Elevate Your Efficiency with the Pest Control Bill Format for Businesses

Pest control bill format for businesses

Hi, everybody. I'm so glad that you're here. I  think everyone's on the webinar at this point   who's registered. So, let's dive right into it.  Once again, I'm very thankful that you're here.   Welcome. This is your 2021 Pest Control Internet  Marketing Plan. We're going to make 2021 your   best year ever. I'm Dean Mignola, and let's  dive right in. We've got a lot to cover. Okay?  First, let's make sure you're in the right place.  You are in the right place if you have a pest   control business and you're struggling to get a  consistent flow of new leads and calls. You're   frustrated because maybe you've tried to market  your business and it's not working as well as   you'd like it to be. And you want an easier way to  get more customers now. Well, if that's the case,   you are in the right spot, because I'm definitely  going to have some great training for you.  Here's what you're going to learn  today. How to set goals for 2021,   and how many leads you need to hit your target.  The three fundamentals of marketing success.   How to optimize your website for  conversion in 2021 and beyond.   And, here, this is a really important one,  the latest trends that you need to focus on   in 2021. Finally, we're going to develop a custom  action plan based on where you are now and what   you need to do right now to market your business.  So, the bottom line, you're going to learn how to   dramatically increase your revenues, grow  your business, and make a lot more money.  I'd love to get your full attention please. Turn  off your cell phones. Shut down your Facebook. Get   a pen for taking notes, and download the workbook.  Now, the link is in the chat portion. If not,   if you're watching this, the recorded version  later, I'll make sure to include that link   either below the video or just easy access  so that you'll be able to get the link to   get this workbook. I highly recommend that  you not only download it but print it up,   because this is going to be a real workshop. So,  if you go through the process while we go through   this workshop, I think you're going to get even  more benefit from the entire process. Otherwise,   just download it, and you can go through the  process later, after having gone through this   live. Of course, if you have the recording, then  you can just pause and go through it that way too.  If you're serious about getting better  results in 2021, I want you guys to know   the next 60 minutes could be a game changer  for your business. You're going to learn   some really important stuff when it comes to  marketing your business, especially online.  Here are your rewards for hanging out until  the end. I really want to see you get the full   benefit from this. So, what I'm going to give  you is, first of all, my special ebook, The 10   Website Conversion Secrets for Pest Control,  as well as these three cheat sheets, The Pest   Control Website Cheat Sheet, The BugBiz Marketing  Map, and The Pest Control Money Map. All of those   will be made available to you right at the end,  for those of you who stay all the way to the end.  First of all, why should you listen to this guy?  Well, let me just show you here. It all started   with my best friend, Joe. Joe started his pest  control business with networking and referrals.   And he was really good at that stuff. He is really  good at that stuff. He's a real personable guy.   As he likes to call himself, he's an average  Joe, and he's really good at what he does.  But the thing was, when he first started his  business, he faced three problems growing his   business. This whole referrals and  networking thing was just way too   slow. It just wasn't scalable. And there was  really no security in it, because he was it.   In fact, one day, he took his family snowboarding,  and he hit a patch of ice. And he just did a face   plant into the ice and shattered, not just  broke but shattered, his collarbone. And   it was pretty awful. He was forced to work  for six weeks with a shattered collarbone. And   to this day, he still has nerve damage in his  upper chest when the surgeon had to go in there   and dig around for those bone shards. He has  to wear his shirts open, because his shirt just   touching his chest causes him a lot of pain to  this day. He says it's like his chest is on fire.  This is my best friend, so I joined Joe's  company as his marketing manager and as a termite   inspector. I kept telling him, "You have to grow  your business, because if anything happens to you,   your whole family is going to have  no way to support themselves."   We ended up hiring SEO expert Brent Paine to get  Joe's website to the top of Google. And by the   way, that little guy in the picture with me,  that's my son. He's now taller than me. I'm a   pretty tall guy. He's over 6' 2", over 190 pounds.  So obviously, this is a few years ago. He's huge.  Well, Joe's business also grew rapidly. He hired  his son as another termite inspector. Recently,   he just hired another inspector to join his team.  In fact, breaking news, his other son just passed   his termite inspector test, and so he's going to  be joining the company. So, Joe continues to hire   more staff and contractors to keep up with all  the work that is coming in from the internet.  I teamed up with Brent, and we launched BugBiz  Marketing. We specialize in helping pest control   companies get their internet marketing  right. In fact, our mission is to help   at least 100 pest control businesses to  triple their business within the next   five years. That's our mission. Let's  start with you. Let's create your 2021   pest control internet marketing plan, so  we can make your 2021 the best year ever.  Let's face it, running a pest control business  is hard. Right? I'm not telling you anything   you don't already know. You wear too many  hats. The stress can keep you up at night.   And without a clear plan, you can easily waste  a lot of money and hurt your bottom line.   