Ascendyn – Direct Response Ad Agency

How to Advertise Your Pest Control Business

December 20, 202318 min read

The biggest hurdle of running a successful pest control business is often beating out your competition. Gaining market share and repeat customers is a must in growing your business. So how do you get a leg up in a competitive market?

Effective advertising is essential in becoming the leader in your industry. A well-rounded strategy will give you access to the largest audience possible. Creating a marketing plan that’s flexible, adjustable, and tailored to your brand will be key to your success.

Here are some incredibly effective ways to advertise your pest control business. Some are tried and true techniques that you may have been using for years. Others are newer, digital advertising innovations just bursting onto the scene. By taking them all into consideration, you’ll find the best ones that benefit your business and boost your brand.

Creating Ads that Stand Out from Your Pest Control Competitors

No matter where you choose to advertise, the content of your ads is super important. You want it to be unique and innovative to stand out from the competition. Plus, if your ads don’t make an impression, they will be quickly forgotten by your audience.

This all begins with your brand and the voice that you create. It’s important that you create a brand personality that your target audience can identify with. Then, keep that vibe consistent throughout your marketing materials.

Take a look at what your competitors are doing with their marketing strategies. If you are aware of a particular competitor that’s seeing a ton of success, don’t be afraid to borrow some of their strategies to boost your brand. Why reinvent the wheel when someone else has already figured out what is working for your market?

Standing out can mean finding a dynamic color scheme or using a slogan. These things can create recognition and help your audience ingrain your brand in their minds. Then, when they need pest control services, your catchy slogan will help their brains recall your brand first.

Figure out what is unique about your brand and use that to set yourself apart in your marketing communications. Are you the best value in town? Maybe you have the quickest response time. Or, perhaps you offer the best guarantee around. Whatever makes your company special, be sure to let your consumer know about it.

Focus on Benefit-Driven Ads

In a service industry, customers want to know why they should choose your company and what you’ll do to improve their situation. Focusing on benefit-driven ads shows that you understand their problem and have a solution to offer. This is important in showing that you are reliable and worth the investment in your services.

Think about your audience when sharing benefits. You want to make sure they are relevant to their needs and situations. You also want to consider your area, the time of year, and any other industry-relevant factors or happenings when choosing what benefits to focus on.

Affordability is one of the top benefits to focus on. You want to share that you have great prices without compromising on quality. Verbiage like “affordable prices” and “best value” create positive connotations and appeal to frugally-minded audiences.

Maybe you have eco-friendly services that you offer. These are good things to focus on in your advertising, especially if you live in an area with green-minded consumers and families with pets and children. Communicating the safe and green benefits of your brand can draw this audience to your brand.

One of the most important benefits that customers want from pest control services is reliability. Communicate that your techniques are effective and long-lasting. Guaranteeing your services is an awesome benefit that gives consumers peace of mind and eliminates risk.

Tweak the benefits that you focus on depending on the time of year. Do you provide insect treatment and control? That’s a perfect focus for the spring months. Maybe you safely remove rodents from attics and the basement. That’s a great benefit to share as the weather cools and they look for homes to hide inside.

Considering all of these factors can help your ad copy speak to your audience. You will send a clear message that is memorable and concise. And your audience will absorb your brand’s information and why your services can fulfill their needs.

Use Search Engine Advertising to Place Your Pest Control Brand Above Your Competitors

Google has its own ad platform. What’s great about Google Ads is that you pay per click. So if your ads aren’t creating interest and conversions, you aren’t out any of your ad budget.

Google Ads can allow you to put your brand at the top of pest control search results. They can also be strategically placed to best reach your target audience. With this prominent placement and Google’s targeting tools, you’re most likely to get your ads seen by those interested in pest control services.

One of the best things about Google Ads is the affordability. It can also be adjusted as results show the best way to optimize your ad strategy.

Microsoft Ads Can Reach Potential Pest Control Clients

Google might be the most popular search engine out there. However, the prevalence of Microsoft products also makes Bing a go-to for many users. The integration of their search tools in Windows products gives them a market share that’s worth tapping into.

