The pest control industry has been growing at roughly 5% year-over-year and is currently a $17B industry in 2020. For pest control operators, this means that competition has never been higher. In order to reach their growth goals, companies need to develop a comprehensive pest control marketing plan.
For many pest control companies, this is going to be easier said than done. Unlike killing bugs and managing pests, marketing doesn't come naturally. Here are 3 areas that you can focus on to really move the needle on your marketing efforts.
Mobile video consumption is up 100% year-over-year
Social video generates 1200% more shares than text and images combined
70% of millennials are likely to watch a video when shopping online
Video marketers get 66% more qualified leads per year
What does this mean for you? I think it goes without saying, but make sure you have a video strategy!
Here are 4 types of videos that can get you started:
Especially in pest control, how-to videos are going to be really beneficial. These videos give you the opportunity to walk your audience through how they can easily manage some of the more minor pest problems themselves.
I know what you're thinking, if they solve their own problems, then they aren't calling you for service. In reality, the opposite is true. If you provide value and help them to solve their own problems, then when they have a real issue, you are the company they are going to call.
These videos are particularly important if you move your customer base to a monthly billing model, as you are going to be getting revenue from these customers regardless. These videos just reduce the number of marginal issues customers call you to solve.
These videos are similar to the how-to category, but they are focused primarily on your technician's process and situations when customers should definitely be calling to schedule a service with you.
Be sure to highlight any differentiating aspects of your service in these videos.
Brand videos give you the opportunity to tell your story. Highlight what is unique about your company and your service. Customer service is becoming increasingly important in the pest control industry, so focus on how your customers' experience is going to be better with you than with competitors.
Make sure to show the character of your company in these videos. People want to know who they are going to be working with, so have fun with this!
Live videos are trending for a reason – they’re unfiltered, unscripted and viewers know what they’re watching is real. Three major social media platforms that allow you to air live videos include YouTube, Facebook, and Instagram. Live videos give you the opportunity to respond to and solve the challenges of the audiences instantly.
You can easily do live videos of actual pest control services. This is a simple but effective marketing idea for pest control that anyone in the company can do. Make sure to get permission if you are doing any of these videos at a customer's home.
2. Social Media
This should come as no surprise, but social media continues to trend upward as one of the primary ways consumers interact with businesses. Check out these social media stats:
People spend an average of 3 hours every day on social platforms
54% use social media to research products and services
71% of consumers with positive experiences are more likely to refer a service
49% of consumers depend on influencer recommendations
You need to make it easy to find and learn about your company on whatever platform consumers spend time on. This means being active on Facebook and Instagram at a minimum. Many companies are finding success on some of the newer platforms like TikTok, Snapchat, and others.
These social platforms give you direct access into preexisting audiences and the tools to build trust and connection in ways unique to other marketing outlets.
3. Become Affiliated With Other Businesses
There are many home service businesses that are looking for ways to generate leads and add value for their customers, with whom you can build relationships. These could include the following:
Home cleaning companies
Real estate agencies
Home improvement companies
The goal should be to partner and work with these businesses to generate leads and value for each other. Be sure to do in-depth research of any company you seek a partnership with, as their reputation will have a direct impact on yours (and vice-versa).
Marketing is more important than ever. Implement these 3 marketing tactics and see the immediate impact on your bottom line.