When we started Alarm Grid we struggled with how we were going to stand out in a world of like a trillion other security companies. We were late to the game, no doubt, and in a world with as much competition as there is in an old industry like home security, it seems like there isn’t much you could do to compete with the million minds that have come before you. Since then, we’ve done a lot of fun things that have helped us to gain traction, but my favorite strategy we’ve executed on thus far is our security FAQs strategy. We have built an amazingly large database of super relevant Questions and Answers, and our users love them. Before we begin, let me introduce you to our executive team: Eric is on the left, Sterling is in the middle and I’m the guy on the right.
Like anything done in marketing, there aren’t a whole lot of “new” ideas per se. But the question needs to be how to execute it based on what’s available to you. As I’ve seen Q&A strategies executed previously, I think there are two main ways to put them together. The first is the way companies like SEOmoz or Trulia have done it. Both use their base of strong, engaged communities to answer questions. Trulia relies on users looking for homes to ask, and realtors looking for business to answer. SEOmoz is generally relying on its community members who are interested in seeking experts or being experts to answer and ask questions. This model works really really well. I can’t tell you how many times I’ve had an SEO question or an analytics question and ended up on one of the SEOmoz pages with a good answer from some person I’ve never heard of or met. Very helpful, extremely engaging. The other method is what sites without much of a community do: a bunch of old guys who know their product too well get together in a room and think of 100 questions about their products. Then they answer the questions in 30 words or less, brush off their hands, and call it a day.