In local pest control marketing, a lot of the bigger strategies just don’t work.
Not only are they too expensive for a small professional services company, they waste a lot of money by reaching too broad an audience.
You can’t get a return on your investment like that.
The average click-through rate on a Google Ad is around 2.7%. And the chances of these clicks actually becoming customers is shockingly low.
But there are local marketing strategies that work. Let’s explore 8 that you need to know about.
1) Leverage Commonalities
As a local pest control company, you share things in common with the locals that big name franchises may not be able to leverage without seeming fake.
What’s special about your town? How’s the local high school team doing this year? What landmark makes the locals proud?
Find ways to connect with the customer, demonstrating that you’re one of them by leveraging your “localness”.
Incorporate local pride into your pest control marketing strategies.
2) Get Mobile
You already know that nearly everyone has a smartphone now. Local companies can especially benefit from mobile optimization. But they’re often the last to get mobile.
This is where you can differentiate yourself from other local competition. Make sure your site is super-easy to use on mobile devices.
Offer deals that show up when someone’s in the vicinity.
Invest in local SEO that includes mobile optimization so that you shoot to the top in local searches.
3) Set Up Your Google My Business
Set up your review profiles like Google My Business and Yelp. These pages can be customized so that locals can learn more about you. Make sure all of your info is correct and add images, description, contact info, and even prices.
When people do searches for pest control, review sites and directories are some of the first things that show up.
In addition, you’ll show that you’re connected and aware of latest technologies. A blank profile makes you look uninterested in technology.
Your local customers use this technology every day. So should you in your pest control marketing.
4) Take Mobile Payments
Are you still taking checks and trying to run credit cards over the phone? Stop it.
While it’s important to keep customer options open, most people are now paying through payment processing services like Paypal, ApplePay, etc.
Equip your technicians with a card reader and tablet. Make it easy to click a link and pay online.
In your pest control marketing strategy, share how easy you make it to pay online and on visits without having to hunt for a dust-gathering checkbook.
5) Get Personal
Having a human-to-human connection is just as important today as it was 100 years ago. The problem is that websites over the years have divided us.
We read endless copy and blogs. We click on links. There may even be a chat box in the corner. But it’s all impersonal.
People respond to and relate to human faces so make sure there’s eye connection on your website.
Take pictures of your local technicians and place them prominently on your site, looking out at the visitor. Post videos of employees and customers with permission.
Take this a step further by adding a human video popup that plays when someone visits the site. In this popup, someone for the company or an actor can quickly tell people about your business and site.
They can offer additional assistance if needed. Or it may include a call to action.
You can see a great example of this at Reynolds Pest Management.
6) Understand Your Value Proposition
What is your market differentiator? Yes, customer service is important. But everyone says that customer relationships are important.
In pest control marketing you need to be clear on what makes you different and better.
What do you do better than anyone else? What training or certification do you have that others don’t? What kinds of technologies do you use that other’s don’t?
In any kind of local advertising, people need a reason to choose you over company X. This differentiator should be important to your target customer.
You should promote this differentiator and bring awareness to it through your website content.
7) Get Social
A lot of local businesses still don’t get social media. They publish a new blog and post the link on their page once a week. They send out their holiday hours in a post. They may tell people about a promotion they’re running.
This isn’t social. It’s poorly thought-out self-promotion.
To gain traction on social media in your local market you must add value to daily lives. In addition to sharing your own stuff, do the following.
You should share not only your own content but content that you curate from the Internet. This content shouldn’t be random. Rather, it should somehow relate to what you do.
Did they just discover a new moth species in the UK? Share the content. Did a family get run out of their home by ants? Share it.
Always be on the lookout for interesting critter videos and articles that you can share to begin building a social following.
Invest in Social Monitoring
Be on the lookout for brand mentions online. If they’re bad, try to make it right to the customer. If they’re good, thank the customer. Show you’re an active part of the social community.
8) Measure Everything
Don’t waste a lot of time on pest control strategies that don’t work. Execute your strategies and then use analytics to see which ones work best for you.
From there, recalibrate your marketing budget, spending more where you get a better ROI.
Pest Control Marketing Strategies & More
When you’re local, embrace being local. That’s how you win in a local market. Leverage technology. Share commonalities.
Be clear on what makes you different. And get social with your customers to not only attract new customers but to increase loyalty and promoter activity among the ones you have.
For more tips and tricks on marketing in your industry, follow our blog.