Microsoft ads are an awesome way to advertise your pest control business on Bing. By placing your business in search results related to pest control, you reach an audience that’s relevant to your services. Plus, Microsoft Ads are also pay-per-click and have no minimum budget. So they are a super cost-effective way to give your brand the online boost it needs.

Social Media Marketing Can Boost Your Pest Control Business

54% of social browsers use social media platforms to research brands. Having a presence on multiple platforms is one of the best ways to meet your audience where they spend time online. Plus, social media platforms have their own advertising tools so you can make the most out of your presence.

Using Facebook to Cast a Wide Net

With Facebook being the largest of these platforms, it’s an awesome place to market your brand. It’s also easy to set up and manage your profile. And you can use Facebook advertising to reach the most relevant audience possible.

Creating a business page on Facebook is free and easy. Make sure to fill in all of the information completely and use images that are cohesive with your website. Keep the same tone and use it as a way to personify your brand.

One of the greatest things about Facebook is that it gives you the ability to engage with your audience. Use posts to share information and promotions. Make sure to respond to user comments promptly and attentively.

Another beneficial feature of Facebook is its ad campaigns. These can be very cost-effective. With helpful metrics and data, you can clearly see the effectiveness of your Facebook ad campaign.

They are also very quick to roll out and manage. The targeted campaigns allow you to target audiences by very specific demographics like age, interests, and locations. Plus, they can be monitored and adjusted in real-time as goals and strategies change.

Advertising on Instagram Can Be a Win for Your Pest Control Company

Instagram is another social media platform that has been soaring in popularity. It’s a good place to tap into audiences and engage with your customer base. Using Instagram to further personify your brand allows you to create more meaningful connections with current and future customers.

Engaging Instagram content is a must. Because the site is visually oriented, stunning graphics and attention-grabbing images will get your ads noticed.

Instagram advertising also allows you to target a very defined market share. This means that you aren’t wasting your advertising budget on users that have no need for your pest control services. By targeting key demographics, you give your advertisements the most likelihood for success.

Your Instagram posts should be entertaining yet informative. Pest control facts and statistics can drive further need for your services. But adding some helpful hints and DIY tips shows your audience that you truly care about keeping their homes pest-free.

Retargeting With Your Online Ad Strategies for Optimal Success

It’s important to make sure the effectiveness of your ads is maximized and they are being used to their fullest potential. One of the best ways to do this is with retargeting. This dynamic tool is a great way to build awareness of and familiarity with your brand. 

With retargeting, your ads are directed at those that have visited your website. It takes an average of 9.5 visits to a website for a buyer to make a purchase decision. By retargeting your ads, you remind them to visit your site again and again until they book your services. 

Retargeting ads also cements your brand’s memory in their minds. They have already interacted with your brand once, perhaps only briefly. However, when they see your ads, they gain a deeper familiarity with your brand. So maybe they didn’t need your services with their first interaction. But when they need pest control services in the future, yours will be the one they think of first.

The Tried and True Email Promotions for Your Pest Control Business

You might already have a decent list of leads and contact info from your current customer base. And you are likely using some sort of lead generation strategy to capture new email addresses. So what are you going to do with this promising list of contact info?

Email promotions can be a tricky advertising tool. You want to capture the attention of the reader as well as save yourself from the trash bin. Making sure your emails are engaging and valuable is key to them being opened and actually read.

Creative email copy shows the reader that your newsletter or promotional email was thoughtfully crafted. The latest pest control news or seasonal information makes your message relevant. Keeping it to the point allows your recipient to engage with your email and implores them to take the next desired action in the sales funnel.

Everything from your subject line to your email graphics should stand out and speak for your brand. Creating custom emails for audiences depending on where they are in the buying process gives them a more personal touch. And seal each one with a clear call to action to encourage leads to convert.

Use Online Sales Letters for a Custom Experience

Now that you understand all of the aspects of advertising your business, it’s time to consider where these conversions are going to land. Once the user clicks on your ad, where do you want them to go? The solution is online sales letters that speak to where they are in the sales funnel.

