Picture this: I'm about to share information that might catch you off guard. Are you ready for it?
Brace yourself for this surprising fact: Many consumers have a growing mistrust of businesses and corporations!
According to a January 2020 report by Marketing Charts, more than 3 out of 4 consumers in the US report a growing mistrust of businesses.
I know, I know. Shocking. However, somehow, pest control companies still create elaborate marketing campaigns that don’t involve their customers.
Now imagine a meeting at our fictional start-up pest control company, Bug Off Pest Control, based in Charlotte. Wendy, the founder and owner, gathered her team to come up with the best ideas for selling their services. I can hear it now.
“Oh, we should talk about our new, more eco-friendly products!”
“What if we get Wendy to talk about the benefits of our services?”
“Or, maybe we just increase our ad spend to get more traffic to the website!”
Some of these suggestions are solid tactics depending on the pest control niche. However, there is a monumental piece they’re not considering—the customer.
You know, the homeowners who hire pest control services and keep the company in business?
What if we were more reserved as pest control marketers and allowed those people to communicate with us more frequently? The possibilities would be endless.
Pest control companies have the opportunity to share their own stories and highlight their unique selling points to the world. The "About Us" page on your pest control website is the perfect place to showcase your history and humble origins. It's also a great platform to promote your brand's strengths to potential employees. However, suppose you're allocating your marketing budget to advertisements or flyers that list the top ten reasons a homeowner should select your service. In that case, you might be missing the mark.
There are countless reasons why customers should be the center of your pest control marketing strategy, and every year, the reasons get louder.
1. Homeowners Trust Other Homeowners and Influencers More Than Pest Control Companies
(Image Source: Marketing Charts )
According to the previously mentioned Marketing Charts report, consumers are wary of businesses, including pest control service providers. Therefore, it comes as no surprise that they place more trust in influencers, peers, and even celebrities when seeking recommendations for new services, as indicated by another Marketing Charts report. The success of influencer marketing lies in the fact that influencers cultivate a loyal following of like-minded individuals who come to trust their opinions and recommendations. Followers are more likely to believe that the influencer has personally used the service they are promoting and found it to be provided by a reputable pest control company. It's important to note that before asking influencers to promote your services online, you should always provide them with sample services and ensure they are delighted with the experience. Customers have a unique perspective on pest control services as the end user rather than the designer or service developer. This puts them in a better position to market services to other homeowners than the company itself.
(Image Source: Marketing Charts )
A customer won’t say how your service led to a 23.33% reduction in pest infestations or the eco-friendly products you just launched. They would talk about the peace of mind they gained or the extra time they could spend with their family because your service made their life easier. They speak from their POV and don’t use all the industry jargon marketers have listed in their go-to-marketing strategy.
2. Successful Pest Control Companies Use Customer-Focused Strategies
I know what you’re thinking. It works because these brands are household names and can take risks with on-brand campaigns that aren’t centered around their value propositions. However, this marketing strategy is sound for any company, including small pest control businesses. Brands like Airbnb, Tesla, and Nike have seen great success by shifting their marketing to a customer-focused strategy.
- Tesla's referral program was wildly successful, leading to one Tesla customer (really an evangelist) referring over 180 people to purchase a Tesla, bringing in $16 million with $0 spent on advertising.
- Nike showcases customer success stories and testimonials in their marketing campaigns, highlighting how their products have positively impacted their customers' lives rather than simply listing product details and features.
- Airbnb launched a successful campaign called "Made Possible by Hosts" that showcased how their services have enabled customers to enjoy unique travel experiences, focusing on the people who use their service.
Let's look at how these strategies can be applied to our fictional pest control companies:
- Bug Off Pest Control in Charlotte, a start-up, could implement a referral program that rewards customers for referring their services to friends and family members.
- Dream Weaver Pest Control in Hickory, an established and growing company, could focus on showcasing customer success stories and testimonials in their marketing campaigns, highlighting how their services have improved their customers' quality of life.
- Green Pest Elimination in Asheville could launch a campaign called "Made Possible by Green Pest Elimination" that showcases how their services have enabled customers to enjoy their homes and outdoor spaces without worrying about pests or harmful chemicals.
- Guardian Pest Services in Raleigh could encourage satisfied customers to leave reviews on popular social media and review platforms. They should also strongly consider ways to enable customers to leave reviews on Google Business Profile within the guidelines by actively seeking out and showcasing customer reviews to build trust with potential customers and improve their online presence.
By focusing on customer experiences and success stories, pest control companies can create more engaging and relatable marketing campaigns that resonate with their target audience.
3. Customer-Focused Marketing Has Long-Term SEO Value for Pest Control Companies
As a pest control company, you might have an About Us page on your website where you can showcase your own accomplishments. But have you considered creating a Customer Reviews page? This page can be titled in various ways, such as Case Studies, Customer Testimonials, or any similar variation. Essentially, it should feature written or video reviews from your customers, highlighting their success stories and satisfaction with your services.
Allowing customers to speak for your pest control brand leads to more user-generated content and increased engagement from your online followers. Adding case studies and reviews to your website can positively impact your local SEO.
Suppose you have video testimonials on your website and/or YouTube. In that case, they can help you rank for relevant pest control keywords in your area. Moreover, when you engage with happy (or even unhappy) customers on social media, you increase your chances of appearing in search engine results pages (SERPs). When these interactions are positive, share them on your channels and find ways to incorporate them into your website for an extra SEO boost.
4. Word-of-mouth Marketing Is Crucial for Small Pest Control Companies
(Image Source: Marketing Charts )
According to a 2020 study by Kantar, over 9 out of 10 people trust their family and friends as reliable sources when choosing a brand or service. The next most trusted sources were reviews and news platforms.
So, what can we learn from this? Aside from marketing ads and campaigns, quality services and effective pest control remain the most crucial factors. Suppose pest control companies want to generate customer stories that lead to emotional marketing and genuinely showcase the impact of their services. In that case, it all starts with providing excellent service.
Every emotion a pest control company elicits in today's digital age will likely appear online, be it good or bad. Aim to create pleasant emotions and raving reviews that can help inspire your next marketing campaign. Instead of focusing solely on your “totally awesome service features,” shift your perspective to “I brought a list of customers doing amazing things with our services. Let’s see if any ideas spark by talking through those.”
Conclusion
As a small pest control company, uncovering and sharing customer stories related to their pest control experiences is key to standing out in your local market. By shifting your marketing strategies to customer-centric, you can build trust, improve your online presence, and ultimately grow your business.
Remember, your customers are your most valuable asset when it comes to marketing. They can authenticate your brand and attract new customers through their experiences and testimonials. Embrace their stories, showcase their successes, and let them be the voice that drives your pest control company to new heights.
