scDataCom found great success with its digital marketing efforts, which it conducts in-house to avoid consultant fees and achieve maximum ROI.
Savannah, Ga.-based scDataCom is proof that it doesn’t take a giant corporate marketing team to create effective outreach campaigns that connect with customers.
The small family-owned company with 25 employees has four foundational marketing themes that it integrates into all of its marketing content: Innovation, Thought Leadership, Community and Workmanship.
The four themes represent the company’s core values and mission as well as focus areas that it recognizes as of heightened importance to its present and future customer base. Across all its marketing, whether it be via its website, social media, e-newsletters, slide decks, business cards, online case studies, customer testimonials, and “snail mail” direct mail, scDataCom maintains consistency.
The company’s logo uses Navy blue to invoke trust, loyalty, and security, along with yellow to appeal to the intellect, enthusiasm, and inspiration of its customers.
Among those focus areas that scDataCom highlights in its award-winning marketing are how the company can assist commercial clients with faster and better business intelligence, offer an improved emergency response in an ever-changing threat environment, and help employers adapt to new conditions in a post-COVID remote-work environment.
One way that outreach is achieved is through a series of online webinar-style discussions dubbed Tech Talks in which industry-leading manufacturers discuss pain points by sector and offer solutions.
scDataCom also uses its social media platform as a management tool by regularly introducing new employees and showing appreciation to its staff via online posts. The social media usage is also designed to reinforce to the community that scDataCom’s team members are also members of the local community that they serve.
The company also mails printed letters that itemize the capabilities of the company and make a more personal introduction of new staff members to clients.
“We treat each client as if they are our neighbors and believe that getting to know their needs will help us better serve them,” says Destiny Mojica-Taylor, business development strategist for the company and a prime example of the “new generation” of marketers in the industry.
“Quality, not quantity, is of essential importance to us, and highlighting our technicians’ attention to detail and workmanship is how we illustrate to our customer base what they can expect from scDataCom. Our team is comprised of experienced salespeople, highly trained and certified engineers, and licensed and certified technicians that take pride in their areas of expertise. Capturing real-time photos and videos of our approved disclosed projects has impacted our social media and email engagement in a positive way.”
The success of these strategies can be seen in the analytics. In 2021, the company’s website attracted 4,505 new unique visitors, of which 492 came from client referrals and 290 from social. In all, 67.75% of the company’s 583 new leads originated from its integrated marketing and public relations efforts.
Of those leads, 142 of them became new clients that translated into $500,000 in new business and “millions of dollars in new opportunities,” according to Mojica-Taylor. “Notably, these efforts were conducted in-house so the company was able to avoid consultant fees and achieve maximum ROI for our digital marketing efforts.”
The company was named the SSI 2021 Small to Midsize Installer of the Year at last year’s SAMMYs.