6 Effective Pest Control Marketing Tips to Grow Your Business
In 2018, the total revenue from the pest control market was valued at about $12.7 billion. It is projected to have over $28 billion in market value by 2026. There is a dramatic growth in demand thanks to a warmer climate, the rise of substances like biocide, and the ever-changing urban sprawl. This leads to increased competition between such services.
Therefore, pest control has become a priority in rural and urban areas. Numerous professional pest control services have emerged and thrived under the growing demand for eliminating pests. There is an expansion in the market, which makes now the perfect time to start a pest control service.
However, pest control marketing can be tricky, especially in a highly competitive market. To generate more leads and drive sales, you must employ solid marketing strategies to stay ahead of industry changes.
The marketing landscape has changed dramatically in the past decade. As traditional forms of advertising like radio and newspaper ads continue to decline in relevancy, a new host of digitally based advertising tools, along with boutique services like those offered by Romain Berg, have emerged to help bolster your business’s presence in the online world.
6 Pest Control Marketing Tips
Successful pest control businesses have good processes for controlling pests, hiring workers, and keeping clients satisfied. However, most of them aren’t often marketing experts. And given the rapid change from offline to digital marketing, many pest control companies are struggling to find the right strategies that generate the highest number of quality leads at low costs.
Here are seven marketing tips that pest control businesses can leverage.
1. Take Advantage of Search Engine Optimization (SEO) Best Practices
Search Engine Optimization is nothing more than matching the needs of consumers through search results.
For example, if you are a pest control company operating in Los Angeles, it’s vital that your website includes specific keywords. It’s likely potential clients are searching keyword phrases like ‘LA Pest Control’ or ‘Best Pest Control Near Me.’
Including a variety of keywords enveloping your services, brand name, and geographic location can all help to deliver your content to those who need it most.
Limiting Your Website’s Bounce Rate
It’s vital that you reach the right searchers. If you cast too wide of a net, it’s more likely than not that your bounce rate will increase, and this can have negative consequences for your website’s ranking.
A website’s bounce rate is simply a measurement of users who quickly click into and then out of your website. If the average user spends no more than a few seconds on your website, Google will take note of your high bounce rate and decrease your website’s relevancy. This will limit your reach and deprive you of potential customers.
Do Your Research
Popular search terms aren’t always intuitive. That’s why it’s important to use a search engine analysis tool to look up which questions are being asked and which search terms people are using to find pest control companies in your area. Using search intent optimization practices to uncover popular questions which you can then answer is another excellent way to increase your SEO ranking.
2. Optimize your website for SEO
Search engine optimization (SEO) is companies’ first strategy for marketing success. It’s incredibly valuable since 93% of online experiences start with a search engine, 97% of users search online to find local services, and 75% never scroll past the first page of search engines. SEO is the process of updating and optimizing a website to rank organically higher in relevant search results for pest control marketing keywords.
This helps you increase traffic to your website, grow your business revenue and win more business online.
You can use various approaches to optimize your website for Google rankings, such as:
- Making your site mobile-friendly
- Increasing page load speeds
- Using secured sites (HTTPS and HTTP)
- Schema markup
- Earning quality backlinks for your written content
- Optimizing website images
- Social signals
A site that employs all the above tactics has a better chance of appearing in relevant searches, thus increasing qualified traffic.
3. Work on your local SEO
Local SEO marketing improves your content, so search engines recognize that you provide a local service. This makes you appear for local searches and in Google’s local pack. When prospects search for “pest control marketing or services near me,” Google provides localized content.
Google’s local pack lists the top three companies in the area that provide the services users are searching for.
To beat the competition, rank for local search queries, and get your business into the local pack listing, you need to improve your local SEO. You need to:
- Optimize your Google My Business (GMB) profile
- Connect all your businesses to your GMB page
- Ensure you have a consistent NAP (name-address-phone number) across your pages (including directory listings)
- Have a large number of online reviews
4. Use Digital Advertising
Digital advertising is a fantastic, low-cost method of reaching customers. Advertising methods that were proven successful during the 20th century have seen reductions in their efficacy. Everything from radio and TV ads to newspaper, magazine, and billboard advertisements have all suffered as media consumption has increasingly been driven into digital spaces.
