Pest infestations are many people’s worst nightmare, making pest control businesses Aussie heroes in many communities. While it is never fun to face pest infestations in your home or business, this frequent problem provides opportunities for pest control businesses in Australia to thrive.
Launching a local pest control business is a fantastic opportunity to start small and scale up as you gain experience. The demand for pest management services is high across every Australian state, so this is an industry with great potential for growth. However, competition for customers in your local neighbourhood is bound to be high, so you’ll need some savvy strategies to keep increasing your market share.
Whether you’re already in the pest control industry or looking to join the game, you’ll need to find a way to bring in a steady stream of new clients. Learning and applying some clever marketing tactics can help you beat out the competition for those crucial leads.
It’s not enough to find one promotional strategy and stick to it. To really grow your pest control business and achieve long-term success, you’ll need to use a range of ideas, and be open to trying new things. If you’re not sure what marketing strategies work for local pest control services, this article is sure to help you out.
If you want to effectively grow a pest control business, you’ll want to look beyond direct lead generation strategies and invest in your reputation, both online and offline. In a niche industry like pest control, it’s a great opportunity to build a strong and loyal customer base.
If you are ready to take the next step and supercharge your business growth, then you’ve come to the right place. Keep reading to find out our top ten tips to effectively grow your pest control business and beat out your local competitors.
1. Create Helpful Content for your Community
Well-written and relevant content is one of the most underrated advertising methods for growing any service-based business. As something that almost every home and business in Australia has to deal with, pest-related topics are a great opportunity to help out your customer base.
Pest control is an expansive topic with so much to talk about, and you happen to have an expert on hand – yourself and your team. Using the knowledge within your business to create valuable content is a cost-effective way to connect with current and prospective customers.
With so much information available on the internet today, people love to research topics and issues before they commit to booking services. This is why a pest control business would benefit from adding a blog to their website. With so many pesky household pests in Australia, you will attract plenty of people to your website and show off your expertise to potential clients.
You can also choose to include an online pest library on your website. This can simply be a page of all the different pests found in Australia, including information on how to identify them and where they’re found. Your community will feel grateful that they can easily access information to help troubleshoot their pest problems. By giving value to customers up-front, your business has a better chance at building a strong and loyal customer base.
2. Make Your Pest Control Brand Unique
In a niche market like pest control, a unique brand identity can be the difference between success and failure in the local community. Brand identity is a huge part of building any business, whether your pest control service is big or small.
There are a few clear benefits of building a unique brand for an everyday service. A strong and memorable brand helps you stand out from local competitors, giving customers a reason to feel positively about your business.
Planning out your branding also helps you unify your business everywhere you communicate with customers. Sending the same message online and offline gives you the best chance of being recognised by your customers.
When creating a brand identity or rebranding, make decisions that are in line with your business values. Remember that the logo, images and words you associate with your business create a long-lasting impression on clients, so you should take your time and put thought into each decision.
Not sure where to start? Think about the ways you can make your business unique within the pest control industry. Some key characteristics you can associate with your brand are eco-friendly, sustainable, child-friendly, pest-specific, having specialised equipment or techniques, and many more.
Within the pest control industry, there are great opportunities to make your brand stand out from the crowd. If you’re launching a new pest control business, you can start by choosing a creative name that applies to pest control and captures your unique branding. Next, pick some brand colours and design an industry-specific logo that people will remember.
Most people who need pest control services will happily work with their local provider, given they do good work. This is why it is so important to make your brand memorable for your local community and stand out from your competitors.
3. Reward Customer Referrals
Once you have a steady customer base, it is important to keep your existing customers happy. Not only do these customers provide you with steady work, but they also become advocates for your business.
With so many clever marketing strategies out there, people still trust good old-fashioned personal recommendations over any other message. Word-of-mouth referrals are a great way to grow a service-based business like pest control, and the most important way to do this is to always delight your customers.
Even when you provide great service, customers may need a nudge to actively recommend your business to friends. The best way to persuade these clients is to actively reward your customers for their referrals. A customer referral program is a very effective sales strategy for pest control businesses and other local services.
Here are some of the best ways to reward customer referrals:
- Give them a gift for their referral
This gift can be in the form of a gift card, merchandise, or other small tokens of recognition. You can even offer an industry-relevant gift that would work as an ‘add on’ to their service such as insect repellents, traps, or baits.
- Offer a discount on their next service
This is a great program to advertise to current and potential customers. Even a small discount of 5% will seem like a significant gesture to your customers. This will be especially effective for customers who need regular pest control services.
