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Has business growth slowed down? Are you wondering if your pest control company will ever reach its growth goals? 

If you offer high-quality pest control services but aren’t able to fill your technicians’ schedules, you need more leads. 

But how can you get them? You already have a website, a Facebook page, and an email newsletter. What else can you do? 

Short answer? A lot.  

There are dozens of ways to improve your marketing strategy to make it more effective. While your current marketing might perfectly promote your brand awareness, if the phones aren’t ringing, it’s not great at generating leads. 

This article will examine why effective marketing is so important in the pest control industry. You’ll also come away with five pest control marketing ideas to help generate more leads, increase revenue, and get back on track for growth. 

The Importance of Effective Marketing in the Pest Control Industry 

Publishing a website and posting content on social media will help you promote your business. Running online ads helps, too. 

However, if you’re not strategic, these marketing tactics aren’t going to create the results you want. At least not long term.  

So, what is strategic marketing for pest control? 

  • It’s holistic: All your marketing channels support one another. For example, your digital ads direct web users to a specific landing page. Both the ad and the landing page have the same tone, brand style, and messaging. This consistency improves the chances you’ll get a conversion. 
  • It’s data-driven: You track your marketing metrics—web traffic, conversion rates, email open rates, and more. You use this information to continually improve your marketing. 
  • It’s automated: You use technology to automate tasks. Email marketing, segmentation, lead scoring—if technology can do something better and faster, let it. 

By taking a strategic approach, your marketing becomes more effective. And your pest control business reaps a few important benefits, such as: 

Sustainable Business Growth 

Strategic marketing helps you generate a steady flow of leads for your pest control business.  

Using marketing ideas but not considering how everything fits together might lead to temporary results. Yes, you might experience more web traffic. There might be an uptick in service requests. 

But it’s through a well-developed strategy that you can attract, nurture, and convert. You have a plan to bring in new people and motivate sales. You want to build relationships to create repeat business. 

Higher Return on Investment (ROI) 

The more organized and strategic you are, the higher your marketing ROI will be. One study found that organized marketers are a staggering 674% more likely to report success. 

A strategic approach helps you make smart use of limited resources. You know which marketing channels to prioritize. And you know what type of content will resonate with your audience. 

Powerful Customer Reviews 

A professional website. Frictionless booking. Excellent service. Thoughtful follow-ups. When you nail the customer experience at every touchpoint, you’re going to impress people in a big way. 

Some of these people will leave a review of your pest control services. Positive reviews can really help to increase business. A recent study found that nine in 10 consumers use online reviews to make purchase decisions. 

Deeper Understanding of Your Audience 

Another benefit of using a marketing strategy is data. By tracking metrics, you learn more about your customers. This can help inform your future marketing. 

You can also use these insights to improve your services.  

For example, say you learn that homeowners are interested in insect prevention strategies in early summer. To capitalize on this interest, you could start offering a promotion for mosquito and tick control in March and April. 

Overall, the more strategic you are, the more you can reach the right people, on the right channels, at the right time, to generate more leads.  

FROM ONE OF OUR PARTNERS: 5 Strategic Insights for Pest Control Companies 

Understanding the Target Audience in Pest Control Marketing 

Though we touched on this above, understanding your target audience is one of the most valuable marketing strategies. It warrants a deeper dive. 

This is the group of people who are most likely to buy your pest control services. You’ll need to factor in your target audience when considering which marketing ideas to use.  

What content resonates with them? Do they use mobile or web to search? What calls to action motivate them? 

The answers to these questions reveal insights into your target audience’s pain points. You learn what they want and need. 

You’ll also want to consider their demographics. These characteristics describe your audience, such as age, household income, and gender.  

The better you understand your audience, the more you can tailor your marketing.  

For instance, say you’re targeting homeowners in their 40s and 50s. You learn that, on average, this group spends two hours daily on Facebook. Leveraging this information, you may decide to run an ad campaign on Facebook. 

You can also create content that resonates with the people most likely to use your services. 

Say you know your target audience is budget-conscious. So, you use wording like ‘budget-friendly’ in your pest control ads. 

Targeting your audience can lead to some serious benefits for your pest control business, such as: 

  • Easier customer communication 
  • Stronger customer relationships 
  • Stronger customer relationships 
  • More accurate key performance indicators (KPIs) 
  • Higher search rankings  

FROM ONE OF OUR PARTNERS: How to Use Social Media the Right Way for Small Businesses 

5 Pest Control Marketing Ideas That Generate Leads 

Ready to get a steady flow of leads coming in? Here are the best pest control marketing ideas for lead generation. 

