The key to the success of your pest control business is being able to reach your target demographic. If you are offering commercial pest control services, you need to understand your customer’s’ profile, create a buyer’s persona, and develop a content marketing strategy that will capture leads and turn them into paying customers.
The Importance of Content for B2B
According to internet guru Neil Patel, B2B companies that have a blog generate 67% more leads than companies that don’t. This is because content marketing is one of the most effective ways to generate leads that can be can be added to one’s sales funnel.
Content marketing allows commercial clients to evaluate your offerings. Note that potential B2B clients are very exacting and demanding when it comes to choosing a provider. This means you are only given a small window of time to impress and leave a mark on a prospect.
You can impress a commercial client by having a precise, compelling, and relevant message in your website copy. You need to have an in-depth understanding of how the services you are offering match the client’s needs, and find a way to let the client know you are the right person or the right company to do the job. You can achieve this feat and showcase your work through content marketing.
Analyze Your Content
If you are a pest control business owner, you will want to attract the commercial properties and establishments around your city. You can do this by creating a marketing strategy that will generate commercial leads.
The first thing you need to do is perform a content audit. Ask yourself the following questions: how much content do you have on your site? Are you concentrating too much of your content towards residential customers? How much of the content is geared towards commercial clients?
Content marketing is essentially an experimental process. You do more of what works for your customers, and less of what doesn’t. In order to determine which is working and which is not, you need to do a content audit of your website by looking at your analytics. This allows you to improve your existing content marketing strategies, determine which previous topics your clients preferred to read, and use them to generate new topics for future content pieces.
Increase Commercial Awareness
It is also very important to let your commercial clients know that you offer commercial services. Display the commercial services copy prominently on your home page. Make sure that quality content is being published regularly by continuously creating blog posts, landing pages, and social media updates about your commercial pest control services.
Most importantly, remember who it is that you are writing for. The best piece of online content comes from a place of empathy. You are not writing for homeowners. You are writing to office building owners, restaurant owners, realtors, and property managers so focus on how your content can benefit these people.
- Create specific pages
Make separate, customized pages for the specific types of companies you want to provide commercial services. These may include restaurants, food services, healthcare, schools, and offices. When writing the copy, provide a brief value proposition about your services, followed by the customer’s problems that your services will be able to solve. Make sure to put an emphasis on the benefits that your pest control services will be able to provide, and succinctly answer your potential client’s question of “What’s in it for me?”
- Integrated pest management
In order to generate more leads, offer more than just regular pest control to your commercial clients. Aside from your pest control services, talk to them about integrated pest management, which focuses more on pest prevention and elimination of the root cause of the pest infestation. Doing so will give them more value for their money and puts you in a positive light.
At WSI, we specialize in helping pest control companies thrive in both residential and commercial sales. We can help you learn more about optimizing your online presence for both B2C and B2B business and can help you implement a plan.
If you would like to learn more, you can download our 6 Step Noise Cancelling Guide to Digital Marketing for Pest Control Companies. Here you will learn about growing the commercial side of your business as well as thriving in several other areas of digital marketing. For further questions or concerns, contact us today.