Whether you're a one-person operation or a multinational pest control company, the problem is the same: You need to attract and convert prospective customers.
But, how does one go about marketing a pest control company? Is word-of-mouth marketing still the most successful way to sell pest control?
The answer is yes, but the competition isn't what it once was. We now live in a world where people can reach into their pockets and pull out a device that allows them to look for the best pest control company near them.
This post will walk you through five simple strategies for generating more leads and converting them at a better rate.
First, assess the effectiveness of your website. When a prospect visits your website, you've already won half the battle (that being search).
Is your website helping your company win the other half of the battle? Or, does it cost you, clients, due to poor user experience and lead generation?
To begin, navigate to the homepage of your website. Try to look at your website with fresh eyes.
Assume you are a potential consumer visiting your website for the first time. What do you notice? Is it simple to grasp and navigate? Is it clear to a new visitor what services you provide and why they should choose your company?
How would you draw more visitors to your website now that it is a conversion machine?
This is where search engine optimization (SEO) comes into play. To understand using SEO for your pest control business, it is necessary to understand that there are two means of obtaining online traffic: Paid and organic.
Organic refers to any activity that delivers you web traffic without you having to pay for it directly. On the other hand, Paid is any search ad that you directly pay for.
Pay-per-click (PPC), as the name implies, is a type of paid advertising. Because you paid for those advertisements, they bring immediate effects. Through these ads, you'll be able to target the kind of individual you want more precisely.
However, these advantages are not without downsides. They stop generating once you stop paying.
While organic SEO requires more effort upfront, it continues to pay off in the long run without the need to pour money into it continually.
Start by optimizing your website for local keywords, as you want to compete locally for terms such as "pest control near me." Adding keywords to your website and social media profiles improves your internet visibility.
Another excellent technique to help improve your SEO is through reviews. Google employs review signals that benefit businesses depending on the quantity, velocity, and diversity of their thoughts, so strive to maintain a healthy balance of these various review signals.
Local SEO is search engine optimization that focuses on ranking for local terms. Searching for "pest control near me" yields a list of some of the best pest control companies in your area.
Google initially displays a few sponsored results, followed by pay-per-click (PPC) ads. It should be noted that they are all sponsored advertisements, which are another vital component of advertising, but for the time being, let's stick to SEO.
An essential part of the results page is the "Map Pack," which you can find underneath the paid adverts.
The searcher's proximity to the offering they're looking for is central to local search. Google Maps displays the top three results in a feature called Map Pack.
How important is it for your company to appear in the Map Pack, you ask? Given that the first three Google search results receive 60% of the clicks, we'll leave it up to you to decide.
How does Google choose which businesses to include in the Map Pack? The response is divided into three parts: (1) relevance, (2) remoteness, and (3) prominence.
Keep your hours accurate and up to date to stay relevant. Ensure that your Google My Business (GMB) listing has complete information, including a detailed description of your business. When it comes to distance, always double-check your locations.
Finally, whether your business has a large number of recently submitted online reviews with a high average rating determines its prominence. Overall, the most significant thing you can do is enhance your Google My Business listing, which we'll cover next.
Google My Business is Google's directory of business listings. As stated previously, when someone searches for a business, Google's "spiders" search the internet for the most relevant, nearby, and notable companies to display.
Optimizing your GMB page is the most effective strategy to ensure that you appear at the top of search results.
The first step is to create your Google My Business listing. Next, add your company name and logo—and see to it that the name you use on GMB matches the name you use elsewhere on the internet, such as your website.
Then, include some photos. Businesses that use photographs in their listings receive 35% more clicks. That's not all. Google provides many buttons that might help direct customers to interact with your company. Your website may feature the following buttons: "Website," "Directions," "Save," and "Call."
Of course, you must post a complete description of your company. Describe how it differs from the competition in 750 characters or less. Instead of writing your caption as a sales pitch, use it to connect with your audience.
Ask yourself: What is essential to your target audience?
Once you're satisfied with your company description, add relevant keywords before calling it a day. This will boost your visibility in search results. Lastly, assess your feedback.
Now that you've enhanced your website created an organic SEO strategy, and updated your GMB listing, it's time to focus on paid online advertising. Geofencing is an excellent method of web advertising.
If you're wondering what geofencing is, it's what you use to promote your services in a more focused manner by placing a GPS "fence" around an area as tiny as 1000 square feet. You may, for example, target communities with older homes that are more prone to have pest infestations.
And, because geofencing marketing is compatible with 92 percent of cellphones in the United States, you can feel assured that your money will be put to good use. You'll be very particular with the demographics you spend money on advertising and ensure that you get the best possible ROI based on these potential clients.
Pest control marketing isn't all that difficult. Yes, it may appear scary at first, but follow these five steps, and you'll be good to go.
When you're ready, Digital Resource will be there to assist you in taking it all to the next level.
Whether you need more reviews for your business, more leads from your website, or get paid faster, join the thousands of other local companies expanding with Digital Resource.
Contact us today to book a free consultation.