Marketing a pest control company has never been the most challenging task in the world, considering pest control is a service that everyone is bound to require at regular intervals. However, given the sheer size of the industry (which is now worth billions of dollars), it’s not as easy to stay ahead of the competition as it once was, considering the fact that new firms enter the market every year.
After all, there are only so many ways in which you can market a service that everyone requires. It’s not the same as selling cars or clothes, items that inspire desire as much as they satisfy needs. Pest control is generally thought of as a routine, mundane task that needs doing – nothing more, and nothing less. So how do you find an angle from which you can market these services to make them stand out from the competition?
Well, one of the most popular ways through which this is being achieved off-late is Digital Marketing. This solution entails enlisting the services of PPC experts and advertising agencies to create and feature Display Ads for your business online. Since people around the world now turn to the internet to find almost everything, it’s no surprise that Digital Marketing is a viable option that offers great returns.
However, as is the case with all things that are common, this particular strategy may fall short in terms of helping your business stand out. Look at it this way, how is the average consumer going to differentiate your pest control company from all the others online that are marketing the exact same services at pretty much the exact same rates as you are? Unless your ads are truly unique and can strike a chord with viewers, they’re likely to view you as just another pest control service they see ads for.
In such a scenario, they have no incentive as such to switch over to your company from the one they’re currently using to rid their living spaces of pest infestations. You can be sure that they have their preferred pest control service on their contacts list anyway (who doesn’t, right?) so unless your marketing strategy can convince them they absolutely have to have you, you’re fishing in an empty pond.
Sure, a strong Display Ad Campaign can help you reach new audiences beyond the geographical areas you usually operate in. Traditional marketing methods for pest control services such as distributing leaflets and brochures can only reach so many people, which is why small businesses in the pest control industry are now relying more on online advertising.
However, asset creation can be essential to those businesses looking to build a solid brand image. For a small business, it’s as much about getting a customer’s attention as it is about staying relevant in the face of competition. When it comes to having your customers stay loyal to you and remember your company for longer, nothing beats physical advertising tools.
It doesn’t matter if you’re offering the most effective and reasonably-priced pest control services in the state if audiences are unable to recall your company name! This is why asset creation is important – it allows you to etch yourself in your audience’s memory and helps them associate pest control services with your brand.
There’s only so long a customer can recall a good Display Ad that features your brand name and logo in one small corner of it. A picture may be worth a thousand words but it’s just one aspect of a good marketing campaign. Given that most people don’t give Display Ads more than a split second of their attention, it can be very difficult to make a lasting impression on them this way.
On the other hand, if you can focus on the overall look of your company – the logo, the uniforms, the storefront, the website, etc. you could boost brand recognition. These assets aren’t created overnight, it takes experts time to study what your company is all about and deliver them accordingly. Only these experts understand how your assets can be modeled to fit into the form of marketing you’re opting for.
Having a virtual ad campaign can target new audiences, but having physical marketing assets can help you retain those audiences. Think about what happens when a customer employs your pest control service, they don’t only remember you by the quality of the service you provide, but also by the color of your employees’ uniforms, the logo printed on your pamphlets, the merchandise you give out for marketing, and much more.
Another way to look at it would be to imagine what can stay in a potential customer’s mind for longer, a Display Ad they glimpsed online or a pen that bears your company’s logo that they had to look at every time they used it? Asset creation is not only about designing a brand image that captures an audience’s attention, but it’s also about ensuring the audience retains that image.
This can only be achieved when you think of providing your services as providing a whole experience to customers. In other words, the goal here is to help audiences feel like they understand what your company is all about. This would inspire customer loyalty and retention far more than a virtual ad campaign that relies solely on making a quick impression on viewers who then move on to the next ad for a pest control company, which may or may not be better than yours.
All in all, asset creation is about getting viewers to associate your brand with something more than Display Ads – it’s about getting them to appreciate how you stand out from your competitors. In doing so, it helps audiences clearly differentiate you from other pest control companies vying for their attention and keeps them coming back to you with their pest woes.
