The Covid-19 pandemic changed the way we live, work, and play. For those in the pest control industry, the changes were both profound and traumatic. Most pest control companies had to consolidate their operation to save money and mitigate their risk of infection. Many had to close their doors and temporarily lay off their employees.
While the industry pivoted to address the pandemic, it also had to pivot to address the changing consumer behaviour it had to adapt to. Most pest control companies saw a decline in the number of calls they received for routine vermin control. This was due to the lack of public face-to-face contact as a result of the pandemic. Many homeowners noticed a decline in the number of pests after the pandemic and were less likely to seek help from a professional. The few that did were more likely to call when they saw a single pest rather than a swarm.
This created a scenario where the industry was less profitable than it was previously, leaving many in financial trouble and facing an uncertain future. Fortunately, the pandemic has brought a new wave of consumers and business owners seeking help from pest control companies. The demand for pest control services has increased, and with it, the number of customers who turn to online marketing to find the help they need.
If a business wants to succeed in today’s world, they must have a digital strategy. And for those in the pest control industry, online marketing is a great place to start.
Why Marketing Online Is A Great Strategy
In our connected world, consumers have the power to research and discover our products and services quickly and easily. With Google and social media sites like Facebook, consumers can find what they’re looking for in a matter of moments. This is why online marketing is a viable strategy for any business, and it’s an especially good fit for those in the pest control industry who want to remain open while still managing cash flow and ensuring productivity.
The fact is most homeowners don’t know how important good pest control is until their home is invaded by bugs. After the pandemic, many are more aware of the need for bug control and will continue to seek help from pest control companies. That means there’s still plenty of room for growth for those businesses that want to make the most of online marketing.
How To Market Online
Like any other business, the pest control industry is working hard to understand and appreciate the needs of their customers. Simply put, if you want to succeed in today’s world, you need to learn to listen to your customers and identify the issues that concern them. One of the best things you can do for your business is to take the time to get to know your customers and find out what concerns them. This way, you can develop products and services that meet their needs and goals.
That being said, you can’t just handpick any old email list and expect to make a successful transition to online marketing. You need to do your research and find a way to connect with your ideal customer. In the case of pest control companies, that means looking into the preferences and behaviours of those who live in areas where there’s currently an infestation. For example, if you’re a pest control company in New York City and your primary clientele are Brooklynites, you might want to consider adjusting your strategy to appeal to them.
The Advantage Of Online Surveys
One of the best things about online surveys is that you can put them anywhere. On a website or in a magazine. You don’t have to worry about people not seeing the survey because they are stuck on an app or display ad. As a result, you can reach a larger audience than you could if you were to put a survey in a traditional publication.
With more and more people moving towards online surveys, the range of respondents available to you increases as well. This means you can get a more accurate picture of your target audience’s views and opinions. You can even do this as soon as you’ve published the survey. It’s amazing what you can find out about your target audience just by asking them a few questions online. This can be a great way to get a handle on the thinking of your customers without having to resort to less reliable methods. It’s all about the data, and with the right data, you can do almost anything.
The Bottom Line
In the last few years, marketing has evolved to fit the shifting nature of our world. It began with only a phone number and a mailing address, slowly transitioned to emails and online forms, and finally, transitioned to online surveys and social media. As a result, marketing and advertising techniques that worked in the past no longer apply.
If you’re looking to get into the pest control industry or are simply interested in expanding your customer base, you need to get with the program and start marketing online. You can do this by: