The pest control industry has been growing at roughly 5% year-over-year and became a $20.4B industry by mid 2022. 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. Even if you are an expert at pest control and running your business, you may not consider yourself a marketing guru. Luckily, marketing doesn't have to be intimidating or out of reach, even if your budget is facing constraints. These four ideas can help generate a lot of interest in your services, and the only thing they'll cost you is a little bit of time.
Video represents a massive opportunity across all industries. Just take a look at some of these video marketing statistics:
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.
This should come as no surprise, but social media continues to trend upward as one of the primary ways consumers interact with businesses. According to DataReportal, there are a staggering 3.8 billion unique social media users in the world — that's nearly half of the global population! That means you have plenty of opportunities to easily and quickly engage and interact with them. There are numerous social media platforms, but it is best to focus your pest control marketing efforts on those with the most reach.
Check out these additional social media stats:
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.
At the very least, your pest control company should have a Facebook page. Facebook is the largest of all the social media platforms, and there are things you could be doing to maximize your reach through it. Consider sharing posts about your employees and customers (with consent, of course). You can share photos and videos of how your business engages with the local community as well.
More and more people are also turning to online groups to create and foster bonds. People often use Facebook Groups to share information about local events and happenings. Are you maximizing their potential reach for your pest control company? One of the best things about using Facebook Groups is that many neighborhoods and cities already have existing groups. You can use these groups to connect with people who seeking local pest control recommendations. Your existing customers may also be members of local Facebook Groups and will be able to recommend and tag your business. This is a great way to network and engage with your local community for free.
Instagram is a subsidiary of Facebook, so the learning curve for it is generally pretty minimal. This platform is a great tool if you have a lot of visual information to share. Use it to share pictures of insects to help people make identifications, home damage that can happen if you don't eliminate common pests like termites or carpenter ants, or unusual things that your technicians come across while working. That swarm of honey bees might seem terrifying to some, but a good picture of it will probably get shared quite a bit.
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:
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).
According to information from the Pew Research Center, the vast majority (81%) of Americans conduct their own research when making major decisions. It is fair to say that deciding who to hire for pest control services can be grouped with other home purchases as a major decision for many households. You have the power to maximize your online presence by making reviews a key component of your reputation management strategy.
You might be wondering what is so magical about online reviews. The reality is that people trust online reviews to provide accurate information and opinions about products and services. In fact, research indicates that more than 90% of U.S. adults read online reviews and that an overwhelming 84% of them trust the opinions expressed in those reviews as much as those of their friends. Some of the most popular resources for online reviews include:
Reviews work really well, but you can't just expect people to submit them automatically. Instead, they should be cultivated. Be sure to mention to every client that reviews are appreciated. You might even use an email or text reminder to prompt action. Keep in mind that not all reviews are going to be glowing. Be sure to address any concerns or complaints that pop up so that potential customers see you are concerned and working to improve.
Marketing is more important than ever. A well-thought-out marketing strategy can help you reach a wide audience with a minimal budget. That can help you grow your pest control business. Contact Briostack today to see how our pest control software can help you streamline customer communications and give you more time to dedicate to marketing your business.