You need clear goals to stay on track. As  Brian Tracy once said, "Success is goals.   All else is commentary." I'll tell you, I found  that in my life and I feel that goals are so   important. Unless we have a clear target where  we're going, it's really hard to hit that target.  Let's talk about, what are your goals for 2021?  What is your revenue growth target? How much is   that monthly? We start with that annual revenue  target, and then we break that down into a monthly   target. And then, we need to look at, what is your  average transaction value? Now, I realize, in pest   control, that can vary widely. What I like to do  is look at an average. For example, let's say you   have a big bed bug job or a termite job, might  be a couple thousand bucks. Whereas, an annual   pest control contract might be a few hundred  bucks. What we do is look for an average in that.   And then, what we want to do is find out how many  jobs will that require. We also need to know what   your average conversion rate is from that lead,  that call that comes in, to that booked job.   Then, what we're going to do is divide the  number of jobs you need by your conversion rate.  Let's go through this process just with a  hypothetical. Now, this hypothetical is not going   to be exactly like your situation, but it will  give you an idea of how to go through the process.   Let's say your annual revenue growth target  was a million dollars. Monthly, that's $84,000.   Now, let's assume that your average transaction  value is $500. I found, for a lot of pest control   companies, that's about right. That  would require 168 jobs at $500 per.  And then, when we look at, if your average  conversion rate from that lead to the booked job   is 50%, so in other words either that contact form  lead, which they tend to be a little bit lower,   or that phone call coming in, which tends to be  a little bit higher. You average all those out   and you go from that call, for example, to all  the way, yeah, they said yes, let's definitely   do the service and they actually hired you.  About 50% we find is pretty typical. Maybe   yours is a bit higher. Then, we want to divide the  number of jobs you need by that conversion rate,   and you find that you would need an additional  336 leads per month to make that kind of growth.  Let's think about, what is your revenue goal  for 2021? And this is where that workbook will   come in handy. It'd be good to just have  a goal, and then go through that process,   so that you can figure out how many leads are  you going to need every month to get there.   That's the first step is creating that goal and  figuring out, how many leads do I really need?  Then, let's focus on, as Vince Lombardi  said, fundamentals. He would often say,   "It's the fundamentals, the fundamentals, the  fundamentals." Vince Lombardi, one of the greatest   football coaches of all time. "Excellence  is achieved by mastery of the fundamentals."  The fundamentals of marketing are your market,  your message, and your media. We're going to go   through this relatively quickly, but I want to  give you at least the basics here. All right,   so first of all, when you're talking about  your market, don't be this guy. Don't be the   jack of all trades. This is a major problem  that I see with some pest control companies,   especially when you're a smaller pest control  company. If you're trying to do every type of   pest control service out there, and you're  also trying to cover a huge service area,   well first of all, just from a pure marketing  standpoint, when you say that you do everything,   people assume that you don't do anything well.  So, I recommend that you either specialize   in terms of what services you provide or you  specialize in the service area that you cover,   or both. The more you do that, the more efficient  and the more of an expert you're going to be.  Let's now talk about who is your ideal customer.  Okay, that's also part of your market. Because,   what your market is, it's all about solving a  specific problem for a specific type of person   or a specific person. So, we've done a lot of  research on this. I've got this in your workbook   for you. We're just giving you the results of  this research. While some of it may seem like   common sense to you, this is worth a lot of  money, this research. So, I really recommend   that you take this very seriously. Let's go through it really quickly.   Demographics of a typical pest control company.  It may be slightly different in your area. This is   our nationwide what we have found. Typically, a  homeowner over 35. Typically, female is the one   calling. Married with a couple of kids. At  least a $65K annual income. Family-oriented,   likes to please people, and expects the same in  return. Not super handy. Lives in the suburbs,   typically. Of course, that depends on the region  that you cover. And typically community minded.  Their pains and frustrations. The pest is causing  problems. They can't get a pest control company   on the phone. You see them there. They want  to get it resolved quickly, too busy, worried   that it could be unhealthy for their family,  worried that the treatment could be unhealthy.  What are their fears? They don't want to be  ripped off or overcharged. They're afraid that,   that could happen. They're worried about  their home being damaged or made dirty.   That's a fear of theirs. Having to wait around  for the inspector or the technician to arrive.   Being inconvenienced. Trying to coordinate with  the company. That the treatment could be unhealthy   for their family and pets. You see, that's coming  up again and again. Once again, that the bill   will be more than they can afford right now. You can see some common threads here. What   are their goals and desires? Okay, they're pest  problems are solved. They're having a well kept   home, taking care of their family, more income  and wealth. Hey, who doesn't want those things,   right? Live in a nicer home, drive a nicer car,  kids healthy and happy, more time with family,   travel, and fun. When we have surveyed  pest control customers for our clients,   these are the kind of things that they talk about.  