Running a pest control business goes beyond exterminating insects and conducting rodent control. Success also hinges on understanding your target customers — who they are, what they need, and how you can provide those essential services.

You can’t expect your target market to come knocking on your door. Instead, you need to meet them where they are.

The key to reaching these ideal customers is market research. This will help you understand your target audience, guide your marketing efforts, and ultimately drive business growth.

Let’s dive into the intricacies of target market research for the pest control industry. We’ll cover how to identify your Ideal Customer Profile (ICP), leverage market insights for customer retention, and modern marketing strategies you can put in place.

How to conduct target market research

Market research is the act of gathering information about consumer trends and behaviors to determine product or service viability. When we talk about target market research specifically, it’s about gathering insights into your ideal buyers to understand their buying habits, needs, and desires.

There are a few ways you can collect this information.

Interviews, data analysis, and surveys

Start by interviewing existing customers (if you’re already in business) or community members (if you’re just starting your company). You can do this in person, over the phone, or via a consumer survey. 

Here are some sample questions you could ask prospective or existing customers to refine your target market:

• What do you look for in a pest control service?
• What’s the most common reason you have for calling an exterminator?
• Tell me about a bad experience you’ve had with a pest control business.
• Where do you find an exterminator—online, social media, ask friends, etc.?

If your business is up and running, you can analyze data you have on your existing customer base. Look at their communication preferences, responsiveness to promotions, and most commonly requested services. 

These tactics will give you a comprehensive view of pest control industry trends and customer choices.

Identifying your ICP

Your ideal customer profile (ICP) is your perfect customer. This isn’t necessarily a current customer (though it could be!). Instead, if you could dream up a model customer, what qualities would they have? What services would they request? How would they communicate with you?

Your ICP will have pain points your company is uniquely poised to solve. For example, they’ve dealt with overpriced exterminators in the past, and you know that you offer the best-value service in town. 

You’ll also want to factor in their preferences. If your technicians are on the go all day, your ICP is likely someone who prefers to communicate via text or phone call, not email.

Researching industry trends

Stay ahead of the curve (and your competitors) by researching trends and technological advancements impacting the industry.

Sources like PestWorld magazine and Pest Control Technology magazine are great places to see what’s new in the pest control space.

Some trends, like integrated pest management, can be a great opportunity to generate recurring revenue. Others, like using software to improve customer service, can delight your customers and give you a leg up over the competition.

4 ways to market directly to your target audience

Once you’ve conducted thorough market research, you’ll know who you want to reach. Now, you need to figure out where to reach them.

Pest control marketing involves a mix of tactics: digital and in-person, new and existing customers. There are plenty of channels you can use for marketing. Here are some to get you started.

1. Social media channels

Many consumers use social media in one of two ways: to discover new businesses or to conduct due diligence on a business they’re considering working with.

Whether your social channels are building brand awareness or validating your company’s legitimacy, you need to consistently post new content on social media.

Ensure you have an active profile on channels like Instagram, Facebook, TikTok, and X. This is where your ICP scrolls through content. By featuring interesting posts, you can build relationships within your community.

Here are a few suggestions for social media posts to attract customers:

• A short video series on DIY pest control tips
• Images of your technicians that serve as a “Meet the Team” post
• Customer testimonials that show how satisfied people are with your services

An example customer testimonial post on Instagram (Source: Triangle Pest Control)

Posts like these will help humanize your technicians and showcase your expertise in the field.

2. Advertising

Now more than ever, there are so many ways to advertise your business.

Traditionally, pest control companies have focused their efforts on physical advertising, like direct mail flyers and lawn signs.

Now, digital advertising campaigns are on the rise. Mastering your digital marketing and advertising strategy will help you stand out from other companies in your area who are stuck in the past.

Paid ads, like Google Ads or Meta ads (for Facebook and Instagram), are a great way to direct traffic to your website. Instead of relying on SEO (search engine optimization) or your organic social media strategy to bring new visitors to your site, you can pay for visits to your site.

A sample Facebook ad for a local pest control company (Source: PostCard Mania)

When you set up ad campaigns, you can tailor the target audience by location, age, interests, and behavior. Narrowing the group who will see the ad to homeowners within 15 miles of your business, for example, will yield much higher-quality results.

