Best Pest Control Marketing Company with 100% ROI
Back in the day, pest control in Madison was a somewhat closed market. You had to know someone who had tried a particular company’s services and was satisfied with the results. And though word-of-mouth marketing is sufficient in maintaining a nice customer flow, it has its limits. One day things changed, and it is now simply not enough to just do a good job and have happy clients. Why did this happen?
Today people have practically unlimited access to the Internet. It allows users to find any pest control company in Madison they want, read the reviews, and compare the prices and services. This is why a marketing plan for pest control companies has become a must-have. Finding new customers, rewarding your loyal clients, and raising brand awareness is the new reality for pest control online marketing. The Lasting Trend digital marketing agency specializes in these areas.
Best Offer Ever: Who Is Your Client and How Your Service Can Help Him/ Her
Each and every question from this list should have an answer. When developing your pest control marketing strategy, base it on your client’s image, interests, location, and needs. Let’s say, you have conducted marketing research about your clientele. The results show, that 85% of your customers are wealthy men in their 30s with a wife and kids, who live within a 30 miles from you.
In this case, your marketing strategy should address them. For example, your pest control ad should say, that your methods of dealing with bugs are fast and there are no consequences which may hurt your kid’s health. Your target audience will see this ad, apply it to their situation, and decide that you are the safest bet (especially, if your price is just right) and will choose you over your competitors.
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If you're anything like most pest control operators you spend a significant chunk of your advertising budget on yellow page ads. And, with new directories popping up every year, you're probably investing more of your marketing budget than you'd like.
This makes it more important than ever to leverage your marketing budget to its fullest potential:
Before I explain how to do this, it's crucial that you understand the true power of marketing leverage. Marketing provides the ultimate leverage for any business. By changing a single word in an ad, you can increase the return on your investment, sometimes significantly.
Let's say for a moment that you spend $5,000 per month on your yellow page advertising. That investment can bring you 10 calls per month, 50 calls per month or 500 calls per month. While your results can change drastically, your investment remains the same.
This is called marketing leverage and applies to all of your marketing efforts. Getting more results without spending more money is the name of the game. In this article I'll explain how to increase the amount of money you make from your yellow page advertising, without spending an extra penny.
To fully understand how to do this, you need to put yourself in your prospective customer's shoes when they pick up a yellow page directory.
Unlike Direct Mail, Television, Newspaper or other common advertising mediums, when a prospect sees your ad in the yellow pages, they're ACTIVELY looking for pest control.
This means they've already identified their need for pest control services and are at a point of taking action to choose a provider. This makes selling your company's service more important than selling the benefits of pest control - in general.
So, your prospect picks up their directory of preference and flips to the pest control section. What do they see? If you're in a major market, they probably see anywhere from 10-25 pages of pest control ads. Right? Maybe you're in a less competitive market - but the fact remains - your prospect is faced with a tough decision when they open the directory.
See, it's not the amount of pest control ads that makes it so difficult to choose; it's the lack of differentiating content in the ads that is troubling to your prospect. I don't care where you're at in the country, your yellow page directory is chuck full of hyperbole fluff that doesn't really differentiate your company for your prospects. Common statements like these fill the pages:
- "Residential & Commercial"
- "100% Money Back Guarantee"
- "Family Owned & Operated"
- "In Business For 25 Years"
- "Credit Cards Accepted"
- "FREE Estimates"
As you're beginning to see, when everybody is saying the same thing, it gets hard for your prospects to determine which company is best and whom they should call to service their home.
This causes a delayed buying decision and an increase in price shoppers. If there is no differentiation elsewhere, consumers will resort to price and brand recognition (i.e. the big national companies) to make their decision.
Here are 5 acid tests to run through to determine if your yellow page ads are any good:
1. The Name Swap Test:
Go through your yellow page directory and put a competitors name on your ad. How much of the ad (other than address and phone number) is different than your competitors? If a majority of your ad still applies with your competitors name on it, it has a lot of room for improvement.
2. The "Who Cares" / "Me Too" Test:
Take another look at your ad and see how many statements or claims you make that aren't relevant or important to your prospects. Also keep an eye out for "me too" statements. "Me too" statements are claims or statements that your competitors use.
