The market size of the pest control industry in the U.S. has grown 4.4% per year on average between 2017 and 2022. Like other commercial and residential-serving businesses such as electricians, plumbers, and cleaners, there is always a demand for these services.
At the time of writing, roughly 28, 512 pest control businesses exist, which has increased by 2.9% since 2021. For a pest control business to succeed today, the question is not so much about demand, but how local businesses can stand out from their competition.
The answer: Digital marketing. Obviously, as a digital marketing company, we encourage all businesses to undergo digital transformation (the integration of digital technology into all business areas) and invest in developing a data-driven digital marketing strategy alongside traditional marketing efforts.
The data clearly illustrate digital marketing strategies do work. Overall, they are lower cost, provide a greater ROI, offer precise targeting, and far better conversions. Since marketing is about connecting with clients in the right place at the right time, online is where you need to be.
Here’s how to best leverage digital strategies and tools to gain new customers and improve your pest control marketing plan.
56% of consumers say they don’t trust businesses without websites. So, if you don’t have a pest control website, or yours needs an update, now would be the time. In fact, having a great website is the first step of any pest control marketing efforts.
Surely, you can just advertise on social media? Why do you have to have a website, you ask? Well, marketing content generally leads back to websites, and a website is fundamental to SEO (See: Start an SEO Campaign), which is a basic requirement if you want to get found on Google search engine results pages.
But, back to websites. When it comes to website development, you require both UX and UI. UX stands for User Experience Design and is mostly invisible. It includes things like information architecture, interaction design, and usability testing. UI stands for User Interface Design, which is the visual or graphic aspect of design.
Both UX and UI improve user experience and customer satisfaction through aesthetic design and on-page, and technical SEO. When potential customers surf your pest control website, they should be able to get to where they want to go in the most efficient way.
Providing clear calls to action, and ensuring your website is optimized for all mobile devices, is important. Since over 50% of all online searches are performed on mobile, you should aim to make sure your website looks good regardless of the screen resolution or orientation.
Done right, your website will build your business reputation and play an essential role in successfully increasing sales and business growth. An effective website nudges visitors down the sales funnel and turns them into paying customers.
SEO stands for search engine optimization. It is the process of optimizing web pages and their content to be easily discoverable by users searching for terms relevant to your business and the pest control industry.
SEO consists of four aspects; on-page SEO, off-page SEO, technical SEO, and local SEO. They work together to improve your pest control website’s position on search engine ranking pages, where the main aim is to drive qualified traffic to your website.
SEO has a compound effect. The more people who see your website, the more your traffic increases, and the better your chances of ranking, which leads to even more traffic! Below are three main aspects you should focus on; the fourth (local SEO), we’ll get into a bit more detail shortly.
On-page SEO refers to both the content and HTML source code of a page that can be optimized. To optimize on-page SEO, you’ll need to conduct keyword research. This process reveals which words and phrases your target audience is using online. Keywords can be one or two words, or complete phrases or questions.
For example, “DIY pest control” or “pest control companies in Chicago.” Conducting keyword research is a must as it helps you understand your customer’s buying journey, the competitive landscape of your pest control business, and how to design your content marketing strategy.
Off-page SEO amounts to all SEO tactics that don’t involve updating or publishing content to your website. Common actions include building backlinks (links from other websites pointing towards your site), as well as increasing engagement and shares on social media.
These marketing strategies get Google, and other search engines, to view your pest control website as authoritative and trustworthy. According to marketing guru Neil Patel, “The top results in Google have an average of 3.8x more backlinks than results that appear in positions 2-10.”
Technical SEO involves auditing and optimizing technical elements of a website, so it is easier for search engines to crawl, and provides search engine algorithms with enough information about your website to index it accurately.
The main elements of technical SEO include behind-the-scenes elements like your website’s architecture, mobile optimization, and page speed. Due to coding complexity, technical SEO may warrant hiring a specialist and is recommended in most cases.
Local SEO is a must for pest control businesses. It optimizes a website to rank high for searches specific to a geographic area. If you have local SEO, Google will automatically prioritize your business to show up in search queries by potential pest control clients nearby.
These types of search queries typically have a geographic restriction. For example, “pest control near me,” “pest control Brooklyn,” and “pest control open now.” Local SEO is the low-hanging fruit when it comes to getting more page views and higher Google rankings, as there are usually fewer competitors in a given region.
With local SEO, you want to achieve the “Google 3 pack ranking” or “Google local pack,” which is part of a set of three highlighted Google-Maps-based results, featuring the most highly ranked businesses.
To achieve this, you need to register for a free Google My Business account.
To quote Google: “Your Business Profile is a free tool that allows you to take charge of the way your business appears on Google Search and Maps. With your Business Profile, you can connect with customers, post updates, list your products and services, accept online orders, and more.”
Be sure to fill in your NAP information correctly (business name, address, and phone number) and all other information as accurately as possible. The more detailed your profile, the better chances you have of ranking well.
Also, part of succeeding at local SEO is leveraging online reviews. Review ratings are the biggest drivers of clicks on local search engine results pages. Remember, customers need social proof when choosing a business.
In fact, customer review data reveals that 63% of consumers check Google reviews before they visit a business. The quality and quantity of reviews in your local listings can easily bring more leads or push them towards local competition.
PPC, which stands for pay-per-click, is an online advertising model where marketers run ads on a platform such as Google Ads and pay a fee every time someone clicks on it. It is a method of “buying” visitors to your website, in addition to receiving organic traffic via an SEO strategy.
With PPC ads, businesses bid for ad placement by entering their desired keywords into an automated auction. Through real-time bidding, the search engine determines which ads show up for a user as that individual submits their search query.
