AlarMax: A Strategic Surge in Social Growth
2000% increase
in reactions
123 followers
gained
Ranked #2
in total engagements
Scope
Brand Messaging
Social Media Strategy
Crafting Organic Content
Metric Tracking + Analysis
Campaign Highlights
AlarMax LinkedIn page reactions increased by over 2,000 percent in 2 months
AlarMax LinkedIn page was ranked #2 in total engagements for December compared to its industry competitors
AlarMax LinkedIn page gained 123 loyal and engaged followers in 2 months
The Client: AlarMax
Founded in 1990, AlarMax Distributors set out to become a trusted partner for its customers by offering the newest technologies, continuous training programs, and exceptional customer service to support and encourage their success in the rapidly evolving industry. Today, AlarMax is a leading national distributor supplying professional contractors, dealers, and installers across the US with state-of-the-art solutions from the industry’s leading manufacturers of intrusion, fire, video surveillance, access control, residential & commercial audiovisual (AV), communications, structured cabling, and home automation products.
The AlarMax brand is known for its people, with many of its leaders boasting long tenures of supporting the AlarMax community, giving customers confidence through partnerships and expert advice through their years of experience. AlarMax team members work with manufacturers to advance innovation and provide customers with hands-on, in-person training programs and materials to improve their professional development. The genuine relationships between the AlarMax team and their customers and manufacturers make a partnership with AlarMax unmatched.
Challenge
For 33 years, AlarMax communicated consistently with its customers through in-person interactions, developing a solid foundation for these relationships. The team expanded its digital communication by introducing e-newsletters, followed by a LinkedIn page in February of 2023, to broaden its reach to current and potential customers. With a team stacked with AV/security industry experts and veterans dedicating their time to supporting their customers in person, the AlarMax team soon realized it required additional bandwidth to develop a strong social media strategy.
AlarMax partnered with Caster in October 2023 to kick off a new PR program, with one of its goals to enhance the company’s LinkedIn presence. AlarMax hoped to leverage the platform to communicate company updates, highlight products from vendor partners, promote upcoming training programs, and boost industry news. With the new strategy, AlarMax and Caster would strive to unify the company’s messaging across platforms, aligning content with news announcements and e-newsletter rollouts.
Strategy
Caster began to develop the new social strategy by performing a social media audit. The findings served as a guide to inform a new cadence frequency based on performance history, campaign topics, and target audiences. Caster also evaluated how the new cadence would support news announcements and prioritize proactive brand leadership. To ensure consistency, Caster established a process to approve and publish drafts with oversight from the PR team.
Next, Caster created a calendar serving as a month-over-month planning guide for the new cadence, highlighting the opportune dates, times and topics to share based on the performance analysis. After identifying core topics that AlarMax wanted to highlight on their LinkedIn page, Caster created engaging campaigns to engage, educate and excite the company’s audience. Spotlights on AlarMax executives, branch managers, and vendor partners, as well as news announcements, thought leadership articles and training event promotions quickly filled the calendar.
To draft LinkedIn posts for the AlarMax page effectively, Caster worked closely with AlarMax executives to develop core messaging that encapsulates the brand’s background, mission, vision, voice, and target audience. Caster embodied the voice of the company and portrayed its mission of fostering relationships with its customers by delivering exceptional products and services in each draft while tailoring content to the page’s audience of contractors, dealers, and installers. In addition to including relevant hashtags in each post, Caster prioritized engagement by tagging applicable individual and company accounts. This tactic would increase visibility for current followers while also reaching potential new followers. Caster also incorporated lead-gen strategies through calls to action that fueled link clicks to content on the AlarMax website.
To ensure continuity and consistency, Caster established a routine involving drafting posts and campaigns in monthly batches and sharing the content calendar with AlarMax executives in advance, giving them time to review and provide feedback and Caster time to edit and receive approvals while remaining on schedule. This workflow also enables Caster to continuously evaluate the cadence, reserve algorithm space for organic engagement, and identify engagement trends and patterns to inform upcoming campaign strategies.
Results
In just two months, Caster’s work on the AlarMax LinkedIn page achieved incredible results, increasing total post reactions by over 2,000 percent, reposts by 100 percent, and followers by 123 profiles. Validating Caster’s time investment in brand voice and value-based positioning, a post announcing longtime AlarMax veteran Randy Hall as the new company president smashed records, garnering over 350 unique impressions and a remarkably positive reception across the AlarMax community. The follow-up posts on the news also received strong attention, reaching nearly 100 unique engagements.
AlarMax was ranked #2 in total engagements (clicks, reactions, comments, and shares) for December compared to its industry competitors, boasting 1,130 engagements from just 13 posts. This is an extraordinary achievement for a new LinkedIn page being compared to pages that have been established for years.
With a targeted brand strategy and solid cadence, Caster continues to bolster AlarMax’s LinkedIn presence and elevate the qualities that position the distributor among the best in the business.
^2,038%
Reactions: 1,069
100%
Reposts: 12
94.1%
Unique Visitors: 392
81.9%
Page Views: 993
32,603
Total Organic Impressions