Google Local Service Ads are a great option available to field service companies with a verified pest control business license and insurance documentation. With local service ads, customers in your area can contact you directly via the ad, making it easier for them to reach you. You also only pay for legitimate leads generated, and you can set your budget as you see fit.

A sample Local Service Ad for pest control technicians in Charlotte (Source: Google)

3. Referral programs

The great news about happy customers? They can bring you new customers to impress!

Think about it: When you’re investing in a service that will impact your family’s safety and well-being, who are you likely to trust? People you already know and trust.

Referral programs involve offering existing customers incentives, like discounts on future services or fun swag, in exchange for bringing you new pest control businesses—like their friends and family.

When you set up a referral program, make sure you get the word out to your current customers. Send them an email or text to let them know about the program, and tell your technicians to communicate it after completing a service. You can even include a reminder in a post-service survey you send out to customers.

Referral programs are a wonderful way to organically expand your customer base.

4. Your website

As pest control companies continue to modernize, having a stand-out website is a top priority.

Don’t make the mistake of using your Facebook profile as your “website” or only including basic information on your site.

Instead, your pest control website should be a hub of information for current and future customers. Some key information to feature includes:

• Services: What services do you offer?
• Cost: In what price range are your services?
• CTAs: How can someone contact you for more information about your business?

This pest control website demonstrates positive reviews, the phone number to call for more information, and where to find a list of services (Source: ProCore Pest Control)

It’s essential that your website is user-friendly, easy to navigate, and looks professional. Your website is often the first impression someone has of your company—it should be a good one!

How to turn great marketing into sales

Getting a handle on your marketing strategy is one thing, but connecting those efforts to your sales funnel is another. 

For sustainable success, you need to marry your conversion and retention strategy alongside your complete marketing strategy. Here’s how.

Lead nurturing

When you get a new lead—from your website contact form, for example—what do you do with it?

Developing a lead nurture strategy gives you a framework for guiding prospects through the sales funnel. Decide if all inbound leads will go through one central contact and then be routed to technicians. 

You’ll also want to think about how you follow up with new leads. Do you give them a phone call or email or let them indicate their communication preference in your lead form?

Our advice is to use personalized communication and focus on building a relationship rather than closing a sale. Even if you don’t immediately book a service with someone, include them in your email marketing list. Over time, they’ll get to know your brand and become accustomed to seeing your name (and helpful content) in their inbox. Then, when they need an exterminator, you’ll be top of mind.

Offers and promotions

Consumers love a deal. Creating compelling offers, promotions, and packages can attract potential customers and incentivize repeat business.

Running a promotion is also a great excuse to send out an email blast to your mailing list or run a targeted ad. Limited-time offers create a sense of urgency to “Book now!” without coming across as too pushy. Instead, you’re offering customers a great deal—it’s a win-win.

Consider tying your promotions to a seasonal pest problem or even a holiday. For example, as temperatures fall, homeowners tend to see a rise in spiders in their houses. You could run a spooky, Halloween-themed offer on spider and other pest removal, generating fun, eye-catching flyers and designs to advertise your deal.

Quality customer service

A winning way to build trust and loyalty is by providing exceptional customer service.

If your technicians take the time to make homeowners feel heard, and if you consistently answer the phone when it rings, your customers will remember that.

Addressing customer inquiries promptly, resolving issues efficiently, and going the extra mile to exceed customer expectations will turn satisfied customers into brand advocates.

These happy customers can then provide positive feedback and reviews for your business online, further advancing your brand reputation.

Using target market insights to retain customers

One thing you can do to retain customers is to make them feel valued. Continue to invest in building a relationship with them through email communication, consistent promotions, and your social media presence.

Once you’ve built up your customer base, use it. Send out customer feedback surveys to gain more insights into your target customers. This will help you figure out what your business is doing well, what you could improve, and how to address your customers’ needs.

Conclusion

Knowing your target audience is key to thriving in the competitive pest control industry.

However, just because you know your ICP today doesn’t mean it will remain constant over the next few months or years. An effective pest control marketing strategy involves ongoing research and customer relationship nurturing to understand and delight your customer base.

Innovative marketing techniques are great, but top-notch customer service is what makes the difference between satisfied and dissatisfied customers.

CRM tools like GorillaDesk have scheduling, routing, client communication, and invoicing capabilities that can improve your operations and please your customers, ultimately attracting and retaining your target market.

Get ready to take your pest control business to the next level of operations and start your 14-day free trial with GorillaDesk today.