PestWorld - November/December 2016 - 24


❱❱ MARKETING CORNER

Year in Review:

Top Trends in Pest
Management Marketing

'Tis the season for reflection.
BY CINDY MANNES

A

s marketers, we are hardwired to constantly evaluate our efforts,
refine our approaches and repeat. With the year winding down,
let's consider taking a step back to reflect upon the many trends
that dominated the marketing industry and ensure we're leveraging them
to their fullest potential within the pest management space.
While we've seen a number of trends throughout the year, here are the
top three key highlights that stand out as worthy of some extra attention:
FACEBOOK'S ORGANIC REACH IS ON THE DECLINE
One of the sadder, yet also most impactful, developments for content
creators in 2016 was the significant decrease in Facebook's organic reach
since the beginning of the year.
Adweek staff writer Marty Swant reported, "According to SocialFlow
data, total media reach across all pages had been steadily increasing
from June 2015 through January 2016. And while post counts have
continued to go up-now more than double the 220,000 count in June
2015-reach per post peaked in January at nearly 120,000."
With the volume of posts continuing to skyrocket while reach
declines, marketers are constantly being challenged as their content is being threatened with the potential to fall into a black
hole instead of into the news feeds of their desired targets.
To combat these efforts, marketers are continually
trying to find ways to make their content more creative
and engaging. You may have noticed more brands infusing
video and animated assets into their social pages and digital
marketing plans.
These challenges certainly pertain to your marketing efforts, too.
From PPMA's perspective, we've used video to our advantage, disseminating a series of "How To" videos highlighting different simple pest prevention tidbits that drove social media followers to our consumer facing
website. We've also further supported our content by boosting select
posts interspersed between organic content, generating a consistent
flow of views for our Facebook content throughout the course of the year.
As with any other challenge in our field, the key to success is staying in
tune with the changing landscape of content consumption and adapting
to these modifications as they develop.
ORGANIC MEDIA RELATIONS IS NOT OVER
With the rise of content marketing and native advertising, we've heard
time and again from skeptics that the role of media relations has seen
its last day.

24 |

PESTWORLD > NOVEMBER | DECEMBER 2016



Table of Contents for the Digital Edition of PestWorld - November/December 2016

President’s Message
View From the Summit
No Crystal Ball Needed
The Marketing Plan Revisited
Heard From the Hill: Reasonable Overtime Legislation Introduced to Phase-in Threshold Increase
Marketing Corner: Year in Review: Top Trends in Pest Management Marketing
Ask the Expert
Membership Programs: Networking: Put Yourself in the Right Room
Hiring Drivers
Calendar of Events
Index to Advertisers
PestWorld - November/December 2016 - cover1
PestWorld - November/December 2016 - cover2
PestWorld - November/December 2016 - 3
PestWorld - November/December 2016 - 4
PestWorld - November/December 2016 - 5
PestWorld - November/December 2016 - 6
PestWorld - November/December 2016 - 7
PestWorld - November/December 2016 - President’s Message
PestWorld - November/December 2016 - 9
PestWorld - November/December 2016 - View From the Summit
PestWorld - November/December 2016 - 11
PestWorld - November/December 2016 - 12
PestWorld - November/December 2016 - 13
PestWorld - November/December 2016 - No Crystal Ball Needed
PestWorld - November/December 2016 - 15
PestWorld - November/December 2016 - 16
PestWorld - November/December 2016 - 17
PestWorld - November/December 2016 - The Marketing Plan Revisited
PestWorld - November/December 2016 - 19
PestWorld - November/December 2016 - 20
PestWorld - November/December 2016 - 21
PestWorld - November/December 2016 - Heard From the Hill: Reasonable Overtime Legislation Introduced to Phase-in Threshold Increase
PestWorld - November/December 2016 - 23
PestWorld - November/December 2016 - Marketing Corner: Year in Review: Top Trends in Pest Management Marketing
PestWorld - November/December 2016 - 25
PestWorld - November/December 2016 - Ask the Expert
PestWorld - November/December 2016 - 27
PestWorld - November/December 2016 - Membership Programs: Networking: Put Yourself in the Right Room
PestWorld - November/December 2016 - 29
PestWorld - November/December 2016 - Hiring Drivers
PestWorld - November/December 2016 - 31
PestWorld - November/December 2016 - 32
PestWorld - November/December 2016 - Calendar of Events
PestWorld - November/December 2016 - Index to Advertisers
PestWorld - November/December 2016 - cover3
PestWorld - November/December 2016 - cover4
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