Are you driving new traffic to your site from search engine or social media ads? Lead them to a sales letter that’s conversion-focused An effective sales letter can encourage current and potential customers to take action. Use email promotions to lead this audience to a landing page where your sales letter converts them to buyers or repeat buyers. Remind them of their need for your pest control services and why you are the best in the business. Then, end with a call to action for them to book their next service.

Sales letters are a powerful tool to move your buyers through the purchase process and keep them coming back again and again. By providing valuable information, you explain why the audience needs pest control services and why your’s specifically is the best solution.

General Digital Marketing Strategies for Your Pest Control Business

As technology advances, the shift to digital marketing is inevitable. Many businesses have found that digital marketing is more effective and much simpler to implement. Plus, you often get a much better return on your advertising investment than with traditional methods.

So where do you begin in planning a digital marketing strategy? You’ll need to consider your audience and the best methods to reach them. Then, use a combination of digital marketing tools to roll out your advertising. The key is to monitor the effectiveness of each channel so you can scale and optimize your strategy to get the most out of your campaigns.

Create an Informative and User-Friendly Pest Control Website

Your website should be the center of your digital marketing strategy. Without a strong website to direct traffic to, your advertising efforts can fall flat. Think of it as a central hub used to inform customers about services, generate leads, and schedule appointments. Making it appealing and user-friendly will keep users on your site and moving through the sales funnel as effectively as possible.

Users usually leave websites after just 10 to 20 seconds. So it’s important that you grab their attention to keep them around longer. Make sure your website loads quickly and has valuable information that’s easy to spot right away. 

Your website should reflect your brand and its personality. Keep it clean, organized, and cohesive. Align the colors with your brand’s logo and include any other branding material like your slogan and images of your employees. 

Make sure your website is easy to navigate. Allow your visitors to easily find a list of your services and frequently asked questions that they mightmake have. Make it simple to locate your contact information and the geographical area you cover. Include a button to receive a quote or schedule an appointment prominent on each of your pages. 

Arm your customers with all of the information that they need to make a decision. Explain your services in-depth and what techniques you use. Outline your service guarantee and employee training policies. Include visuals like infographics and graphs to easily convey relevant information and the importance of your services. 

Your website is a good place to add a personal feel to your brand. Use it to share customer testimonials and photos of your technicians in action. Include a blog where you regularly post content that’s useful and valuable to your target market. 

Remember that 55% of webpage views are generated from mobile devices. Your target audience will likely be visiting your site from their phone and tablet devices. Ensure that it’s mobile and touchscreen-friendly to avoid any frustration. If not, they will quickly return to search results and find a pest-control website that is.

Make sure to update your website regularly and test its speed. Glitches happen and you want to catch them as soon as possible so you can keep your website optimally functioning. Fresh content, relevant news, and up-to-date information are all important to creating a reliable and accurate website. 

Once, your website is ready to welcome traffic to your online presence,. iIt’s time to draw users in. That’s where using a multi-faceted approach to advertising comes in.

Use Search Engine Marketing Tools for Your Pest Control Business

Search engines are where many users most internet activity occurs. Make significant efforts in using these tools to boost your brand. Not only are they effective ways to market your business, but they can also be extremely cost-efficient and low risk as well.

Implement SEO Strategies

You can have the greatest pest control website in the world but none of that matters if your audience can’t find it. They will likely be looking for your services on search engines like Google. Making sure your site ranks as high as possible is key in getting the highest number of visitors. Using search engine optimization, or SEO, can give you the best chance of getting discovered.

SEO is an ever-changing strategy that involves complicated algorithms and evolving techniques. However, there are some simple things that you can do to make sure your website is more optimized for searches in your area.

As a geographically-dependent business, you are likely targeting a very specific area. Make sure your site reflects that so nearby users can find you. The headings and content on your website should include your target market so you appear in those search results. Pages should include verbiage like “pest control in [your location]” as well as specific services like “[your location]-area insect control.”

