[Mannes on Marketing] Ride the Wave

Not online yet? Well, what are you waiting for? More and more the Internet is becoming the go-to source for homeowners looking to find information on every aspect of their lives. When they need to find out what time movies are playing at a local theater? They’ll find them on movies.com! Or, perhaps they are searching for the hours of a local grocery store? First place they’ll check — Google! And, when they require a qualified pest professional? You can bet they are plugging in, dialing up and double clicking their way to a home inspection.

Research shows that online consumption outpaces radio and newspapers, meaning, lately more of your customers are turning off the TV, tuning out the radio and using the Sunday paper to line the kitty litter. Consider these impressive Internet facts:

• More than 170 million adults have Internet access.

• The average adult goes online 106 times per month.

• 76 percent of people multi-media task when they are watching television — primarily with an online activity.

So obviously, the Internet is becoming a critical marketing tool for anyone looking to grow and expand their business. Are you missing out by not having a Web site? Or, do you worry that your Web site may not be up to snuff? You are certainly not alone; many PCOs say creating and maintaining a Web site is a cumbersome, expensive and challenging process. Not necessarily so!

Many of you already have a Web presence and don’t even realize it — industry Web sites, like the National Pest Management Association’s recently redesigned www.pestworld.org have search engines that homeowners use to find PCOs in their area. Other local sites may list your business contact information for no charge — consider contacting your Chamber of Commerce to see what type of Internet presence they can offer. Taking advantage of these search engine placements is a worthwhile place to start. For example, getting listed on the NPMA’s frequently visited search is as simple as joining the association.

For those of you looking to take the next step to create your own site, there are many vendors available to help. For as little as $9.96 per month, companies such as Network Solutions (www.networksolutions.com) can get you up and running with a simple site.

MAKE YOUR SITE SHINE. Here are some tips for creating and maximizing a Web presence:

• Keep your site simple and easy to navigate.

• You site’s design should be an extension of your established company identity — be consistent with colors, logo, slogan, etc.

• Don’t confuse customers with too much clutter and pizzazz; not all computers can view animation and graphics.

• Post all company contact information in an easy-to-find place.

• If you have a good digital camera, upload simple photographs of your business’ headquarters, trucks and technicians so customers know what to expect when they schedule an inspection.

• Use copy sparingly but strategically — search engines look for keywords, so make sure basic keywords like pest control, your city, etc., are present. This will help your customers find you when they search online.

For those of you with an existing Web presence who are merely looking to jazz up your site, consider adding images and fun features. NPMA members can add an image that links to the newly designed children’s Web site, www.pestworldforkids.org. This will help to attract both children and parents to your site — constantly reinforcing positive messages and professional pest control.

SITE SPECIFICS. Here are some other suggestions to spice up your existing site:

• Create a "pest of the month" section and highlight little known pest facts. Consider spotlighting a pest that your customers will be seeing in and around their own homes. This connection may encourage them to pick up the phone and schedule an inspection.

• Post company news — if you’ve been featured in a local newspaper, let everyone know! This will only help to boost your credibility.

• Offer Internet specials either by posting coupons online or asking that customers mention they found you on the Internet. This will help you track the success of your site.

As the world of marketing continues to evolve, so must the professional pest control industry. Web sites can be a quick and easy way to punch up your marketing efforts and continue to reach a broad variety of homeowners. Don’t be afraid — jump on that wave and start surfing the Web!

The author is vice president of public affairs, National Pest Management Association/executive director, Professional Pest Management Alliance. She can be reached at cmannes@giemedia.com or at 610/584-9070.