Developing strategies to reach the most potential pest control customers is something you can leave to the pros. You can also expect better results than you may be able to achieve on your own.
Working with lead generation companies simplifies this area of your pest control business. How? Let us show you.
First, you’ll need to understand exactly what lead generation companies do. What role do they play in connecting you with potential customers? Most services offer different packages, pricing options, and lead types.
A successful lead-generation strategy takes time to develop. You need to have an acceptable timeframe in mind, along with the desired outcome. These ideals can help you determine the best lead generation company for your business needs.
When you choose the correct partner in your lead generation journey, your pest control business starts progressing toward long-term success.
What a Lead Generation Company Does
Before you can decide on a lead generation company, you need the basics of what they do. How can they help you reach the next level in sales?
Lead generation is a critical component of any successful sales and marketing strategy. Gathering leads can be time-consuming, especially when you need to devote time and energy to other aspects of your pest control business. This is where the lead generation company comes into play.
A professional lead generation company specializes in locating potential customers. They help vet high-quality leads who have shown interest in your pest control services. This keeps you from wasting your time on dead ends.
There are a few key areas in which they are invaluable:
Analyzing Data
Lead generation companies are pros at analyzing data and spotting patterns. They use this data to determine and predict how customers will behave. They can also spot pest-control market trends that you might miss.
Having this info helps inform their strategies and ensure leads are solid.
Strategic Marketing
Throwing things at the wall to see what sticks isn’t a very effective way to market a business. Lead generation companies use gathered data they gather to strategically target customer segments.
They understand how to diversify through various channels for the best outcomes. They may choose online platforms like social media. Or they may create targeted email lists. They have the access and resources to connect you with interested future pest control customers.
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Higher Conversion Rate
Lead conversion rate is the percentage of visitors to your website that turn into qualified leads. With their data-driven strategies, lead generation companies can help raise lead conversion rates.
Conversion carries further into lead-to-sale conversion rates. When visits convert to leads, the next step is to convert them to sales. Working with lead gen companies can help move your leads to paying customers.
Saving Your Time
We’ve already mentioned that lead generation services can save you time. But how exactly?
They handle the entire process of finding leads, qualifying them, and then reaching out. They shoulder the burden of ensuring lead quality before passing them on to you. Using their professional resources saves you time and the mental load of doing it yourself.
Affordable Results
Your marketing budget is probably pretty rigid. And, even if it’s not, you want the biggest ROI possible. Many B2C and B2B lead generation companies offer an affordable way to secure leads. You can use your budget wisely.
Now you understand what lead generation companies do and how they help. Let’s go over some tips to help smooth the process of working with them.
1. Choose a Lead Generation Company
No one marketing solution fits every business. Lead generation services are no different. When you start researching companies, you may find the information on terminologies, pricing, and lead types overwhelming.
We want to help simplify it for you with these tips:
Understand Their Pricing Options.
Pricing is an area where you’ll want to pay attention to not just the overall price but the service being delivered in that price bracket. Different companies will offer different pricing options. You want the best fit financially and strategically for your pest control company.
Here are a few common pricing structures and what they mean:
Pay-Per-Lead (PPL)
The PPL model is exactly what it sounds like. You pay by the lead. This is usually the most budget-friendly option. It also shows a clear return on investment (ROI).
Pay-Per-Click (PPC)
PPC is used strictly for digital advertising. You pay for each click on a digital ad. It can be beneficial for driving traffic to your website. That could end with visitors interacting in some way. It does not, however, promise to result in a qualified lead.
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Flat-Fee Pricing
You might encounter a lead generation company that offers a set number of leads for a one-time fee. This can be helpful if you know you need a certain amount of leads to meet a goal or your budget isn’t very flexible.
Leads in this structure are usually very targeted. So, for example, if you want to target businesses that prefer pest control service contracts, you would pay a flat fee for those specific leads.
Look at Their Methodologies.
Research where and how your customers spend their time. You may want to choose a company whose methodologies align with that. Make sure you understand the core elements of their targeting.
Methodologies can include:
Content Marketing
Never underestimate the value of informative content, especially in pest control. A good lead gen company might produce blog posts, eBooks, or videos regarding common pests in the area. The content attracts potential customers to your website and captures their contact information.
Social Media
A social media presence is vital for any business. Platforms like Facebook, Instagram, or LinkedIn allow you to target local audiences. Lead generation services may encourage them to follow your pest control business, sign up for emails, or visit your website for content.
