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hey Mike with coachmikemcdonald.com here and is your current marketing strategy generating quality leads for your Pest Control business well if not today's video I'll be walking you through a 14-step marketing plan that actually works so let's get into it now when it comes to marketing a pest control business there's definitely some key foundations you want to include in your marketing plan and marketing strategy and the first thing you want to do is to determine what makes your Pest Control business unique what's going to separate you from your competition there's a lot of different pest control companies out there and to your average consumer your business will pretty much look just like any other business so what's really going to separate your company from the competition because in those customers Minds all they're looking for is a pest free home and so there's a lot of options for them to do that they might try DIY Pest Control they might hire the lowest bidder they might hire the company that has the best advertising strategy they might hire a company they heard about from a friend or that's just simply advertised on the radio a lot of different things like that so you really want to determine what separates your company from the competition is that's what you're going to really highlight in the rest of your marketing plan and give people a reason why they should choose you over someone else or again doing their own pest control now part of that leads into the second step of your marketing plan and that's really understanding your ideal customer Avatar and so what really makes your customer tick what are their pain points what are their problems why are they looking for Pest Control in the first place and again really think about the benefits behind the pest control so are they hiring a pest control service because they want peace of mind in their home maybe they feel like they don't have the time or the expertise maybe they've tried DIY pest control and it hasn't worked all these different factors could be reasons why someone hires a pest control company and so really understanding that is a key insight to how you're going to Market your Pest Control business and why you really want to understand your ideal customer Avatar first as a foundation of a successful Pest Control marketing plan now the third step to your Pest Control marketing plan is to build a website now this is a great place to work as the Hub of your marketing strategy and whether you're networking offline you're handing out business cards to friends and family you're advertising on the radio on TV advertising through digital marketing whatever the case might be when people hear about your pest control company one of the first things they're going to do is go to your website to do more research on your company and so if your website is non-existent or it's not professional or maybe it's not mobile friendly these are all red flags for potential customers to hire your Pest Control business and so you want to make sure that you have a foundational professional Pest Control website you want to provide value there you want to have an option where people can actually opt in for more information so maybe it's a free guide on pest proofing your home maybe it's a option to get a free estimate or maybe it's a free pest inspection whatever the case might be give people an option to enter their name and email to join your email list as a means to generate leads on your website and then provide helpful content there as well on top of that you really want to focus on having real photos of your employees of your staff and make sure these photos really tell a story so is it someone cleaning the eaves out of someone's home removing spider webs and cobwebs is it someone spraying a protective barrier around the home is it someone sealing holes and working on exclusion to prevent pests from getting into the home there's a lot of different options but make sure you showcase your Pest Control technicians in action with real photos because people can spot stock photos a mile away and when you have real photos of your happy staff it goes a long way to build trust and rapport with your company and it gives people a reason to hire you versus the competition the fourth step of your marketing plan is to focus on local SEO and build a Google my business page and so this is really like an online storefront for your Pest Control business what this can do is it can attract people that are searching for a pest control service locally so I'm sure when you've been looking for a service in the marketplace maybe restaurants near me or a retail store near me or a specific type of service you're looking for often you use that type of search term and so a lot of people out there are going to be searching for things like Pest Control near me Pest Control Service near me bed bug removal near me different things like that and so when you have a fully optimized Google my business page it gives your business the opportunity to show up for those types of Search terms and to show up in Google maps and so again a lot of people like to hire a local company that does good work and so when you have a Google my business page it gets you a lot of free exposure in your local area now a key to this is to optimize your Google my business page so this means fully filling out the information about your business the services you offer the hours that you're open and Link back to your website as this can drive traffic again to your website which is your Hub plus you really want to focus on uploading quality pictures to this Google my business page and so again this can be a ranking factor of your Google my business page is having quality photos more of them just give you more exposure it adds legitimacy to your business and again you want to upload real photos there and this can be your technicians working in the field so again these can be taken with a smartphone as well today's smartphones have incredibly high quality cameras just make sure that there's good lighting and take the photos horizontally as they scale better on different devices so upload those regularly to your Google my business page make sure it's optimized this is the key Foundation to help you get local leads and traffic from Google the fifth step of your marketing plan is networking and so this is a great way to grow your business in the community a key Foundation to this can be join in the Chamber of Commerce it allows you to network with local business owners in the area and so this can lead to new commercial Pest Control clients but it also can lead to in-home Pest Control clients now again some of these people in these networking groups might not be ready to hire your Pest Control service immediately but you can develop that relationship during this time and when the timing is right they'll typically reach out to you because you've developed that relationship with them or again they might know other people that could benefit from your service so this is a great way to get new referrals for your business as well and again during this step people will do that research mode and they'll travel back to your website to learn more about your company so that's a key reason why you want to set that up first now the sixth step to optimize your marketing plan for a pest control company is to optimize your messaging to be benefits focused now again as I kind of