If you run a small pest control company in a saturated market, it may be difficult for you to establish a name for your business in your community. This is especially difficult if you are up against big name pest control companies that people already trust. While it may take time for you to build your brand, you can eventually stand toe to toe with your competitors. The guide below explains what it takes to compete with big name pest control companies as a small business owner.
Start in a Small Area
When you begin marketing your pest control company, start small. You may reach out to people in your neighborhood or businesses nearby that already know who you are. The benefit of starting close to home is that you can save money in fuel and develop a buzz about your services online and around the town. The homeowners in your neighborhood may talk about you at work, at church, at school, or wherever else they go, and before you know it, you’re getting phone calls about your pest control services.
Leave your business cards with stores and service providers in the area that you have a strong bond with. They are more likely to promote your business for free because they trust you and the work that you do. Over time, you can build a strong enough reputation to start branching out with your pest control marketing.
Understand What You Have to Offer
Rather than getting intimidated by franchise pest control companies and fancy ad campaigns, focus on what you have to offer your clients. A lot of people prefer working with local companies because they know they’re going to get fast, friendly service from someone they can relate to. Think about a local restaurant or coffee shop that you love to go to, even though it doesn’t have a massive menu like Starbucks or Applebee’s. What makes you love them more than the bigger brands? Promote the personal service you provide for your customers, and people will start to take notice of you.
Learn about Local SEO
As a small business owner, local SEO is going to be your best friend. SEO stands for search engine optimization, which is a process that will help your business and your website show up better in Google, Bing, Yahoo, and the like. Most big name pest control companies will focus their efforts on SEO as a whole, not on a local level. They may rank well for search terms like “mosquito control” or “bed bug removal,” but they won’t necessarily rank for “mosquito control Fayetteville” or “bed bug removal company in Louisiana.” That’s where your marketing efforts can come in, pushing your name above the big brands for your local community. All it takes is a good keyword strategy and the right amount of web content to make it happen.
Become Friends with the Competition
Who says you can’t get to know your competition a little bit? Doing this will almost always work in your favor as a small pest control company. Most franchises have certain regulations their employees have to abide by, and that may restrict them from providing a specialty type of service or working in an area that is outside their region. If the big name company has to turn down work, they may refer customers to you. You don’t have to abide by the same regulations, so chances are you will be able to accommodate the client’s needs. Pretty soon, you will have a growing reputation in your community and a cordial relationship with your competitors.
Don’t be scared by a big name company that you are trying to work alongside. It may take a little time to accomplish, but you will be making a name for yourself before you know it.