Breaking into the pest control industry can be challenging. No matter where you are in America, there’s likely already a pest control company in place. In addition to nearly 20,000 locally-owned pest control services, there are also large companies like Orkin, Terminix, Rentokil, and EcoLab.
As a new business owner, your challenge is figuring out how to convey to your customers that you can offer more value than the competitors, whether it be through your affordable prices, reliable service, or other offerings.
So, want to know how to find your first pest control customers? The answer is through the use of digital marketing. You may be so wrapped up in buying new equipment and vehicles for your business that you don’t invest in marketing. However, pest control advertising can be the determining factor in how successful you’ll be.
In this article, we’ll take you through the marketing aspect of your pest control business plan. We’ll highlight why pest control advertising is critical and some of the strategies that you can consider implementing to help secure customers.
Why Pest Control Marketing Strategies Are Important
The United States Environmental Protection Agency has a section of their website dedicated to selecting “a competent pest control service.” The site advises that customers look for quality and value.
One of the first suggestions that the agency makes to customers is that they take their time and do their homework. This suggestion goes to show why marketing your pest control business is so critical.
Many people will come across a rodent or infestation and immediately search the internet for “pest control services near me.” If you don’t make your company well-known in the area, prospective customers are never going to know about your business.
Branding is also useful because it can “plant a seed” in a customer’s head. For instance, imagine you have a commercial with a catchy jingle that you run on television. A resident in your town may not need pest control services at that particular time. But, when the time comes for them to need a pest control service, your company is the first they think of because of your catchy jingle.
Marketing for your pest control company is essential because it allows you to make yourself known to prospective customers.
Pest Control Marketing Strategies
If you’re looking for pest control marketing ideas, you’re in luck. Below, you’ll find some of the most effective strategies that you could consider implementing to help your growing business.
1. Get Online – Digital Marketing
The best thing to do to jump-start your marketing efforts is to get online. If you don’t have a website, you should create one immediately. Your website should, at the bare minimum, have the following:
- Contact information
- An intake form
- Your rates
You also want to make sure that you set up a business listing on your Google My Business account. Without this listing, your company likely won’t turn up in local Google searches for pest control companies.
Similarly, you’ll also want to monitor your online reviews as well. Not only can customers leave reviews on Google, but they can also do so on sites like Yelp and Facebook. If there are negative online reviews, make sure that you address them. Doing so online can show that you’re responsive, open-minded, and professional.
If you have a positive experience with a customer, consider sending a follow-up to them asking for a review and feedback. In addition, there are steps you can take to strategically generate positive reviews.
2. Create a Video
In today’s world, many users respond to visual content. Consider making a short, professional video that demonstrates your company’s strengths. The video should explain the primary services that you offer while also conveying your value proposition.
At the end of the video, you should include a call to action that encourages prospective customers to take action and respond to the post. You can post the video on YouTube, run it as an advertisement on social media, and embed it on your website.
3. Utilize Infographics
Sticking with the theme that customers respond to visually appealing content, you should consider using an infographic in your advertisements. Infographics are image-based pieces of content that rely on short snippets of text to relay information to users. Infographics tend to look good on mobile browsers, and they’re easily scrollable.
Consider using short, attention-grabbing statements or facts like, “Ants are the Number One Pest in the United States.”
4. Use Search Marketing Tactics
We’ve discussed how today’s customers tend to search the internet for the information that they’re looking for. Unfortunately, not all of the results that appear are free. There are methods and techniques that you can use to ensure that your posts appear at the top of search results.
The first way to do this is through pay-per-click advertising. Google offers a marketing platform, known as AdWords, that allows you to bid on keywords. For instance, if you’re in the San Antonio area, you can bid on the keyword, “San Antonio pest control.”
If you outbid competitors for this keyword, you’ll pay to rank at the top of the page whenever someone uses this keyword. The top four search results on Google are there because of successful PPC campaigns.
The next way to boost your posts is by optimizing your Google My Business listing. As mentioned previously, you need to make sure that you have this site in place, but you can also help it perform better by optimizing it with keywords. If you specialize in one type of pest service, you’ll want to bring that to the forefront. For instance, your Google My Business listing may say, “Best Mice Pest Control Service in San Antonio.”
Google uses algorithms to help match search terms to relevant results. So, if someone were to search for “mice pest control San Antonio,” your post would be likely to come up first. Be sure to look into Google AdWords to help determine which keywords are relevant in your area.
The last strategy to help boost your listing is through local organic search results, or Local SEO (Search Engine Optimization), for your pest control company. You can include keywords on your website page. Consider starting a blog that utilizes keywords. Again, this will demonstrate to Google’s algorithm that your site continually provides relevant information.
The more that customers visit your site, the more likely you are to rank highly in search terms. Blogging regularly can go a long way toward helping you stand out and is an investment well worth making.
5. Establish Partnerships
There are likely other small business owners in your area who too are trying to build their business. Both of you have a need and can help each other. Consider partnering with these companies. For instance, imagine there is a construction company that you partner with. You complete a job to eradicate carpenter ants and notice that the home’s interior has been destroyed by the ants. You can recommend the construction company to the homeowner.
Similarly, imagine a construction company is doing a home restoration and notices a rodent infestation. The company can recommend you to the homeowner, driving business in your direction.
This strategy doesn’t carry many risks and can offer a ton of reward. However, you’ll want to make sure that you’re partnering with reputable companies. If you partner with a company with a questionable reputation, you’ll cause more harm than good to your business. You’ll want to make sure that your partnering organization is not a competitor and that you two are in entirely different industries.
If you don’t have connections with other businesses in your community, consider attending local networking events to meet new people.
6. Offer Discounts to Repeat Customers
It’s easier for you to find business from former customers than new customers. If you have a customer in your pipeline, consider offering them a discount if they use your service again. Similarly, you can also consider offering referral discounts to existing customers as well.
For instance, let’s say that you complete a job for a customer who is satisfied with your work. You can offer them a 10 percent discount on their next service. You can also offer a 10 percent discount if they refer someone who uses your business. You can extend the 10 percent referral bonus to the new customer as well.
Revolutionize Your Pest Control Marketing Today
If you just opened a pest control company, there’s something about your business that you believe stands out. Whether it be superior service, lower prices, or a trustworthy staff, there’s something that made you say, “I can do this better than the competition.” If you don’t make this competitive advantage known to customers, your business is not going to thrive. Fortunately, WorkWave can help!