No doubt about it, the pest control industry is booming. In fact, in 2022, the pest control industry in the United States owned a market value estimated at $20.3 billion (Statista). While demand is high, so is competition. Now more than ever, it’s crucial for pest control companies to find ways to stand out from the crowd. A top-notch marketing strategy can help set you apart from the competition, resulting in more leads and customers for your business.
At this point, you may be wondering, “How exactly do I go about crafting this magical marketing plan?” We get it – creating or revamping your marketing strategy can be daunting, especially considering all the responsibilities and demands that come with running a pest control business. But developing a marketing strategy doesn’t have to be complicated, and professionals and technologies can make it even easier.
To help you get started, we’ve compiled a list of 10 tips for a top-notch pest control marketing strategy to grow your business.
Tip #1: Optimize Your Website
When it comes to getting leads, your website can make or break you. These days, the majority of consumers search for businesses online. You probably do it, too–when was the last time you used a phone book to find a local business? Most people turn to their phones, tablets, and computers when searching for a product or service. That’s why having an up-to-date and optimized website is so important.
An excellent website is:
- Fast: Your website should load within 1-4 seconds (Portent). Any longer than that, and visitors tend to get impatient — and might even leave the site. Don’t lose customers because of a slow-loading website!
- Secured: All websites should have SSL security (the closed-lock symbol next to your URL). Without it, website visitors might feel that their security and privacy are at risk. This is especially important if your website takes online payments.
- Mobile-Friendly: Today, more than half of all website traffic in the United States comes from mobile devices (BroadbandSearch). Make sure your website handles all devices—mobile, tablets, and desktops.
- Easy To Use: Websites that provide a better user experience (UX) tend to have higher conversion rates (WordStream). Your website should be easy to use and have clear navigation.
- Designed With SEO And CRO In Mind: Search engine optimization (SEO) and conversion rate optimization (CRO) can help more people find your website and result in more leads when they do. A quality website and marketing agency can redesign your website to boost both SEO and CRO
If your website is lacking in any of these areas, it’s time for a redesign. We cannot express the importance of your website — and investing in it will pay off in the long run.
Tip #2: Improve SEO
As we mentioned in the previous section, search engine optimization, or SEO, is a crucial component of your website. However, it goes far beyond the initial design of your site. SEO is a complex marketing channel involving on-page SEO, keyword research, link building, and even optimizing your Google Business Profile listing (HubSpot).
Are you feeling overwhelmed yet? The good news is that you don’t have to be an expert in SEO to have a successful SEO strategy. However, we would recommend partnering with a marketing team that can deliver quality SEO results. Ninety percent of people never go to the second page of Google (Chitika Insights), so if you’re not on the first page (and close to the top) for relevant searches, you’re missing out on a ton of business.
Tip #3: Invest In Paid Search Campaigns
Another way to capitalize on Google searches is to invest in paid search campaigns. Remember how we said you need to be at the top of Google? The first several search results contain paid ads, appearing above the local pack and organic results.
Running a Google Ads campaign can help you get more website traffic and conversions. However, if not set up and managed properly, Google Ads can become expensive, and your cost per lead may not be worth it. Before starting your first Google Ads campaign, research and ensure you are bidding on the right keywords with the correct targeting. Or better yet, hire a professional who has the Google Ads skills and experience to get you an excellent conversion rate and cost per conversion.
Tip #4: Engage With Customers On Social Media
Social media is not just for keeping up with family and friends; it’s also a useful tool for businesses. If you don’t have a Facebook business page, now is the time to create one. Social media can be an excellent forum for engaging with customers and getting reviews. Additionally, social media ads can bring new leads to your business and boost brand awareness. Try Facebook Ads to reach potential customers across Facebook and Instagram. Facebook Ads’ detailed targeting options can help you identify and reach the right audience for your business.
Tip #5: Prioritize Reputation Management
When running a local business, reputation is everything. Good reviews can influence new customers to contact your business, while negative reviews can cause you to miss out on new leads and impact the overall perception of your company.
Consider these statistics:
- 81% of consumers use Google reviews to research local businesses (BrightLocal).
- 94% of consumers have chosen to avoid a company after reading a negative review (ReviewTrackers).
- 38% of consumers will consider working only with companies with a four-star review average or higher (Podium)
Managing your online reputation should be a priority. Delivering excellent service, requesting reviews from happy customers, and responding to all online reviews in a professional and friendly manner are all excellent ways to do this.
Tip #6: Use Content Marketing
Content marketing demonstrates your industry knowledge, engages customers and prospects, and helps improve SEO. Content marketing includes written content such as blogs, Eguides, and white papers as well as other mediums such as videos and infographics. Be creative and mix it up to reach a wider audience. For a winning content marketing strategy, consider hiring a marketing agency specializing in the pest control industry.
Tip #7: Consider Offline Advertising
Digital marketing isn’t the only way to reach new customers. Good old-fashioned TV, radio, and billboards can still get the job done. And it also isn’t as expensive as you might think, especially if you target smaller cities and towns. Ads in local newspapers and magazines also can be great ways to gain new customers and build brand awareness.
Tip #8: Leverage Print Marketing
Even in today’s high-tech world, paper and ink marketing materials are still relevant and can be enormously successful. Flyers, door hangers, mailers, and business cards can be crucial components of your pest control marketing strategy. To make print materials even more effective, add a special offer or discount for new customers.
Tip #9: Stay Connected With Email Marketing
Email marketing is an excellent channel for staying in touch with your customer base. Engage with your customers with regular emails to your subscriber list. That way, your business is top-of-mind when they have a pest problem. It’s important to be consistent with your email marketing, but be careful not to flood your customers’ inboxes with too many emails. If you strike the right balance and provide useful information, offers and discounts, and personalized messages, your email marketing campaigns will be more successful.
Tip #10: Track And Measure Results
In this guide, we’ve covered several marketing channels – organic SEO, paid search, social media ads, offline marketing, and email marketing. Each of these avenues has the potential to drive leads to your business, but if you’re not tracking conversions, you have no way of knowing what is working and what isn’t.
Make sure to add conversion tracking on your Google Ads and Facebook Ads accounts. You can also track goals/conversions through Google Analytics and other tools. You can even monitor offline marketing campaigns by setting up call tracking and using a unique phone number for your TV, radio, billboard, or print ads.
Tracking and analyzing conversions will clarify precisely which channels and campaigns are delivering results. Then, you can invest in your successful marketing efforts and drop or rework anything that is underperforming.
Bonus Tip: Get (And Keep) More Customers With FieldRoutes
To get the most out of your pest control marketing strategy, consider partnering with a marketing company dedicated to growing pest control businesses. At FieldRoutes, a ServiceTitan company, we specialize in pest control marketing and understand the unique challenges and opportunities that this industry presents. Not only do we offer the FieldRoutes® Marketing Suite to drive leads to your business, but we also have the FieldRoutes® Operations Suite, which supports your growth with time-saving automations that add efficiency to your daily workflow.
Please reach out to us for a free demo or to discuss your marketing strategy today.
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FieldRoutes employs an expert team of web developers, content creators, and marketing professionals with one job and one job only: create a framework that helps our clients succeed in an increasingly digital world. We can help you not only get in front of your perfect potential customer but also reel them into your sales funnel and give them everything they need to make a purchase.
Whether you’re looking to create a business you can sell or are in it for the long haul, we have the specialized websites and marketing tools you need to keep growing. Contact us today for all the details.
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