HOW TO GROW YOUR PEST CONTROL BUSINESSUSING

HOW TO GROW YOUR PEST CONTROL BUSINESS USING ONLINE MARKETING

Helping Grow Your Business Profits Online


Finding reliable providers of Search Engine Marketing has been a challenging experience for our company. Google is the lifeblood of our business, and it is very important to keep the return on investment we receive from Google constantly monitored and optimized to ensure we receive maximum results.

Since moving to Kala our search engine marketing results have been dramatic. We have already received over $2.4 million dollars worth of quotes, and we have solid strategies in place to further accelerate our company’s growth over the next 12 months.

INTRODUCTION PG. 4

WHAT EVERY BUSINESS OWNER MUST KNOW ABOUT GOOGLE ADWORDS PG. 6

SEO 101. HOW TO UNDERSTAND AND MAXIMISE YOUR SEARCH ENGINE OPTIMISATION PROGRAMME PG. 9

WHY WEBSITE DESIGN IS THE MOST IMPORTANT ASPECT OF YOUR ONLINE MARKETING PG. 16

BOOK YOUR FREE ONLINE MARKETING CONSULTATION PG. 20

CONTENTS


HOW TO GROW YOUR PEST CONTROL BUSINESSUSING ONLINE MARKETING

The purpose of this ebook is to dispel the online marketing myths, and give you the fundamental understanding required to make your online marketing a profitableand integral part of helping to grow your company consistently.

Most importantly, business owners do not know what they are unaware of when it comes to online marketing. This lack of education makes it difficult to choose online marketing providers or to even begin the process. Unless you have studied online marketing or have successfully implemented it in the past, you probably have a few misconceptions about what does and does not work. Making sure you know the basics will help provide the framework to make sure all of your internet advertising is working.

Online marketing requires constant and never-ending improvement to keep ahead of your competition. That is why we created this e-book to help give you the basics of internet marketing so you will never waste another dollar again on poor internet marketing providers.

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WHAT EVERY BUSINESS OWNER MUST KNOW ABOUT GOOGLE ADWORDS

Pay Per Click or Google Adwords, or PPC for short is a form of marketing where you pay for a position

at the top of a search engine search query. This encapsulates the three positions at the top of the

page and the 8 positions down the side of the page of a search query.

Pay per click is a live auction system. Your customer’s type in a range of different keywords related

to your product or service. Every keyword has a different value determined by supply or demand. For

example…

Patios Perth $5.00 per click

Gable Patios Leederville $1.50 per click

There are two factors that influence the position on the page.

1. Your budget (Or how much you’re prepared to bid for that particular word)

2. Your Quality Score (Or in simple terms Relevancy Score, i.e. how relevant your content is to the

keyword)

Quality Score, or relevancy score, is made up of three main factors.

1. CTR (Click Through Rate)

2. Text Ad

3. Landing Page


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For example, if someone were to type into Google

White Bathrooms Perth and then an ad says “White Bathrooms Perth,”

and when they click on that ad they land on a page all about white bathrooms for a company that is

located in Perth.

This is what makes up Google Quality/relevancy score. If you score highly Google allows you to move

up the page and pay less per click as you are deemed to be providing a great experience for the users

of Google.


WHAT EVERY BUSINESS OWNER MUST KNOW ABOUT GOOGLE ADWORDS

SEO 101. HOW TO UNDERSTAND AND MAXIMISE YOUR SEARCH ENGINE OPTIMISATION PROGRAMME

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The other side of Google is SEO (or Search Engine Optimization). This is the section below the 3

positions at the top and are not paid for when it comes to position. To better understand how Google

works, please watch this video:

https://www.youtube.com/watch?v=BNHR6IQJGZs

There are three things that affect your position in SEO.

1. Your Website Architecture

2. Your Popularity (Link Building)

3. Content



1. Website Architecture

There is a lot of jargon to be careful of in website architecture such as robot.txt, sitemaps, meta tags,

title tags, h1 tags etc.

It is important for you to realise that once the website architecture of a site is set up correctly, then

for the most part is done forever.

A good foundation will not have to be altered much unless you add new pages to your website.

FREE TIP: Here are two quick checks you can use, to see if your website provider has taken care of

the hygiene factors of your SEO.

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- Go to https://validator.w3.org and type in your website. (this is one of the measurements, to

see how easy it is for google to read your website.

- Go to https://gtmetrix.com and see the speed of your website. If your website doesn’t load

quickly. Do you think Google will be more or less likely to place your website higher in the

rankings?

It is important for your website to provide a great experience for it’s user. So if you are building a

website on bathroom renovations for example.

It is always important to know exactly what your customers want to know about when they come to

your website.

• The styles of bathrooms

• The renovation process

• Design inspiration for the potential customer.

• How much will the bathroom renovation cost, or what influences the cost of the bathroom renovation?


• Why should they choose your business?

• Who are your happy customers to know that you can do an excellent job.

The more pages you have on your website with relevant information which assists in your target

markets buying process. The better your company will fare, in not only your SEO efforts but also your

marketing efforts.

Great website designers, will also access information like what your potential customers are typing

into Google so you can provide the best experience your customers.

If for instance Google determines your website is hanging out in good neighboorhoods (good groups

of popular websites). Like a person who lives in Beverly hills vs the Bronx.

Some examples of links include local citations. ie someone needs to update your yellow pages, white

pages, truelocal, yelp, bloo, hotfrog etc.



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2. Popularity or Link Building

Link building is, in essence, building the popularity of your website in Google’s eyes. Google assumes

that if your website is linked to other popular websites, that your website must be popular too.

A lot of SEO companies try to shortcut the process around link building to get to the front page of

Google faster.