mentioned earlier for a lot of clients that hire a pest control service it's really going to look the same to them no matter what company they hire their goal is just to get rid of those pests to have that peace of mind and have their home pest free and so those are the type of things you want to speak to because to them the features that you offer are going to look the same or virtually the same from company to company so if you just talk about setting up things like an outdoor granular barrier to prevent ants or other pests that's not going to look any different from one company to the next or if you talk about doing indoor treatments or removing wasps nests and spider webs from the eaves again that's not going to look any different from one company to the next you really want to focus on the benefits and what that really means to the End customer so make sure your messaging is optimized for benefits not just features as that's a key reason why people buy and hire your Pest Control service versus the competition the seventh part of your marketing plan is to optimize a review acquisition strategy and so this ties back into that Google my business page and just your overall reputation as a business one of the key reasons people hire a company is they have great reviews it's also one of the first places people chat fact during that research mode so if they've heard about your business elsewhere through digital marketing offline marketing whatever the case might be they're gonna go check out the reviews on your company and if you have a poor review rating or no reviews it can send out potential red flags of why they might not hire your company but if you have great positive reviews not only is that a ranking factor with your Google my business page but it also builds social proof and credibility for your business and it can really help conversion rate with whatever type of marketing you're doing so make sure you focus on a review acquisition strategy as a part of your Pest Control marketing plan alright step number eight of your Pest Control marketing plan is to build an email marketing strategy and so I talked about this a little bit earlier but you want to offer some type of lead magnet in your marketing and on your home page of your website so some common options that you can do are things like just opting into a newsletter it's not the most powerful but you want to have that available for people to opt in and get access to different Pest Control tips maybe you create a guide that's all about pest proofing your home you could offer things like a free estimate or a free pest inspection or maybe you offer a free estimate in conjunction with a discount of when they hire you or maybe you offer a free estimate or a free inspection in conjunction with a discount if they decide to hire you during that inspection several different options that you can use but give people a reason to give you their contact information because again most people that visit your website or hear about your pest control company for the first time are likely not ready to buy or again potentially they're in research mode and they're trying to decide should they hire your company or another company so if you have a way to capture their information you can remarket to those people later now as you build this email list you can use it for other things as well like a remarketing strategy through paid ads or building look-alike audiences based on on that list that you can Implement in Facebook which can give you better targeting and improve your conversion rates there as well we'll talk more about that later that's a great thing to do with an email list and another great reason to build it plus it can help convert cold leads into warm leads that are ready to hire your Pest Control business as I mentioned a lot of people will be in research mode and they're deciding on what company to hire well when you get leads you add them to an email series that provides ongoing value that educates them on the benefits of hiring a pest control service why they should hire you it builds credibility for your business and again it can help warm them up to be ready to hire a pest control service but on top of that if you've done that job of building that relationship establishing credibility with that content again it can lead to increased conversions for your Pest Control business so definitely Implement an email marketing strategy as part of your marketing plan alright step number nine of your Pest Control marketing plan is to develop a Content marketing strategy through blogging and so blogging is very important because it builds SEO power on your website and so what this means is that you want to create value-based content that's solving your ideal customers problems answering their common questions so again maybe it's content like warning signs of specific pests and tips to get rid of them or tips to prevent them all in one Long blog post and so that can hit on some key areas and key topics that your ideal customers would be searching for that likely has a high buying intent so if somebody's searching for warning signs about pests it might be word they have those past and again after that step if they determine they have them or want to prevent them they'll likely hire a pest control service so this is a great type of content to create it can also be how-to content maybe like how to pest proof your home or steps to take to prevent specific types of pest issues and again people searching for these topics will be driven to your website when this blog post post is written well and optimized for SEO so it can become free targeted traffic coming to your website on a regular basis and if you've implemented that email marketing strategy with this it can generate new Pest Control leads and warm them up to become customers all on autopilot so definitely make sure you have a Content marketing strategy in place as part of your Pest Control marketing plan now step 10 of your Pest Control marketing plan is actually to provide quality service now this honestly sounds like a no-brainer but in today's society a lot of companies out there are just looking to make a quick buck and they don't actually provide quality service and this is essential because it can lead to extensive Word of Mouth advertising for your business if you come in and do a great job if your technicians are professional and kind to your clients those clients are really more likely to spread positive word of mouth about your business on top of this this funnels back into your other strategies like your review acquisition strategy if you provide great quality service the likelihood someone's going to leave a positive review for your business goes way up and so again this fuels into that strategy of getting you more exposure people will talk great about your company and your reputation can go a long way to attract new customers so make sure you provide high quality service as a part of your Pest Control marketing plan now leading into the next aspect of your Pest Control marketing plan step number 11 is to implement a referral program for your pest control company now again if you haven't been providing Quality Service the likelihood you're going to get referrals goes way down and if you are providing great quality service the likelihood you do get referrals goes up but you also want to incentivize people to refer your program and that's where your referral program comes into play now keep in