Marketing Corner

Dr. Jim Fredericks, Executive Director, Professional Pest Management Alliance 

As pest control professionals, we understand pests are a concern year-round, even though homeowners might not be aware of the continued risks of an infestation when temperatures drop. So, while your business might see a dip in service requests, that doesn’t mean your marketing should slow down. In fact, staying active during colder months helps keep your brand visible, builds trust, and ensures your business is the first name that clients remember when the busy season returns. With a little creativity, you can keep clients engaged across social and other digital channels, and there are plenty of smart, easy ways to make that happen.   

Leverage the Power of Holiday Promotions  

One of the most effective ways to stay relevant all year long is by leaning into seasonal behaviors. Take advantage of the festive holiday giving spirit by launching a refer-a-friend incentive to increase client engagement and attract new potential clients. For example, offer discounts or incentives, such as 10% off a service, to existing clients who successfully refer someone in their network. Word of mouth is a powerful tool for businesses, with more than 88% of consumers saying that they trust recommendations from people they know above all other forms of marketing messaging, according to Nielsen’s “Trust in Advertising” study. You can encourage and amplify this strategy by incentivizing renewals. 

Promote Bundled Annual Protection Plans 

Post-holiday, many people are taking advantage of the new year to set resolutions and adjust their budgets, so it’s the perfect time to promote long-term pest protection programs that allow clients to lock in a discounted rate. This type of marketing will also allow your business to capture early interest from clients and jump-start any service goals you’ve set for the year. By securing early commitments for the year ahead, you can help ensure a more predictable cash flow. 

Share Seasonal and Myth-Busting Content 

Overall, the foundation of your business is to be a source of expert advice for homeowners who are concerned about pests and to educate them on what they might not know. A great way to keep clients engaged during the offseason is by sharing valuable information and resources through your social media channels. This is an opportune time to inform social followers about winter pest threats and keep the conversation about pest control a priority. Whether you focus on commonly overlooked winter pests, such as cockroaches and spiders, or pest problems that are still relevant during colder months, this type of content keeps your social media channels active during a slower business period.  

For example, you can create a “Did You Know?” graphic series highlighting winter pest threats and how to prevent infestations. To drive more engagement, consider an interactive myth-busting poll that asks, “True or False: You don’t need pest control in winter.” Follow it up with short-form videos highlighting which species are a concern year-round to educate your followers and highlight your business’ expertise on the matter. Driving content back to your services is key, so include a clear call to action to take advantage of any discounts on your services. 

Build Engaging Email Campaigns 

Now that your social media strategy is in place, you can keep your business front and center with your clients by launching educational and engaging email campaigns. According to Shopify, 44% of marketers have reported email as their most effective marketing channel, a greater percentage than for any other channel. Email marketing is a tried-and-true strategy to maximize your business’ engagement with clients and encourage repeat business. 

The focus of your email campaigns could be on winter pests, any promotions your business is offering, or even getting a head start on spring pest-proofing to encourage potential clients and ensure you’re generating steady interest during the offseason. 

Participate in Community Events 

Pest control professionals do more than eliminate pests—they play a vital role in safeguarding public health and protecting property. Participating in holiday markets, winter festivals, or other seasonal celebrations is a great way to show that you’re a trusted partner, not just a service provider. By partnering with other local businesses or sponsoring events, you demonstrate your commitment to the community you serve—and that goes a long way. In fact, research from The Harris Poll reports a majority of U.S. adults, approximately 85%, say they are more likely to support a business that engages with the local community. 

Utilize Downtime to Refresh Digital Assets 

Once your winter marketing strategies are in motion, use the offseason to take a step back and review your online presence. For example, you can conduct a social media audit to ensure your posting cadence and content are aligning with client needs and meeting any benchmarks you’ve set for your business. It’s also an ideal time to revisit your website: Are there gaps in content? Is your search engine optimization strategy still working? Your website and social channels are powerful marketing tools year-round, and the quieter winter months offer much-needed breathing room to fine-tune them before peak season returns. 

Fight the Winter Blues 

It can be easy to get discouraged by a decrease in service calls or social engagement on your channels, but it’s critical to keep your marketing efforts going. By building and implementing creative strategies during the winter months, your business can maintain visibility, strengthen its relationship with new and existing clients, and continue its growth year-round.