Creating a Successful Pest Control Online Marketing Plan
So where do you start marketing your pest control business online? A good rule of thumb is to start with a good quality website. Your site should be user friendly on both desktop and mobile, feature a clear call to action like a phone number or form, and quickly tell the visitor what you’re all about. Your site generally serves as the anchor for most online marketing strategies, so be sure to write high-quality content that helps you stand out against the competition.
Building off your newly created website, you’ll want to focus efforts on driving traffic. You have a variety of options here, and we recommend using as many as make sense for your business. To get started, you’ll want to get to know your audience well. Where do they spend their time online? What are the search terms they use to find companies like you? What is their buyer journey? Using tools like Google Analytics, Facebook Pixel, and other data insights, you can answer many of these questions and tailor your strategy to what works best for them.
As we mentioned, the most successful marketing plans are those that are diverse. You wouldn’t want to put all your eggs in one basket for traditional offline marketing, so why would you do that for online marketing? Optimizing your website for search (SEO) is an excellent strategy to bring new visitors to your site. Paid advertising ensures you appear in search results at least some of the time and has many options with providers like Google, Bing, Facebook, Snapchat or Instagram. Remarketing tools allow you to follow interested buyers around the internet as they search other topics. Other online marketing strategies can include guest posting on relevant blogs, engaging users on social media, getting listed on local listings like Angie’s List or Thumbtack, and joining relevant online communities like NextDoor.
Buyer Beware – Pest Control Lead Generation Red Flags
In your quest to build a pest control marketing strategy that works for your business, it’s likely you will consider sourcing out some of your marketing efforts. Lead generation companies can help you quickly and strategically receive new customer contact information for people looking for services you provide. But not all lead generation companies are created equal. As with any industry, there will always be a few bad apples who use shady tactics to turn a quick buck. Here are some red flags to look out for when considering a pest control lead generation partner:
They share your leads with competitors.
A fairly common practice among pest control lead generation companies is to recycle, resell, and reuse leads. This means that the lead may have gone to 3 or more of your competitors before coming to you, or worse, the lead is so old that the customer no longer needs your service. Unfortunately by this point, you’ve already paid for the lead and if you are lucky enough to close the deal, you could be doing so at a much lower price than you would normally offer because you have to undercut the competition to win the bid!
Instead, we recommend finding a lead generation partner who sends you exclusive leads. This means that any lead you receive is tailored to your unique service offerings and is never shared with any other company. The potential customers you speak with as an exclusive lead are reaching out to you directly because they’ve already expressed interest in your company, making it much easier to close the deal.
They don’t provide transparent performance metrics.
If a potential lead generation firm won’t provide you with data-driven metrics on how their service is performing, get out now! Just as you expect your own sales team to measure and hit critical key performance indicators (KPIs), any marketing partner should be held to the same standards. At minimum, they should be able to speak to your cost per acquisition (CPA) and conversion rates. If they are unable or unwilling to provide this information, how do you know their strategy is actually working for you? A reputable partner will proactively provide you with data on how your campaigns are performing so you can better evaluate their services.
They lock you into long-term contracts without proving results.
Who wants to pay for a service that doesn’t work? Not all pest control lead generation services are created equal. While one service may be great at bringing you new residential customers, what happens if you’re looking to partner with small businesses instead? Or what happens if you’re too busy to take on new leads, but find yourself locked into a contract paying for leads you simply cannot handle? The fact is, once you have a few months with a certain partner, you may find their strategies don’t align with your business goals and that’s okay! A good lead generation partner will have flexibility in their service and even offer contract-free services to best suit your business needs.
How Much Do Pest Control Leads Cost?
Depending on the way you obtain new pest control leads, costs can vary significantly. For example, if you rely mostly on SEO marketing to bring in new leads, partnering with an experienced firm can cost you thousands of dollars a month. Conversely, running a pay per click or pay per call campaign may cost you much less if you know what you’re doing. Pest control clicks can range from as low as $2 to as high as $50, depending on a variety of factors including the competitiveness of your desired keyword and its quality score within your campaign. And with a pay per call campaign, your marketing partner will only charge you for leads that resulted in an actual call or form fill from a potential customer.
What is Pest Control Pay-Per-Call Advertising?
With a pay per click advertising strategy, the intent of the user is never considered. As a result, you’ll pay for all clicks, whether or not the user was actively seeking your services. Pay per call, on the other hand, charges you only when a lead is generated, saving you potentially hundreds of dollars a month in marketing costs. You’ll need to find a reputable partner to run a pay per call campaign and they will do all the heavy lifting to advertise your pest control company online while all you need to do is pick up the phone!
Because you only pay for leads from real potential new customers, your pay per call lead partner is highly motivated to perform well! At Service Direct, we focus on pay per call (or more accurately, pay per lead, as we deliver email leads as well) and are driven to provide you with leads you can convert! We work closely with your team to understand what types of customers you are trying to attract and customize a search campaign tailored to your unique offerings. With us, you’ll never pay for a bad click or a solicitation call! Just real, potential new customers seeking out pest control services in your area!