PestWorld - July/August 2018 - 17

their roles and their results. "You need to understand branding versus
lead generation," explains Fenner. Although social media is a good
vehicle to expand and strengthen branding efforts, it may not be the
best lead generator in a specific area or with some potential clients,
he adds.
Websites are another critical online tool if designed well. An
easy-to-maneuver site that offers multiple ways to request a
proposal-phone, online form and email-as well as educational
information in blogs that are kept current, can be an effective way
to reach new customers. The caveat, however, is that the site must
appear at, or near, the top of an online search for services offered by
the company.
"Be sure to ask questions of any SEO firm that helps you with your
website," cautions Fenner. "Have them review the website to let you
know if your content clearly describes your services and is too much,
too little, valuable to consumers and easy to understand." Ask the firm
to provide realistic numbers that you can expect for search results and
ask how you can improve the site to generate more results, he adds.
Target your messages to different audiences, recommends Fenner.
"You can sell additional services to existing customers with newsletters,
emails or materials provided by the technician," he suggests. Existing
customers can also be a source of referrals and reviews, which leads
to new customers, he adds.
Although some pest management company owners may be hesitant to work with an outside marketing firm to develop websites and
marketing materials, it can be beneficial in the long run, says Fenner.
"We tell people to consult a professional to handle a yellow jacket nest,
and marketing requires the same expertise."

914349_RamVacBags.indd 1

When choosing a firm, be sure the consultant understands or wants
to learn about pest management. "Knowing that we don't use the word
'safer' and that we discuss issues such as mosquito-related Zika virus
with facts, not scare tactics, is helpful," says Fenner. An added benefit of
a third-party review is the ability to ensure that the brand is consistent
across all platforms to maximize the effect of all marketing messages.
Although website content and social media posts can easily be
updated by internal staff, consider having someone develop a content
calendar that identifies the blog topics, Facebook contests or social
media posts that should occur throughout the year. Staff can write
the items during slow times of the year and have them ready to post
at the appropriate time.
Having a roadmap ensures that content is continually updated and
fresh, says Fenner. "Even if someone is responsible for updating content
as part of the job, it is too easy to get off track during the busy season,"
he explains.
Customer appreciation events, such as a college baseball game
sponsored by American Pest Management, are a good way to thank
customers for their business and their referrals, says Sachdeva. "We
invite about 200 people-customers and employees-to join us for a
barbecue tailgate party before the game," he says. "We also have our
Technician of the Year throw the first pitch of the game."
Don't forget that employees are an important marketing tool, says
Sachdeva. "We hold competitions with awards for the technicians who
get the first five reviews each month," he says. "We also don't mail
invitations to the customer appreciation event. Instead, technicians
have a supply of them to offer to customers as a way to strengthen
the relationship." ●

PESTWORLD > JULY | AUGUST 2018 | 17
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Table of Contents for the Digital Edition of PestWorld - July/August 2018

President’s Message
PLANNING FOR GROWTH
MARKETING FOR GROWTH
TECHNOLOGY TO GROW YOUR BUSINESS
Marketing Corner: 5 Ways to Keep Your Company Newsworthy
Membership Programs: NPMA Health Insurance
Ask the Expert
Standards: QualityPro Accreditation
Calendar of Events
Index of Advertisers
PestWorld - July/August 2018 - Intro
PestWorld - July/August 2018 - cover1
PestWorld - July/August 2018 - cover2
PestWorld - July/August 2018 - 3
PestWorld - July/August 2018 - 4
PestWorld - July/August 2018 - 5
PestWorld - July/August 2018 - 6
PestWorld - July/August 2018 - 7
PestWorld - July/August 2018 - 8
PestWorld - July/August 2018 - President’s Message
PestWorld - July/August 2018 - PLANNING FOR GROWTH
PestWorld - July/August 2018 - 11
PestWorld - July/August 2018 - 12
PestWorld - July/August 2018 - 13
PestWorld - July/August 2018 - MARKETING FOR GROWTH
PestWorld - July/August 2018 - 15
PestWorld - July/August 2018 - 16
PestWorld - July/August 2018 - 17
PestWorld - July/August 2018 - TECHNOLOGY TO GROW YOUR BUSINESS
PestWorld - July/August 2018 - 19
PestWorld - July/August 2018 - 20
PestWorld - July/August 2018 - Marketing Corner: 5 Ways to Keep Your Company Newsworthy
PestWorld - July/August 2018 - Membership Programs: NPMA Health Insurance
PestWorld - July/August 2018 - 23
PestWorld - July/August 2018 - 24
PestWorld - July/August 2018 - Ask the Expert
PestWorld - July/August 2018 - Standards: QualityPro Accreditation
PestWorld - July/August 2018 - 27
PestWorld - July/August 2018 - 28
PestWorld - July/August 2018 - 29
PestWorld - July/August 2018 - Index of Advertisers
PestWorld - July/August 2018 - cover3
PestWorld - July/August 2018 - cover4
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