Do some research into common terms used in your area. Google Trends is a great way to gain insight into what users are searching for near you. Use these terms to optimize your site for your area. Things like “rodent control”, “insect control”, and “rodent removal” vary in popularity by location. Check out which ones rank higher in your state and use them more frequently on your site.

Focus on Problem-Based Searches

Another tool that you can use to rank higher in search results is problem-based searches. Think about the types of problems your business can solve for customers. These can be ways to beat out your competition and show up in searches other than ones for “pest control services”.

To do this effectively, you need to think about it from the mind of your potential customer. When a homeowner discovers a rodent in their attic or an invasive insect in their walls, they often focus and stress over the problem. So instead of considering the solution, they jump into problem-solving mode.

This means that they might be more likely to search for things like “how to save walls from termites” or “how to get a raccoon out of my attic” instead of “pest control services”. Find creative ways to include these terms in your website’s copy so you show up in their results. Blog posts and FAQ pages can be perfect opportunities to work these phrases in naturally.

Create and Manage Your Google My Business Page

This is somewhat of a blend of social media and search engine marketing. Your Google My Business page can bolster your position in search results and make your brand more visible. However, running it like a social media page also allows you to share information and communicate with customers.

Set up your Google My Business page as accurately and thoroughly as possible. It should include all of your contact information, the areas you service, a link to your website, and any other applicable information about your business. Make sure you include all of the services that you offer and describe each one.

This Google My Business page creates your Google Maps listing as well so make sure your location is accurate. It’s also important that your category is set to “pest control service” so nearby users can find your business. If you have multiple office locations, make sure to create a Google My Business listing for each to cover every applicable area.

Once your Google My Business page is set up, make sure to update it regularly. You’ll want to have frequent activity on your page to boost your search ranking. Plus, it’s a great opportunity to engage with your audience. Here are a few things to use your GMB page for:

  • Use the posting tool to post relevant news, service information, and promotions

  • Add photos of your technicians in action

  • Respond to user reviews and rankings of your services

  • Answer users questions

  • Add services and update descriptions

Check in with your Google My Business page at least once a week and add a post. This is a super-effective way to improve your results and visibility. Plus, it’s quick and easy, not to mention free, so it’s a win-win!

Managing the Online Reputation of Your Pest Control Business

As you gain customers and grow your business, there are a few things that can make or break your long-term success. And one of these is your online reputation. An astounding 93% of customers say that online reviews have an influence on their purchase decisions. This makes managing your reviews and how your business is portrayed online uber important. 

Asking Customers for Reviews of Your Pest Control Services

The first step in managing your online reviews is collecting them in the first place. A review solicitation service makes it simple to ask your customers for a review of your services. It also provides them with a quick and easy way to respond.

Many customers are happy to leave a review. However many need a little reminder to do so. A simple text or email may be all they need to share their satisfactory experience with the world. And if they are unhappy, you can give them the means to let you know privately. That way you have the chance to redeem your service quality and make them your next happy customer.

Responding to Online Reviews

As you receive reviews, an essential part of managing your online reputation is responding to them. This should be done promptly and in a personal way to show your appreciation. It’s also another opportunity to engage with your customer and deepen your relationship. Plus, when potential customers see your responses to other reviews, they will know that you are an attentive service provider.

Thank your reviewer by name for taking the time to respond. Address any specific details that they mentioned in the review or how any issues were rectified. Thank them for their business and add a call to action for their future pest control needs. This will leave them with a positive view of your business and take them back to the beginning of the sales process cycle.

Advertising Your Pest Control Business for Long-Term Success

Your pest control service will grow and succeed through quality results and top-notch customer service. However, you need customers to book your services to see how awesome they are. Effective advertising gives you the chance to build your audience and gain the prospects you need to prove yourself in the industry.

As you grow your customer base and business, your advertising strategy can grow right along with it. But these strategies will remain effective as you optimize and scale them to your new needs. And you’ll continue to help your pest control business reach new heights well into the future.

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