Respect and approval of their friends and family.  Here's a part that really important. Their  ideal pest control company, friendly and honest,   affordable and convenient. They work around their  schedule. This is a quote that we hear a lot,   "That great guy..." They often think of pest  control people as guys. That great guy that does   such a good job that they can proudly recommend  him to their friends and look like a hero.  Let's take a look at your market. Ideally,  what type of people do you want to service?   What I mean by that is, for  example, do you want to serve the   truck driving, beer drinking, type, or  the person the wine drinking, listens to   National Public Radio, and jazz music type?  There's different types of people. Think about,   are they the more wealthy people, or are you  more of a budget offering where you want to just   give people a great price and get in there and  take care of them? Who are you looking to serve,   and if you could get all the customers you  want? I really want you to think abut that,   because the reason people try to cover too  many services and cover too large of an area,   it's from a scarcity thinking. They think, "Oh  my gosh, I don't want to let any customers go."   But what if you could, for example, get all of the  customers you needed within a 10, 15, mile radius?  Let's just say all the customers in  one neighborhood were your customers.   That you could just go from one house to  another, to another, or your people could.   Think about how much more efficient that would be.  Think how great it would be for the neighborhood,   because if you were serving most of the houses  in one neighborhood, it would be very easy to   keep the pests under control, wouldn't it? So,  that's what I want you to think in terms of is,   what are your ideal scenarios, so that  when you market, you really target after   your ideal customer in your idea area. I want you  think about, what are the most profitable services   that you could promote? I recommend that you  really go through this process. Don't just watch   and listen to this training. Really participate,  and you'll get so much more out of it.  The next thing you want to do is craft  your message. It's important to use that   information that we just created about  your market to craft your message.   Let's go over some messaging that works. Now, this  is stuff that we have, once again, researched,   and we have tested, and this is what works.  Things like same day service and one time service,   straightforward pricing, upfront pricing.  Remember all those fears and worries?   This deals with some of those issues. Satisfaction  guaranteed, or a very specific guarantee.  For example, remember I told  you about my best friend, Joe?   Well, one of the things that created for him,  we created two guarantees that were extremely   powerful and helped him absolutely dominate his  marketplace. He specialize in termites. One of the   guarantees we've created was guaranteed that if we  tented your house or if we did a termite treatment   that, that treatment was guaranteed that you  would not get termites back for six years,   or they'd retreat it again. Six year guarantee  is by far the best guarantee in the entire   area. What that did is it just really put him  head and shoulders above all of his competitors.  Another thing is real estate agents and brokers  are also his customers. He really likes to work   with them. He's always had a good reputation with  the real estate agents and brokers in the area.   What he offered them was that he would get their  termite report out within 36 hours or that was   free. That was really important, because a lot  of the other pest control companies, they would   take a week or more to get those termite reports  back to them. And they really wanted them fast.   He usually gets them back within 24 hours, by  the way, if not faster, and that really sets   him apart from his competitors. These are the kind  of guarantees that really make a big difference.   The more specific, the better. Trustworthy and trusted   inspectors and technicians. That's really  important. You're inviting people into   their homes. And when possible, a natural  and environmentally friendly products.   Some people, that's really, really, important. All right, let's look at some more issues when   it comes to messaging that works. This is really  important and it's a major problem for all local   businesses, but especially in pest control I see  this. Focus on the benefits of your services.   Use variations of you more than I or we in your  messaging. Typically, if you go onto a typical   pest control website, it's, "We do this," "We're  great at this," "This is what's wonderful about   us," we, we, we, we, we. You don't want to we, we,  we, all over your customers. Because when you do,   you're speaking your language instead of speaking  your customers' language. When you talk about you   and what they get, now you're talking  about your customers' language.  Here's a real powerful trick to transition  from we language to you language. You say,   use the words, so that, or a variation  of the phrase so that. Here's an example.   "We offer commercial pest control 24 hours a day,"  okay, that's the we part, that's the feature,   "so that our service does not interrupt  your business." That's the benefit.   What you want to do is go through your website and  count all the wes and variation of wes, and we're,   and we'll, and count all the variations of you,  your, and you'll. If there's more wes that yous   in it, then you really want to work on that.  We go through that with all of our clients.  