mind you don't want to eat into your profits too much but there's a lot of ways to incentivize your customers to refer others maybe it's a gift card plan where you send them gift cards to Starbucks bucks or their favorite restaurant or an Amazon gift card whatever the case might be or you might offer some type of discount on ongoing services or maybe they get their next preventative treatment for free the list really can go on and on but you want to have it congruent with the revenue that you bring in but make sure it doesn't break the bank because again you don't want to overpay your referrals that you're not profitable when you bring in new customers you still want to make it profitable for your business but also make sure that the incentive is high enough that people will actually refer your business so in conjunction with that quality service you want to develop a referral program as a part of your marketing plan all right the 12th step of your marketing plan should be door-to-door sales now a lot of people maybe shy away from this strategy or think that companies don't do this anymore but it actually can be extremely effective in a local service business especially with pest control so one of the great strategies is to go into a market or an area where you already have existing custom customers because when you can do that it gives you a logical reason to expand into that neighborhood so for example one strategy can be called name dropping where you talk about other clients in the area using your services so it might be something like hey we just got done servicing the Smith's house down the street and we're actually in the neighborhood letting the other neighbors know that if they also want to take advantage of our services we're able to offer it at a limited discount because it's much more cost effective to send our technicians out to an area to service a bunch of homes versus having them drive all across town eating up a bunch of gas all day so because of that we're offering people in the local area a special discount that wants to sign up for our pest control services just because we already have existing clients in the area and we're out here just letting you know so if you want to take advantage of that and get that special offer let's get you started so again something to that effect it gives you a natural way to approach people it's not overly aggressive or pushy or sales in that sense and you're offering a discount and you're just letting people know in the area so it's a great way to get into the market and expand the market around your local customers and another thing to consider is that when someone in the neighborhood has a pest issue oftentimes neighbors might think that that pest issue can spread quickly throughout the neighborhood and often that actually is the case and so again gives you a natural reason to help people protect their home from other potential pest issues in the neighborhood and so door-to-door sales can be incredibly effective for a pest control business and should be a part of your Pest Control marketing plan all right the 13th Step of your marketing plan is to implement video marketing and so video marketing is incredibly powerful for a pest control business there's a lot of different angles that you can come at they see results for your Pest Control business similar to blogging it can benefit from the aspects of SEO so if you create content that's centered around what your ideal customers are actively searching for it can go a long way so again this could be warning signs of past just Pest Control tips in general ways to prevent pest issues how to solve pest issues if people have them you might consider doing comparisons between pest control products showing which ones are effective which ones aren't maybe educating your clients on the differences between DIY pest control and professional Pest Control breaking down the benefits of hiring a pest control service versus trying to do it on their own and much more and so just showcasing that expertise can go a long way to build trust and Rapport and credibility for your Pest Control business but on top of that since it Taps into SEO it can drive a lot of people to your website into your business to help you generate more Pest Control leads quickly and on autopilot so if you're not using video marketing on YouTube as part of your Pest Control marketing plan you definitely should alright the final step of your Pest Control marketing plan is to use paid advertising and so there's several ways to do this you can do radio ads you can do Google ads you can do Facebook ads some of the ones that I would definitely recommend would be face Facebook ads as well as Google ads and so Facebook ads can be incredibly powerful because you can Implement Those ads and target people in your local service area again you'll want to offer things like those free estimates those Pest Control guides the free inspections like I talked about use real photos that we also used earlier in your marketing on your website and on your Google my business page and make sure that those photos don't jarringly stand out on the platform as I mentioned before a lot of people use stock photos too much and it actually throws off the vibe of your ads and makes them stand out in a bad way so you want to implement Those ads on Facebook and you can Target your local area now as I mentioned before you can even upload your lead list and your customer list to Facebook and build a look-alike audience based on that which can help improve your targeting even further plus you can remarket to those people that maybe joined your email list that haven't hired your Pest Control service yet as a way to get more exposure for your business and convert those leads that haven't yet converted now a key benefit to Google ads is that you can Target search intent keywords now key part to using Google ads for your Pest Control business is that you can Target high buying intent keywords so again as I mentioned you can Target keywords like Pest Control service Pest Control Service near me things like how to get rid of bed bugs how to get rid of ants all different keywords like that that show high buyer's intent that the likelihood someone using those Search terms is looking for a pest control service but at the very least would be open to hiring a pest control service so you can Target these keywords showcase your ads and this can be an effective strategy to convert people searching these keywords into new Pest Control leads for your business so definitely Implement paid ads once you have these Foundation strategies built as it's a great way to scale your Pest Control business and see even further results so again hopefully you enjoyed this video and got some benefit out of this 14 step Pest Control marketing plan implement it in your business it will work for pest control company companies when you stick to it and you implement these strategies consistently so again if you like this video be sure to hit that like button as it really helps out the channel and if you want more tips and training on how to generate quality leads for your Pest Control business we actually put together a free guide on the top lead sources for pest control companies so definitely download that in the link below and if you haven't done so yeah be sure to subscribe to get more tips and training to help you build a profitable business but once again thanks for tuning in and we'll talk to you more soon