HOW TO GROW YOUR PEST CONTROL BUSINESS USING ONLINE MARKETING
Helping Grow Your Business Profits Online
HOW TO GROW YOUR PEST CONTROL BUSINESS USING ONLINE MARKETING
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
Helping Grow Your Business Profits Online
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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Helping Grow Your Business Profits Online
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
HOW TO GROW YOUR PEST CONTROL BUSINESS USING ONLINE MARKETING
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.
HOW TO GROW YOUR PEST CONTROL BUSINESS USING ONLINE MARKETING
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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Helping Grow Your Business Profits Online
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
HOW TO GROW YOUR PEST CONTROL BUSINESS USING ONLINE MARKETING
SEO 101. HOW TO UNDERSTAND AND MAXIMISE YOUR SEARCH ENGINE OPTIMISATION PROGRAMME
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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Helping Grow Your Business Profits Online
- 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?
SEO 101. HOW TO UNDERSTAND AND MAXIMISE YOUR SEARCH ENGINE OPTIMISATION PROGRAMME
• 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.
HOW TO GROW YOUR PEST CONTROL BUSINESS USING ONLINE MARKETING
SEO 101. HOW TO UNDERSTAND AND MAXIMISE YOUR SEARCH ENGINE OPTIMISATION PROGRAMME
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Helping Grow Your Business Profits Online
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.
SEO 101. HOW TO UNDERSTAND AND MAXIMISE YOUR SEARCH ENGINE OPTIMISATION PROGRAMME
HOW TO GROW YOUR PEST CONTROL BUSINESS USING ONLINE MARKETING
SEO 101. HOW TO UNDERSTAND AND MAXIMISE YOUR SEARCH ENGINE OPTIMISATION PROGRAMME
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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Helping Grow Your Business Profits Online
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.
SEO 101. HOW TO UNDERSTAND AND MAXIMISE YOUR SEARCH ENGINE OPTIMISATION PROGRAMME
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.
HOW TO GROW YOUR PEST CONTROL BUSINESS USING ONLINE MARKETING
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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Helping Grow Your Business Profits Online
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
WHY WEBSITE DESIGN IS THE MOST IMPORTANT ASPECT OF YOUR ONLINE MARKETING
HOW TO GROW YOUR PEST CONTROL BUSINESS USING ONLINE MARKETING
WHY WEBSITE DESIGN IS THE MOST IMPORTANT ASPECT OF YOUR ONLINE MARKETING
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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Helping Grow Your Business Profits Online
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
WHY WEBSITE DESIGN IS THE MOST IMPORTANT ASPECT OF YOUR ONLINE MARKETING
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
HOW TO GROW YOUR PEST CONTROL BUSINESS USING ONLINE MARKETING
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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)
Helping Grow Your Business Profits Online
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