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In today’s home services market, pest control companies must set themselves apart from the competition, and strategic pest control marketing is a proven way to gain a competitive edge.
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This year, the U.S. pest control industry will reach an estimated market value of $16.74 billion, and is expected to grow because of an increasing urban population and climate changes, according to recent market and consumer data. To compete in this burgeoning industry, pest control companies must know how to leverage pest control marketing strategies that maximize growth.
Pest control advertising can result in more job leads, more service calls, and more booked appointments — all of which boost revenue for your pest control company. These 10 expert tips exterminate the guesswork as you fine-tune your pest control marketing plan.
1. Make your pest control company stand out from the crowd.
Get creative so your brand is unique and memorable.
Determine how others perceive your company.
Show your company is honest and trustworthy.
In order to be noticed and remembered, you must set your company apart.
Branding impacts your home services business, and investing in your brand makes all of your marketing work better, says Dan Antonelli, President and Creative Director of KickCharge Creative.
Although a logo is important and a big part of your brand, Antonelli says it’s much more than that. Branding also includes van wraps and employee uniforms, and defines how customers perceive your company.
Start with creative pest control logo ideas and pest control slogans that will stick in the minds of potential customers. That way, they will remember your company the next time they need pest control services.
New and returning customers want honest, quality service, so they know they can rely on your company when they need pest control services. By delivering that level of service consistently, you will build trust in your brand.
>> Read more tips on how to run your service business.
2. Create a mobile-friendly website.
Optimize your site for smartphones and tablets.
Make a good first impression.
Prominently display key information.
Your pest control website may provide the first impression of your company. What do potential customers see?
Since 71 percent of online searches for “exterminator” and 67 percent of online searches for “pest control company” occur on mobile devices, it’s imperative you feature a mobile-friendly pest control website.
Customers need to find what they’re searching for within seconds of landing on your website. Expert websites feature a prominent phone number with multiple ways of contacting the company, and an accessible menu that shows at a glance the services your company provides.
3. Optimize your SEO marketing plan.
Think local for online keywords.
Use keywords throughout your website.
Manage Google My Business information.
What happens when a customer realizes they have a pest infestation in their home? Most will pick up their smartphone to look up local pest control companies that feature great reviews.
In the past year, 90 percent of consumers searched online for a local business, according to a 2019 local consumer review survey.
To make sure your pest control website appears at the top of a potential customer’s Google search, master local SEO (search engine optimization) by using top-ranked keywords in content throughout your website.
When someone types in “pest control near me” or “bed bug companies” into Google, its algorithm searches for results with the most relevant keywords and nearest geographic location.
By using a keyword phrase like “pest control Houston” you’re thinking local, so customers can quickly find you online. Variations of your keywords should be found throughout your company’s website on headlines, subheads, content blogs, and meta description summaries (which show up under your website on Google results).
>> Learn more about mastering local SEO.
4. Advertise in your local market.
Focus on Google for online advertising.
Consider direct mail for target neighborhoods.
Participate in community events.
Get more out of your pest control ads and pest control online marketing by targeting local search.
When it comes to online advertising, focus on Google digital ads, says Tommy Mello, The Home Service Expert and owner of A1 Garage Door Services, a $30 million-plus home services business.
Today’s consumers find 70 percent of all services online through Google searches, he says, so “just understand Google is God when it comes to home service.”
Mello advises business owners spend at least half of their marketing dollars on SEO, Pay-Per-Click (PPC) digital ads, Google My Business listing, Google Local Services, and getting more positive customer reviews.
When you’re thinking about pest control advertising ideas, you may want to consider combining digital pest control advertising with traditional methods for reaching local neighborhoods, such as pest control marketing postcards or pest control advertising flyers.
Participating in community-oriented events functions as a pest control ad of sorts, as it puts your name in front of potential customers and shows your company cares about the community.
>> Find out how Google Local Services can work for you.
5. Track reports to accurately calculate ROI.
Use marketing software to capture data.
Track details from every lead.
Accurately calculate cost and ROI.
To find out what’s working and what isn’t with your pest control marketing, ServiceTitan marketing software tells you what you need to know.
You can accurately find out what pest control advertising and lead generation works in real time by creating a new phone number to assign to your pest control ads. When that number is used to book new jobs, ServiceTitan's cloud-based system tracks the revenue generated by the ad.
Digital marketing consultant Chris Yano, CEO of Ryno Strategic Solutions and co-host of the trade-focused “To the Point” podcast, advises service companies to focus on lead tracking and reporting to measure digital marketing success.
“You’ve got to know,” Yano says. “You have to know 100 percent where you stand.”
Make decisions backed by data about how to best use your pest control marketing efforts, so you can accurately calculate cost and determine your ROI.
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6. Deliver top-notch customer service.
Stick to core company principles.
Deliver quality service every time.
Train technicians to go above and beyond.
To set your pest control company apart, you need to stick to your company’s core principles and deliver the highest quality customer service.
That’s the advice of Susan Frew, Co-Owner and President of Sunshine Plumbing, Heating & Air in Denver. Frew makes sure details — such as shoe covers for technicians — are consistently practiced.