3. The Cluttered Mess Test:
You'll see many ads (hopefully not one with your name on it!) that are so cluttered with pictures, starbursts, bullet points and so on that no message is actually conveyed. Make sure that it's easy to see what differentiates you, who you are, and what you want your prospect to do in your ads. If it's hard to find a call-to-action or any important information, your ad needs to be cleaned up.
4. The "What Next" Test:
Your ad needs a good call-to-action. This can be as simple as "Call 555-123-4567 For Free Inspection and $50 Off Your First Treatment". It might seem like common sense, but people need instructions on how to buy from you, ;especially if they've never purchased pest control services before. The stronger and more risk-reversed your call-to-action is, the more powerful it becomes.
5. The "You're No Help" Test:
You must help your prospects make their decision by providing quality, relevant and differentiating information. Many people think they're creating a fancy piece of art when creating their yellow page ads. They don't use a lot of words and over utilize meaningless pictures of cartoon bugs or critters. Don't get me wrong, your ad should and can look nice and include pictures or graphics that improve its aesthetic appeal, but don't be afraid to use lots of words in your ads. This is not an art contest - it's about selling and persuasion, which require words and communication.
If you passed the 5 acid tests, you probably have a pretty good ad that is generating a good response.
However, if you're like most owner/operators, you won't pass the tests. I urge you to do something about this.
If more opportunities, less price shoppers and higher conversion ratios are appealing to you, here are 5 secrets to help you increase the response of your yellow page advertising:
Advertising great Rosser Reeves once said that "A gifted product is mightier than a gifted pen". What Reeves meant was that writing advertising is infinitely easier if you have something good to write about. Take a look at what is important to your prospects and consider improving current offerings or adding services to make your operation clearly better than your competition in town.
2. Make it simple to respond.
The easier you make it for your prospect to respond the better. Offer prospects the option to respond via extended telephone hours or scheduling service through your website. Some folks don't like to call because they're afraid of being sold by a slick salesman. If you give them an internet option, you'll get more responses. Others prefer talking to a live person but don't have time during the day. Use a good pest control specific call center to extend your hours to accept phone calls. Then, make these options pop out in your ad.
3. Make 'em an offer they can't refuse.
Good, risk-reversing offers are often enough to differentiate you from your competition. Make it as effortless and risk free as possible for people to buy from you. One of the best offers I've seen in the pest control industry is this: "Call 555-123-4567 To Schedule Your Initial Inspection. You'll Receive Your First Month's Treatment FREE, Complimentary Flea & Tick Collars for Up to 4 Pets, and Mosquito Repellant Wristbands for Each Member of Your Family." "Too expensive" you say? Consider the lifetime value of each customer and you'll change your mind. Your offers must make good business sense so you can limit them to do so, but don't be afraid to make bold offers.
An offer like this does NOT require you to sacrifice economic treatment rates. If you offer 1 month free, you still charge full price for your monthly treatment after the first month. By making an "irresistible offer" like this to new customers and generating more lead flow, you can be more selective in choosing the customers you want to service - working only with those who fit into one of your existing routes or target service neighborhoods.
4. Capture every opportunity.
It doesn't matter how many times your phone rings. If you don't answer the call and treat the person right on the phone, you're leaving untold amounts of money on the table. Seriously consider hiring a third party tracking company so you can see how many calls you get vs. how many calls you answer and convert.
5. Sell the right thing.
You might think you're selling pest control but you're not. You're really selling emotional benefits like: peace of mind, family protection, health, and investment security (in the case of termite protection), etc. You've likely heard the maxim: People don't buy a drill for the drill, they buy a drill for the hole it drills. The same is true for you. Selling the right thing is always a response booster.
If you use the tests and response boosting techniques discussed in this article, you won't be disappointed in the new found leverage in your pest control business. Some operators have doubled and even tripled their response by using these strategies without spending an extra penny!
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The other day I was watching a baseball game and I saw all of these commercial signs in the background. They were all attached to the outfield fence. And I began thinking about those signs.
When I'm riding up and down the roads and highways I see signs posted everywhere. I see signs on buildings, in front of building, on windows, and on the sides of vehicles.
I see billboards and banners. When I'm sitting in a restaurant, I look around and see signs.
Let's face it folks, we live in a world of signs.