You should be very careful of SEO companies who use tactics to do this, as it could detriment the

longterm success of your businesses from an SEO point of view.




3. Content

When creating content, you must consider the value that is created for your potential customer. A

lot of companies will outsource content that contains poor English or creates content which is of no

benefit to the reader.

If you were to remember one part about content creation: It is important to not create content for

contents sake.

The most important part to remember is to create content to satisfy the users.

How do you do this? The easiest way to think about creating great content is to think. What are the most common

questions that your clients are asking? What are their most pressing, problems, needs, and desires?

A great way to create content is to take the 50 of the most common questions that are asked to your

business (FAQ), and then re-word the headlines to make the articles attractive.

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For example. One of the most common questions for a bathroom renovator is “How much does a

bathroom renovation cost?”

If you write it costs between $15,000 and $20,000 for a bathroom renovation then it doesn’t make a

very interesting piece of content.

However if you re-write the headline to

Top 5 Cost Considerations When Renovating Your Bathroom

And you provide an informative, educational article about how to save money on your bathroom

renovation. Then you are well on your way to creating great content. Remember: Satisfy your users

and as a by-product you will satisfy Google.


1. Your website is the shop front of your company. Many businesses invest tens of thousands, if

not, hundreds of thousands of dollars’ worth of money into their showrooms. Yet they may not

invest in great website because they do not yet realising that your website is the showroom to the

busiest street in “your city” for everyone looking for your products and services on the information

“highway” of Google.

2. Your website is a pure reflection of your brand. In other words, if you’re website doesn’t reflect the quality of goods or services you render, this effects your entire brand.

3. Your website must convert visitors into leads. Unless the purpose of your website is to showcase

your capabilities (capability based website), the primary purpose of your website is to generate

leads from targeted traffic.

4. Without marketing, your website is a billboard in the desert. It is important to find targeted traffic to visit your website.


WHY WEBSITE DESIGN IS THE MOST IMPORTANT ASPECT OF YOUR ONLINE MARKETING

Before you do any type of advertising, it is absolutely imperative that you build a great website that

can generate more and more customers. Your website is the most important part of your digital

marketing (and oftentimes all of your marketing), and is extremely important for several reasons:

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There Are Three Keys To Websites:

1. They need to be mobile and SEO friendly. Over 80% of Australians use smart phone devices these

days and browsing on mobiles and tablets is on the rise. It is imperative your website is built with

these devices in mind.

2. Your website needs to be consumer centric (i.e. built with your consumer in mind).

3. Your website must convert visitors to leads.

If your website cannot convert your visitors into leads and potentially customers, you could cost

yourself a lot of money over five years. Here’s an example how saving $10,000 on your website design could cost you over $1million revenue over a 5 year period. That’s how important your choice

of website designer is.

Take a look at the chart to the left




Let’s say you invested $36,000 a year in online advertising (which is average for a bathroom

renovator). At $5 per click, you will generate 7200 clicks over the year.

At a 5% conversion rate (a conversion rate is the rate at which clients either, phone, email or submit a

web form for every 100 clicks). (5% is about average for a website), most websites convert at about

3-4%, but let’s say 5% for a round figure. You will generate 360 leads.

Of those 360 leads, let’s make the assumption you will convert approximately 30% of those into

business.

The average sale value is $2500 (much higher for a bathroom renovator, but let’s just use this as the

example). This will equate to $270,000 worth of business. Over 5 years this equates to $1,350,000

worth of revenue.

Think about if you could double the conversion rate of the website. Those 360 leads double to 720.

Your conversion rate to sale of leads stays the same. That will generate 216 jobs, at an average sale

of $2500 (which also stays the same). This will equate to $540,000 worth of revenue. Over 5 years

this equates to 2,700,000

Over 5 years, the difference by doubling the conversion rate of your website will equate to

$1,350,000.

So logical question becomes how do you design your website to convert at higher levels than your

competitors?

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The answer to this question is beyond the scope of this text and depends on learning your clients

fears, needs, wants, and desires, and then tailoring your website to them. If the company you

choose to do your website development an do this successfully, you will save a fortune in lost

revenue opportunity.

There is also an acronym we use for great website design to remember the key elements.

Remember the word VISIT.

V - Visibility (without marketing, your website is a billboard in the desert)

I - Images (quality images are especially relevant if you sell a visual product such as patios,

bathroom renovations etc.)

S - Social Proof (if you can, use some of your large customers logo’s on your website, to help

increase trust from your potential customers)

I - Impulses or Calls To Actions (these appeal to the customers needs, wants and desires).

T - Testimonials or Trust (we consider trust the currency of the internet, so these are also very

important)

If you would like to learn even more about how to grow your company using smart design and

innovative marketing strategy, please visit

www.kaladigital.com.au


BOOK YOUR FREEMARKETING CONSULTATION(Valued at $495)

> VISIT WWW.KALADIGITAL.COM.AU TO FIND OUT MORE

Thank you for learning about Online Marketing. If you have any questions for

us, or would like to learn about how Kala can help lift your Online Marketing

performance. Please contact us at www.kaladigital.com.au


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When you run a small business every dollar counts. We weren’t 100% sure if internet marketing was the way to go for our company. When we started with Kala we were quickly convinced otherwise. Immediately our customer base grew by and revenue grew 34% and 35% respectively month on month and continued throughout the whole year.

I would not hesitate to recommend Kala to my closest business associates.

RAY IGLOI – SKYPARK AIRPORT PARKING(35% CUSTOMER AND REVENUE GROWTH YEAR ON YEAR)



> VISIT WWW.KALADIGITAL.COM.AU TO FIND OUT MORE

BOOK YOUR FREEMARKETING CONSULTATION

(Valued at $495)

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HOW TO GROW YOUR PEST CONTROL BUSINESSUSING