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How to Ensure Profitability in Pest Control Marketing
Are you wasting thousands of dollars on your marketing campaigns each month? Are you unsure of what’s working and what’s not? A lot of the time, pest control companies hire SEO companies or they hire Google ad agencies just to end up disappointed. Typically, a couple of months go by after hiring a marketing agency and the pest control company ends up maintaining the opinion that marketing is a complete waste of money.
The fact is, that’s just not true. Marketing can be a massive waste of money if you do it wrong. So what’s really happening is that they’re not tracking their marketing ROI or return on investment. They don’t have any idea what’s going on. They’re just throwing money out the window and hoping that something sticks.
To ensure that your marketing dollars are contributing to your pest control company’s growth, You have to ensure profitability. There are a lot of ways to ensure profitability but in this blog post we will tackle just three of them. If you implement them early, you are more likely to fill your routes with ideal customers that love to live pest free.
Track Everything
The first step is to track everything. You can’t make efficient growth decisions unless you understand what is working and what is burning precious marketing dollars.
- Track leads
- Track the sources that are generating the most leads
- Track the sources that are generating the cheapest leads
- Track the sources that are generating the most profitable leads
- Track page views
- Track form submissions
- Track your offices close rate
- Track what campaigns are spending the most of your marketing budget
Tracking everything will give you the data you need to ensure profitability. However, having the data isn’t enough. You need to understand what to do with the data you collect and if your performance is holding up to industry benchmarks.
Knowing where you measure up will show you what you need to focus on, or if your marketing agency is any good. If you do this correctly, then you will have the data you need to make key decisions in your growth process.
How to Track Pest Control Marketing Metrics
If you’re in the pest control business, you’re probably busy running in your routes and have no time to learn about marketing analytics and tracking software. But the good news is that you can track almost everything with just a couple of steps:
The first thing you need to do is create a Google analytics account. It’s straightforward, and by following a few steps on YouTube, getting your site set up with Google analytics will be quick. With Google Analytics, you can see your visitors’ actions on the website and how they interact with it. Its features enable data collection and analysis, monitoring visualization reporting integration with other applications. The best part is, it’s as simple as copying and pasting a little bit of Google code onto your website.
Google Analytics is a great resource for quantitative data, or data that gives you a high level overview of your entire site. But to be successful, we need to track specific campaigns and how well they are converting. To do this, we want to use a tool like GrowthBound’s Call Tracker. It is a tool that will allow you to record phone calls and know what pages on your website are converting traffic into revenue generating leads. Similarly, there are tools that will tell you the exact same data for form submissions.
Pro Tip: You can use Google Analytics to track form submissions if you are a little more advanced with your tracking skills.
Know How Much a Lead is Worth To Your Business
The second step in ensuring that your marketing campaigns are profitable, is to know how much a conversion equals hard cash in your business. There are a lot of marketing agencies out there that will say they helped you reach 100 conversions this week. But what does it mean? Getting a large number of phone calls is not enough to make you successful. The majority must turn into customers, which can only happen when your marketing agency has high-quality leads. The quality of your leads is key to success.
When new pest control companies start, they rely heavily on Facebook ads or Google Ads to bring in customers. These are all great ways to market your business. At Growthbound, we help you focus on what’s called the bottom of the funnel, which is the general population that’s actually interested in what you’re selling. We’ll get you those leads that are going to turn into customers. Maybe it’s a mom who saw a cockroach scurry across the floor. Maybe it’s a family who just returned from a trip and realized they have bed bugs now. These are the people that have a need, and they go to Google. They type in ant control, pest control, bedbug removal, whatever it is, and they’re ready to make a purchase today.
However, there’s gonna come a time when it is tough to get those customers for cheap. Google is constantly changing its algorithm, so all your costs per lead could end up costing more than before! So it’s essential to focus on the long-term and not just the short-term results.
Focusing on the Long Term Results
The third step in ensuring thing you want to do to ensure that your marketing campaigns are profitable is to focus on the long term results. This can be done by ensuring that your campaigns are aligned with your company’s goals and objectives. By doing this, you will be able to see a clear return on investment (ROI) for your marketing campaigns. In addition, this will also help you measure the success of your campaigns in the long run.
Traditionally, marketers have looked to spend 60% of their budget on the long-term marketing strategy and 40 percent on short-term strategies such as radio ads and if you have the budget, TV ads are what’s considered the top of the funnel. Whether through television commercials or social media, companies are spending an enormous amount of money on advertising their products. Companies like Coca-Cola and Pepsi spend hundreds of millions on a single ad during the Super Bowl. They do this because they are playing for keeps; these advertisers know that consumers don’t just enjoy their product once – people keep coming back over time as long as new content is available each month or year!
How Does it Work in Pest Control?
Pest control is very different than Coca-Cola. Pest control is a service rather than a product. And people don’t buy your service every day, or even every month. And when they do need it, they may not come to you – they may go to a friend or family member for a referral, or they may just go with the first company they find in the phone book. So how can pest control companies focus on long-term results and make sure they’re getting a good ROI on their marketing campaigns?
By Building Trust
The answer is by ensuring that your marketing campaigns are focused on building relationships with potential customers rather than just making a quick sale. People who are looking for pest control services are looking for someone they can trust. You could offer a free pest control inspection to potential customers. This would allow you to build trust and credibility with potential customers, and it would also give you an opportunity to sell them on your services.
It is important that you focus on your website and getting high-quality content because that will be the number one way people find you. You work on SEO, put it in the background, and make sure that, eventually, you’re going to rank in the top three for pest control. The goal is to get people who are looking for pest control in your area to find you first, and then trust you enough to use your services. Once you rank in the top three, you’re more likely to get those phone calls and clicks that turn into customers.
By Offering a Great Service
The final way to focus on long-term results is to ensure that you’re offering a great service. This means going above and beyond for your customers and making sure that they’re happy with the results of your services. If you can do this, you’ll find that your customers will keep coming back to you and will also refer their friends and family to you.
It’s important to remember that pest control is a service-based industry, which means that your customers are looking for someone they can trust. If you can build trust with your potential customers and provide them with a great service, you’ll be able to focus on long-term results and get a good return on your marketing investment.
Conclusion:
To sum it up, it’s important to focus on quality over quantity. The more leads you can get that turn into customers, the more successful your marketing campaigns will be. Focusing on the long-term game and not just the short-term results is also important. By focusing on branding and building a strong relationship with your customers, you’ll be able to create a loyal customer base that will keep coming back for years to come!
That’s why Growthbound is different. We focus on the long-term marketing strategy that will help you dominate your market and ensure that your campaigns are profitable. We’ll work with you to create a custom marketing plan tailored specifically for your business and your goals. Contact us today to learn more about how we can help you grow your business.
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