Editor’s note: This article was submitted by Brittyn Odland, an Internet marketing associate at Fox Pest Control. Odland graduated from Utah State University with her Bachelor of Science in marketing and a minor in psychology. You can reach her at firstname.lastname@example.org.
You may have heard of local Search Engine Optimization (SEO) which is the practice of optimizing your online presence in order to gain more customers within your geographic area.
For example, when a potential customer does a local search for, “pest control in Long Island, NY,” you want your business’ information to be the first thing they see. This is one of the best ways to get phone calls that convert to customers.
If you haven’t focused on improving your local SEO, here are some ways that you can do it.
Your website is an essential part of your local marketing strategy. It should represent your brand, give valuable information to potential customers, and drive them to contact you.
In order for Google to place your website in the top results for a local search, you need to share your location with it. Location keywords in the title tags, meta descriptions, and content on your site help Google rank your company.
It’s also important to include your local business address and phone number on your site. This makes it clear to customers where they can find you. Keep in mind that your NAP information (Name, Address, Phone Number) should be the same across all online platforms. Consistency is key in building a customer's trust and proving your legitimacy to Google.
Google My Business
Your Google My Business (GMB) listing is what pops up when a user within your listed service area googles you or your services. It gives them the information they need to decide whether or not to contact you.
Optimize your listing to best represent your organization. This includes entering an accurate business category, service area, hours of operation, phone number, website, and services provided. Do your best to frequently add high-quality photos that represent your brand well.
The Q&A section is a new feature where Google allows users to publicly ask the business questions. The owner or manager of the GMB account should draft answers to frequently asked questions (FAQs) and ensure they are posted. Once shared, be sure to upvote both the question and the answer. This will give valuable information to potential customers without making them seek answers elsewhere.
Fighting Google Map Spam is another strategy that increases the number of local leads you receive. The pest control industry naturally garners thousands of fake GMB listings. Some fraudulent businesses create extra listings by using fake business names, addresses, etc. After reporting these spam accounts, your account will move up the ranks.
In this digital age, social media is a critical tool used to interact with customers. Keep in mind that top brands use Facebook, Instagram, or Twitter as a part of their customer service strategy. Decide which platforms are best for you, create a plan, and build a local following.
Key factors of a successful pest control social media account are to be active and accessible. Use the space to communicate and post content with potential and past customers in order to strengthen their relationship with your brand. Share valuable and relevant information tailored to the pest control needs of your local area and target market.
Get Involved in Your Community
Although internet marketing is vital, so are human connections. This is a great time to give back and look for ways to serve others in need. Because businesses need to be thinking of the big picture, recognize that these actions help to build your brand awareness. By growing strategic partnerships, organizations in return may offer backlinks or shout-outs on their websites and social media.
Improving your local SEO and gaining more customers will happen with website optimization, up-to-date GMB listings, and a social media presence. Paired with philanthropy, these will help build relationships with current and potential clients. Focusing your efforts on these four marketing tips will help build and support your brand and successfully grow your business.