Companies pay a higher fee for prominent ads within search results for a high volume (popular) keyword than they will if they’re targeting a niche audience with a keyword that has a lower search volume.
The benefits of pay-per-click advertising include:
The great thing about PPC is that you can choose to spend as much or as little as you want. Real-time data also lets you tweak ads when you receive feedback, so they’re perfectly optimized for your ideal target audience.
More than that, you can target ads at specific customer segments based on demographics like location, device, and language, which lead to more effective conversions, since the ads appeal to users already searching for your services.
Different types of PPC advertising include; paid search marketing, display advertising, paid social media advertising, remarketing advertising, and Google shopping.
We touched on it earlier, but today consumers look for social proof (opinions provided by others) before making purchases. For this reason, many companies incorporate a review system into their services and products.
Uber and Airbnb are good examples. They do their best to ensure poor service is detected and excluded from their business. Moreover, reviews signal to search engines that your business is trustworthy, and when you respond to them, they show customers you care.
Let’s take local SEO, for example. Potential clients are more likely to call a business with 20 4.5-star reviews than a business with one 5-star review. Customers would rather not spend money unless they feel confident it won’t be wasted. Reviews documenting previous experience help your audience feel good about choosing your pest control business.
Search engines like Google use reviews to rank your website. The more recent and positive reviews you have, the higher your website ranks. FYI: Customers spend 31% more with a business that has positive online reviews.
Email marketing has one of the highest ROIs of all forms of online marketing, averaging $36 in return for every $1 spent. Its effectiveness comes down to reaching customers in a place they visit every day—their inbox.
So, while social media marketing provides excellent channels to connect with customers, you can’t guarantee they’ll be logged on social media to see your pest control ads. Email marketing is important for local businesses because it’s a marketing workhorse.
Not only does it help you keep in touch with past customers, but it also allows you to educate your readers, drive more website traffic, share promotions, conduct surveys, etc. You can do all these things within one channel!
You might consider sending the following types of emails:
Partnering with other local businesses can boost your revenue and expand your network reach. Reach out to local businesses like real estate agents or cleaning services to discuss potential marketing collaborations.
You could partner with another company to promote each other’s services on social media, via content in blog posts (hello backlinks!), or through email newsletters. If you’re focussing on traditional marketing, you might share the costs of printing flyers, for instance.
Cross-promotions are also useful. For instance, as a pest control company, you could partner with a local cleaning services company to give customers a 20% discount code. The trick with referrals and discounts is to give the other business’ customer base an incentive to follow through on your offer, and vice-versa.
Thoughtful partnerships can have short and long-term benefits for both businesses. If you’ve never worked with another business before, now is the ideal time to incorporate it with other pest control advertising ideas.
You’re probably familiar with Bill Gates’ famous quote: “Content is king.” In the digital marketing world, content marketing reigns supreme. While the type of content may change (think of how video marketing is currently dominating), the principles remain the same.
Content marketing aligns with the inbound marketing strategy. It is designed to draw visitors and potential customers in by providing useful information, rather than outwardly pushing your pest control service.
Content marketing is an important part of digital advertising because it answers your audience’s questions, builds trust, develops customer relationships, generates leads, and improves conversions.
A carefully curated content marketing strategy is designed to lead customers down the sales funnel. It creates enough awareness and interest to persuade a potential customer to choose your pest control company and call.
Common types of digital marketing content include;
To get the most ROI from your content, regardless of whether you’re publishing blogs, videos, or podcasts, always make sure it has a clear, measurable goal and is tailored to your audience. Keeping it consistent and up-to-date will also bolster customer loyalty and trust.
It might be surprising to hear that offline marketing is still beneficial and relevant. A pest control business can use both on and offline to achieve its advertising goals. The better you balance both strategies, the better results you’ll get.
Media channels like billboards, local radio, pamphlets, and newspapers are offline channels that can be highly effective in areas you serve. Even wrapping your vehicles can generate between 30,000 to 80,000 impressions daily! Fleet vehicle advertising boosts business recognition 15x greater than other advertising media.
Most, but not everyone, is online, and you could be losing out on a few local customers if you’re only focused on digital methods.
Hiring a professional pest control marketing agency is as much of a marketing strategy as the strategies mentioned above. Choosing the right digital partner is essential to your bottom line. An experienced or crooked agency can quickly drain your budget and negatively affect your branding.
A good digital marketing agency will be transparent about its services and the results it can deliver. If an agency promises overnight success or instant results, you should be wary. When researching different agencies, the ones you interview should:
A good agency fit comes down to values, size, and budget. You would rather not partner with clients who don’t share the same company values. It’s important to feel good about whom you’re working with. Even if the agency is great, if you sense a personality clash, then it likely won’t be a fruitful relationship.
It takes a lot of time, effort, and resources to master digital marketing. With so many moving parts, there’s a lot that can go wrong and inhibit your business growth. Rather leave it to professionals. And, if you don’t yet have the budget for all the bells and whistles, you can always start with a mobile-friendly website.
Many businesses know how vital digital and mobile channels are for acquiring leads and engaging audiences effectively online. And while they might understand how basic digital marketing works, they may not have the experience to execute the perfect strategy. Trust us, that’s why we have a team!
This is where Comrade Digital Marketing Agency can develop an integrated plan to grow your pest control business. We’ll create pest control marketing strategies that align with your financial goals. As a full-service marketing agency, we can take care of reputation management, lead generation, SEO search engine optimization, and more. Contact us today to discuss your urgent marketing needs.
Do you want a marketing plan that fits your individual needs? Let us craft a strategy that drives results to your company based on your objectives.
Please fill out the form to the right, and we will contact you within one business day for a free initial consultation.
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