It’s the end of the month and your bills just arrived, but that’s ok. Your pest control business is doing well, and you have nothing to worry about.
After all, you haven’t had to worry about merely “breaking even” for years.
… All because you made the kicker decision to start marketing your pest control business.
Your business is BOOMING.
THIS is what happens when you know how to use marketing to grow your pest control business.
When you know your business’ strengths and weaknesses, it’ll ease a bit of the worry about finding new clients or employees.
All because you know how to market. And that’s exactly what you’re about to get… A quick guide to start marketing your pest control business, and grow faster than you’ve ever hoped or dreamed.
Here are 5 of the BEST marketing tips you can start using today to achieve your dream pest control business… right. Now.
1. Flyers, Door Hangers & 9-Arounds
While digital marketing is still super important (and you should totally do it), print marketing is NOT DEAD.
Flyers, door hangers and 9-arounds are still one of the best ways to get new clients.
… But here’s the problem. Most pest control owners don’t know how to properly utilize print marketing.
In reality, these print marketing strategies can be the most cost-effective, quick way to get more clients.
Flyers, door hangers and 9-arounds:
- Build your route density
- Make you recognizable to your clients
- Convince people to hire you
When it comes to effective print marketing strategies, you have 2 options:
- Pay someone to post your flyers (i.e. a trusted employee or family member)
- Build richer routes with 9-arounds
- Ask your pest control team to place door hangers on the homes nearest your client’s home after they’ve completed their service.
At the end of the day, your time is way more valuable to your pest control business than posting flyers. So whatever you do, don’t waste your valuable time posting these flyers yourself.
2. Sell the Benefits… Not the Features
You don’t buy a drill because you want a cool drill.
You buy a drill… because you need holes.
If it weren’t for the holes, you wouldn’t have bought the drill in the first place. You buy into what the drill can do…
They bought into what the drill can do (aka the outcome of the drill). This is called a benefit, it’s what you want to sell your pest control customers.
… But here’s the catch - it needs to be unique.
Since every pest control company can get rid of pests, yours is not any different in this respect. However, there are certain benefits to customers if they hire your company.
What are those benefits?
Before you pitch your leads or create social posts and ads, think about what makes your pest control business unique and different.
Here are some benefit-driven questions you should ask yourself:
- What makes your prices worth it?
- Why do your customers hire YOU over your competitors?
- What makes you so special?
- What services do you provide that are unique to your pest control business?
- What’s your specialty?
When you start selling the benefits over the features, you should see a massively positive change in your sales.
Emailing clients and leads is virtually free… and yet it’s one of the most underused assets.
Most business owners are scared to put their name out there with email marketing. When in reality, there’s no reason to be!
Once you know what your email campaign should look like, email marketing will be easy breezy for your pest control business.
Here’s how you’re going to start your email campaign…
Step 1: Determine Your Goals & Needs
Once you decide whether you’re contacting leads or clients (or both!), you’ll want to determine your goals and needs.
Do this by simply establishing the desired outcome of your email campaign.
Are you trying to promote a new service you’re offering? Are you trying to get more clients? Are you trying to upsell your existing clients?
And like everything else in marketing, you need to set your goals.
For instance, how many new clients are you trying to get from your new email campaign?
These questions will help you decide: what you want to send and who you want to send them to.
Step 2: Choose Your Email Service Provider (ESP)
Mass email campaigns like these are literally impossible to manually send from your business email account. This is where ESPs come into play. Basically, an ESP is the software from which you’ll send your emails.
Thankfully for you, there’s a software that will…
Allow you to create campaigns based on your different goals.
Send your emails to the right groups of people by segmenting your audience.
Choose what emails are sent and when by creating workflows for your email campaigns.
For example, when a pest control client converts from your upsell campaign (that means they’ve purchased the service you’re advertising to them), they’ll stop receiving your emails. Likewise, if they don’t convert, they’ll continue onto the next part of your email campaign.
The best part?
It’ll do everything you need to create your email campaigns.
The answer to all of your email campaign needs is Service Autopilot.
With Automations, you can easily use our “done for you” templates to create and send fantastic email campaigns to your prospects.
Allowing Service Autopilot to take charge of your email campaign will give you the time and energy you need to focus on the bigger tasks at hand. So that at the end of the day, you’re just watching new clients come through the door.
Even better… this is singlehandedly the fastest… easiest… most efficient way to gain new clients and upsell existinging ones.
Step 3: Compile Your Email List
By deciding who you were emailing in the first step, you’ve already started this one.
Choose which segmented audiences you want included in your campaign.
Who do you want to include? Leads that you’re trying to convert to new customers? Clients who have had one-time service that you’d like to get on a contract? Let your offer dictate which list you’re going to target.
In order to decide which audience you’re targeting, these are just a few questions you’ll have to ask yourself.
Step 4: Decide Your Campaign Type
Since you know your email campaign’s purpose and recipients, you might already have a campaign type in mind.
Are you sending occasional newsletters about new pest control services and company updates? Are you sending an announcement? Are you starting a promotion that’ll end in two weeks?
Once you decide on your campaign type, that’s when the fun campaign creation begins.
Step 5: Start Creating Your Email Campaign
Now that you know everything you need, all that’s left is to start creating your campaign.
Who are you writing to? All customers? Veteran customers you’ve had for a while? New customers?
