Content Marketing for Pest Control
You need to make sure your content is the first page potential customers find when searching for pest control topics online.
Without a successful content strategy for your pest control business, you will not be found on Google in your local market!
How to Grow Your Pest Control Business Using Content Marketing
Contrary to what you might hear from online “SEO Gurus,” there is no magic wand you can wave to convert your leads into clients, rank highly on Google, or grow your pest control business. These things are possible, however, with an excellent pest control online content marketing strategy! Content is king in the world of online marketing, and it must reign supremely on your pest control website.
Without content, your website is incomplete, empty, dull, and flat out boring. Despite your wonderous web design features, your credibility can be pulverized if you don’t have the content to let your visitors know who you are. Content is all you might be missing to build your credibility and make prospects want to hire you for their pest control needs. Contact us today at (866) 661-4107 if you want to build a content strategy designed for local online domination.
The Importance of Having a Pest Control Content Strategy
Search engines, like Google, rank your webpages based on how relevant they are to searchers’ queries. Through a process known as indexing, the search engines interpret the content on your webpages and displays them on SERPs (search engine results pages) in order of relevance. The higher you rank, the better your chance of getting clicks and leads for your pest control services.
The more content you publish on a given topic, the more Google will deem you as an expert on that topic. Say you service an area that is known for having a mosquito problem during the warmer months. When people go searching on Google for ways to protect themselves and their loved ones from mosquitoes, or ways to keep them away from their yards, or even ways to repel them when they go camping, you need to make sure you have mosquito content published on your website with answers to their questions and problems. This can come in the form of both website pages, and blogs, which we will discuss later.
To dominate in your local market for Search, you need to produce content that is specific to each city you service and each target pest for each city. Lumping your content together with no indication of which geographic area or separation of pests will only confuse the search engines and your prospects. It will be difficult to rank for relevant pest control searches if you don’t keep your content laser focused on topic clusters.
Topics for Content
Content creation gives you so much room to be creative while offering informative and engaging information for your readers. You can create the content that your prospects and potential customers are looking for and offer them what they actually want to engage with. If you’re not sure what exactly it is that they are looking for, a simple Google search of your services can give you several ideas to help you get started producing wonderful, high-ranking pest control content that your website visitors and search engines will love.
Google offers a “People Also Ask” section on search results pages that offer relevant areas of discussion to user queries. Get familiar with what people are asking for in relation to your services so that you can provide answers to those questions and concerns. Just simply do a search for one of your services and make note of what other things come up in relation to the search and use it as a reference for what other content you will create on that topic.
For example, do a Google search for “Bed Bug extermination.”
Under the “People also ask” section on the result page you might see relevant questions like:
- “How can I quickly get rid of bed bugs?”
- “What kills bed bugs permanently?”
- “Is it possible to get rid of bed bugs?”
- “How long does it take to get rid of bed bugs?”
With this information, you can center your bed bug content around these topics by creating videos, blog posts and other relevant forms of content titled after these questions and provide the solutions for the things people are searching for. This will help you rank for these searches and help you build credibility in your local service area(s).
Site Page Content vs. Blog Content
Your webpages and blogs serve very similar, yet very different purposes. Essentially, your webpages should act as solutions to problems and answers to important questions like what cities you service, whereas your blogs can be about just about anything.
On your webpages, you want to make sure you are including important information about your business and operations. Answer questions like: What is your phone number? How effective are your termite solutions? What is bed bug heat treatment? Highlight this information on your targeted webpages where they can easily find it.
Your blogs should be useful, informative, educational, and engaging. Your blogs can build your authority in your local service area and be the tool that makes you the most trustworthy local pest control company.
Your webpages and blogs work similarly to serve the same purpose by allowing you to separate your topics and add unique content for each of your service categories. It is quite difficult to rank highly on Google when all of your content is lumped into few webpages. Your different service categories need to be separated properly so that search engines can match your services and content to what potential customers are searching for. In pest control, separating the pages by locations served and target pests helps the search engines make your content easily findable.
How to Create a Blogging Editorial Calendar
The first thing you need to do before you start creating fresh blog content is to determine who you are talking to. Without understanding who your buyer persona is, your content could be completely off the mark and not do what it is designed to do – which is to generate leads and sales.
HubSpot defines buyer personas as “semi-fictional representations of your ideal customers based on research.” Creating buyer personas helps you tailor your content and services around the unique needs of your prospects and customers in a way that speaks directly to them. This way, you can attract and retain high-value visitors to your website and grow your business over time.
Based on what you know about your current customers, create buyer personas to better understand their needs. Who are your customers? How many different types of customers do you have? At Rhino Pest Control Marketing, we recommend you start out by separating your residential customers from your commercial customers.
Example pest control buyer personas might look like this:
- Homeowner, mother, pet owner
- Cares about the safety and efficiency of your products
- Wants Kid-friendly and pet-friendly pest control
- Very concerned about poisonous pets
- Which pests are most harmful to dogs and cats?
- How long will pests stay away after service?
- Has a spider phobia
- Wants odor-free products
- Manages a group of rental complexes in your service area
- Concerned about having a good online reputation for all properties
- Does not want pest complaints from tenants
- Wants to deal with an several pests for lowest cost possible
- Wants to see instant results
- Wants long-lasting results
In order to create content that appeals to these and other buyer personas and to rank highly for their search queries, you have to know what kinds of search queries they are making.
What are they searching for?
Your content must be tailored around your buyer personas’ searches and relevant to their needs in order for them to want to click on your links and engage with your content. Knowing what they’re searching will help you know what kinds of content to create and what solutions to offer them. Stay focused on topic clusters to become a subject matter expert in your field. For example, create content for each different type of spiders, each different type of ants, each location you service and each target pest for each service location.
You must also create content that appeals to your buyer personas at each stage of the buyer’s journey. The buyer’s journey consists of three stages: the awareness stage, the consideration stage, and the decision stage.Content on your website must be able to appeal to your web visitors at each stage. At the awareness stage the buyer realizes they have a problem; at the consideration stage, the buyer defines their problem and begins to research options to solve it; then, at the decision stage, the buyer decides on a solution. At each stage, your content should convince them that your pest control services are their solution. Focus directly on your local prospects and publish content that offers them solutions.
Examples of blogs we publish for clients:
Awareness stage blog title example: Why do I have ants in my kitchen?
Consideration stage blog title example: What is the best solution to get rid of an ant infestation?
Decision stage blog title example: Who should I hire for ant control?
Using Content to Generate Leads for Your
Pest Control Company
The whole point in creating all of this great content is to generate leads and to turn them into customers. Your content gives you local credibility and makes you the go-to pest control company when prospects are looking for your services. At Rhino, we will help you create the right content that will keep you fresh in their minds so that you are the company they hire for pest control services and the one they turn to when they need information.
You can offer them many free resources to help answer their concerns and questions and build a relationship of trust between them. Some resources might include free downloadable content, such as eBooks, checklists, infographics, videos, how-to guides, etc in exchange for your prospects’ personal information, like their email addresses, so that you can begin to nurture them through the buyer’s journey.
If you have no idea where to start, download our FREE blueprint on content marketing by clicking the link below. Or give us a call today at (866) 661-4107 so we can help you setup a winning content marketing strategy.
Content Marketing Blueprint for Pest Control
Download our FREE content blueprint to learn how to create a successful content marketing strategy for your pest control business.