Targeted Email Campaigns
Lead generation firms can use database information to build an email list. They have the expertise to target content and calls to action to engage potential leads. When potential customers click through from an email, they begin moving through the sales funnel.
Search Engine Optimization (SEO)
SEO is a methodology every business should be concerned with. It optimizes your website to rank higher in search engine results. Higher ranking means your website comes closer to the top of the list.
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Know What Type of Leads They Offer.
It’s important to know whether the leads you’re getting are exclusive to you or not. You’ll also want to determine whether you’re getting cold leads or leads that have already been vetted.
Let’s look at the types of leads and why the differences are important.
Exclusive Leads
Exclusive leads are unique to your business. They aren’t given to anyone else. It is the more expensive way to go, but it also removes some of the competition.
Shared Leads
Shared leads are the less expensive way to go, but are given to multiple businesses. Many of them offer the same services. That means you’ll be competing for the lead-to-sale conversion.
As a pest control contractor with many competitors, you might prefer to invest in exclusive leads. This boosts your chances of conversion. However, if you’re one of very few pest control providers, you might be fine with shared leads.
Cold Leads
Cold leads can save you money but probably not time. These leads have shown no interest in your services at this point. These leads need more nurturing to convert them into customers.
Qualified Leads
As the more expensive option, qualified leads have the benefit of demonstrated interest. They’ve searched for your services, clicked on your ad, or visited your website. These leads are much more likely to convert.
If you’re just starting out and money is an issue, you may opt for cold leads. You may also have the time to spend nurturing them. Cold leads may also work for you if you’re a larger company with dedicated marketing support.
If you need to build a client roster quickly or boost your current sales, qualified leads are probably for you.
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Align Your Partnership.
Lead generation services can offer different partnership terms. Be certain of the commitment you’re ready to make before you take the leap.
One-Time Service
Some lead generation companies offer one-time purchase options. You pay for the leads list and are not required to commit any further.
Ongoing Service
Lead generation companies may also provide ongoing services. These services are usually by contract and deliver a continuous flow of leads. Often, it can include lead management as well.
Suppose you need to build a leads list for single pest control services, like removing nests. In that case, you may opt for ongoing lead generation services. But, purchasing a one-time leads list might be better if you aim for maintenance pest control, like mosquitos or ants.
2. Time Your Lead Generation Strategy.
With any successful lead generation strategy, timing is a major factor. It’s important to set a timeline with reasonable expectations.
You should base your timing on the type of leads you choose. The timeline for generating and targeting leads can vary drastically depending on their type.
Let’s break down different types of leads and the time they might take to convert.
Cold Leads
We know that cold leads have shown little to no prior interest in your pest control services. Therefore, we can assume that building trust and establishing a relationship will take quite a bit of time.
Typically, it could take anywhere from 3 to 6 months to convert cold leads into paying customers.
That doesn’t mean cold leads aren’t worth pursuing—about 70% of buyers answer cold calls from providers they’ve never done business with.
For example, suppose you purchase a list of cold leads for your pest control business.
You have to spend time reaching out to these prospects. You might use email marketing, phone calls, and targeted ads. Some might respond enthusiastically right away. Others may need several months. You would have to nurture their customer journey during that period, costing you even more time.
Maybe they receive your newsletter, or they downloaded your eBook. They may have just filled out a contact form. These leads show a little more promise.
Warm Leads
Warm leads have shown some interest in your pest control services. But that interest hasn’t translated into action yet.
With warm leads, you can expect more positive results. They convert a bit faster, too. Warm leads might take around 2 to 4 months.
Let’s say your pest control company receives inquiries through a contact form. You follow up with that lead promptly. By responding personally and immediately, you can move them through the sales funnel faster.
Qualified Leads
Qualified leads are the most desirable. They have expressed a pointed interest in your company’s pest control services. They are highly likely to convert to a sale.
These leads have:
- Requested a quote
- Participated in a demo
- Displayed buying signals during interactions
The timeline for converting qualified leads is typically short. Usually, less than two months.
One example is when someone calls your office to schedule a pest inspection. This is a qualified lead since they reached out to you directly. There’s a much higher chance of converting them into a customer.
Repeat and Referral Business
Existing customers who return or refer your business to others are invaluable.
They trust your brand. They’ve already had a positive experience, making them more likely to convert to a sale quickly.
3. Detail Your Needs and Expectations
Of the tips we’ve covered so far, this may be the most important. Before you make any decisions, break down your business needs and expectations. You need to truly understand your own goals to make the best decision.