- Provide two-sided incentives
This is a clever way to make everyone feel like a winner. With this incentive, both the new and existing customers receive a reward, such as 10% off their next pest control service. This gives the new customer extra incentive to book and rewards your loyal promoter for recommending your business.
If you have an ongoing referral reward or two-sided incentive, make sure your customer base is actually aware of it. Since pest control is usually performed periodically, you’ll want to make sure your happy clients stay motivated to refer you year-round.
Consider giving each client a flyer about the referral bonus after their pest treatment, and remind your followers on social media regularly.
4. Try Google or Facebook Ads
Advertising is still one of the most effective ways for you to promote your local pest control business to a large audience. Getting started with PPC advertising can be intimidating if you haven’t used it before. However, online advertising through Google and social media is highly effective, while being cheap and accessible to small and medium-sized businesses.
For businesses in the pest control industry, social media and Google are some of the best places to advertise your business. Apps like Facebook and Instagram allow businesses to run paid advertising campaigns with complete control of the budget, campaign period, and target audience. These ads can be targeted to reach people of a specific demographic who are living in your service area.
The same goes for Google ads. For an industry like pest control, Google ads can help a business achieve a fantastic ROI if they know how to set it up and use the ads effectively. You will need to focus on creating strong call-to-actions, with relevant information on a specific pest type or service you provide. You will also want to target your PPC ads to reach the right types of customers.
Local service ads can be especially effective for pest control businesses. With a service based and time sensitive industry like pest control, customers will generally be happy to use their local provider, especially if it’s easy to find them and book an appointment online. A local service ad will connect you with interested local leads who are close to making a booking.
5. Send Out Reminder Emails Quarterly
After you have successfully converted a lead into a paying customer, remember that pest control is not a ‘once and done’ job. To be effective, pest control needs to be a continued service. For this reason, it is extremely important that you send out reminders to your existing clients to book their next pest control service.
An excellent strategy for this is to create a CRM database of your leads and previous customers. You can then use this database to send out service reminders to these customers. Email reminders are typically the most effective way to send these out, and services like Mailchimp, HubSpot, and AWeber can help you automate your email marketing.
For the best results, residential buildings should have pest control services at least once a quarter. To remind customers they are due for their next quarterly pest control treatment, you can send them an email reminder every three months. This email can also remind them of the services you offer and the special discounts and promotions you are running.
These email reminders help remind customers that they have used your pest control services in the past. This will encourage them to re-book with a service they know they can trust. If someone is considering a pest control treatment but isn’t ready to commit, getting a nudge in the form of a reminder helps seal the deal.
6. Understand What Your Local Area Needs
Before you even think about expanding your business, you’ll want to have a deep understanding of what your local customers need. This means being aware of what pest control problems your community is facing and what services are crucial to managing those pests.
Not all neighbourhoods have the same pest problems, so if you market your services specifically for local issues, you will take the edge over your national competitors. A good place to start is understanding what pests are most common in your service area. With industry experience, you may feel confident about this already, but it never hurts to do some extra diligence and pick up on any trends.
You’ll also want to understand what your customers feel their biggest issues are, as it may be different to what you see on the service side. Talk to your clients regularly, and consider running a survey via social media or email marketing to really understand your community’s needs.
Different demographics will have different priorities when it comes to pest control services. For instance, neighbourhoods with a high proportion of renters will have different requirements and different buying patterns to homeowners.
Local preferences and culture can also shape the things clients are looking for – whether that’s eco-friendly pest control or confidence that the treatment is safe for their children. Catering to your customers’ biggest needs and wants helps ensure a high level of customer satisfaction.
Once you understand the pest control problems in your target neighbourhoods, you can focus your marketing around solving those issues. You’ll also want to gather feedback on how your business could improve and the major problems customers have with pest control services. You can use this knowledge to improve your sales process, helping tailor your offering and giving you extra knowledge into how to close those all-important bookings.
7. Expand Into Commercial Pest Control Jobs
When you feel you are ready for your pest control business to expand, you can take on commercial jobs in addition to existing residential work. Offices and commercial properties across Australia need more extensive pest control services performed on a more frequent basis.
Commercial spaces like restaurants also require regular pest control services to meet government-mandated standards of cleanliness in Australia. This means the market for commercial pest control is both lucrative and consistent.
Of course, you’ll need a bigger range of equipment and more advanced training when handling commercial pest treatments. To enter this market, you may even have to expand your staff, learn new skills, do more research and redirect some of your marketing efforts to business customers .
This may seem like a lot of work, but if your business is ready to make the leap, moving into commercial work often means tapping into higher profit margins. Securing regular commercial clients can provide a steady stream of ongoing work for your team, making revenues more consistent year-round.
