Marketing for pest control companies is essential to stay competitive and bring in desired revenue. High revenue leads to profits and growth. This article offers 10 tips for marketing your business. You can pick and choose the ones that work best for you. Or combine them to thrive and dominate the field in your community.
Why Effective Marketing Is Crucial for Pest Control Companies
As of 2023, there were more than 32,000 pest control companies in the United States. This represents a growth of nearly 4% over the previous year.
On the one hand, that’s great news for your industry. But on the other, it means there is a lot of competition for the same customers.
To stand above the crowd and run a top pest control business, you need to stay competitive. Smart marketing strategies can help you do that. You can corner the market in your area and become a pest control authority with the 10 tips below.
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Tip #1: Build a Strong Local SEO Strategy
If you don’t have a website, you should create one ASAP. It will give you legitimacy and help customers find your business.
To give your website a boost in online search rankings, it should be search engine optimized. Your SEO strategy should include:
- Using keywords in your website content that reflect terms customers would use in searching for a pest control specialist
- Including your town, county, and state, as well as references to some local landmarks, like colleges or national parks
- Adding informational blog posts with external links to authoritative sites that end with “.gov,” “.edu,” or “.org”
Tip #2: Utilize Google Ads and Pay-Per-Click Advertising
Google Ads for local services are a great way to generate leads that can turn into customers. And when you opt for pay-per-click advertising, you only pay when someone clicks on the ad.
Briefly, to use Google Ads, you choose keywords associated with your business. As with your website, these are words customers are most likely to use when searching for a pest control specialist. The price you pay per click is determined by the popularity of those words.
Then, your ad appears in places where clients will view it online. The goal is to get them interested in the ad enough that they click through to your website or call you to book an appointment.
Tip #3: Leverage Social Media to Engage Your Community
You definitely should have a social media presence to enhance your visibility. That means not just having social media accounts that anyone can see. You should also be active in places like your town’s Facebook community page.
Here are a few best practices you can use right away to improve your social media power:
- Pick a couple of platforms to focus on rather than trying to be on them all.
- Not sure which platforms to use? Select the ones where your customers are most likely to hang out.
- Don’t just talk at your followers; reply to comments and get a conversation going.
- Be sure to use videos and photos to grab your followers’ attention.
- Try not to make your content overly sales-y. Instead, provide information and develop a reputation as a pest control resource for your area (see below).
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Tip #4: Create Educational Content to Showcase Expertise
As mentioned above, you don’t want to merely sell your services online. You’ll attract more customers by showing your expertise and sharing knowledge.
In your blogs, videos, and social media posts, you could include things like:
- Pest identification information
- Pest control tips
- Property owner dos and don’ts
- Easy DIY solutions to try before calling a pro
The idea is to build your authority and generate organic traffic for your website. When you engage a service provider, wouldn’t you rather have one who is a local expert?
Tip #5: Encourage and Manage Pest Control Customer Reviews
Online reviews are essential because potential customers trust them much more than advertisements. How can you get more customer reviews and manage your review presence?
- Always ask your customers for a review when you have completed a job and are confident they are satisfied.
- Text and/or email customers a link to the site where you want them to leave a review.
- Like with social media, you should pick a few sites (e.g., Google and Yelp) on which to focus your reviews.
- Respond to any negative feedback right away in a polite way, offering to fix any problems.
Tip #6: Offer Seasonal Promotions and Discounts
Pest control is particularly tied to seasonal changes, no matter what part of the country you’re in. You might see lots of spiders in the fall in the Southwest or ants in New England in the spring.
This is the perfect opportunity to offer seasonal discounts or other promotions. You can both attract new customers and get repeat business from previous ones this way. After all, pest control services may need to be rendered with each change of season. It’s not a one-and-done type of service.
Tip #7: Use Email Marketing to Stay Top-of-Mind
Be sure to use an email capture bar on your website to collect email addresses from visitors. You can use other ways to get emails, too, like contests or limited-time discounts.
You can then use those emails to promote your business through online newsletters. Use your newsletter to:
- Announce new services
- Introduce new personnel
- Share pest control tips
- Discuss safety and sustainability
- Promote special offers
For instance, you could run a promotion where everyone who refers a client to you gets a discount on their next visit.
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Tip #8: Partner with Local Businesses and Real Estate Agents
Real estate agents and property managers can be gold mines for pest control specialists. They have a continual need for your services and can refer you to their customers.
How do you meet these professionals? You could join the local Chamber of Commerce. Or there may be real estate associations in your area where you could introduce yourself. Other ways to find these folks include:
- Facebook business and community pages
- Membership organizations like Rotary International
- In-person visits to their offices
- Referrals from colleagues like maintenance workers
You could consider doing the same for other businesses that frequently need pest control services. Examples include stores, restaurants, and office buildings.
Tip #9: Invest in Branded Vehicles and Yard Signs
Never waste the opportunity to promote your brand while on the job. Vehicle decals and yard signs are ideal for putting your company name in front of potential clients.
When it comes time for these people to hire a pest control service, they’ll remember your company. The more visible your brand is, the easier it is for them to think of you. So, try to use a catchy logo or colorful graphic that matches your unique image.
Tip #10: Track and Analyze Your Pest Control Marketing Efforts
There are a lot of marketing tips listed above. How will you know if they’re working when you try them out?
The key is to set up a plan to evaluate them at the start. That way, you can see if you’re getting a good return on your investment—with both time and money. If something isn’t working, you can adjust your strategy accordingly.
What are some of the metrics you can track?
- Number of likes or shares on social media
- Amount of social media comments
- Click-throughs to your website
- How many customers share their email address
- Amount of online reviews left by customers
- Number of referrals or recommendations given
- Volume of discounts or promotions used
Of course, the number one metric for success is how many new appointments for services you booked.
And you want to ensure the revenue you bring in from those appointments exceeds your marketing budget. This is your return on investment or ROI. You still need to turn a profit with successful marketing campaigns.
Top Pest Control Marketing Tips
You’re probably pressed for time to handle marketing if you have a small operation. Here are some tips you can use right away, even if you’re a one-person business:
- Make your website your top priority if you have time for nothing else. Customers will check for it to see if you’re a “real” business. It could also bring you clients who find you online through web searches.
- Vehicle decals and yard signs are an inexpensive marketing component. And they’re a one-time task that you can check off quickly. So why not use this tip right away, too?
- If networking feels overwhelming, start small. Make it your goal to send a few letters of introduction per week. Or make one in-person visit each week to start the ball rolling.
- Getting more positive online reviews will help your business in the long run. Not sure which platform is right for you? Where is your competition getting reviewed? Target that site first.
- Software for home services businesses can help you with all kinds of tasks, including marketing. It will help you organize dispatching, invoicing, and other essentials. The best software will also let you integrate your marketing efforts. For example, you can merge customer relationship management (CRM) with email campaigns.
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