Why Diversify Your Digital Marketing Strategy?

Dr. Jim Fredericks, Executive Director, 
Professional Pest Management Alliance (PPMA)

More people are browsing online than ever before. According to Statista, there were more than 5 billion active social media users worldwide in 2024—a number that’s expected to increase to nearly 6 billion by 2028. For businesses, this means unprecedented opportunities to expand their reach and connect with new audiences.

But as we saw earlier this year with TikTok’s uncertain future in the U.S., relying too heavily on a singular platform can be a risky game. Digital platforms can change on a dime, and putting all your eggs in one basket can leave your strategy vulnerable to sudden shifts. 
The good news? There are several ways to strengthen and diversify your digital presence that will ensure your business stays visible—no matter what changes lie ahead. 

EXPAND TO OTHER PLATFORMS

To effectively engage with both your existing and potential audiences, it’s critical to maintain a presence across multiple platforms that offer unique engagement opportunities through photo and video sharing, content marketing, and customer interaction.

While being present on multiple platforms can help you connect with more audiences, the key to effective engagement is understanding how specific platforms serve their users and tailoring your content accordingly. For instance, Instagram and YouTube are ideal platforms to share visually engaging, video-driven content. On Facebook, you can utilize the platform’s powerful local targeting features and groups to share hyperlocal news and content. LinkedIn, on the other hand, is better for sharing company and employee news to connect with other businesses and industry professionals.
In addition to mainstream platforms, there are niche channels, such as Reddit and Nextdoor, that can provide more targeted engagement. These platforms allow you to join conversations with specific communities that might already be talking about local services and pest control and give you opportunities to answer questions to boost your position as a local resource.

Diversifying your presence ensures you’re not overly reliant on a single platform, making your marketing strategy even farther reaching and more resilient to any changes in audience behavior or unexpected platform disruptions.

LEVERAGE SEARCH ENGINE MARKETING 

Social media is a fantastic way to build your brand and interact with potential clients, but it’s not the only answer. In the name of diversifying your digital presence, consider utilizing search engine marketing (SEM). When people face urgent needs, like a pest problem in their home, they’ll typically turn to search engines to find immediate solutions. 

Google Ads is a reliable SEM platform where you can create targeted ads based on specific keywords and phrases. With the help of a platform like Google Ads, ads for search terms like “pest control near me” or “mosquito prevention” can ensure your business appears in front of local customers actively searching for pest control services in their area—and that your business stays top of mind if they need more services in the future.  

STRENGTHEN EMAIL MARKETING

Email marketing is one of the most effective ways to nurture client relationships and maintain consistent, direct communication. In a world where consumers are inundated with content from all angles, email offers a more direct, personal way to engage. By regularly sending personalized, value-driven content to your subscribers, you can keep them informed about your services, any upcoming promotions, helpful pest control tips, and more.

One of the key advantages of email marketing is the ability to be highly tailored. You can segment your email list and send targeted content based on customer behaviors and preferences to ensure the information you’re sharing will resonate with their unique and evolving needs. For example, if you have clients who previously requested services to eradicate stinging insects, you can send them targeted emails with tips on preventing stinging insect interactions, along with your business’ contact information to make it easy for them to reach out if needed.

Creating email marketing with a personalized touch ensures you reach your audience at the perfect moment, whether they’re looking for immediate pest control services or considering seasonal maintenance. Not only does this increase client engagement, but it helps make your business the go-to choice when they need help again.

STRATEGIES TO FINE-TUNE YOUR DIGITAL MARKETING

As pest control professionals, digital marketing is our way of educating the public about pest threats and letting them know we’re here to safeguard their health and homes. Whether you’re on one platform or 10, to truly maximize your impact, it’s important to create valuable content and continually analyze the results to optimize your approach. Every piece of content we put out should be tailored to the platform, align with our audience’s needs, and offer true value. That’s the secret recipe to keeping your online audiences informed and making them more likely to turn to your business when they need help. 

But great content alone isn’t enough. Regularly tracking and analyzing the results of your efforts are key to understanding what’s working and where adjustments are needed. Pay attention to key metrics such as website traffic, engagement levels, and content performance. This data allows you to make informed decisions about where to focus your marketing efforts and where you can fine-tune your strategy to have the most impact.  

Diversifying your digital marketing strategy may take a little more time and effort, but it’s an investment that pays off in the long run. By spreading out your efforts, you can protect your business from uncertainty, reach more potential clients, and ensure your ability to adapt to changing trends.  
Remember: It’s not about being on every platform; it’s about meeting your clients where they are and delivering valuable content in a way that resonates with them. If you haven’t already, now is the time to start exploring new platforms and refining your content strategy. You’ll better connect with your audience and set your business up for long-term success.