Even though advertising is rarely a priority for a pest control company, its growing importance cannot be overlooked. Sure, pest control companies have enough on their plate in rendering quality services to their customers, but that doesn’t mean that they couldn’t do with some exposure. After all, with an increasing number of companies – both big and small alike – venturing into this multi-million dollar industry, staying ahead of the curve in terms of marketing can make all the difference to your business.
One of the biggest advantages you have with your pest control business from a marketing perspective is that you aren’t limited to a target audience. Homes, offices, shopping malls, grocery stores – you name it, everyone requires pest control now and again. Therefore, you’re free to showcase your services any way you want to in your ads since you don’t have to appeal to a certain demographic.
Think of it this way, if you were a company selling cosmetics for women, you’d have to find a way to make your ads relatable to female audience members – something you won’t face with your pest control services. The only thing you need to think about here is having your business stand out from competitors, and for that, you would need an effective marketing campaign.
Every marketing campaign starts with a marketing strategy, a blueprint of sorts that allows you to lay down exactly how you would execute a successful marketing campaign. And if you haven’t chalked out a marketing strategy as yet, you may be wondering, when’s the right time to start? Well, you could consider the following factors to help you decide when you can begin working on a marketing strategy for your pest control company.
When Your Budget Allows For It
A marketing campaign doesn’t exactly come cheap, especially if it’s a Digital Marketing Campaign. Firstly, to create top-notch Display Ads that engage audiences, you may require the services of a PPC expert. These professionals possess the right kind of skills to design a marketing campaign for you and see it through. They specialize in SEO and many other key aspects of online advertising that would help propel your ads to the top of Google’s search results when people look for pest control services.
However, you should know that you may need to shell out a good amount of money to hire the services of a good PPC specialist. Besides, if you have to start designing your marketing strategy from scratch and if your company caters to a large consumer base, a single PPC expert may not be able to handle all the work you throw at them. In this scenario, you’d be better off hiring a marketing agency as they have several PPC experts and other marketing professionals under one roof that could look after all the aspects of your marketing strategy.
Again, hiring a marketing agency can eat up a good chunk of your revenue so if you’re unable to accommodate the same within your budget, you may want to check out other options.
When You Have Someone In Your Company Who Can Handle It
If your budget doesn’t allow for hiring PPC experts and agencies, another option you could think about is having an in-house marketing department. If you have been in the business for a while, you likely already have one so this could prove to be a viable option for you. However, since pest control businesses have always relied on more traditional forms of offline marketing such as distributing flyers and pamphlets to local customers, the marketing professionals you have on hire may not possess the skills required to execute a Digital Marketing Campaign.
If, on the other hand, you do have some employees who are familiar with the nuances of online marketing, you could hire more marketing professionals to help them design a marketing strategy for your company. Hiring long-term employees to take care of your marketing needs may prove to be a wiser option than hiring a PPC expert, simply because an employee is more likely to know all the features of your services and thus is in a position to highlight them better.
Besides, a PPC expert or agency may not be able to give your company the kind of undivided attention that your employee can. Therefore, as soon as you have a capable in-house marketing department set up, you can start working on your marketing strategy.
When You’re Ready To Accommodate More Clients
Let’s say you have a great marketing strategy on hand and you’re ready to execute it and widen your reach beyond the areas you’ve operated in before. What next? Do you have the resources to accommodate more clients? Are the increased returns you’ll receive worth the investment you put into your marketing campaign? In other words, are you truly ready to expand your business?
Ideally, these considerations should be dealt with before you design a marketing strategy. You don’t want to get potential clients interested in your services only to let them know that you don’t have the manpower, materials, or means of travel to provide them with your services. Few things give your business a worse reputation than letting potential customers down in this way, especially when your ads convinced them that you could get rid of their pest infestation woes.
Therefore, it would be a good idea to hold off on designing a marketing strategy for your pest control business unless you’re sure you can handle dealing with new clients.
At the end of the day, every business needs to advertise itself to stay afloat and expand its operations eventually. However, merely wanting to reach out to larger audiences is not enough, you would need a great marketing strategy to help you get there. Keeping the aforementioned factors in mind should let you decide when you can begin working on a marketing strategy for your pest control business and thus boost sales over time.