For a small business owner, this may actually be a good thing. Many online advertising platforms require only small upfront costs. Meanwhile, these same platforms provide meaningful metrics while enabling small business owners to micro-target key demographics through easy-to-use marketing platforms.
An added benefit to owning a business page on Facebook and Instagram is the ability to run ads on those platforms. This makes pest control marketing a breeze.
Pay Per Click Advertising
Facebook utilizes a pay-per-click advertisement model which allows you to bid on key interests. Daily budgets can be set as low as $5, making this an excellent way to dip your toes into digital marketing. As you grow in ability and confidence, you can scale your ads upwards. The sky is the limit when it comes to Facebook advertising.
Aside from advertising on social media platforms like Facebook and Instagram, you can also advertise through Google Adwords. While this platform is usually more expensive than Facebook or Instagram, it is quite effective and allows you to reach a broader demographic of internet users.
Pay Per Impression Advertising
Certain advertising platforms will allow you to pay for a set number of impressions. An impression is simply a single instance of your ad being served. Pay-per-impression advertising is generally seen as inferior to pay-per-click advertising because you’re paying for blanket exposure which may or may not be meaningful.
Pay-per-impression advertising is most useful for building brand awareness.
5. Run PPC campaigns
Apart from organic marketing channels, you can also use pay-per-click (PPC) ads to reach prospects. PPC is a highly scalable and affordable form of advertising in which you pay for each click on your ad. For example, when someone searches for something in Google, the top 3 – 4 listings above organic results are advertisements from Google Ads.
When done right, PPC ads boast the potential to boost almost instant traffic to your site, unlike SEO which requires time to generate meaningful results. The best way to run a PPC campaign is to leverage Google Ads. This allows you to bid on specific keywords you wish to target. With a solid bidding strategy and a high Ad Rank, your ads can be displayed above organic search results for your target keywords.
You can also set up display ads, which are visual ads in the margins of third-party websites. Regardless, your ads will lead users to your landing pages, motivating them to visit your website and convert. You’ll love that PPC campaigns generate high-intent leads ready to convert and hire your services.
This is because PPC ads are highly targeted, enabling you to showcase your business to users actively looking for similar services.
6. Engage in Content Marketing
Content marketing has increasingly taken center stage in the world of online advertising, and for a good reason. While traditional advertising methods try simply to raise brand awareness or to sell the consumer a product or service, content marketing engages the consumer in a deeper level of engagement.
What is Content Marketing?
Content marketing is a more indirect form of marketing that involves creating and distributing content that sparks interest in a company’s products or services. Content marketing will oftentimes address common problems that consumers may have.
For example, a blog post sharing types of pesticides and which are best suited for different insects will draw in readers interested in dealing with a pest problem of their own. By delivering immediate value without the expectation of recompense, you’ll have the opportunity to engage deeply with an audience eager to learn more about pest control marketing.
Forms of Content Marketing
Content marketing can come in many forms, from eBooks to blog posts and from Youtube videos to podcasts. Before you start producing content, it’s important to identify how best to reach your target demographic. Certain interest groups are more active on TikTok vs. Youtube, for example.
You must also take into account the content that you’re interested in producing. Comparisons between multiple products are commonly made in a listicle format, while explaining complex topics may be better suited to a blog post.
Bring the Customers to You
Using the above-listed pest control marketing tips will get you more leads and customers and grant you a competitive edge.
From a creative SEO-optimized website and working to join Google’s local pack to email and social media marketing, you’ll become your area’s top pest control marketing company in no time.
Take control of your business’s destiny by creating a swoon-worthy website. If all of this seems intimidating, don’t worry; there is help. Romain Berg offers SEO optimization, paid ad management, and website design and development services. Take your business to the next level today.