Marketing is a critical component of any successful pest control business. When it comes to marketing your pest control services, there are a number of strategies you can use to attract new customers and grow your business. But it is up to you and your team to put together a strategy that will help grow your business and not suck valuable time away from schedules that are packed with routes.
It is important to remember that one strategy doesn’t fit everyone. For example, if you have an office assistant that is an incredible writer, then SEO might be the best route for you, but if you have a pest control technician that loves being on camera then Facebook might be the better route. The important thing is to weigh the pros and cons of each strategy and not bite off too much so that you can effectively execute your strategy.
One marketing strategy that many pest control companies are using to grow their business is SEO, or Search Engine Optimization. This marketing strategy involves optimizing your website and content so that it appears higher on search engine results pages (also known as SERPs). This can help bring more visibility and traffic to your site, which can ultimately lead to more sales.
Pest control SEO can be incredible because when you finally reach the top of a highly competitive keyword with a ton of monthly search traffic, such as “Pest Control [Your City]”, your phone will not stop ringing.
But it can take a while to get there, and it can require some technical skills when it comes to editing your website and making sure that it stays healthy.
We had a client hire us for a full digital marketing package. We took our traditional approach where we increase the revenue as fast as possible and then work on more sustainable marketing efforts in the background such as SEO. The first year, they were receiving about 4-5 phone calls a month during their slow season.
The next year, once they were ranking #1 for their most popular search term and many others, they received 80 phone calls in what was traditionally their slowest month.
The power of SEO now means that they can keep their technicians full-time and not rely on seasonal workers. In turn, this has increased loyalty on their team and skyrocketed their Google Reviews.
Google Ads is a marketing platform that allows you to place ads on search results and millions of other websites across the web. This marketing strategy can be very effective in attracting new customers, as your ad will appear when people search for keywords related to your business. This is a great alternative to SEO as it will provide immediate rankings but it will also cost you for every click your website receives.
Ads on Google are an excellent way to see immediate results in driving traffic to your website but if you don’t know what you are doing then you can quickly add up a large bill and not have any new customers to show for it. But if you have a solid strategy then you can instantly increase your monthly revenue and see a massive profit from the ads.
For one of our clients, we put together a bed bug campaign that was getting new phone calls for about $5 apiece. I would like to say that it was all skill but we were incredibly lucky that a bed bug infestation broke out at the same time we launched the campaign and our client was ready to slurp up all the new clients. We set up the calls to forward to their leading sales rep and they had an incredible close rate of 70% In the end, they had spent about $2,000 on Google ads and saw a return on ad spend (ROAS) of about 21x. Once the breakout died out, we saw the cost per phone call go back up to $15 and stay between $15-30 for the rest of the season.
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 and if you implement them early, you are a lot more likely to fill your routes with ideal customers that love to live pest free.
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