If you’re unsure where to begin, you can start by using search engines, industry directories, and Google Maps to find businesses in your area that could be potential clients. You can also tap into your existing network of clients, as they may be able to refer you to someone who owns a business or commercial property.
8. Invest in Local SEO For Your Area
Local search engine optimisation, or SEO, involves optimising the online presence of your business for customers in your specific location. For example, when someone searches for their local pest control services, Google will use that person’s location to determine what nearby businesses to show them.
Local SEO aims to make sure your business shows up to the relevant people in these local searches. This is a clever marketing strategy that you can learn to do on your own, or hire a third party to take care of.
To improve your business’ local SEO performance, you should begin by creating a Google My Business (GMB) profile, and add your business details to other directories like Bing and Apple Maps. Make sure you are also including industry-relevant terms in your business description to keep your business visible in searches.
If you’ve already covered these basics, you can spend some time adding title tags, meta descriptions and citations to your business website to help Google navigate your site better. This will help Google display key details like your address, phone number, hours of operation, and more.
Local SEO for pest control businesses is definitely a worthwhile investment, since local search is such a huge source of new leads. When you optimise your business for local SEO, you will be more likely to show up in searches such as ‘pest control services near me’, picking up new clients who are actively looking to make a booking.
9. Get Some Help With Marketing & Lead Generation
As a business owner, chances are you have your hands full with the day-to-day operations of your pest control company. Many tradies and service businesses actually find it a time-saver and cost-effective to outsource some of their marketing or lead generation efforts.
With an expert bringing their knowledge and experience to your small business marketing, you’re likely to get an even better ROI (return on investment) for your marketing spend.
When choosing a marketing agency, it’s best to look for a professional with experience marketing local services. A specialist in small business marketing will have a thorough understanding of your target audience and the best way to connect with them.
Of course, working with a marketing agency does come at a cost. However, it is best to think of this cost as an investment in your business. If you find the right agency, they will generate enough long-term leads to make the expense more than worthwhile.
The same applies when it comes to lead generation. Attracting and winning over new clients is incredibly time-consuming, especially when you’re trying to grow your business quickly. Consider using a lead generation platform to connect with hot leads to streamline the process – and as a bonus, many of these one-off clients will become ongoing repeat customers.
Bizza is one of the best options for local contractors seeking genuinely high-quality leads. Unlike other lead generation platforms in Australia, leads through Bizza are ready to pay a premium for quality service, and contractors don’t have to compete on price. As part of the well-known Jim’s Group, Bizza works by supplying quality leads to independent contractors across Australia.
10. Go Above & Beyond With The Customer Experience
When you’re aiming to grow your local pest control business, there is nothing more important than providing consistently high quality work. This means if you are offering a pest inspection, you want to be as thorough as possible. When it comes to health and cleanliness, customers are unlikely to be forgiving if you miss something important.
The same goes for your pest management and eradication services. You should make sure you are always completing every job to a high standard, and more importantly, that you actively manage customer expectations.
Always be honest with your customers about the situation, so they don’t expect more than what you’re capable of. If a home or building requires multiple services, be sure to let them know before you begin. Setting realistic expectations can make the difference between a happy customer and an unhappy one.
In the service industry, customers are looking for a business they can consistently rely on. Make sure you are available for repeat services when your loyal customers need help. Aim to provide knowledge and value to clients above and beyond the basic service they’re paying for – it may seem counterintuitive to give out free advice, but doing so can help you win over a long-term loyal customer.
When you provide high-quality work consistently, you will get more repeat business. People are naturally creatures of habit, so if they are satisfied with your work, they are likely to hire you again instead of spending time and effort finding another company.
Is Pest Control A Hard Market To Get Into?
Entering the pest control industry in Australia requires both a pest controller’s licence (such as a TAFE certificate) and pest management technician licence from the EPA. When it comes to market success, the pest control market in Australia is huge and not saturated, meaning there is not too much competition for new entrants to succeed.
The market size for building pest control in Australia this year is $1.2 billion in revenue, according to IBIS World. If you have the qualifications, expertise and capital to buy tools and equipment, you can definitely start small in this industry and work your way up.
Is Pest Control A Stable Industry in Australia?
Pest control is a stable industry in Australia because buildings always attract pests. As health and cleanliness take priority, steady demand for pest management is predicted across residential, commercial, industrial, and government sectors.While the total market value is on a slight decline of around -2% per year according to IBIS World, the large size of the market overall means this does not compromise profitability.