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5 Pest Control Marketing Secrets to Growing

Published on July 11, 2019

When you know the top pest control marketing secrets to growing, you'll have the power to build a long-lasting business.

Use this complete pest control marketing guide to ease your worries with marketing strategies made simple for:

  • Effective flyers and door hangers
  • Increase conversion with top selling strategies
  • Upsell clients using the right email marketing campaign
  • Creating an amazing website to increase conversions and expand reach
  • Take advantage of truck wraps to automatically market your business every day

Discover the top pest control marketing strategies to achieve your dreams and grow your business quickly and sustainably.

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1. Pest Control Flyers and Door Hangers

While digital marketing is still important, remember that print marketing is not dead.

Pest control flyers, door hangers, and 9-arounds are still one of the best ways to get new clients.

Plus, since many pest control business owners don’t know how to properly utilize door hangers, if you follow the right steps, you can instantly transport your business light years ahead of the competition.

Also, keep in mind, pest control flyers are one of the most cost-effective, quickest ways to get more clients.

Using the right strategies, you can use your flyers to:

  • Build route density
  • Increase conversions
  • Establish brand recognition

Here are a few of the best options for effectively distributing flyers:

  • Pay someone to post the flyers (e.g. a trusted employee or family member).
  • Build richer routes with 9-arounds by asking pest control technicians to distribute door hangers to 9 neighboring homes of every job.

Get more pest control clients using flyers and door hangers!

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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. In other words, you buy into what the drill can do.

For example, when a client buys into what the drill can do (i.e. the outcome of the drill), it's called a benefit, and the benefit is what you want to sell pest control customers.

However, here’s the catch: The benefit needs to be unique.

Since every pest control business can get rid of pests, yours is not any different in this respect. However, there are certain benefits to customers if they hire your business.

What are those benefits?

Before you pitching leads or creating social posts and ads, think about what makes your pest control business unique and different.

Here are some benefit-driven questions to ask yourself:

  • What makes you stand out?
  • What makes your prices worth it?
  • What’s your services do you do best?
  • Why do your customers hire YOU over the competition?
  • What services do you provide that are unique to your business?

When you start selling the benefits over the features, you'll have the ability to witness a massive, positive increase in sales.

3. Upsell Clients by Email

Emailing clients and leads is virtually free, and yet it’s one of the most underused pest control marketing assets.

Many business owners are scared to put their name out there with email marketing.

However, when you know how to create an effective email campaign, email marketing can be an easy, refreshing breeze in successfully winning upsells.

Here’s how to start an effective email campaign:

Step 1: Determine Your Goals & Needs

Once you decide whether you’re contacting leads or clients (or both), it's time to determine goals and needs.

Do this by simply establishing the desired outcome of your email campaign.

For example, are you trying to sell a new service, convert more leads into clients, or upsell existing clients?

These questions will help you decide: What you want to send and who to include in the campaign.

Step 2: Choose Your Email Service Provider

Mass email campaigns like these are literally impossible to manually send from your business email account. This is where ESP's (i.e. Email Service Providers) come into play. In short, an ESP is a software for launching mass email campaigns.

Thankfully for you, the best pest control software that will:

  • Create campaigns based on different goals
  • Send emails to the right segmented audience
  • Choose what emails are sent and create campaign workflows

Plus, when you choose Service Autopilot, you can easily customize email campaign workflows.

For example, if a pest control client buys into an upsell campaign, you can set it up so they’ll stop receiving upsell emails. Likewise, if they don’t convert, they’ll continue onto the next stage of the email campaign.

Also, with Service Autopilot's Automations, you can easily use our “done for you” email templates to create and send fantastic email campaigns to prospects. Plus, once you set it, it'll run itself!

Allowing Service Autopilot to take charge of email campaign frees up the time and energy needed to focus on the bigger tasks at hand. In turn, you can sit back and watch the clients automatically come to you.

Automations is the  #1 way to follow up  with clients. If you’re not using it, your business might still be successful - but it won’t grow. 

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In Service Autopilot, our automations send emails and texts to:​

Every lead after an estimate is completed
Clients after their property has been serviced​
Remind leads and clients to send you customer feedback​
Update outdated or declined payment information​
Inform them when a service can’t be completed due to unforeseen circumstances (i.e. weather)​
Remind them of maintenance tips (i.e. putting a cover on the outdoor faucet before the winter)​
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Step 3: Compile an Email List

Since you already decided the target audience in the first step, you've already somewhat loosely started to compile an email list.

For this step, simply choose which segmented audiences to include in the campaign.

Who do you want to include?... Leads you’re trying to convert? Clients who have had one-time service? Let your offer dictate which list to target.

In order to decide which audience target, these are just a few of the many questions 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? What about announcements? Are you starting a promotion that’ll end in two weeks?

Once you decide on a campaign type, that’s when the fun campaign creation begins.

Step 5: Start Creating the Email Campaign

Now, all that’s left is to do is start creating the email 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 helps to keep on track during the writing process. This sets the tone for your entire campaign.

