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The Ultimate Pest Control Content Marketing Plan

in Marketing Fundamentals, Content Marketing

How-To or DIY Posts: Help to educate people that are trying to do projects at home. Think about possibly creating a Youtube video. Walk people through how they can do things around their house to help prevent pests. Be sure to only show tips that the average homeowner can accomplish such as simple repairs and preventative maintenance and grounds keeping. You can also use these videos as a way to show the DIYers exactly when it is time to call a professional. The video to the right shows damage at a level only a professional can fix and it has gotten over 84,000 views.

Why: Surprisingly, in addition to providing a tutorial for those that want to do it on their own, people will reach out to you because they see you are an expert. People that have become frustrated trying to do things on their own will also call you as well.


Newsworthy Industry Topics and Your Take: If there is a lot of buzz surrounding a current issue, it’s your chance to hop on the trend and offer an opinion. As an expert, people will be interested in hearing from you.

Why: Show you keep current with the industry and people will see you as a leader. Your viewpoint will help drive potential customers to your site and convince them to work with you next time they need something.

Weekly/Monthly Newsletter: This is a recap of all the activity you have had on your website for the past month. A great way to keep past customers informed if the missed your social media posts.

Why: A large list of people that are interested in what you’re selling is a huge asset for your business.

Using Facebook: Each piece of content outside of your newsletter should be posted to Facebook. It’ll keep your customers updated about what’s going on and serve as a reminder about your business to your fans.

Why: It will grow your traffic and newsletter subscribers.

This week we’re taking a look at local pest control companies and developing a successful content marketing plan. We know the average local Pest Control Company doesn't have a lot of time to spend learning new technology so this plan is designed to have the highest impact in the shortest amount of time, without having to struggle with too much technology. Due to limited marketing dollars and the prevalence of national companies on TV and radio, local pest control companies need a smart, affordable plan in order to keep their business running smoothly. 

The key here is looking for opportunities that significantly larger companies may miss because they aren’t connected on a local level or because they aren’t able to reach a huge number of customers. For the larger companies, some of the activities that may only net a few extra customers will not be enough to move the needle. However, for smaller, local companies spending a few minutes on marketing to net even just one new customer can sometimes mean thousands of dollars in sales over the lifetime of the customer.

Before you begin content marketing, It’s crucial you have an optimized website. Marketing tactics that you may already be doing, like pay-per-click advertising, digital banner ads, public relations efforts and social media won’t work nearly as well without a good web presence to start.

Offers: If there is something you provide that is unique to you, it must be shared. Maybe that is a free inspection or next day service, or guaranteed appointment times. You may be running a coupon or special pricing for a certain period. These all need to be shared to get the word out.

Why: Everyone appreciates a good deal and it’s attractive for new customers.

Seasonal Guides With Stats: Use these to inform customers of all the important around the changes in pests each season, these could be topics like rats, ants or academic research estimates on pests, or anything that can be broken down visually. You may also want to create something in graphic form, https://piktochart.com/ is a place where you can create infographics for free. Here is a good example of how these look.

Why: People can use this information to justify starting a project and you will help educate them on when services are needed.

Essential Website Elements

Home Page: This is your welcome page; it should have a few prominent photos along with a description of your business. It’s also a great place to prominently display testimonials and reviews. Make sure to include several places with prominent calls-to-action to help visitors know what to do next (schedule an appointment, request a quote, etc.)

Your Address and Contact Page: This is your core business data. The best phone number to reach you along with a list of the areas you service.

Testimonials/Past Work: Make sure you have some pictures (especially before and after photos) of your past work. It’s particularly important to highlight quality and areas you’re an expert, that is, your unique value. This is a great page to reinforce your expertise through more testimonials.

Conclusion

Stick to your plan as much as possible until you have surpassed the time period you set out for yourself. We suggest a minimum of 60-90 days to get everything going. At that point reevaluate your plan and see if you are hitting your goals. 

If you just integrate the post types we covered above, you should be producing 2-4 pieces of content each week and all said it should take around 30 minutes to an hour. Over time, you will see you fans and subscribers growing which will translate to new business. 

