PestWorld - November/December 2017 - 25

as part of your pest control company's social
media efforts:
Advertising campaigns: A Facebook adver1 tising campaign is a relatively inexpensive
and flexible tactic to spread awareness about
your company and pest control expertise
with your target audience, and drive qualified traffic back to your website. The first step
in kicking off a campaign is to sign up for
Facebook Ads Manager, but you can only do
this once you already have a company page.
The beauty of Facebook advertising? Little
design experience is needed and campaigns
can be geo-targeted down to the zip codes
that are most important to your company.
Campaigns can also be executed to work
within various budgets, whether big or small.
You can track ad performance in real-time
within the "Insights" function and determine
what ads perform better than others, as far
as engagement, reach, impressions-the
list goes on. There's even an option to add a
Facebook pixel to the code of your website to
track conversions, such as filling out a contact
form or clicking a call now button. Consider
pushing out a seasonal advertising campaign
that provides information about pests to be
on the lookout for within those months.
Boosted posts: Not interested in a full
2 advertising suite, but still have the means to
put some funding behind Facebook efforts?
Think about boosting posts that you've
published to your page. This tactic increases
post engagement and bolsters the overall
reach, which is important given the significant decline in Facebook organic reach since
2013. Don't be fooled into thinking that all
of your followers see every post that is published to your newsfeed. The truth is that
many of them may never be served your
content updates based on Facebook's algorithms-unless you boost your posts and
target them to your followers. Facebook's
VP of Advertising Technology Brian Boland
attributes the decline in organic reach to
two factors: 1) greater content generation,
which leads to more competition in the
newsfeed and 2) Facebook's algorithm of
how the newsfeed works as it ranks each
possible story (from more to less important)
by looking at thousands of factors relative
to each person.
Facebook Live Chat: Want to visually
3 share your story with followers? Host a
Facebook Live Chat on your page! The Live
Chat function allows you to speak about

4

certain pest-related topics in real-time
and encourages live engagement. Topics
may include the busy termite season and
how to look for signs of an infestation or
how to avoid a bed bug encounter during
summer travel. We recommend creating
an event with details about the upcoming
Live Chat a week or two in advance, and
taking the time to do a test run to make
sure the camera is setup properly so you're
looking right at your viewers. Take a look at
your page's insights to see when your followers are most active and try to align the
chat with that timeframe. The length of the
chat itself should be 10-15 minutes without
being repetitive. Be sure to save the video
once the chat is complete, so that you can
share on your page for added exposure.
Contests and promotions: Engage with
your followers by holding a contest or promotion on your page. One idea is to ask your
followers to comment with the names of
pests that have caused the biggest problem
for them during the fall. You can randomly
select 1-3 participants and send them a
coupon for a future pest control service or

820047_Technicide.indd 1

even a $10 gift card to their favorite coffee
spot or store. For example, during Bed Bug
Awareness Week in June, the PestWorld
Facebook page posted a custom designed
image with various hidden bed bugs in an
airport setting and asked page followers
to comment with the number of bed bugs
that they could find. Of those who guessed
correctly, five were randomly selected to
win an Amazon gift card. This was great
for page engagement, and the post was
boosted, which resulted in new followers.
If you already have an established company
page on Facebook, maximize your presence
and incorporate a few of these tactics into your
social media strategy to see what content and
types of outreach resonates most with your
followers. Investors of PPMA can also visit
PPMAMainframe.org for more advice on social
media marketing and customized content that
is ready-to-share.  ●
Cindy Mannes is the executive director of the
Professional Pest Management Alliance. Visit
www.npmapestworld.org/ppma for more information on how you can become involved.

PESTWORLD > NOVEMBER | DECEMBER 2017 | 25
15/07/16 11:44 pm


http://www.PPMAMainframe.org http://www.npmapestworld.org/ppma http://www.technicide.com http://www.technicide.com

Table of Contents for the Digital Edition of PestWorld - November/December 2017

President’s Message
What Customers Want
Reaching Out to Millennials
New Strategies Yield New Customers
Heard From the Hill: Legislative Day 2018
Marketing Corner: How to Make the Most Out of Your Facebook Presence
Membership Programs: Announcing NPMA’s New Resource Center
Standards: Do’s and Don’ts of Customer Relations
Ask the Expert
Pestworld 2017
Calendar of Events
Index of Advertisers
PestWorld - November/December 2017 - Intro
PestWorld - November/December 2017 - cover1
PestWorld - November/December 2017 - cover2
PestWorld - November/December 2017 - 3
PestWorld - November/December 2017 - 4
PestWorld - November/December 2017 - 5
PestWorld - November/December 2017 - 6
PestWorld - November/December 2017 - 7
PestWorld - November/December 2017 - 8
PestWorld - November/December 2017 - President’s Message
PestWorld - November/December 2017 - What Customers Want
PestWorld - November/December 2017 - 11
PestWorld - November/December 2017 - 12
PestWorld - November/December 2017 - 13
PestWorld - November/December 2017 - Reaching Out to Millennials
PestWorld - November/December 2017 - 15
PestWorld - November/December 2017 - 16
PestWorld - November/December 2017 - 17
PestWorld - November/December 2017 - New Strategies Yield New Customers
PestWorld - November/December 2017 - 19
PestWorld - November/December 2017 - 20
PestWorld - November/December 2017 - 21
PestWorld - November/December 2017 - 22
PestWorld - November/December 2017 - Heard From the Hill: Legislative Day 2018
PestWorld - November/December 2017 - Marketing Corner: How to Make the Most Out of Your Facebook Presence
PestWorld - November/December 2017 - 25
PestWorld - November/December 2017 - Membership Programs: Announcing NPMA’s New Resource Center
PestWorld - November/December 2017 - 27
PestWorld - November/December 2017 - Standards: Do’s and Don’ts of Customer Relations
PestWorld - November/December 2017 - Ask the Expert
PestWorld - November/December 2017 - Pestworld 2017
PestWorld - November/December 2017 - 31
PestWorld - November/December 2017 - 32
PestWorld - November/December 2017 - 33
PestWorld - November/December 2017 - Index of Advertisers
PestWorld - November/December 2017 - cover3
PestWorld - November/December 2017 - cover4
https://www.nxtbook.com/naylor/NPMAS/NPMAS0418
https://www.nxtbook.com/naylor/NPMAS/NPMAS0318
https://www.nxtbook.com/naylor/NPMAS/NPMAS0218
https://www.nxtbook.com/naylor/NPMAS/NPMAS0118
https://www.nxtbook.com/naylor/NPMAS/NPMAS0617
https://www.nxtbook.com/naylor/NPMAS/NPMAG0017
https://www.nxtbook.com/naylor/NPMAS/NPMAS0517
https://www.nxtbook.com/naylor/NPMAS/NPMAS0417
https://www.nxtbook.com/naylor/NPMAS/NPMAS0317
https://www.nxtbook.com/naylor/NPMAS/NPMAS0217
https://www.nxtbook.com/naylor/NPMAS/NPMAS0117
https://www.nxtbook.com/naylor/NPMAS/NPMAS0616
https://www.nxtbook.com/naylor/NPMAS/NPMAG0016
https://www.nxtbook.com/naylor/NPMAS/NPMAS0516
https://www.nxtbook.com/naylor/NPMAS/NPMAS0416
https://www.nxtbookmedia.com