ABOUT THE COMPANY
ECOSPACE PEST MANAGEMENT is a Singapore-based pest control and management company with its founders having over 10 years of experience in this field. The company offers a full range of pest control and management services as well as commercial disinfection services to residential, commercial, F&B, and industrial sectors. In recent years, the company has shifted its focus to acquiring more high-value contracts namely from the commercial and industrial sectors.
INCREASED OPPORTUNITIES ALSO BRING CHALLENGES
The pest management industry is a highly lucrative one, not just in Singapore but also regionally and globally. The industry is worth a projected US$50 billion within the APAC region along with a steady growth rate of 7.7% per annum. Coupled with a post-Covid 19 era, there is now a higher awareness and need for households, workplaces, commercial areas, F&B establishments, and even places of interest to be cleaner and better sanitized than ever before. All these factors have driven up demand in recent years.
Higher demand and opportunities also brought along more challenges to the client. The business landscape has become even more competitive in the last 2 years with new competitors entering the playing field. Competitors had also adapted the use of technology to enhance their services as well as user experience with their customers through the use of mobile apps and/or reward systems.
With most inquiries and leads in the pest management sector coming from Google searches, the major challenge faced by ECOSPACE apart from the above was the lack of visibility and presence when potential leads tried searching on Google. This hampered their business greatly as leads were not coming in hence leading to low sales.
THE SOLUTION: GETTING THE FUNDAMENTAL RIGHT- SEARCH MARKETING
When OC Digital sat down and discussed with the client how best to utilize digital marketing to get the most effective results for ECOSPACE, we realized that their main lead inquiries came mainly through word of mouth and referral.
When conducting a search on Google, there were no results found from both the Organic results or any Google Ads. This was despite the fact that the client had previously engaged another agency that helped them do Search Engine Optimization (SEO) for more than a year.
We planned and laid down a firm and sound Search Marketing strategy involving both Search Engine Optimization (SEO) and Search Engine Marketing (SEM) also known as Google Ads.
Complimenting SEO and SEM Approach
The aim of SEO was to ensure that in the long run, when important keywords are searched it would allow the client’s site to be shown on the first page of Google while increasing overall organic traffic and leads. The first phase would require between 3-6 months before the rankings will climb. In short, these were the steps we took:
- Conducted a thorough SEO analysis of the client’s website to identify gaps
- A combination of short-tail and long-tail keywords were scoped out
- All Meta Tags, Alt Tags, Meta Descriptions, etc. were changed to ensure high relevancy
- Blog posts were written to enhance content relevancy and keyword density
- Site map was relooked and tweaked to trigger the google spider to crawl the site easily
While the SEO is being optimized over the next 6-12 months, we launched SEM to drive immediate demand for its services, therefore, minimizing any time wasted.
RESULTS: STAGGERING 562% Y-O-Y JUMP IN CONVERSIONS
We launched the revised Search campaigns for ECOSPACE from January to December for a total of 12 months. The campaign went through many peaks and troughs with the government’s stance towards reopening.
We monitored the results of different categories (ad groups) of keywords very closely enhancing those that worked well while downplaying or pausing those that don’t. For example, if Pest Control is working extremely for one of the months, we may optimize the budget for that ad group or specifically that keyword by removing the budget from those poor performing services.
Keyword Report for Search Engine Marketing and Search Engine Optimization
We also constantly monitored the Ad Text (or Ad Copy) and revise or rewritten them as part of the success measurement process. We optimized to expose Ads that have better overall Conversions and Click Through Rate (CTR).
Overall, the total number of leads jumped an impressive 562% to 2,241 (by OC Digital) as opposed to only 398 leads before we took over from the client. Within the year, between the start of the year and the end of the year, overall Click Through Rate (CTR) increased 24% representing an increased interest from the audience for these services.
Positive Words from Our Satisfied Client
“We were new to the digital marketing space and needed a trusted and proven team to help us.
OC Digital and their digital specialists were able to understand our business goals and took the time to explain the complex digital concepts to us. They were not hard selling or pushy and were very genuine in their approach.
We were able to increase our corporate inquiries and awareness quite significantly after engaging them. They have strong after-sales support and are very systematic in their approach!
Victor Chan, EcoSpace Pest Management
Managing Director
