Suburban Exterminating is a local NY pest control company that was recently purchased by Rentokil, a UK based company. Up until then, Linx supported the company’s rebranding, digital marketing, and website platform for 3 years. Suburban Exterminating initially had sought help from Linx to streamline and revamp their overall marketing strategy. Linx began with a brand audit to help evolve the look and feel of the established brand, define their position in the marketplace, and create messaging that resonated with the families they were protecting.
New Branding & Messaging
The pest control company’s existing website platform lacked the warmth, safety, and humanity; to portray their core brand values to website visitors. As part of our rebranding strategy, Linx:- Created the overall market position – “Pests Today, Gone Tomorrow” – that has been well received and trademarked
- Implemented imagery of safe homes and happy families to emote the feelings of a safe, pest-free home
- Created messaging to reflect brand trust, expertise, and eco-friendly pest control solutions
- Included messaging around their “Pest-Free Guarantee” to highlight added value
- Highlighted their fast service response times and free estimate offer to increase lead generation
New Website Platform
Part of our strategy included a total website platform overhaul to create a templatized backend with custom modules for easy management of pest data and dynamic content blocks/sections throughout the website. Previously, the company’s website was built on Branch CMS, a platform that was not flexible enough to meet the needs of the new website and content strategy. Linx suggested leveraging WordPress for the new platform for the ability to customize the CMS dashboard with custom modules. Our new platform included:- A Pest Identification process for customers to upload an image of their pest and receive instant information on their pest problem.
- Dynamic content blocks throughout the website for CTA buttons and forms to acquire leads with a free estimate offer.
- Dynamic pest highlights on the homepage automated to change by season.
- A service plan page with templatized coverage options based on pricing tiers.
Multi-Channel Marketing Program
After the new brand and website platform were established, Linx created a complete outreach strategy that included a combination of organic and paid strategies, including:- Individual conversion-driven pest landing pages to be used for outreach efforts
- PPC Search & Display Ads across Google and Bing search engines to acquire active buyers
- Targeted Social Media Ads across Facebook & Instagram to aid in brand awareness efforts
- Localized SEO efforts leveraging landing pages that related to local towns and Google Business Profile optimizations
- Keyword-focused SEO efforts through content development based on relevant search terms
- Organic Social Media management to inform, educate, and entice followers
- A complete multi-flow email program including monthly newsletter blasts, customer communications, lead nurturing, seasonal promotions, and more
- Continued conversion-rate optimization for the website based on user behavior
Success Metrics
Over the time we supported Suburban’s marketing strategy, this leading New York pest control company saw:- 246% increase in overall website traffic
- 51% increase Google CPC conversion rate
- 206% increase Google CPC Goal Completions (leads generated)
- 94% increase in Bing CPC Goal Completions (leads generated)
- 378% increase in organic traffic
- 1366% increase in Facebook traffic
- 362% increase in Facebook goal completions (leads generated)
- 55% decrease in CPC for ad spend
- 53% Decrease in CPCv for ad spend