Ask yourself these questions as you dig into your research:
What is Your Budget?
You need to know how much of your budget you can put toward lead generation to avoid overspending. Determine whether you have any flexibility or a specific spending cap. Acquiring leads shouldn’t drive you to debt.
Only after you have your budget broken down can you begin to compare pricing models. Look for a company that fits both your budget and your ultimate goals.
What Are Your Current Needs?
Every pest control provider has unique needs. Those needs may change with time and experience. You may have added new service points. You might have an increased budget to dedicate to attracting customers.
Assess what type of leads would meet your current needs. Ask whether the lead generation company can deliver those specific leads.
For example, if you run a residential pest control company, you want leads interested in home pest control. Lead generation companies specializing in B2B leads wouldn’t be a fit.
How High-Quality Are the Leads?
To be truly beneficial, a lead generation company should emphasize lead quality. High-quality leads have higher lead-to-sale conversion. This means a higher ROI.
Ask about the company’s verification process.
Do You Have Enough Internal Resources?
Before choosing a lead generation company, make sure you have enough time and employees to handle incoming leads.
If the lead generation company provides a large number of leads, you need to be able to follow up quickly. You might miss opportunities if you don’t. Choose a company that delivers according to your lead management capabilities.
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Does the Lead Generation Company Have a Strong Track Record?
Expertise is important when your future success is on the line. Ask for references, statistics, case studies, or testimonials. Make sure they show a track record of satisfied clients.
What Do You Expect in Terms of Communication?
Do you expect constant updates? Do you prefer the lead generation company to only contact you when necessary?
Ensure the lead generation company can communicate clearly and quickly on your preferred schedule. Regardless of communication frequency, transparency about sources, strategies, metrics, and other data is essential.
How Much Support Do You Need?
You want a company with reliable customer support. If you have an issue, you should be able to reach someone quickly. Is your lead generation company going to be available during your business hours? What is their policy on turnaround time for requests?
4. Ask the Right Questions Before Committing.
Vetting a lead generation company ensures you get the best possible. This is a critical step. It’s where you can clear up any remaining uncertainty.
Here are seven essential questions you must ask during the demo or evaluation process:
What are Your Strategies?
Understand the company’s tactics. How does it source potential customers?
Look for companies that use a variety of strategies. Diversifying their reach attracts a broader customer pool. A larger pool increases higher quality leads.
Can You Demonstrate Successful Lead Generation Campaigns?
Ask for case studies or examples of their campaigns for other pest control businesses. Real results help you determine whether they have the right type of expertise.
How Do You Determine the Quality of Your Leads?
Leads don’t mean much if they don’t apply to you. The lead qualification process is crucial.
Ask about the company’s criteria for lead quality. How do they plan to deliver results?
How Do You Handle Data Privacy and Compliance?
Data privacy and compliance are an absolute must—over 70% of internet users in the US are more worried about online privacy than ever before.
Ask how they handle data. Does the lead generation company comply with data protection standards? If not, look elsewhere.
How Do You Measure Performance?
Your lead gen company should be completely transparent in how it measures lead performance.
Ask about informative metrics, including:
- Conversion rates
- Cost per lead
- Customer acquisition costs
This will enable you to evaluate ROI.
What Is Your Experience with Pest Control Providers?
Ask about their specific experience in working with pest control providers.
A lead generation company with prior experience in the pest control industry will better understand your target customers. They should know how to navigate your market.
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How Do You Handle Disagreements?
Occasionally, there may be a dispute about lead quality, contracts, or other areas of service.
Ask the lead generation company about their procedures for conflict resolution.
3 Steps to Take Today
These four steps are sure to get you on your way to a successful collaboration with a lead generation company. But there are three things you can do to prepare right now!
No need to wait!
Research Lead Generation Company Ratings.
Research, collect data, and do a side-by-side comparison. Check out online reviews. Look for companies with a proven track record working with pest control companies.
Make a List of Your Ideal Customers.
Clearly define the customers you expect to reach. Then, prioritize them.
Outline the services you offer and what you’d like to expand. Define target customers for those services. Then, pinpoint the locations you’ll serve.
Specifying your lead criteria will help the lead generation company provide the best leads.
Have a Conversation.
Look at your list and reach out to the lead generation companies that seem to be the best fit. Have a conversation via email or phone. Address your objectives, the type of leads you’re after, and your budget.