Let's talk about what your message is. Why should  someone choose to do business with you versus the   competition? Really think that through. If you say  things like, our people, and just something vague   like service, people don't understand what that  means, what service means. You need to be specific   what service means. People, that doesn't really  work, because your people, frankly, can leave   your company and go to one of your competitors  at any time. It's really not about your people   and it's not about the vague term service. You  really want to be specific on what differentiates   you from your competition. That ties into  what benefits you offer that will resonate   with your target customer. Once again, I strongly  recommend that you write these things down,   because you'll be glad you did. It really  helps create this whole planning process.  Finally, we've covered the market, we've covered  the message, and hopefully I've taken you a real   long way in both those areas. The final piece  of the puzzle, the third of the stool, is media.   Let's go over that we're going to go into that in  some more detail. Of course, as a business owner,   as a pest control business owner, it can be hard  to choose the right media for attracting new   customers and growing your pest control business.  There's so many different options out there.   Remember, Joe? He, of course, went with networking  and referrals as his primary approach. The   challenge with that, as we found out, is it can be  really slow. You can get some good customers that   way, but it's a slow way to grow your business. There are some pest control companies that they   grow almost completely using door knocking  and cold calling. That's definitely   an approach. But I'll tell you, if you're doing  it yourself, you know it means a lot of rejection.   You've got to have those real sales skills, if  you're one of those people who just has that   natural talent for sales and you know how to  teach your people. A lot of times, the type of   person that makes a great technician isn't always  the best person who makes a good salesperson.  Then, of course, the other big approach  is traditional advertising, newspaper,   radio, television, the old media as we like  to call it. The problem with that is it can   be extremely expensive. Frankly, that was  my background. I was in the old media. I   not only sold television advertising for  a couple years, but I worked at a big ad   agency and managed millions of dollars of  all kinds of different media. One of the   reasons I got out of it is because it's really  hard to track your results. And it's really,   as now with the internet, it's becoming more and  more difficult to make it cost effective. Unless   you're a really big company doing millions and you  have your online marketing plan just dialed in,   I'd recommend staying away from those things  until you get your internet marketing handled.   Here's why. 92% of U.S. adults research  online before making an offline purchase.   That means just about everybody looking for pest  control services is looking first online. It's   pretty powerful. You simply cannot ignore online  marketing if you want your pest control business   to survive and thrive. It's that powerful. Of course, your website is the hub of your   online marketing, so that's a great place  for us to start. Let's go over that.   The truth is most pest control websites are not  designed to convert visitors into calls and leads.   They just aren't. It's really not your fault.  Most pest control companies, they hire either   a local company or a big national company that  handles all different kinds of businesses. They,   frankly, don't have a clue about how to make a  pest control... First of all, they don't have   a clue about your industry. Second of all, they  don't have a clue about how to make a pest control   website that converts website visitors into calls  and leads. They just don't know how to do it.  But you will, because not only are we going  to go over some of the highlights right now,   but I'm giving you, of course, the 10 Website  Conversion Secrets for Pest Control and my   Pest Control Website Cheat Sheet. Between those  two documents, you're going to know more than   99% of the pest control companies and the  vast majority, if not 95%, 99%, of the website   development companies out there about how to  build a pest control website for conversion.  Number one, use authentic and engaging images,  video, and content. Please don't do this,   okay? Don't use stock photos of some  generic pest control model. He's and   everybody knows it. Everybody knows it. There's  this outfit and there's the orange and brown   version of this outfit in all the  stock photos of pest control guys. It   just looks . This is such a better approach.  Use an authentic photo of you and your team   standing in front of your trucks, doing the  work, that's what people want to see. They're   inviting you into their home. Also, the language  that you use. Here's that guarantee I told you   about. "You'll be termite-free or we'll fumigate  again for free. That's our six year guarantee."   That's the kind of language that's authentic  and real that really resonates with people.  Second, you want to include plenty of social  proof. Now, one way to do that is with what we   call authority icons. If you're a member of the  National Pest Management Association, if you're a   member of your chamber of commerce, if you have a  A+ accreditation with the Better Business Bureau,   if you've won a reader's choice award in your  area, if you have a five star rating on Google,   any of those things make great authority  icons that you can put high on the page in   your website that really they show that you're an  authority. It provides that powerful social proof.  Maybe even more powerful than this, U.S.  consumers seek customer reviews more than all   other information tools combined. They're looking  for those online reviews when they're trying to   research a company. Why not have those reviews  streamed directly onto your website? This is   an example of Yelp reviews streamed. Often, it's  Google reviews. Yelp is very big on the West Coast   and in certain major cities. But, of course,  Google is the 800-pound gorilla. We sometimes   will do a combination of Yelp and Google. But  we stream your latest best five-star reviews   directly onto every single page of your website.  