A New Era in Pest Control: How to Effectively Capture the Gen X and Millennial Markets
The pest control industry is undergoing a dramatic transformation as Generation X and Millennials become a dominant consumer force.
These demographics bring distinct preferences and behaviors that demand a fresh approach for your pest control digital marketing strategies.
Gen X: Targeting the Digital Pioneers
According to real estate brokerage Redfin, 72% of Gen X own homes and are now prime purchasers of pest control services.,
Often overshadowed by their younger counterparts, Gen Xers (generally defined as those born between 1965 and 1980) are much more tech-savvy than their Baby Boomer counterparts.
Gen Xers comfortably navigate digital platforms for research and communication, often preferring text-based interactions to phone calls.
To effectively engage the Gen X demographic, your pest control business must prioritize digital channels, offering convenient options like text messaging for inquiries and service updates.
Millennials: Reaching the Social Media Savants
Believe it or not, Millennials are currently the largest generation group in the U.S., comprising about 21.71% of the population, according to Statista.
Millennials (generally defined as those born between 1981 and 1996) are reshaping the pest control landscape with their strong preference for online information, transactions without personal interaction, high value on convenience and heavy reliance on peer opinions.
The surge in pet ownership among this generation and among the population as a whole also presents a significant opportunity for your pest control business. Approximately 66% of U.S. households own a pet, according to Forbes.
With a sensitivity to how their purchases affect the environment, a strong preference for online transactions and a reliance on peer reviews, Millennials demand a new breed of pest control service.
Crafting a Winning Pest Control Digital Marketing Strategy
To successfully capture the attention of Gen X and Millennial consumers, your pest control business should implement the following strategies:
- Digital-First Approach: These consumers don’t distinguish between their favorite apps and your website. You have to offer a mobile experience that is the technological and experiential equivalent of an app.
- Produce Video: These consumers are video consumers. Distribute video in various social media platforms where these consumers may search initially for pest control service.
- Pet-Friendly Focus: Highlight pet-safe or “pet aware” pest control solutions to appeal to the growing pet-owning market, particularly among Millennials.
- Eco-Conscious Offerings: Emphasize environmentally friendly pest control methods to align with the values of both Gen X and Millennial consumers.
- Seek Reviews in Multiple Formats: These consumers are more suspicious of company messaging and more reliant on peer reviews.
- Subscription-Based Services: Offering pest control subscriptions can be an effective way to attract and retain Gen X and Millennial customers. These generations value convenience and predictable costs, which subscription models provide.
Implementing Your Pest Control Digital Marketing Strategy
By understanding the unique characteristics and preferences of Gen X and Millennials, your pest control company can position itself as the preferred choice for this influential consumer segment.
At ROAR! Internet Marketing, our Performance Based Digital Marketing Agency can help transform your pest control digital marketing with proven strategies and techniques. Contact us today to schedule a zero-obligation consultation with our digital marketing experts.
