Pest Control Companies: Leverage The Web To Educate The Public & Reach More New Customers.
When you’re a pest control company, most of your customers call you when they’re having a serious problem… and discovered your services in a panic to take back control of their home or business.
Having a structured online marketing plan puts your company in front of your customers before they have a serious pest issue.
That means, when they do need pest control services, they’ll call you first… not the first company that pops up in the phone book or on Google (though you can also strategize to make sure they find you through search when they have that urgent need.)
I’m talking about educating your local customer base.
Teaching them about the types of pests local to your area, and what they should do before they’re overrun with an out-of-control infestation.
And letting them know that you offer more than just get rid of cockroaches… because, let’s face it, that’s what most people think you do.
People don’t know that you offer preventative services. That you take care of a wide variety of pests and varmint. And that you’ll keep them from coming back.
Many people don’t realize that your company offers inspections.
First-time home buyers don’t understand the importance of having a house inspected before they sign off on all the dotted lines.
They don’t know that they should have a reputable pest control company in their phone contact book so they know who to call when things get hairy, sticky or slimy — and may make the mistake of calling a less thorough provider, only to have that unwelcome population make a comeback weeks later.
In the past, you had few ways to educate the public about your services. Now, you can use your website, your blog and social media accounts as a soapbox to let people know why they need to be aware of your pest control services — and, more importantly, why yours are the very best.
Ideas For Leveraging The Web To Attract & Educate New Customers
As an expert, you could talk about the pest control business for days on end. But you need to zero in on what your customers need to know, plus figure out how to present the information in a way that gets them interested, regardless of whether or not they need you right now.
I’d always say, start with your website. It’s your home base, and it should include a separate page for every service you offer. Use text, images and video to provide not only a description of your services, but the benefits your customers get from them — a clean, safe home and a worry-free life.
Your website should have a modern, mobile-friendly design, with information laid out intuitively so customers can easily find what they need without extra clicks. Add any awards, badges or qualifications to show them that you know your stuff. Your website should have tappable phone numbers and email addresses so mobile users can contact you without hesitation.
Blogging ‘Bout Bugs
A blog boosts your website’s Google ranking, and provides subscribers and social media followers with fresh content so you stay top-of-mind.
There’s so many fascinating topics you can cover in your blog.
- Write about seasonal pests that are invading homes in your area right now.
- Write about pests that invade homes year-round, even if people don’t realize it.
- Write about the lifecycles of pests — how long do they live? Can they survive being vacuumed, sprayed with bug spray? People don’t realize just how many of their invaders’ offspring may be hiding out of sight.
- Write about the hazards of cohabiting with pests, such as the disease they bring into homes.
- Write about pest prevention, highlight any services you offer in this area.
- Write about what first-time buyers should look for before buying a new home.
- Write about the proper way to kill or trap and dispose of bugs
- Write about how to tell when you have “just a few” pests, and when the problem becomes out of control.
- Write about the costs of damage caused by unwanted inhabitants.
- Write about how to prepare to entertain for the holidays — nobody wants to see real cockroaches at a Halloween party.
- Write about services you offer that are safe to domestic pets.
- Answer common questions you’re asked by customers.
- Write about poisonous or venomous pests and what to do about them.
- Write about the type of treatments and equipment you use, and why you’ve chosen them.
Don’t have time to write a blog, or have trouble putting your expertise into words? I’m a copywriter, blogger and marketing strategist for pest control companies. Let’s set up your FREE consultation call!
You should create several social media accounts for your pest control service, but you don’t have to prioritize all of them.
Facebook is great for ads. It’s used by people of all ages. You can create a company page and invite everyone on your friend’s list to Like it.
Twitter is great for connecting with people, such as local businesses, or joining in on hashtag trends.
Pinterest is no longer just for recipes and wedding ideas. It’s also full of home ownership tips, and a great place to share content.
Instagram is very photo-centric, and good for joining in on local hashtags, though it’s harder to connect with a local audience and drive traffic to your website.
I’d prioritize Facebook and Twitter, and use other accounts sparingly. You can schedule posts to less active accounts using Hootsuite or Buffer, then stay active on your preferred accounts, engaging with others who comment on your updates.
Ideas for Social Media:
- Write quick tips for keeping pests away
- Link to blog posts, both freshly published and older ones
- Exclusive coupons and promotions
- Sales annoucements
- Updates for local events and news
- Share memes and funny videos relevant to bugs and pests, and relate them back to your services (i.e This raccoon eating potato chips may be adorable, but not when it breaks into your house at 3AM. Call us to keep adorable trash pandas out of your home.)
The great thing about creating content for your blog and social media accounts is that everything can be repurposed. You can republish blog posts after a few weeks to sites like Patch.com to reach more locals. You can also reach out to local journalists about a story you covered in your blog. They can easily quote you and get story ideas without the need for a press release.
Your content isn’t just for homeowners and business-owners who need your services immediately. It’s also for people who are likely to refer your services to someone who does need them, as well as other businesses that can partner up with you.
Pest control may not seem like a content-worthy topic, but it is. Using the web to share your expertise positions your company as a wealth of knowledge.