As a pest control business owner, you’re always on the quest for new customers. Although you may have built up a large customer base, the fact is, you need new customers to ensure you’ve scaled your business for the long haul. Repeat customers can be fickle and either move away or change their minds when it comes to pest control services. That said, here are three ways to attract more customers.
SEO and Local SEO
SEO (Search Engine Optimization) helps you improve your rankings in online search results so more people can find you. Traditional SEO helps you stand out on a national level; however, local SEO helps you promote your products and services to local prospects and customers. Are you wondering if this is something you should be doing to promote your pest control business? According to the Search Engine Journal, the answer is a resounding, “Yes.” Take a look at these statistics they’ve compiled:
97% of consumers looked online for local businesses in 2017, with 12% looking for a local business online every day
78% of local-based searches on a mobile device end in purchases being made offline
18% of local mobile searches lead to a sale within one day
Local SEO is essential because it improves your exposure in Google from local searches. Without it, you could get buried halfway down the page.
Today’s online advertising is a bit more sophisticated than in the good old days when you paid to have your business advertised in print publications such as the newspaper or phonebook. Online advertising can be complicated and overwhelming with the number of options like paid social media, paid videos, display advertising, and so forth.
However, as a pest control business owner, paid search is an online marketing tool with which you should familiarize yourself. So, what does it do? Paid search marketing matches your online ads with prospects that are searching for your products or services. For example, you can advertise your pest control business within the sponsored area of a search engine, or a partner site by paying each time your ad is clicked. This is also known as pay per click or PPC.
How does it work? Paid search marketing works by bidding on certain keywords, such as “termite” or “pest control.” When those keywords are searched by potential customers, your ad will appear. The benefit of paid search is the ability to select exactly what keywords you want your ad to appear with when searched and how much you’re willing to pay for each click.
Reviews and Referrals
Lastly, an easy and cost-effective way to promote your pest control business is through customer reviews and referrals. According to Forbes, “ … a Google review can shape your business far more than a Google Ad.” Reviews are important because they can lead to increased sales, increase your brand awareness, and improve your search engine results. Take a look at these statistics:
90% of shoppers read at least one online review before deciding to visit a business
88% of consumers trust online reviews as much as personal recommendations
94% of online shoppers reported that a negative review has convinced them to avoid visiting a business
Your customers are your best advocates, so it only makes sense that they are seen as more reliable than advertising by friends and family. Asking them for referrals and/or creating a referral incentive program is one of the best ways to gain new customers. A Texas Tech study found that 83% of consumers are willing to refer a friend after a positive experience, but only 29% actually do because they were never asked.