For example, if you’re talking to everyone, you’re also writing to people you don’t really know. In turn, you’ll need to be a little formal. However, if you’re only talking to existing customers that you know, then you can be much more friendly and casual.

Create power emails using these professional pest control marketing secrets:

  • Write and intriguing subject line to convince readers to open the email.
    • Subject lines should short with 35 characters or less, include a sense of urgency, and avoid being too "salesy."
  • Create actionable email with a clear, strong CTA (Call to Action).
    • For example, "Call now to schedule your service," or, "Click here to visit our website!"

As you're writing 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 room.

Step 6: Set Up Automated Replies With CTA's

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 great software capable of email marketing, like Service Autopilot, this should be a simple step.

For instance, if a pest control client takes the desired action, you can send them a response.

In the response, you can thank them for taking that step and provide further instructions on next actions to 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.

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Step 7: Send!

After you’ve set up your email campaign in a deployment platform, all that’s left to do is send!

When you use Service Autopilot, you can set up workflows that allow you to easily send your pest control clients a wide variety of emails based on their actions.

You can even set it up to stop sending emails after they’ve converted.

Step 8: Set Up Tracking

See the effectiveness of emails by tracking open rates and CTR's (click-through rates).

Tracking email campaigns tells you all about your campaign’s level of success. (By the way, Service Autopilot tracks all of this information.)

Plus, email campaign statistics helps to maximize email 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 Results

Tracking results is single handedly one of the MOST important parts about creating a successful email campaign.

Completing this one, easy action shows PRECISELY how an email campaign is performing. This can significantly improve sales via email.

And if you’re new to email marketing, you might want to freshen up on some email stat terms.

If you’re not getting your desired results, just remember to try split testing. This is the best ways to determine what’s working or not working in any campaign.

Step 10: Rinse and Repeat!

Email marketing is a continuous loop. You should consistently review and improve emails. In other words, an email campaign is never truly done.

In order to increasingly get more sales, keep perfecting campaigns.

By trial and error, you’re going to find yourself constantly trying new things, changing, and updating 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 glad you did.

4. Create an Outstanding Pest Control Website

In this day and age, if you really market your pest control business, you’re going to have to create an outstanding pest control website.

You’ll need to create a website that’s user-friendly with excellent SEO.

More likely than not, your website is going to be the very first thing leads see before converting. 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 plan on updating your web design every 3-4 years. This ensures your website is always up-to-date. (However, this excludes any contact information or pricing changes. All major changes should be updated immediately.)

After all, your website is one of the best advertising tools for your pest control business than any paid ad or door hanger is ever going to get you.

After creating an amazing website, you can begin paying for PPC ads (pay per click ads) like Google Ads. In short, your website will appear at the top of a Google search results for specific keywords, and you'll only pay when someone clicks.

Also, whether or not you have the budget for PPC ads, you can still make it above the fold (e.g. the first half of the page before scrolling). Do this by focusing on SEO (search engine optimization).

Even though SEO is complicated, it essentially boils down to keyword usage.

For example, you want to be sure you’re using the right keywords (e.g. "[your city] pest control" or "pest control in [your city]").

Just by properly utilizing SEO, you can tremendously bump up your website’s ranking. As a result, it'll eventually move onto the first page results (or even above the fold).

Remember, SEO is important because over 50% of website traffic is organically discovered in search results.

No matter where you’re at in your pest control business, it’s always important to make your website a top priority. After all, it can make a huge, immediate return on investment for you.

5. Take Advantage of Pest Control Truck Wraps

You and your guys drive around to jobs all day in your pest control trucks. In turn, your trucks have the potential to become a mobile advertisement for your business.

Your teams are an ever-constant walking, talking billboard for your pest control business. In other words, it's important to take advantage of pest control truck wraps to leverage automatic advertising.

Aside from the obvious business name, company colors, and logo that appear on truck wraps, the key to creating a effective wraps to boost pest control marketing efforts is by:

  • Including a clear CTA (Call to Action).
    • For example, "Call Now for a FREE Estimate!"
  • List all main points of contact.
    • For example, phone number, website, social media handles, etc.

Remember, your pest control truck wraps should be fun, informative representation of you and your brand.

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Use the Top Pest Control Marketing Secrets to Become Successful

The fastest, most cost-effective way to grow your business is through pest control marketing.

Just by following these 5 simple pest control marketing secrets, you'll have the power to see your business’ growth quickly skyrocket.

And if you’re new to email marketing, just remember Service Autopilot has an automations for that.

Start growing your pest control business faster than your wildest dreams using these top marketing secrets!


Related: Pest Control Pricing: The Only Guide You Need


Originally published July 11, 2019 7:00 AM, updated Sept 14, 2021 10:51 AM

Alyssa Sanders

Alyssa is a Content Marketing Specialist II at Service Autopilot. Her bookworming began after she discovered the Harry Potter series. Her love of books evolved into writing and creating content. When she's not writing, you can find her watching a new sci-fi series or shoving her nose into a book.
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