Wondering how to make pest control marketing work for you?
Sometimes, the key is to raise the stakes.
In Central Florida and beyond, most people don’t spend a lot of time thinking about pests.
It’s literally “out of sight, out of mind.”
The bedrock of pest control marketing is helpful and informative content discussing the most common pest problems – things like termites, silverfish, and flies most people can easily spot. But as you know, Florida has unusual pests that wreak havoc.
For example, can the average Central Florida homeowner identify the signs of a roof rat infestation?
These fierce little guys can destroy attics, damage roofs, and carry diseases that might endanger the whole family. But without expertise from a Central Florida pest control company, it’s easy to miss the signs. An infestation can progress for months.
And what about Florida bed bugs?
Once rarely seen, bed bugs are growing into an enormous problem. More resistant to pesticides than ever, they are often found in hotels. Brief contact with them can lead them to catch a ride on clothing, towels, or bedding and quickly get established in the home.
Take Your Pest Control Marketing from Reactive to Proactive by Educating Consumers
The average Central Florida homeowner is concerned about pests, but don’t spend much time looking for information about them. By the time they’re Googling a pest problem, you can be sure they already have pretty good evidence to go on. That usually means a full-blown and difficult infestation.
What if you could get them to take the issue seriously a little bit earlier?
By offering more preventive services, your pest control business stands to make more money in the long run. You can break out of the “feast or famine” cycle and have a more predictable cash flow – essential to growing and scaling your enterprise over time.
But how can you motivate Central Florida homeowners to change their thinking?
It’s all about educating them. And it starts with the topics they won’t think of.
Let’s take a closer look:
1. Dedicate Some of Your Pest Control Marketing to Rarer Pests
Everyone knows about fire ants, whiteflies, and drywood termites. Not everyone realizes Florida is also home to black widow and brown recluse spiders. A black widow bite can lead to severe symptoms that may result in death.
The goal of pest control marketing shouldn’t be to whip consumers into a frenzy, of course, but to let them know that “out of sight, out of mind” doesn’t work when it comes to Florida’s pests. Dangers to health and safety aren’t always the biggest risk – sometimes, it’s a matter of money and convenience.
For example, roof rats can cause serious damage to Florida shingle roofs. At a time when Florida is in a spiraling property insurance crisis, this can be a “make or break” matter for the whole home. Insurers are dropping policies for aged roofs, and roofs with actual damage will fare even worse.
Most online traffic might be driven by common questions like “signs of a termite infestation,” but that doesn’t mean every visitor has a simple problem to solve. By expanding your library of content, you can serve everyone better – and open the door to conversations about how preventive services save money.
2. Use Targeted Follow-Up to Introduce Preventive Services
Once you’ve worked with a homeowner to eradicate an infestation, preventive maintenance is the obvious next step. But many homeowners will be reeling from the initial expense and might not be ready to discuss another engagement so soon.
In cases like these, you can leverage other digital marketing resources.
While social media is useful, the most powerful follow-up tool is email marketing.
Yielding more than $35 for every $1 spent, email marketing can give you more control over the tempo of your business. By publicizing a limited time offer to your subscriber base, you have the chance to create work overnight. Most subscribers will see your message within 24 hours of you sending it.
Combined with social media, you can make the case for the value of preventive services that might save customers hundreds or thousands of dollars compared to rooting out an infestation that’s already set.
New York Ave Helps You Strike the Right Balance with Pest Control Marketing
At New York Ave, we know how to differentiate your brand and develop pest control marketing that customers will take seriously – without blowing their top from stress or making them think “It can’t be that bad, can it?” Contact us today to find out more or begin.