Did you know that the #1 most effective advertising media is signage?
The FACT is... you can stick a sign up in front of someone's face almost anywhere and at any time and force them to read it. In most cases, they can't help it. It's just the way our brains work.
And here's another FACT: If the sign doesn't say something moving to the person viewing it, it is probably NOT going to move them!
Now, I want you to go back and read that last sentence five times... and then stop and think about it.
And in order for a sign to be moving, it needs to be emotional. And in order for it to be emotional, it needs to touch something... some issue... in someone's life or business that they are dealing with.
A sign needs to say something. It needs to tell a story. It needs to trigger a reaction in the mind of the viewer in order to generate a buying response. It needs to move them to action and cause them to pick up the phone and call you and do business with you.
Example: Vote For Fred Johnson vs. "Vote for Fred Johnson and LOWER YOUR TAXES NOW!"
Make sense? I hope so.
Now, let me ask you this: Do you use signage to promote your termite and pest control business? I'm sure you do.
Actually your business card is a sign. It is a small little sign you give to someone. They view it, and then choose to either keep it or throw it away.
Why would they want to keep it?
Why would they choose to throw it away?
Which would you prefer they do?
You want them to keep it of course.
Well, ask yourself the same question about you other signage. Do you want them (actually their subconscious mind) to save it... or delete it? What I mean is... do you want them to remember your sign or forget about it?
Of course you want them to remember it. But for what? Aha... that is the big question!
Advertising agents are fond of saying, "We will get you noticed!"
My question to them is always, "Noticed for what?"
You see, it's very important WHY someone is noticing you. I'm confident I could put on a pink thong and run through the shopping mall and get noticed. But for what?
A brightly colored vehicle will get noticed.
But, once someone notices it, what does it say to them?
What compelling message does it deliver?
What irresistible offer do they find there?
After someone notices the vehicle, what else does the vehicle do to convert the viewer into a new paying customer?
Getting noticed is only half of the equation that leads to more new business. The other half is the FOR WHAT?
If your signs don't contain the FOR WHAT... in a clear, concise, compelling, message... YOU ARE LEAVING A LOT OF EASY MONEY ON THE TABLE... the you could be putting in the bank.
And that also is a FACT!
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With rare exceptions, small business owners and sales people just don't take selling nearly as seriously as they should.
And... because they don't... they lose sales. It's just a fact.
Let me ask you this: Do you have a sales presentation?
Is it written out?
Is it a powerful, compelling, dynamic, hypnotic, seductive, well-thought-out, scripted, proven presentation laid out in proper psychological sequence guaranteed to generate a YES answer?
Can you deliver it with conviction and purpose... even in your sleep?
FACT: No matter what the industry, when you get to the top sales performers... and I mean the world class sales people who win the national awards every year... they all have certain things in common.
- They take selling very seriously!
- They are constantly working on their sales presentations.
- They know that every word, every inflection, every variation is equally important.
- They know it backwards and forwards by heart.
- They have notebooks and/or recorders close by so if... or I should say when... they hit on another good idea... they capture it and work it into their sales presentation.
- They never stop sharpening and honing their sales presentations.
- They are never satisfied that it is as good as it could be.
- They wake up in the middle of the night to write down ideas.
- They never take selling for granted.
- They track every sale, every lead, every contact and every conversation.
- They post-analyze every presentation.
- They are spiritual and superstitious when it comes to selling and their sales presentation.
- They literally never expect to be told NO.
- They never stop learning how to improve their selling skills and increase their closing percentages.
- They are laser focused.
- If they are not out selling, they are probably working on their sales presentation.
- And, maybe most important of all... THEY NEVER GIVE UP!
So... let me ask you this question: How much time do YOU spend learning how to sell more and better?
It doesn't matter whether you are in a full-time sales position... or if you want to sell your boss (or your employees) on a specific idea you have... or maybe you just want to persuade your spouse, your child, your neighbor or your friend, to do a specific thing... YOU NEED TO KNOW HOW TO SELL!
Winging it and playing it off the cuff will only get you so far.
If you rely only on the art of selling and ignore the science of selling, you will never reach your true potential and you will leave a ton of money on the table for the other guys (the ones who do take selling seriously)!
That's just the way it is.
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