Understanding DIY Behavior: A Key to Effective Pest Control Digital Marketing
In the pest control industry, a lot of your digital marketing efforts are absorbed by do-it-yourself (DIY) enthusiasts who will never put a dollar in your pocket.
These individuals, who attempt to manage pest problems on their own, present a unique challenge for your pest control company as you aim to optimize your advertising budget.
Understanding consumer behavior and distinguishing between DIYers and those seeking professional services is crucial to a cost- effective pest control digital marketing strategy.
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Identifying DIYers in Pest Control
One of the primary challenges in pest control digital marketing is differentiating between DIYers and non-DIYers.
DIYers typically use bug-specific search terms such as “how to get rid of ants” or “to kill cockroaches” when looking for solutions online. Many pest control companies bid on these search terms because the thought is that these are consumers with a problem that a pest control company can solve.
Contrast that with searches that include terms like “company,” “service,” “near me” and “treatment” that suggest that the consumer is seeking professional pest control services.
In 14 years of analyzing search terms for pest control companies, we can tell you that the search terms that contain the following words or phrases will convert lower and are generally indicative of people seeking DIY treatments:
- Bug-specific search terms
- Terms that contain “spray”
- Terms that contain “how to”
- Terms that contain “kill”
- Terms that contain “trap”
Understanding this distinction enables you to spend less on unproductive search terms and more on terms that lead to sales.
Household Income as a Predictor of DIY Behavior
Household income levels can also predict DIY behavior. Generally, individuals or families with lower household incomes are more inclined to attempt DIY pest control solutions as a cost-saving measure.
This trend should influence how your pest control business allocates its marketing budgets, requiring you to adjust strategies to appeal to both DIYers and those seeking professional services.
Strategies to Attract Non-DIY Customers
To effectively market pest control services to those genuinely seeking professional help, you need to employ strategies that differentiate your offerings from DIY solutions:
- Dominate Search: While we see a slight shift ahead, search is still the top medium to get in front of people actively looking for pest control service.Laser in on the phrases used by people who seek a pest control service and dominate the Google Search page by having an ad, a local listing and an organic listing on the page for those specific phrases.
By further targeting specific demographics and locations with more residential and less industrial, you can ensure your ads are seen by those in need of expert intervention rather than DIY solutions.
- Use the Right Language in Ads: Craft your advertising language to clearly distinguish your services from DIY options.Use terms like “expert treatment,” “professional service” and “guaranteed results” to convey the value of hiring your pest control businesses, making it clear that your services go beyond what DIY solutions can offer.
- Enhance Brand Presence: Focus on improving your brand’s visibility across platforms where your potential customers search for pest control services.A comprehensive Google Business Profile (GBP) can help your business appear in local searches, ensuring you are found when customers need professional help.
- Utilize Content Marketing: Write about local solutions, local community involvement and local success.Consumers want a local pest control business. Show your local ties through the content on your website.
See Top Marketing Ideas for Pest Control companies.
- Emphasize Unique Selling Propositions: Highlight what sets your pest control services apart from DIY options. This could include eco-friendly practices, guaranteed results or specialized expertise in handling certain pests, reinforcing the value of choosing professional services.
- Maximize Social Media Engagement: Use social media effectively to engage with potential customers by sharing success stories, customer testimonials and informative content about the advantages of your professional pest control services.
Tailoring Strategies for DIY Consumer Behavior
The influence of DIYers on pest control digital marketing budgets is significant.
By recognizing the search behaviors and income-related tendencies of these consumers, you can reduce your digital marketing waste and spend more on efforts that generate revenue.
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.
