A lead, according to Marketo, is “a qualified prospect that is starting to exhibit buying behavior.” For a pest control company, this begins when someone believes they have a termite problem and start to research it, or it could be someone looking up how to identify rodent droppings. In order to become a lead, these people give over their contact information to you, in exchange for something like a “free checklist to determine if you have termites” or a free inspection.
Lead generation is an important process for any business because it builds up your list of potential clients and with more leads, generally comes more sales. When visitors turn into leads, it signals that they are serious about your business and what you have to offer. It is up to you to nurture those leads into customers. However, the real question for many companies is: how do you even get leads in the first place?
Step 1: Determine who you are targeting
Developing buyer personas is a great way to figure out who your business is trying reach. These personas help guide all your marketing efforts and show you what you should be writing about, how you should be marketing, where to market, and more. If you are trying to target everyone, you will quickly spread yourself too thin. You are better off appealing to those who actually want to hear from you, rather than screaming loudly hoping for someone to care.
As a pest control company owner, think about the customer you serve most often or the customer who brings in the most business. Does your website appeal to this person, and is this person likely to even find your website? Maybe your biggest customers are restaurant owners, who need monthly pest control services. If so, you should have something like a page on your site outlining exactly what services you provide for restaurants, along with testimonials from past restaurant owners commending your great service.
Whatever your buyer persona, you need to make sure you are appealing directly to them. This increases the likelihood of your website ranking for certain keywords and therefore, being more easily found when people are searching on Google.
Step 2: Create valuable content
Content creation is absolutely key in generating leads. Creating engaging and valuable content has the ability to move visitors of your site to the next stage of the buyer’s journey, leads. There are so many options when creating content. It can be blogs, eBooks, whitepapers, videos, podcasts, or anything else along those lines. The number one thing to consider is: how does this content help my customer?
You can fill a blog with anything, but is that what potential customers want to see? One of the best ways to brainstorm topics for content is to think about your consumer’s “pain points.” These are sources of pain in your customer that your business can solve, and Fast Company states it is “your most important resource.” As a pest control company, common pain points are people’s hatred of pests or the need for a clean and safe home.
People pay to get rid of the pain, so if you have the best solution, that money is yours. By creating content that addresses these anxieties and problems, you have the perfect opportunity to show people why they need you. For example, if you write a blog about the dangers of ignoring a termite problem, you might just convince people to give you a call.
Step 3: Share your content
It is a pretty bad feeling when you do your research, spend hours crafting the perfect article, and nobody even sees it. Don’t let that happen to you! A big mistake many businesses make is assuming that their job is done once they publish the content. That is just the beginning in many instances. You need to market it and tell people it exists.
An easy and free way to do this is through social media. Pest control companies often fall in the category of small business, and social media is a great tool for small businesses. There is just no way to compete with the big advertising budgets of the corporate powerhouses, but with social media, it evens out the playing field a bit. You can post links to your content, which can reach a huge audience and hopefully bring in some visitors.
Another way to share your content is through email marketing. A great way to do this is by adding a subscription form on your blog so people can receive updates via email. You can also utilize your contact database and send out emails to past clients, which can prompt them to take further action.
Step 4: Engage with visitors
People don’t like being talked at. They would much rather have a conversation than have someone lecture them on something. Make sure you are engaging with visitors and leads, so they know you are a real person and you care about them. Examples of this could be sending thoughtful “Thank You” emails whenever anyone downloads a content offer. Encouraging comments on every blog post and responding to each one. Reaching out to your social media followings and engaging in conversations with them. There are so many ways to let people know you are there.
Once you have a lead, you don’t want it to disappear. Your ultimate goal is to convert that lead into a customer. Engagement and nurturing helps leads along their journey and builds trust and connection between you and them. As a pest control company, you want to be people’s first choice when they have a pest problem at home or in their business. By turning visitors into leads, you are setting yourself up for success and increasing your company reputation.