Even if you’re new to the world of digital marketing, you’ve probably heard the saying “customer is king.”
There’s a reason why it’s such a well-known phrase — even in the home services industry. Customers want to invest in a pest control company that understands them, values them, and meets their needs. That is why pest control marketing is so crucial.
But how can you anticipate your customer’s needs in your marketing strategy? And why is it so important to do this in the first place?
In this article, you’ll learn how to better understand your pest control customers, as well as how you can use this crucial customer data to build a personalized marketing strategy.
How to Know Your Customer in the Pest Control Business
From wildlife management to termite extermination, there are plenty of opportunities to grow in the pest control industry. After all, as long as there are pests, there will be demand for your services.
With that being said, you can’t afford to take this demand for granted. It takes the right marketing strategies to elevate yourself above the dozens of local and national companies competing for the same customers.
So how can you reach the people you need to reach? To win over potential customers, you need to speak their language. That means having a deep understanding of what they want and need, including their pain points.
Let’s explore a few strategies to help you build a personalized marketing strategy that understands your customer — inside and out.
Consider Search Intent
What’s the first thing people will do when they have an infestation problem? Chances are, they’ll turn to Google and search for something like “pest control services near me.” This is an example of search intent — the goal a user has when they type something into a search engine.
If your website and blog content isn’t keyword optimized to the right search intent, potential customers might never learn about your business. Instead, they’ll select another pest control company from the first page of Google.
To pick the right keywords, you need to understand what your customer is thinking. As an exercise, put yourself in their shoes. What would you type into a search engine if you needed pest control services right away? It might be something like:
Exterminator near me
Wasp nest removal
Rodent control near me
Pest control companies in (location)
Rat exterminator near me
Best organic pest control companies
Some people aren’t ready to commit to pest control services or aren’t experiencing a pest-related emergency. Instead, they might just want to learn more about pest control services or explore home remedies to take care of a minor issue. Those search terms might look like:
How much does pest control cost?
Ant infestation DIY solution
Most effective bed bug treatment
How to get rid of wildlife in home
Creating an effective SEO strategy takes more than just high-ranking and low-competition keywords. To find the keywords your customers are searching for, you need to see things from their perspective and anticipate their next move.
Do Competitive Research
To understand your customer’s needs, you also need to know your competition. If your competitor offers something that you don’t, your audience might be more likely to choose them over you. And vice versa, if you offer something that they don’t, that can be an advantage for your business.
Assessing the strengths and weaknesses of your closest competitors can help you improve customer satisfaction and bring more people to your business. If you don’t already have competitors in mind, try searching for a few search terms targeted to your local service area. Come up with a list of up to 10 of your closest competitors.
When you analyze the competition, consider the following:
What services do they provide, and what value do they bring to the table?
What are their target markets? Who are they selling to?
What keywords are they currently targeting, both short- and long-tail?
What does their presence look like on social media?
What do the reviews look like? What are people saying about them?
What is their service area compared to yours?
What kind of content do they post on their blog?
With these key factors in mind, think about how you measure up. Look for gaps in their strategy that you could fill — for example, a lack of engagement with customers on their Instagram page or a failure to address key pest control questions on their blog. Research is key.
Request Feedback
There’s no better way to understand your customers than by getting feedback from them directly. Ask customers to leave feedback on what they liked, what they didn’t like, and what they’d like to see changed about your services. You can do this by requesting public reviews on sites like Yelp, but you can also ask for private feedback through surveys or social media.
It’s not just the process of gathering feedback that counts. It’s also a question of reassessing the way you do things and making changes when necessary. Maybe there’s a pattern of customers reporting pest control techs were slow to reach their houses. Or maybe you notice customers saying they feel your services are overpriced. Whatever the feedback, you need to make good use of the information you receive.
Analyze Customer Data
Customer data can offer valuable insight into what they’re thinking. Everything from the way they navigate your website to the email campaigns they click on can tell you something about where they are in the customer journey.
To collect more customer data, you can use tracking tools like Google Analytics or full-service marketing platforms. Insights like bounce rates, click-through rates, social media shares, and booking history can help you create a more personalized marketing strategy.
Make a Buyer Persona
Understanding your customer starts with knowing exactly who they are — demographics like age range, income level, location, and more. Think about the person your pest control services would appeal to most, and then create a description of your ideal customer.
For example, the customer might be a woman in her mid-30s who’s just moved into a new house with a middle-to-upper-middle-class income. She’s encountering some pest control issues in her home but doesn’t want to do anything DIY — she wants a professional to do it right, and she’s willing to pay for it.
Referencing your ideal customers as you build your strategy will help you make a more personalized marketing effort.
Benefits of Knowing Your Customer
Getting to know your customers can be a win-win for both you and your pest control company. While you get a deeper insight into what your customers want, the customers also get a more personalized experience with your company.
Here are some of the top reasons why you should be getting to know your customer.
Improve Customer Experience
When you understand customer expectations, you can meet — or even exceed — those expectations. All the customer data, feedback, and research you’ve gathered can tell you exactly how to improve customers' experiences, from the moment they book to the appointment itself.
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Make a Personalized Marketing Plan
Knowing your customer can also help you provide a more personalized experience. From email marketing to engagement on social media, customers like to feel like they have a one-on-one relationship — with every marketing message targeted to their needs and desires.
A personalized marketing strategy can yield results for your pest control business too: 93% of companies reported an improvement in conversion rates from personalization.
Build Brand Loyalty
The value of knowing your customer goes beyond the initial booking. It can also bring customers back again and again, building more long-term brand loyalty. If you connect with your customers and consistently deliver on their pain points, they’re much more likely to come back, as well as recommend your services through positive reviews.
The Importance of Personalized Marketing for Pest Control
The basic principle is this: The more you understand your customers, the better you can predict what they want. This can shape your marketing strategy for the better, helping you create a personalized approach that speaks to the needs of every customer. And once they’ve booked, it can help you deliver an experience that keeps them coming back for more.
Thanks to marketing technology and advanced analytics, it’s easier than ever to know your customer. With Scorpion, get access to real-time data and marketing expertise tailored for the pest control industry. Learn more about what we can offer or get started with us today.
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