“We do our total best every single day,” says Frew, in a recent ServiceTitan Toolbox for the Trades podcast. “And I think that's all you can do, is to bring your ‘A’ game every single day.”
Home service companies that aim to do more to help their customers drive more positive reviews.
Scott’s One Hour Air Conditioning & Heating and Benjamin Franklin Plumbing in Tampa, Fla., makes it a practice to go above and beyond, says Melissa Fair, who works in the company’s human resources and risk management department. She cites an instance where one of the company’s plumbers mowed someone’s lawn.
“We do a lot of things like that just to try and make a difference, and connect with people,” Fair says.
The best pest control marketing ideas from experts include consistently providing top-quality service to every customer. Whether it’s a five-star review on Google or a word-of-mouth referral, quality customer service leads to a loyal customer base.
>> Watch how to get more 5-star reviews.
7. Get stellar customer reviews.
Deliver a review-worthy experience.
Make bad reviews right.
Use personalized texts to ask for reviews.
Delivering high-quality customer service makes it easier to garner top online reviews.
Positive reviews boost your pest control company’s reputation and build customers’ trust. Since positive reviews make 91 percent of potential clients more likely to use a small business, according to a local consumer review survey, garnering 5-star reviews is important for your online reputation.
But getting a good testimonial requires more than simply asking for one.
“If you want to drive reviews, you have to deliver a full experience worthy of writing a review,” says Travis Ringe, co-founder of ProSkill Services, which offers electrical, plumbing and HVAC services near Phoenix, Ariz. The company boasts more than 3,700 Google reviews and a 5-star rating.
“Reviews are critical to success in today’s marketplace, as a great rating and many raving reviews can be looked at as a warm referral from a friend,” Ringe says.
Customers are more likely to take time out of their day to write a review for your pest control company if they are blown away by your efficiency, professionalism, and extra effort to do the job right.
You can make it easy for them through ServiceTitan’s customer experience software, which can automatically send reminders to customers by text or email after your techs leave the job site. A personalized message can include links to your preferred review sites to make it as convenient as possible.
>>Find out more about what ServiceTitan pest control software can do for your company.
8. Send targeted email campaigns.
Send the right messages to the right customers.
Segment your audience based on real-time data.
Track revenue from email campaigns.
Targeted email campaigns are way more effective than generic, mass emails. In fact, marketers who use targeted email campaigns see a 760-percent increase in revenue, according to current marketing statistics.
Pest control email marketing allows you to create audiences based on your real-time customer information, such as unsold estimates or expiring memberships. Using software like ServiceTitan’s Marketing Pro gives you the power to put the right message in front of the right customers at the right time, generating the results you want.
Cody & Sons Plumbing, Heating & Air saw a clear ROI after using Marketing Pro to send targeted email marketing campaigns to specific groups of customers. After 90 days, the company averaged about $3,000 a month in direct revenue from the email campaigns.
“I love ServiceTitan,” says Marketing Director Robin Cody. “Marketing Pro helps me capture the customers we could potentially lose. It’s easy to use and easy to build audiences.”
Marketing Pro tools allow you to segment your audience by zip code, age of home, date of last service, new homeowners, and more. Using data previously collected in ServiceTitan, you could target customers with a “We Miss You!” email campaign or offer discounts to new homeowners. Then, you can track real ROI by measuring email performance and revenue attribution.
>> Read more email marketing tips.
9. Provide expert tips and videos.
Share expert advice on your website or social media page.
Frequently post new content.
Use videos to reach a wider audience.
Share your pest control expertise by providing customers with useful content marketing, such as videos, on your website or social media. Statistics show 93 percent of brands received a new customer because of a video on social media, and 84 percent of people have been convinced to buy a product or service because of watching a video.
Customers should find new content on your webpage, blog, or social media outlet. This could include blogs, instruction videos, or frequently asked questions. Other pest control marketing materials may include educational infographics illustrating information about pest life cycles, seasonal pests, or environmental conditions that make pests more prevalent.
If your online presence lets customers know you have the expertise, they will be more likely to call when they need pest control services.
10. Measure results from pest control marketing.
Use call-tracking software to measure ROI.
Boost spending based on successful campaigns.
Make decisions based on real-time data.
No matter what pest control marketing tools or strategies you use, it’s important to accurately measure results and make changes accordingly.
Call-tracking software like ServiceTitan Phones Pro allows you to easily track the number of calls, booked appointments, sales, revenue, cost per lead, and ROI for each pest control advertising source. From there, you can boost spending on direct mail and internet marketing campaigns with higher returns and drop ones with poor performance.
“I need to know, from search to sale, how we’re doing if I’m going to truly know how my team is doing,” says Yano of Ryno Strategic Solutions. “This is what you should expect from your agency. It will allow you to make very good decisions. You need facts down to the dollar.”
Using ServiceTitan makes that easier, Yano says. “We can see all of our data on the front end and what you actually closed on the back end, to make that return on investment really easy to find,” Yano says. “It’s very transparent on exactly what is happening.”
ServiceTitan Pest Control Software
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