It provides that powerful, powerful, social proof.  And so, you want to make it easy for your  customers to contact you. This is so important.   How do we do that? First of all, you want your  phone number in the upper right hand corner.   It's also good to have it in multiple places on  the page. You also want to have a contact form.   This first area, when you first open the website,  we call that above the fold. It's an old newspaper   term. But it's like the first thing that you see  without having to scroll or anything. You either   want a button that goes to a contact page,  or you want to a contact form right there.  And a call to action, I don't want to forget about  that. Don't just put your phone number up there.   Tell them what you want them to do. For example,  "Call today to schedule a termite inspection or   a free termite fumigation estimate at," the  number. Just even, "Call today," "Call now,"   "Call for a free estimate," whatever you want to  do, but say something, tell them what you want   to do. Don't just put your phone number there.  We put the phone number in multiple places on   every single page of our clients' website.  Very powerful. Make it easy for people.  You want to optimize your website for  mobile users. Look at this. This is so   important. Three out of five consumers are  now searching for their local businesses   on their smartphones. So, the majority of  people are not going to their computer,   they're going to their mobile phone  to find your business. That means your   website must, must, must be mobile friendly. Here's one of the big things, fast loading.   There is plenty of research that shows, if your  website is not fast loading, people will just pop   away. They'll go to another site. It needs to be  easy to read. That means you don't have to scroll   side to side to read the website. You don't  have to squeeze it open to be able to read   it. It needs to adapt to every screen size. And  it needs to have easy navigation. If you look   in the upper left hand corner of that website  on the phone, it's got what we call a hamburger   menu. You should be able to click on that and  navigation should pop up, and that should easily   take you to wherever you need. One thing that's crucial on your mobile,   this is so crucial, is having what we call  a click-to-call button, so that somebody can   literally just click on the button to call you.  Now, what we do that takes it to the next level   is we have what's called floating click-to-call  button. So, wherever you are on the website,   that button stays up there, so that wherever  you are on the website, you don't have to   hunt around for the phone number. You just  click it and call. Very, very, important.  Now, let's go into the key trends for 2021. First  of all, there's a shift from phone calls to online   messaging. Now, phone calls are  still the king in pest control,   but more and more people are starting to  do online messaging, either using a chat   box or using your contact forms, especially your  younger consumers. This is a trend that's growing.   Google Local Service ads is a trend that is  growing. And then, the comprehensive approach   wins. In other words, instead of just trying to do  one thing, wouldn't it be nice if you could just   do one thing and get all the customers you need?  What we're finding is that, when you have multiple   ways of marketing to your customers, people  will get that impression, they'll see one thing,   and that will help them maybe call from something  else. So, it all starts to work together.  What's the biggest problem with  web form messages? It's increasing.   90% fail to convert. The reason for that  is that a lot of pest control companies,   they're not monitoring those contact form  responses quick enough. Here's the thing.   Leads that are not follows up within 15 minutes,  they go cold. It's like they fill out that form,   and if they're not contacted right away, they go  look for somebody else. What we recommend is that   the average customer should be followed up with  three to five times. That's really what you need   to do to make sure that you book as many customers  as possible from those leads. Once again, today's   younger consumer prefers to interact via text  messages versus phone call or email. They're used   to just texting. So, they love doing that. What we  do in our followups is there's a lot of texting.   Here's the solution. Leverage marketing automation  to follow up with web forms within the first two   minutes of submission via phone, email, and  text message. Automate the followup so that   every prospect is touched five times and  able to engage via two-way text messaging.  Here's the next thing is Google Local Service  ads. Now, probably you've heard about this.   It's pretty powerful. Because, what's happening  is Google more and more is putting these local   service ads at the very top of the page. They pop,  because they have the five-star reviews up there.   And so, it's something worth looking  into if you haven't tried it yet.  You do have to jump through some hoops  with it. You have to complete the Google   Local Services application. Google will run  background checks on the business owner,   the technicians, the license, the insurance.  Once approved, you're going to pay on a per   lead basis. The price is going to vary by city.  Leads can cost anywhere from $25 to $45 on up.   It's pretty good. We find that it has a  similar cost per lead to pay-per-click,   higher quality leads than Home Advisor generally.  And you still do get some price shoppers though.   