Arizona Pest Control’s Facebook® page was originally created to see the effect it would have on search engine optimization, a way to help the company generate more online leads.
“Even if no one became a fan, I thought it would still be worthwhile due to the search optimization advantages of having a profile on a social site,” says Caleb Tennenbaum, who heads the marketing efforts for the pest control company in Tucson, Ariz. “At the time, I didn’t realize how profound the social media revolution would become.”
Arizona Pest Control’s online presence has since grown. With more than 1,800 Facebook followers, the company now utilizes Twitter®, Google+® and a company blog to communicate and connect with its customers.
“More than 90 percent of the leads we’re getting today are from the Internet,” says Bruce Tennenbaum, owner of Arizona Pest Control, and Caleb’s dad. Also growing are their customers who use the Sentricon® System. Since June 2011, sales of Sentricon have increased by 56 percent.
“Without a doubt, social media has helped raise product awareness for Sentricon,” Caleb says. “It’s also giving the company’s sales force the competitive edge they need to sell more Sentricon.”
It’s important to educate customers on the benefits of the Sentricon® System, Tennenbaum says, before your company starts discussing the product during a service call.
“If your company’s not advertising and promoting the products you sell on Facebook or Twitter, then it’s making your employees’ job harder,” he says. “You’re making it more difficult for your employees to sell the value of Sentricon.”
He also recommends taking advantage of Sentricon.com and all of the detailed information available to consumers.
“That website makes it easy for CSSs to educate a potential customer on Sentricon,” Tennenbaum says.
“Sending out a tweet a day about Sentricon with a link to the site can go a long way. It also can help increase product awareness for your company.”
Tennenbaum owns Marketing for the Future and currently works with seven pest control companies across the country, including CSS companies.