Reminding yourself about who you’re talking to will help you to stay on track during the writing process. This sets the tone for your entire campaign.
If you’re talking to everyone, you’re also writing to people you don’t really know. So you’ll need to be a little formal. But if you’re only talking to existing customers that you know, you can be much more laid back and friendly.
Make your emails even more powerful with these pro tricks…
Write an intriguing subject line that’s going to convince your readers to open your email.
It should be short (35 characters or less) and include a sense of urgency… but avoid being too “
Make your emails as actionable as possible. Create a clear and strong Call To Action - the next action you want them to take.
For example, call to schedule a service, or click to visit your website.
As you write your emails, write them like you’re having a conversation with a friend you’re trying to help.
The tone should be very conversational. An easy tip is to write like you would talk if they were in the same room as you.
Step 6: Set Up Automated Replies (... tell them what other action to take)
Setting up automated replies is a personal decision, and there’s no right or wrong answer.
Whether or not you set up automated replies is totally up to you and the branding of your pest control business.
While either option is great, automated replies do add a little extra touch if you want to go above and beyond to “wow” your clients.
If you have a software capable of email marketing, like Service Autopilot, this should be a simple step.
For instance, if your pest control client takes your desired action, you can send them a response.
In the response, you can thank them for taking that step and then provide them with further instructions on actions they can take.
Automated messages should be quick replies, so there’s no need to write a lengthy email. This is merely intended to be a reassurance to your clients for them taking your desired actions.
Step 7: Send!
After you’ve set up your email campaign in a deployment platform, like Service Autopilot, all that’s left to do is send!
You can even set it up to stop sending emails after they’ve converted to your desired Call To Action.
Step 8: Set Up Tracking
See the effectiveness of your emails by tracking your open and click-through rates.
Tracking your email campaigns tells you all about your campaign’s level of success.
By the way, Service Autopilot also tracks all of this information.
Your email campaign statistics will help you maximize your emails’ potential.
For instance, if you have a high unopen rate, you can run tests to try to find out why (such as testing different subject lines).
And so no matter what email marketing software you choose, be sure you set up tracking!
Step 9: Start Tracking Your Results
Tracking your results is single handedly one of the MOST important parts about creating a successful email campaign.
Completing this one, easy action will show you PRECISELY how your email campaign is doing. This can significantly improve your sales via email.
And if you’re new to email marketing, you might want to freshen up on some email stat terms here.
If you’re not getting your desired results, just remember to try split testing.
This is the best way to determine what’s working or not working in your campaign.
Step 10: Rinse and Repeat!
Email marketing is a continuous loop. You should consistently review and improve your emails. In other words, an email campaign is never truly done.
In order to increasingly get more sales, keep perfecting your campaigns.
By trial and error, you’re going to find yourself constantly trying new things, changing and updating your emails.
Even an unsuccessful email campaign is not necessarily a bad thing, because it means you’re finding out what you can do better.
Email campaigns are one of the best ways to really and truly get to know your pest control clients.
So in order to maximize your sales, keep up the rinse and repeat email marketing process! You’ll be so glad you did.
4. Create a Killer Website
Hey, it’s 2019…
… which means that in order to really market your pest control business, you’re going to have to create a killer website.
You’ll need to create something that’s user-friendly with excellent SEO.
More likely than not, your website is going to be the very first thing your leads are going to see before they convert (aka become your client). Also, it’s the very first point of direct contact with them.
PLUS, many clients find you through your website; hence, the importance of SEO - but we’ll get to that in a minute.
The bottomline is this: Your website is super important, and you need to seriously consider hiring a freelance web developer.
On average, you should strongly consider hiring a freelance web developer to update your web design every 3-4 years. This ensures your website is always up-to-date.
After all, your website is the best advertising for your pest control business than any paid ad or door hanger is ever going to get you.
Once you create a killer website, you can begin paying for PPC ads (pay per click ads) through places like Google.
These two guides will get you started:
And whether or not you can afford to pay for PPC ads, you can still make it above the fold (the first half of the page before you start scrolling).
You can do this by focusing on SEO (search engine optimization).
SEO is complicated, but it essentially boils down to keyword usage.
You want to be sure you’re using your keywords (i.e. pest control or pest control in XYZ City).
Just by properly using SEO, you can tremendously bump your website’s ranking… potentially getting it onto the first page or even above the fold in a search engine.
This is important because over 50% of website traffic is organically discovered.
No matter where you’re at in your pest control business, it’s always important to make your website a top priority.
... Because at the end of the day, it can make a huge, immediate return on investment for you.
5. Make Your Truck a Shining Beacon of Hope
You and your guys drive around to jobs all day in your work trucks. This makes your trucks a mobile advertisement for your business.
Your teams are an ever-constant walking, talking billboard for your pest control business.
In other words, make your trucks (or vans) BOLD.
Think outside the box, choose colors that stand out in the crowd.
Make it a really fun representation of you and your brand.
Whatever you do, just be sure to include your company name, phone number and company colors.
The fastest, most cost-effective way to grow your pest control business is through marketing.
Just by following these 5 simple marketing strategies, you should see your business’ growth quickly skyrocket.
You can start growing your pest control business faster than your wildest dreams. All you have to do is start marketing today.
Originally published July 11, 2019 7:00 AM, updated Aug 4, 2020 2:00 PM