It's not like SEO leads or referral leads. But  you can get a solid ROI in most markets if you're   able to follow up quickly. That's what we found. Let me go over what a page looks like in Google,   what it's all about. I want you to understand  the search engines, especially Google, since   once again it is the 800-pound gorilla. First of  all, the very top and the very bottom of the page   is usually pay-per-click and those Google Local  Service ads. The power, when it comes to online   marketing, the advantage of that is you can get  customers now. You can start getting customers   in as little as a week by setting that  up and really getting those ads up there.  It's one of those things I just want to... Don't  try this at home folks. I can't tell you how many   pest control business owners I've talked to  that they say, "I tried pay-per-click ads,   and they don't work. I lost a ton of money."  Yeah, it's a very sophisticated process. If you   don't do it, you're competing against guys like  me, the Terminixes of the world. If you're not   an expert at this, I don't recommend that... The  Google Local Services ads, that you can do that   on your own, especially if you have some help.  But the pay-per-click, it's very sophisticated,   it's very difficult to do it without losing money  unless you really know what you're doing. I mean,   the difference, it's just better to pay somebody.  You're going to end up far ahead in the long run.   But no matter what, those leads do tend to be  a little bit expensive. It's just the reality.  Okay, so then, the most important  part for most businesses   is what we call the Google Maps area, or Google  My Business. That is those three listings,   and we call them the three pack also, the Google  Map three pack. They're those three listings   just beneath the Google Map area. Now, these are  what we call customers soon. Three to six months,   typically, depending on your market size. In some  markets, in the huge markets, it can take longer.   You need a commercial location. Google is really  buckling down on this. You really need to have   a commercial location for this to work. But this  does offer the highest ROI of any marketing I've   ever seen. You get to the top of the three pack in  your city, especially if it's a significant city,   your phone will just start to  ring. It's very, very, powerful.  Now, the advantage to what we call the organic  listings, which are the listings just beneath the   Google Map area, that takes a little bit longer  typically to get to the top of the first page   of Google in the organic listings. It's a lot of  work. What we work on doing is we work on creating   multiple cities. We design our websites and we do  our marketing so that we're able to rank you in   multiple cities in your service area. Whereas,  with the Google Map, you can typically only be   ranked in the city where you have a location.  Now, if you have a couple locations, you might be   able to rank in both those locations, if you have  physical locations in those two areas. Otherwise,   that's where the organic comes in. If you  can rank organically in multiple cities,   you can bring in a lot of leads that way.  This, we found has the second highest ROI   overall. For some of our clients,  it's the highest ROI, actually.  What's the foundation when it comes to your online  marketing? We told you where the ROI is. It's your   search engine optimization, SEO.  Getting you found at the top   of the first page of Google. That's where  the magic happens. What's interesting is the   top seven factors for ranking you both in  the Google Map area and in the organic,   they're the same seven factors. They're  just weighted differently. These are the   things that really matter to get your website  ranked on the top of the first page of Google.  Google My Business optimization. In other words,  doing all the right things you have to do on the   Google My Business profile. Getting a lot of  five-star reviews, and consistently getting   five-star reviews. High authority links. The days  of just getting a bunch of terrible links are   long gone. They've been gone, long gone. It's all  about the quality and the authority of the links.   One great high authority link can be worth  more than hundreds of lame links. In fact,   the wrong links can actually hurt your ranking. Then, we have on-page optimization. That means   all the different things that we do on a website  to make sure that Google knows exactly who you   are and that you're a high authority website.  Your citations, called NAP, name, address, phone   number. You want your name, address, and phone  number consistent throughout the web. You need to   have it in at least 50 to 100 places online, and  you need it exactly the same format every time.  Then, user behavior is a factor. When someone  comes onto your website, do they bounce right off,   or do they contact you, or do they look around  at different pages? Google wants to give   people the best user experience possible. If they  see someone that people just come to a website and   they bounce right off, they're not going to want  to send people to that website. Then, of course,   social signals. This is becoming a little more  important all the time. That is making sure   that you're on the major social media, and  posting regularly, and getting people to engage   with your content, things like Facebook,  and Twitter, and Instagram, for example.  Really, ask yourself this question, are you  taking advantage of paid online marketing to   the best of your ability. Now, we believe  that the first three items on this list   are generally the best, have the  highest ROI. That's pay-per-click,   Google Service ads, and retargeting. Retargeting  we like to use. Retargeting means, when someone   comes to one of your landing pages, which would be  for pay-per-click, which is like a mini website,   or they come to your website, whenever they go  around the web, they see ads for your company.   You probably experience that yourself. You went  to buy something, and then all of sudden you see   ads for that everywhere. That's what retargeting  does. We feel that they top three are the best.  