Reinvest in the channels that are performing well and consider scaling back the ones that aren’t performing. Go through this evaluation process every 60-90 days and make small adjustments. Massive results won’t happen overnight, but you’ll begin to see business come in from new sources and set yourself up for long-term success. This also becomes an easy to follow system that doesn't burden your business with too much time spent marketing.

Set Content Marketing Goals

There are some necessary steps to beginning a successful content marketing plan. And while you don’t have to spend days or weeks coming up with the plan, you need to at least put it on paper before you begin. That way, you will be much more likely to keep up the work and you will have an idea of whether or not you are hitting goals.

Lay the Groundwork: Document your content marketing plan (that means actually write it down and stick to it). Marketers with a documented plan perform much better overall and you’ll avoid flying by the seat of your pants later on. Even if your whole plan is to post on your website and Facebook twice a week, write it down and then track it.

Be Realistic: Don’t create your dream marketing plan and think you’ll be able to implement it overnight. First, focus on the few tasks you can implement quickly and a few channels (Read: Facebook and Email) that will have the greatest impact. Make sure these are tasks you will be able to commit to long-term. It is always easier to start small, then build, rather than bite off more than you can chew.

Strategically Budget and Set Metrics: Think about your marketing budget and where you want to invest your marketing dollars over time. Create a set of numbers and goals that you'd like to improve and a specific length of time to stick with the plan. Think of different channels that can work together strategically to stretch your dollars furthest.

Know Your Customer: Speak with a handful of your best customers and ask them what they would like to see more of from you online. Would they be interested in offers/promos? Seasonal tips? In-store events? Etc. If there is a common thread, you'll be well served to make that a focal point in your marketing efforts.

Focus: Your entire plan should be focused on getting customers to take action. Whether that is to schedule an appointment, ask for a quote, opt-in to the newsletter or something else, each piece of content you create should have an answer to the question: What is the action I want the customer to take?

Now that you've laid a strong foundation, let's create some content! Here are the best types to get you started.

Marketing Plan

Create your own mix of the following activities, you can perform each one 1 to 4 times per month. Just make sure whatever schedule you decide is sustainable.

Before and After Photos: If your often completing jobs to repair damage, this is a great way to let your work speak for itself. Everything job that shows a big change after the work was completed, is a great source of content.

Examples could include: New siding or decks, fixing dry rot, fixing termite damage, etc. Here is a great article on how to take high-quality pictures on a budget with just a smartphone.

Why: People may see damaged photos that remind them of projects around their own homes and call you as a result. Once they see the proof you are capable of that kind of work they will be more likely to use your services.

Services Page: Explain the most common/most profitable types of jobs that you do. Do you work on residential or commercial? Specialize in indoor/outdoor? Anything you are an exclusive dealer of? Etc.

Community Involvement /About/Our Story/ Page: 

Community involvement is something near and dear to almost all local business owners and this page is your chance to show it off. It could be chamber work, rotary membership, church involvement or even just a little league sponsorship. Many locals consider community involvement before choosing a company to work with so this page is especially important for convincing potential customers that are on the fence.

Take this chance to highlight what sets you apart from the competition. Make sure to have a colorful story about the history of your business and/or owner’s background, and training. Sharing your passion and reason for starting and running the business can be inspiring and compelling.

Blog/Feed: This is the heart of your content marketing plan. You’ll be adding almost all the new content we cover to your blog and typically sending social media and newsletter traffic to these pages. We will dig in more to the types of content that go in this section later in this post.

That’s all you need to start an effective website! You can always add more sections as you feel necessary. However, it’s important you keep your site easy to follow. Potential customers will typically spend just a few minutes on your site before deciding whether or not to proceed so make sure it’s easy for them to get the information they need. 

Community Involvement: These topics don’t always directly relate to business, but people always feel better about supporting businesses that support the community. Little league sponsorships, rotary events, chamber activities, habitat for humanity involvement, etc.

Why: These are great ways to show you care about the community in addition to meeting people that may be in need of your services. 

Customer Stories: These are stories about going above and beyond in terms of service or fulfillment. Maybe you performed an emergency service on short notice; maybe you finished the job under a tight time constraint or came in under budget. You can also include testimonials in order to strengthen these stories.

Why: You will reach customers that need the exact same job done and they will see how you performed excellently in the past.

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