial security, safety-of-life, access control, and video solutions. The firm proudly offers turnkey security system management for some of Georgia and South Carolina’s most iconic facilities and venues – including the University of Georgia’s Sanford Stadium!
A New Website for a Growing Company
BTV was one of our first clients when we opened our doors, and the site we designed for them more than ten years ago was in need of some attention. Since it launched, not only have best practices in web design and functionality changed, but the company’s offerings have expanded to leverage advanced technologies like AI-enhanced security systems and video verification monitoring.
Our team got to work on a new site, including new SEO-optimized pages for every one of their valuable services. We cleaned up the navigation, making the site easier and more enjoyable to visit. We added more photography to create a more engaging visual design. And, of course, we made sure that the site met all applicable access and security requirements.
Search Engine Marketing Shows Incredible Results
Search engine marketing can be the cornerstone of a compelling digital marketing mix, and it’s driven an impressive amount of traction for BTV. For maximum impact, we leverage both search and display ads for the regional company. Our digital campaign focuses on specific services that BTV provides, such as access control, fire detection, and video surveillance systems.
BTV’s search ads appear at the top of the results whenever someone in their service area searches for any of a long list of keywords related to the company’s services. Their display ads are shown on millions of websites that are part of the Google Display Network.
Our search engine marketing campaigns for the systems integrator have performed exceptionally well when compared to industry averages. In just one quarter, their search engine marketing yielded results well above the industry benchmarks:
| Performance Metric | BTV Systems | Industry Benchmark |
| Click-through rate (Search ads) | 5.19% | 2.41% |
| Click-through rate (Display ads) | 3.62% | 0.46% |
| Conversion rate (Search ads) | 7.62% | 3.04% |
| Conversion rate (Display ads) | 18.81% | 0.8% |
Social Media Ads Have Remarkable Reach
Paid ads on social media presences are a perfect complement to the power of search engine campaigns. A company’s social media ads can target a different audience and offer a different ad experience that’s more centered on building direct engagement and brand recognition.
Through the careful creation of targeted social media ad campaigns, we expanded BTV’s reach and drove a respectable amount of traffic to their website for a potential conversion. In one quarter, BTV’s Facebook ads netted:
- 169,000+ impressions
- Reach of 83,000+
- More than 300 visits to the BTV website
- A cost-per-click of only $0.61
Business Listings Management Drives Even More Conversions
Website, search engine, and social media marketing weren’t the only solutions we leveraged to improve BTV’s online presence. Through our business listing management service, the company now has robust and consistent profiles on more than 50 different directory websites such as Yelp, Apple Maps, and the big one – Google Business.
If you ever needed evidence that your business listings can directly drive conversions, look at these results for just one quarter of BTV’s performance on Google Business:
- 103 clicks through to the BTV website
- 200 “Get Directions” clicks
- 160 phone calls directly from the listing
Want to See These Kinds of Numbers For Your Business? Call Today and Let Us Get Started Building Your Digital Mix: 478-621-4491
The best digital marketing is multi-platform, highly targeted, and aligned to an overall marketing strategy – and we know how to do it all. When you’re ready to make digital pay off for your business in a big way, M&R is prepared to put our considerable expertise to work on growing your company with unique, customized marketing solutions.
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