There are nearly 20,000 pest control companies in North America, but some of them are dropping like flies. The problem is, these companies just can’t compete. Too many of them are relying on old school techniques to keep them going. So we’ve created a pest control advertising guide to help our pest control clients stay relevant in a competitive industry.
For many pest control companies, consumers can’t find them online, and their business is 100% reliant on door to door sales. It’s like they don’t exist online because they haven’t paid any attention to their online presence. The smart companies are getting out in front of the online trend in order to make sure they can persist and grow.
Notice how the search demand has gone up on Google for pest control related services. The companies that are grabbing that traffic and combining it with their traditional methods of customer acquisition are the ones killing it. We’ve witnessed it!
Pest control advertising falls into two main categories: Traditional advertising and digital marketing.
We see pest control companies who use techniques from both categories generate more leads, boost sign-ups and sales, and increase the visibility of their products and services.
The two forms of marketing complement each other in ways that were never before imagined.
Pest Control Advertising Strategies
Back in the old days, pest control companies went from town to town, knocked on doors, and asked homeowners if they needed their services.
Many companies still do this, and door-to-door sales still prove lucrative. They’ve also used methods that are as effective such as mailers and flyers.
The conversion rates and ROI on those methods are extremely low.
These are some of the most popular marketing methods pest control companies use today…
- Door-to-door sales
- Local newspapers
- Search engine optimization
- Content marketing
- Email automation
- SMS marketing
- Social media
There’s a wide range of pest control advertising techniques to choose from. Those who pick the right ones can engage with consumers, drive revenue, and boost online exposure.
Business owners who pick the wrong ones could jeopardize company growth.
One of the biggest hurdles for pest control companies that have used traditional methods of marketing in the past is the fear of trying something different. They also feel like they might be too far behind.
But like we tell most of our clients, the best time to plant a tree was 20 years ago. The second best time is today.
5 Digital Marketing Methods for Pest Control Companies
Here are five marketing techniques that business owners should consider using in 2019:
1. Social Media
Pest control companies can use social media websites to target consumers and move prospects through sales funnels. Using images, giving coupons, and providing relevant content to users on those platforms will keep your brand in front of their face for the next time they have an ant outbreak.
Fact: Facebook, Twitter, and Instagram — the three biggest social media sites in the United States — boast a total of 3.597 billion monthly active users worldwide. Sometimes you can be seen by your target demographic for less than .01 cents per click.
2. Search Engine Optimization (SEO)
Pest control companies can increase the visibility of their website on search engines like Google with the latest SEO techniques. As a result, more consumers will find their site on search results pages. Organic searches are usually the most ready to convert. If they’re searching for pest control related issues, then they’ve likely got a problem that they need to solve. That’s where you want to be seen when they’re searching for a solution.
Fact: Currently, 39 percent of all internet traffic comes from search.
3. Pay-Per-Click (PPC)
This might be my favorite advertising technique for pest control companies. Where SEO takes a while to begin seeing leads, we can turn on PPC campaigns and have leads within hours. It’s the fastest and most effective way to get leads fast… but it also comes at a price.
You should be ready to spend at a minimum $500-$1000 bucks a month and then scale up from there. Some of our pest control companies spend in the 10’s of thousands on PPC advertising and achieve massive results.
Fact: More than 7 million advertisers spent $10.1 billion on PPC ads in 2017 alone.
4. Email Marketing
Despite newer technologies like social media, email is still one of the most powerful marketing platforms for pest control companies. Business owners use it to engage with prospects and existing customers. You can build a relevant email list by blogging and creating good content. Alternatively, but not optimally, you can buy email lists to speed up the process of building that list.
Fact: Email marketing provides business owners with a $44 return on investment for every dollar spent.
5. Content Marketing
Content that resonates with consumers can improve engagement, conversions, and click-throughs. Pest control companies should invest in creative content for their website, blogs, and social media pages, such as how-to guides, explainer videos, and company news.
Fact: Small businesses with blogs get 126 percent more leads than those that don’t.
Pest Control Companies Should Still Use Door-to-Door Sales
Pest control marketing has come a long way since the days of door-to-door sales. But pest control companies shouldn’t ignore this marketing method. It still works! But, if you combine it with newer techniques and methods of digital marketing, you’re going to see your lead volume soar and remain consistent. No feast or famine.
Door-to-door salespeople can support newer marketing methods like email and content marketing by asking homeowners for their email address and passing it onto their company’s digital marketing team.
In addition, digital marketing teams can use the latest software to generate valuable insights into door-to-door sales. (Business owners can find out which salespeople convert the most customers, for example.)
Creating a Summer Sales Team
The global pest control market generates sales of around $18 billion every year, according to one study. Most business owners experience a sales increase during the summer months when pests are more likely to cause damage to homes and businesses.
While business owners should use traditional and digital marketing throughout the year, assembling a summer sales team is still a good idea. This lets pest control companies increase sign-ups for services like wildlife control, rat extermination, and termite inspection and treatment.
Here’s how they can do it:
- Pest control companies should choose marketing methods that provide them with the highest return on their investment.
- Pest control companies should choose marketing methods that target their customer base. If a company has an older target market such as in the retirement communities in Arizona or Palm Springs, then door-to-door sales and radio advertising might be a better investment.
- Pest control companies should monitor their marketing efforts with the latest analytics tools. This helps them track key performance indicators like conversions and total sales.
Some of our best-performing companies never thought they could get into digital marketing for their company. When they tried it, stuck with it, and committed to it… we’ve been able to see amazing results.