If you’ve had your pest control business for some time now and have achieved success in your home market, the next logical step is to market your business outside of your local area. This way you can reach new customers and substantially grow your business in 2017.
However, how will you compete against companies who call your secondary markets home? Do you stand a chance? Indeed you do, here are some basics that we at WSI do to help pest control companies broaden their target market.
First things first, you want to look at what worked well in your home market. We always recommend optimizing marketing in your home market before reaching out to new ones. You should have your website optimized for your home market with service pages which include your location information. Furthermore, city information should be integrated on several pages such as blogs. Once your website is optimized and performing, you can look to the next area you want to target such as the next city over.
Understand Your Competition
When marketing outside of your local area, you need to be realistic about the competition you are going to be facing. Imagine a new provider coming into your home market where you have been working for years, have established trust and positive relationships, and are well known. You have a bit of an advantage. However, that doesn’t mean a new company can’t gain traction. When you are that new company in an area, you need to gain awareness and establish trust with the target market.
The Key to Success
In the old days, the traditional route of marketing to a larger area outside of your home base meant taking out ads in local newspapers and putting up billboards in the area you are targeting, as well as traveling to network with potential customers during local events.
These days, the internet makes it much easier for pest control businesses to reach outside their home market. Here’s what you need to do.
- Optimize your service pages for SEO
It is always a great idea to create individual webpages optimized for the city you are targeting. This will show customers that you are focused on their area and that they are not secondary to your home market. Furthermore it will help with local SEO for that area.
However, make sure not to overdo the city name mentions in your text. You want it to be naturally occurring and not obstruct the content. Keyword stuffing will not only hurt your SEO but will also disengage potential customers.
- Blog about the city you are trying to market
You can write about pest control news specific to the city, or create a guide on pest control techniques that its city residents can do on their own. The key here is to be creative when it comes to choosing your blog topics, and find a way to incorporate keywords that are specific to the pest control industry into the text. Make sure that the keywords fit naturally into the copy, instead of sounding forced and contrived. This will again help to engage the target audience in the new area through engaging content and local SEO.
- Attain PPC success with great keywords
PPC advertising is a way to speed up your visibility in search engines. This can be helpful for instantly gaining recognition in your target market. By launching a campaign focused on your new area, you will be able to show up for searches right away. For example, if your campaign targeted people searching for ‘pest controls services in Reno, Nevada’ you could come up as a top option when people searched those terms. While you will have to pay per person who clicks through, this will fast track your road to being known as a viable solution in your new area.
Organic SEO efforts take a bit longer to show results. In order to achieve results, you need to come up with great keywords that are highly relevant in your industry and are frequently used by customers looking for pest control services. You also need to include keywords for the local area and include a quick but effective call to action in the ad.
Lastly, make sure that the landing page matches the PPC ad you posted! Imagine a visitor who clicks on an ad for your termite control services in their area, only to be brought to the page for your home market. That confusion can cost you business.
- Use lead generation sites
Searches for pest control businesses in a local area often include entries in local business directories. Being listed on these business directories such as Yelp and Angie’s List can help improve your online visibility.
If you want to expand your business operations to include other service areas and you are at a complete loss on to how to go about it, download our blueprint today!