Facebook ads can be great. The challenge with  Facebook ads is we found that the quality of   the leads are not always as good, but you can get  a lot of leads. It's just different, because there   is something called buyer intent. When people go  to look for something, like in Google Service ads,   or Google AdWords, pay-per-click, they're looking  for pest control service. Whereas, with Facebook,   they were just going and reading Facebook and  they saw a good offer. And they go, "Oh, okay,   let's check it out." It's a different  type of customer to some degree.  And then, of course, there's Yelp advertising.  We have clients that do really well on their Yelp   advertising. I have a client that does great with  Thumbtack. And we have another client that does   really well with their Home Advisor ads. They're  very expensive ads, and you have to jump on those   ads, because you're competing with multiple  people. A lot of people hate them. I'm not   a huge fan. But we do have at least one client  that gets a decent amount of leads from them.  Let's go over your pay-per-click strategy, since  we say that is one of the most important things.   You need to make sure you're pay-per-click is  affordable in your service area. That means   it needs to be tested, tested by a professional,  somebody that knows what they're doing. It doesn't   mean you throw up some ads and hope for the  best, because almost certainly you will lose   money that way. You want different ad groups  for different services. You need specific   text ads for different keywords. And you  want different pages, landing pages, for the   different keywords. You have to really have a lot  going on there. You want a strong call to action   and an offer on the landing page. Finally,  use that retargeting that we talked about.  Are you active on social media? For  example, your Facebook business page,   do you have your business information and a  lot of photos on the page so it looks inviting?   You need at least 10 five-star reviews on  there. You better have a high rating on there,   because it's really easy to get Facebook  five-star reviews. You want at least 100 likes,   ideally 1,000 likes. Once again, these are  pretty easy to get. It helps that when you   do post more people are going to see it. It's  still a very small percentage that liked your   page will actually see your post, but the more  likes you have the more people will see it.   You want to post at least weekly. For example,  we post a couple times a week for our clients.   Typically, our clients will post once every week  or two. That gives them two to three posts a week,   which tends to work really well. You want to reply to the comments   that come onto your site daily. Because, a lot of  times, you want to have somebody monitoring that,   because people ask for a service right from  Facebook Messenger and sometimes in the comments   of your website posts. You'll post something,  and they'll say, "Oh, so I think i really need   termite service. How much do you guys charge?",  or something. If you have somebody responding   to that comment, you can get their contact  information and turn them into a customer.  You also want to post regularly, certainly,  on Google My Business. That's by far the most   important. On Twitter, on Instagram,  we post on a whole slew of different   platforms for our clients on a regular basis. Another thing you want to ask yourself is,   do you have KPI tracking in place? In other words,  are you tracking your calls and your leads that   are coming in? You need to see the number of calls  that are generated, and you want to be able to   listen to the recorded calls. So that way, you can  figure out that average cost per call, make sure   that the amount of money that you're spending on  your advertising is delivering the right amount of   calls and leads. You should be able to track the  different sources. The visitors to your website,   how many visitors do you have on a daily, weekly,  a monthly basis? And is more traffic resulting in   more calls? Where are those leads coming from? You  need to know all of that kind of stuff. It's so   important. Because, if you don't know where  your leads are coming from, how do you know   how well you're spending your money. One of the things I provided for you,   in your workbook, is the Pest Control Online  Marketing Checklist. What I suggest that you do,   and this is a great tool, is to build out  your own custom plan. Here's how you do it.   In fact, let me go back. What you want to  do is you want to check off the things that   you're already doing well. You can just check them  off right there. And then, circle the items that   really need work. That way, you'll have a clear  picture of what you need to focus on this year   to take your online marketing to the next level. And then, once you've circled those, I want you to   figure out where the top three internet marketing  initiatives that you need to implement to fit your   2021 revenue goal. Because, really, that's the  essence of your plan. You look at what you are   doing well, and then, okay, here's what we still  need work with, and then really prioritize that   in the top three things you need to work on  right now. That's the foundation of your plan.  Let's go over what we've already accomplished.  You set your goals for 2021 and how many leads you   need to hit your target. You set revenue goals and  lead goals. We went over the three fundamentals of   marketing success, your market, your message, and  your media. Went over how to optimize your website   for conversion in 2021 and beyond, and really  the importance of things like authority images,   your contact forms, your phone number being in  the right place, and that it's mobile friendly.  And then, we went over the latest trends that you  need to focus on in 2021. Of course, we went into   so many different things, but of  course we went into the fact that   texting is becoming more important than...  