6 Ways You Should be Marketing Your Pest Control Business
If you’ve been relying on word of mouth advertising for your pest control business, or you’d like to assess your current marketing efforts, it might be time to step up your marketing game. But where do you begin?
Before you get started in marketing your pest control business, you need to know what value you are providing to your customers.
You run a pest control company, so it’s easy to define the value you provide, right? You get rid of pests so your clients don’t have to.
Well… that is what you do. But what is the real value you provide?
This might be difficult to figure out if you’re just starting out. If that’s the case, check out some of James McGowan’s advice on starting a pest control business, how to understand your value, and find a niche in the market first. He’s been in the industry for over 15 years!
What pest control companies really do is give people peace of mind. For me, a pest control company gave me my home back:
2 years ago, my wife and I were returning from a sunny vacation to escape Edmonton’s winter. (In Edmonton, winter temperatures often hover below 15 degrees F!) Everything about our vacation was incredible, but when we came home, we had some unwanted house guests. Mice had turned our basement into their very own mouse condominium.
Our home didn’t feel like our home—for a few days we were the lookout for droppings and little rodents running along the baseboards. Of course we wanted to get rid of the mice—but more importantly, we wanted our house back!
We called a pest control company that we found online and they were able to efficiently take care of our problem. This company did so much more than get rid of the mice—they provided real value by giving us our home back and letting us sleep easy at night.
So start by understanding what value you provide and understand what sets you apart from your competitors. Need a bit of help with this? The Jobber Branding Toolkit is a great place to start. Once this step is done, you’re ready to market your pest control business with these 6 strategies.
The best ways to market your best control business
- Start networking your business within your community
- Get your business online with a website, Yelp profile, Google My Business Account, and Facebook Business Page
- Manage all your online reviews (the good and the bad) on Yelp, Facebook, and Google My Business
- Advertise with Cost Per Click ads on Google Ads
- Follow-up with all your leads using a CRM and a good email follow-up software designed for pest control businesses
- Leverage your existing customers for return business and referrals
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1. Start networking
You’re the face of your business, so any networking opportunity is an opportunity to promote what you do. This doesn’t mean you should stop people on the street corner to tell them about your business, but you should always be prepared to talk about your company and the services you provide. When you do have conversations with potential customers, you’ll want to make sure they remember you.
Make sure you always carry business cards with you. They are an inexpensive and professional way to leave an impression and keep you your business top of mind. There are many online services that will design, print, and deliver business cards for you at an affordable price.
I made this business card in just a few minutes, by using a template from Vista Print:
Ready to step up your networking game even further? There are a number of networking groups like BNI America that help you grow your network and find referral business.
Do I need to hire a pest control marketing agency?
Not necessarily. It’s fairly easy to set up a website, one or two social media accounts, a Facebook Business Page, a Google My Business account, and understand how your business appears in Google rankings.
It should take you few hours of work, and you can manage the website and review accounts one every two weeks, and the social media accounts a couple times a week.
Marketing agencies can be fairly expensive to work with. But if you understand some basic marketing and SEO principles for contractors, you’ll be golden!
2. Get your business online
The internet is where people go to research services and this is no different when it comes to researching pest control companies. If you want to grow your business, you should have a website and you need to manage your online presence.
A website gives potential customers a way to get in touch with you and it helps establish your company’s credibility. There are many free and inexpensive website platforms available to help you get started, and having an effective website is easier than you think.
If you aren’t quite ready for a website, at the very least you need to setup your Google Business listing. This listing can help your company (and contact info) show up on the 1st page of Google and will give you space online to manage your reviews. If you need assistance, check out our article on setting up your Google Business listing here.
3. Manage your online reviews on Google My Business, Facebook, and Yelp
Your business should be online so it can be found, but just because a potential customer finds your business online doesn’t mean they’ll go with your services.
A quick Google search of Pest Control Edmonton gives me the following results:
In this example, which company would you call first?
Positive online reviews will help you stand out from the competition. You should be actively trying to get good reviews from your happy customers. An easy way to get started? Send your customers a follow-up email after the job is complete. This is a great way to let your customers know the work was done and you can get valuable feedback. If the feedback is positive, this is the time to ask for a review.
Sometimes you’ll get reviews that aren’t positive. It’s important you respond to these reviews for 2 important reasons:
- If anyone is researching your company online and finds a negative review, a good response will demonstrate your professionalism and how you deal with difficult situations.
- Responding to a negative review provides you with an opportunity to take a negative customer situation and potentially fix the issue.
If you need some help with responding to negative reviews, take a look at this comprehensive guide on how to respond to negative Yelp reviews for home service business owners. It contains tons of real examples and solutions!
4. Advertise with Google Ads
Google Adwords is Google’s advertising platform and the largest online advertising platform in the world.
The most common way to advertise with Google Adwords are search ads. Search ads appear on Google’s search engine when people look for the services you offer.
You can target keywords or phrases like “Pest Control Companies” or “Pest Control Services” so when someone searches these terms, your listing appears.
With search advertising, you only pay when someone clicks your ad or phones your business from the search engine result page. This means you don’t pay unless someone interacts with your advertisement.
With search ads, you’re advertising to people who are actively looking for your pest control services at a given moment in time. In other words, you’re advertising directly to people who have a pest problem!
5. Follow-up with your leads
When your potential client contacts you about your services, there is a good chance they’ve talked to a few pest control companies. If you’re competing against other companies, you’ll want every possible advantage to stand out from the competition. Follow up with your leads and you’ll demonstrate your company’s professionalism and commitment to customer service.
Put together a process so you don’t forget to follow up on your leads. We recommend the following 2 step process for pest control companies:
- When a new lead contacts you, make sure you’re collecting all their important contact information in a CRM so it’s easy for you to follow up with them.
- Give yourself a reminder to follow up with your client the next day. For pest control companies, a simple email or phone call is all that is required.
Your client might not always remember you, but if you remember them, your customer service will stand out.
6. Leverage your existing customers for returning business and referrals.
Building repeat business should be one of your key marketing strategies and to build repeat business you need to communicate with past customers. When you’re collecting your customer’s contact information, be sure to get your customer’s email address so you can send them a periodic email after the job is done.
Pest control can be seasonal with different pests showing up during different times of the year. As the season’s change, there may be new pests that your clients need assistance dealing with. Have a list of customers from the previous season and reach out to them with promotional offers with services for the current season.
Implement these 6 strategies and you’ll be set up for success!
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