Thanks to the advancement of science and technology, as well as the enhancement of people's security awareness, the demand of mass consumers for security products is increasing significantly. Data shows that the global security market will reach $324 billion in 2022, a year-on-year increase of 117%, of which the size of the intelligent security market reached 45 billion US dollars, a year-on-year increase of 3026%。
The security market is in a period of rapid development, but the number of sellers entering the market is not large. On the one hand, this is because security products have a certain technical threshold, and on the other hand, because it is still a relatively emerging market. So how to break the situation and deepen the security products when they go to sea? The brand we're going to analyze next may give you some inspiration!
Market & User Analysis
In 2022, the global intelligent monitoring market will reach $31.8 billion, a year-on-year increase of 71%, accounting for 70% of the intelligent security market7%。There is no doubt that this will be the preferred sub-category for sellers, because only when the market is large enough, sellers will have a lot of room to play.
North America is the main market for smart home security monitoring, and data shows that the market size of North America will reach 29 in 2022$900 million, and this number is expected to grow to 127 by 2030$400 million. According to SimilarWeb data, SimpliSafe official website 9434% of the traffic comes from the United States, which shows that it is the main target market for the United States, and this is also one of the markets that cross-border sellers can prioritize.
*：similarweb）
Europe is also an important part of the security market, due to the high security products, so it will be more acceptable in economically developed countries and regions. In developing countries, the audience is more concentrated in high-income groups, and the coverage is relatively narrow, so sellers still need to consider carefully.
There are many uses of smart home monitoring, including preventing dangerous events, home care, avoiding the loss of express delivery, etc., so the audience of smart home security products is basically a family with the elderly, children, pets, and people living alone.
According to SimilarWeb data, the proportion of female users on Simplisafe's official website is 4937%, and the proportion of male users is 5063%, the age distribution is relatively even, except for 18 to 24 years old and 65+ years old, these two age groups account for a low proportion, the proportion of other age groups is about 20%, it can be seen that SimpliSafe's audience is very wide.
*：similarweb）
Traffic analysis
According to SimilarWeb data, the traffic to Simplisafe's official website mainly comes from direct access traffic (48.).91%), paid search traffic (20.).39%), organic search (18.).75%）。
*：similarweb）
Google Ads:In the advertisement, SimpliSafe repeatedly reiterated the honors it has received, including "Best Home Security 3 Years Running" and "The Best Overall 2023", which is actually by emphasizing the credibility and recognition of the brand, reinforcing the professional and high-quality brand image, so as to gain consumer trust, and then promote consumers to click and even buy.
In addition, SimpliSafe adds a clear call to action at the end of the ad copy, "Try it Today", which can lead interested users to take action.
YouTube Influencer Marketing:Compared with clothing, accessories and other fast-moving consumer goods, security products are more professional. Therefore, for consumers, detailed and professional explanations will be more convincing. But at the same time, boring introduction** often faces the dilemma of no one**.
In order to break through this dilemma, simplisafe has found a large number of professional celebrities to promote, such celebrities, on the one hand, are experienced and can produce ** that is more in line with the preferences of platform users, on the other hand, its fans also have a certain trust base for the celebrities themselves, so the marketing effect will be more ideal.
In addition to the basic cooperation fee, the promotion cost is directly linked to the order volume, so this is actually conducive to cost control.
Conversion lift analysis
Improving the conversion rate is one of the effective means to reduce the burden of promotion for independent station sellers in this era of soaring traffic, so what is there to learn from SimpliSafe in this regard?
Honor Display:Honors are a means of highlighting the professionalism of a company, and SimpliSafe can help visitors gain the trust of consumers by displaying the accolades it has received and conveying to visitors that its brand is trustworthy. In addition, it is also conducive to creating a more professional brand image.
Extra-long return period:Surveillance hasn't been part of the home for long, so it's a relatively new experience for the vast majority of consumers. Obviously, this leads to more concerns among consumers, and the return period of up to 60 days provided by SimpliSafe provides consumers with strong after-sales protection, which can dispel some consumers' concerns in this regard, thereby promoting conversion.
Generation Monitoring**:Generally speaking, the people who need to install monitoring are busy with their own work, so they need to ensure the safety of their families and loved ones through monitoring. But obviously, busy work, no time to check the monitoring, unable to find problems in time, has become an important reason to dissuade some consumers.
Simplisafe's value-added**, 24/7 monitoring service, can help consumers solve this problem and have a positive impact on conversions. In addition, because it is a monthly payment**, it needs to be paid continuously, so it can also bring long-term income to it and enhance user stickiness.
Discounts for Special Occupations:Special occupational groups include firefighters, policemen, doctors, etc., their work nature is more special, and the awareness of safety precautions is very high, which makes them the main audience of security products.
Simplisafe's special professional demographic discounts not only promote the conversion of this segment of the audience, but also for other consumers, it is also a manifestation of social responsibility, so it can also increase the favorability of other potential audiences towards the brand, which in turn has a positive impact on conversions.
The above is some of our rough analysis of the official website of Simplisafe, if you want to know the detailed strategy of independent station promotion, you can send us a private message to learn more!