1. Optimize Your Google Business Profile. 

You may already have a Google Business Profile. But is it helping you get leads? 

If not, you probably need to optimize it. A more compelling Google Business Profile will help you attract more local and mobile searches. 

Here’s what you can do: 

Populate Everything.  

Images, attributes, your website link—fill in all the details to help Google match you with searchers. 

Optimize Your Business Description.  

You have 750 characters to convince potential customers your services are the best. Use them well.  

  • Mention your most popular services.  
  • Point out your technicians’ expertise.  
  • List any certifications and awards.  
  • Include the cities and towns where you provide pest control services. 

Request Google Reviews.  

Make it a habit to ask for a review after service. Send out follow-up emails to customers with a link to your review section. 

Having more Google reviews can help your pest control company show up at the top of search results. It can also be the thing that motivates a potential customer to contact your company when they need help with a pest problem. 

2. Improve Local SEO on Your Website. 

Search engine optimization, or SEO, is the most important thing you can address to help new customers find you.  

The more local searches you can bring to your website, the more opportunities you have to turn searchers into leads. Close to half—46%—of all Google searches are related to location. 

Target local search terms on your website. Use them in subheadings and headings.  

For instance, if you provide pest control in Richmond, Virginia, use terms like “Richmond pest control company.” 

You can also create location pages for every city or town you provide services in.  

Take things one step further with localized blog or video content. Post helpful content, such as “Tips for Preventing a Termite Infestation in Boston” or “Signs You Have Mice in the Attic in Portland.” 

Improving local SEO will increase your visibility.  

It also shows searchers your company is local right away. They’ll be more likely to request service on that same visit to your website. They don’t have to dig to find out if you service their area— an extra step most people aren’t willing to make. 

FROM ONE OF OUR PARTNERS: Use These Big Marketing Ideas to Attract Customers to Your Small Business 

3. Make Your Website More User Friendly. 

Getting people to your website is one part of lead generation. But, once they’re there, it should be easy for them to take those all-important next steps. 

Identify what you want your web searchers to do on your website to become a lead. For example, they might: 

  • Sign up for your newsletter. 
  • Fill out a service request form. 
  • Contact your business. 

Now, make it ridiculously easy for them to do those things. 

That means getting rid of any clutter that makes it hard to locate your call-to-action  (CTA) buttons. Use a lot of white space to break up blocks of text.  

Make your navigation bar easy to use. And use color contrast to help your CTA buttons stand out. 

4. Test Your Calls to Action. 

Those CTA buttons are gateways to getting a lead. It’s worth spending extra time making sure you’ve gotten everything right. 

Use A/B testing to determine which CTA text, colors, and placement are the most effective. 

When your CTA buttons are irresistible, you can increase your website conversion rates. That means more service requests coming in.  

All you need then is to impress each potential customer with friendly service, effective pest control, and good communication, and you’ll be on your way to growth. 

5. Publish Blog Posts Regularly. 

Blogs are lead-generation machines. But you can’t just post once and put it out of your mind.  

Draw up an achievable schedule and create the necessary content. You can then periodically post your content on the schedule that works for you.  

Post relevant, useful content on your website. Offer tips and insights on pest prevention. And conclude most of your blog posts with a call to action to bring in those leads.  

RELATED ARTICLE: 7 Steps to Improve Your Pest Control Business 

Top Tips for Pest Control Marketing Ideas That Generate Leads 

More leads translate to more revenue. And with a strategic approach, you don’t have anything to lose.  

Every marketing idea you implement is an opportunity to learn more about your target audience and refine your strategy, making your marketing even more effective. 

Here are three things you can do now to get started: 

1. Audit Your Needs.  

List any marketing channels you’re not using that make sense for your business. Look at how you can ensure these channels work together to create a consistent brand experience. 

2. Prioritize Your Marketing Tasks.  

Make a list of five things you can do this week. Start with the easier marketing ideas to help you get your momentum going. 

3. Delegate Where You Can.  

You can’t do everything. So, give people on your team specific tasks. If you don’t have the right in-house expertise, don’t let that slow you down. Outsource to an agency or freelancers and keep moving forward. 


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