5 Tips for Pest Control Marketing
While I usually give tips about how to do your own digital marketing better, I’d like to share a success story with you to show you these strategies in action. For example, we have a great client, Jones Bros Pest Control, Inc. It’s a mostly residential pest control service near Sacramento, California. It hired MediaSmack as its pest control marketing agency to optimize the website, including onsite content and offsite business citations, to provide regular blogs and to increase its social media presence. We’re doing well so far with an increase in backlinks of 182% (and an increase in referring domains of 191% – woot!), 140% increase in Twitter followers and I could go on and on with stats. But, the real story here is how did we do it? If you’re a pest control company and you’re looking to market yourself, how do you even get started with a plan?
1. Get a responsive website designed for you.
Responsive websites adjust to whatever device you are using to view it. So, how I see the site on my cell phone is slightly different from how I see it on my desktop computer. You do not need a separate mobile site – though many people get mobile and responsive websites confused. Your website doesn’t have to be fancy; it just needs to work. If you can add in a scheduling function or a way to pay a bill, yea! It should also be secure with an SSL certificate. What is an SSL certificate? I am so glad you asked since we wrote another blog post about it.
2. Do some basic keyword research.
Search engine optimization (SEO) is important when you start marketing online. You may think you know what people type into google to find a local pest control service near them. But, you may be surprised to find that you just don’t. For example, did you know that as of January 2021, the phrase “systemic houseplant insect control” was trending over 900%? Or that people are searching for “pest control company reviews”?
Start with the easy, free things: Trends.Google.com. Try typing in a few words and then narrow the sections down for local SEO by adjusting the geography. Really look at the breakout search terms. When you find some good ones, you want to mention them everywhere – in your website’s content, on your social media, in your business listings, in backlinks and more. It’s important to look for effective keyword research based on what is trending now. Consider that your content should educate your customers on what you do, why you do it, how you do it, when you do it and more by being very specific. Not only does this show customers that you are an expert on pest control, but it also shows Google, which should translate into higher rankings in the search engine results.
3. Get your business citations in order, including social media.
We talk about this extensively for our lawyer clients, but it applies to exterminators and pest control companies, as well. You should start your pest control marketing plan by claiming your listings on Google My Business (GMB), Yelp for Business and Bing Places for Business. Then, you want to claim listings for associations you are part of (like your chamber of commerce or a professional association). Finally, you want to find other places to list your site (like online yellow pages, etc.).
But, what is most important here is to be consistent in your business citations. I created a cheat sheet for you that you can use when you’re ready to start doing this. You should also make sure to check out what social media sites you think you can keep up with. I would definitely recommend Facebook for your company and LinkedIn for you and for your company. But, if you’re not going to regularly update Twitter, Instagram, Pinterest or TikTok, it is safe to skip these for now (who knows in the future?). By the way, if you have several offices, you will need separate business citations for each office – but you only need one social media profile.
4. Focus on local SEO.
To get the above things in order, you probably started thinking about local SEO without even knowing it. You researched keywords that were relevant to your geographic area to find breakout search phrases. Then you mentioned these phrases in your content and mentioned your geographic service area. You likely mentioned them in your business listings and social media descriptions. So, now work on a little networking. Have you joined the Better Business Bureau or your local chamber of commerce? Do you have a group of other local businesses that you support? If so, it’s completely reasonable to link TO them FROM your site and ask for a similar favor in return. Especially now, people want to shop local. By endorsing or getting endorsements from local businesses, you are showing you are part of the community. That’s a huge selling point, particularly if you want to compete against the national brands.
5. Get reviews.
You need reviews. You need clients that will take the time to write a review about your great service. I recommend that you put links to review sites on your website so that you can easily direct clients there. If you want to know a few tips about how to get great reviews, we touch on that, as well as how to respond to negative reviews. If you don’t have reviews yet, consider adding testimonials to your site at the very least (though I’d use schema markup to list your star rating, too). You may find yourself more willing to review other businesses to encourage them to review yours. It’s amazing what you discover when you’re now thinking like a business owner instead of a consumer.
Can MediaSmack be Your Pest Control Marketing Agency? Let’s Chat!
Now, if you did everything above are you going to dominate Google? Well… not to rain on your parade, but it takes a lot more regular ongoing work to keep it up. You are off to a great start. But, I didn’t even mention things like creating local pages and getting backlinks to them with great anchor text or meta tags or blogging or schema markup or how much content you really need or infographics or pay per click marketing… and the list goes on. Plus, we haven’t even touched on seasonality (like planning three months out for bedbugs in September) or things that your local customers may want like green or natural pesticides. And you may have to make some strategic business decisions about what to post on your site, like about pricing.
I regularly do digital marketing workshops that teach a little more about how to do these. But, if you would like some material from those sessions or would like to schedule a totally free, no obligation consultation to pick my brain – I would love to talk to you. In fact, I love to talk, period. But, really, I am happy to look at what you have and give you some tips on pest control marketing strategies. Please give me a call (or you can fill out the form on our website and it will find its way to me).