Industry: Pest Control
Products Services: General Pest Control, Commercial Pest Control, Termite Inspection & Repair, Structural Fumigation, IPM Programs
Zap Termite & Pest Control has been in business since 1976. A second-generation family owned organization serving Northern CA and the Central Valley. Zap provides pest control services for residential and commercial applications and also provides termite inspections and repair. Three convenient offices located in Sacramento CA, Fairfield CA and Stockton CA.
Simply stated, Zap Termite & Pest Control was stuck in the past. Trying to grow the business with local Yellow Page advertising, local online directories and hit and miss SEO services. ROI was non-existent and new business results were declining. After meeting with the Zap leadership team Rhino was able to demonstrate the inbound methodology using an inbound workshop to develop goals and strategies.
Zap wanted to achieve growth in new business for all channels of the business, residential, commercial and termite work..
As is the case in most beginning stages of a new inbound marketing experience, a new SMART Sales Website™ had to be built for the lead generation infrastructure necessary to convert new traffic into paying customers. RDM built a small website on a basic subscription with 3 premium content offers to get Zap comfortable with the entire concept of online lead generation.
For Zap it had a lot to do with a cultural shift away from traditional types of local advertising to understanding the ways of automated marketing through online and social media traffic sources.
In the early stages the Zap team was skeptical and kept their budget and expenses on inbound at a bare minimum. However in January of 2015, additional optimized site pages were added, blog calendar was increased and use of the CRM was introduced. The results and the impact to organic traffic was immediate and dramatic. Today Zap receives daily online customers through form fills, lead nurturing workflows and tracked telephone calls. Traffic has increased by over 10x and phone traffic is robust in this B2C application.