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By Jacquie Winiecki
Successfully marketing a pest control company can be challenging. Whether you are just starting your own pest control business, or if you own an established business that is struggling with leads, we have put together some beginner tips and tricks for capturing the attention of your target audience. Remember that there is no one precise way to market effectively. In order to make the most of your budget and time, it is recommended to utilize several (or all) of these strategies in order to maximize your impact and reach.
The best things in life are free, right? With digital marketing, search engine optimization (SEO) is the king of organic search. SEO in a nutshell is improving your website in order to increase its visibility on search engines. Learn how people search for products or services related to your business and incorporate those search terms on your website. By using relevant keywords in titles, meta descriptions of photos, headlines, and other areas throughout your site, your page will instantly increase its value by becoming more searchable, popular, and relevant to users in need of pest control services. Search engines like Google will then rank your site higher in searches. For free. Spending even a small amount of time optimizing your pest control website in order to capture additional organic traffic could have epic results.
SEO can take some time to become effective. Even the best SEO can take months or even a year or more before you notice a significant increase in web traffic. Patience is an SEO virtue, but if you also take the time to track everything, you'll see the results and be able to measure your SEO performance, like a boss.
Content creation is actually a form of SEO, but unless you are a seasoned marketing professional, you may not realize that. According to Hubspot, content creation is the process of generating topic ideas that appeal to your buyer persona, creating written or visual content around those ideas, and making that information accessible to your audience as a blog, video, infographic, or other content formats. In other words, know what your audience is looking for, and provide them with answers. Write a blog about different types of pests or DIY at-home pest control, create an infographic that outlines common garden pests, or upload a video to YouTube showing a day in the life of pest control. Great content can be reused across multiple channels and not only that, it should be repurposed and reused. Reusing content saves time and money. Another great form of content is evergreen content. Evergreen content is content that will remain relevant for a long period of time. While it’s important to share up-to-date information, evergreen content requires minimal upkeep and will continue to drive traffic to your site long after you’ve created it.
If you are running short on time, local services ads could get you out of the office and back to on-site pest control in no time. Local Services Ads (LSAs) are Google pay-per-lead ads designed for service providers just like pest control companies. The ads appear at the top of the search results page, above all other results where your business is sure to be noticed. Local services ads are only shown to customers located within your service area, allow you to set your own budget, and you are only charged a fee if a customer utilizes the ad to contact your company. LSAs are also low-maintenance, so you can focus on running your business.
Related: Are Local Services Ads Worth it?
Though you don’t want to neglect digital, direct mail through the USPS can be profitable if it’s done properly. Integrating direct mail marketing with your other marketing efforts can provide your customers with a unique and personalized experience. Handwritten envelopes have up to an astonishing 98% open rate and have far less competition than other forms of advertising. Direct mail marketing your pest control business could also reach additional demographics that you may have overlooked. Remember, not everyone is online.
Social media offers a large return on investment (ROI) and is generally less expensive than other forms of digital marketing. When used properly, your social media channels will successfully build brand awareness, connect with existing customers, and generate new leads for your pest control business. Not every social media platform is a good fit for every business, so you should invest your time and money in the platforms where you're most likely to reach and engage with your target audience; those in need of pest control, rodent removal, and pest damage repair. Once you have done your research on what social platforms are best for marketing your pest control company, don’t forget to track your metrics. When you have real, measurable data from your social media campaigns, you can then analyze the data to see where you’re at in relation to your goals and what changes need to be made to make the most of marketing your pest control business on each platform.
With so many online advertising options available to pest control businesses today, it has become more important than ever to stay on top of marketing trends and techniques. Knowing how to effectively market your pest control company is a sure-fire way for you to land consistent jobs and have your competition dropping like flies.
What marketing strategies are you using?