Phone calls are still king, but texting,   your younger customers are wanting to text more  than pick up the phone. We talked about the Google   Local Service ads and how they're definitely  worth trying, and how a comprehensive approach   really makes a big difference. It's like that  perfect storm that really takes things to the   next level. We created that custom action plan  of where you are now, and where you need to go,   and what you need to do now. You put all  that together, and that is the secret to   dramatically increasing your revenue, growing  your, business and making a lot more money.  Think about it. What you need and who do you need  meet with to take action on these initiatives?   Who's going to help you determine where you rank  today for your most important keywords and help   you track and monitor your ongoing SEO activities?  Are you doing these things at this point? Who can   audit your pay-per-click campaigns to make sure  you have unique ad groups, text ads, landing pages   for each of your major services and a strong call  to action and an offer on all your landing pages?   Do you have somebody that you can trust to do that  for you right now? Who will set up your automated   followup system to convert more of your leads? Well, if you need some help with that, I've got an   easy button for you. I want to give you something.  It's our Pest Control Marketing Inspection.   What we want to give you is your customized  keyword list. So, in other words, tell you what   are the most important keywords for your business  in your market. This is totally custom to you.   A ranking report to show you where your website  is ranking throughout your service area.   A website optimization report to look at  what needs to be optimized on your website,   so that it ranks better. An online reputation  report. How are your online reviews doing   relative to your top competitors? And  then, a website conversion review.   I'll personally look at your website and tell you   what's working and needs some work. And then,  I'll help you to refine your 2021 marketing plan.  Now, that is easily a $500 value. There are  digital marketing companies that will charge you   that and more every day of the week. What it  offers you is the ability to discover what's   missing from your current online strategy and  exactly how to fix it, so you can finally learn   how to take your business to the next  level and start enjoying the success   and the financial security that you  deserve for owning your own business.  Here's one of our clients. He came to us  and he's just crushing it. As he said,   "Our sales have more than doubled since we  started working with you guys. My biggest   problem now is finding enough qualified workers."  He really appreciates all the hard work that we've   done to help him grow his business. Stanley is a  great guy. He's a real character. He's up in the   San Francisco Bay Area. He focuses exclusively on  rodent exclusion. He doesn't even need that many   leads for him to just crush it, because  an average job for him is over $10,000.  I've got a very special deal for you for attending  today's workshop. All those things that... I'm   offering those to you for free. We're not going  to charge you a dime for them. Here's what you   can expect. You just schedule your 50 minute  marketing inspection. We're going to give you all   the analysis, the reports, and the marketing plan.  I might want to jump on a quick call ahead of time   just to ask you a few questions. But this whole  thing is 100% risk-free. There's no obligation.   I'm not going to pressure you to do anything or  buy anything. I'm going to give you all the value.  And you may ask, "Well, why are you willing to  do all this for me?" Well, find that when we   show people all these different things, a lot of  times they say, "Wow. Can you help us with that?"   If that's what you want, we'll be happy to work  with you. But there's never any obligation or   any pressure whatsoever. All you have to do  is go to promo.bugbizmarketing.com's schedule.   I'll have a link beneath this video, so it'll be  really easy for you to schedule a time with me.   You'll be meeting with me personally. I'll  go through all this with you personally.  You hung out until the end, so of course I'm going  to give you all the 10 Website Conversion Secrets,   the Pest Control Website Cheat Sheet, the BugBiz  Marketing Map, and the Pest Control Money Map.   If you're watching this later as a recorded  version, I'm sure I'll have a link there for   you where you can just click on that, and you  can download these. I hope you enjoy them. I put   a lot of work into making these for you. I think  you'll really like the website conversion secrets.  Boom, that's it, folks. That's what it's all  about. I hope you got a lot of value out of this.   Now, if you have any questions, I'll be  happy to answer them in just a moment. I   just wanted to just thank you for being  on this webinar I really hoe I provided   you with some excellent value. I'm looking  forward to talking to you and providing that   internet marketing inspection for  you and really helping you to take   your business to the next level. Here's another one of our clients.   They're number one in Los Angeles for termite  control. They are absolutely crushing it now.   As he said, "The quality of your SEO and  pay-per-click is by far the best I've ever   seen. We're now getting hundreds of new leads."  Hundreds they are every month from the internet.  This is what you get. The customized keyword  list, the ranking report, the website optimization   report, online reputation report, website  conversion review, the 2021 marketing plan.   All you have to do is schedule a time with  me, be happy to give you all those things,   go over your marketing with you so you have a  clear idea of what you're doing well and what   you need to do to take your pest control business  to the next level. Thank you so much for being on   this. And I hope you have a wonderful day  and much success to you and your business.