5 questions with Corey Perlman


November 15, 2019

Corey Perlman

Corey Perlman

For more than 10 years, Corey Perlman, CSP, has helped businesses succeed through digital marketing. The longtime digital marketing advocate is owner of Impact Social Inc., based in Roswell, Ga. He got his start in the eCommerce division of General Motors, and launched his consulting and speaking business in 2009.

Perlman teaches current social media strategies, and has written two bestselling books on the topic: eBoot Camp! and Social Media Overload! Simple Social Media Strategies for Overwhelmed and Time-deprived Businesses.

We asked Perlman, who will present “Social Media Overload: Simple Social Media Strategies” at the NPMA Technology Summit’s general session on Thursday, the following five questions.

1. Why should business owners create and implement a social media strategy?

There are a few reasons why a pest control company should be active on social media. You control the platform. If someone has a complaint, they can come to you on your turf and address it with you. If you’re not there, they only have Google or Yelp, and you have very little control of that content. So, if customers see you active on social media, they can choose to connect with you there, and you have more control over the content, both positive and negative.

Before social media, the most common way to gain business was word of mouth. This still reigns supreme — but instead of sharing a recommendation with a neighbor, people share via Facebook or Nextdoor. If you’re active on these platforms, it’s easier for people to find you and recommend you.

2. What is a common mistake business owners make when it comes to social media, and how can others avoid making it?

Over-selling. Instead of selling, think about ways to offer value. This can be in the form of advice, local community involvement or entertainment. The goal is to stay “top of mind” without annoying or frustrating your audience. If you can keep us engaged, we will remain loyal followers.

3. What are pest control business owners who are not tech-savvy missing out on?

They just need to stay involved in the platforms they are on and the content that is being shared. The business should have a content calendar, and the owner should be aware of the different content categories. So if the social media manager has designated Tuesday as “Testimonial Tuesday,” the owner knows this and can help secure testimonials if needed.

If you’re a small business that can’t afford a full-time social media manger, consider a less expensive option like an agency, freelancer or college intern.

4. What are the advantages of implementing an internet marketing program?

It’s very important in this industry. Yes, a lot of your business will come from word of mouth via social media, but people are still Googling for your services. You need to have some strategies in place to properly rank for these searches. I will go over these during my presentation on Thursday.

5. How has digital marketing changed over the years, and what are your predictions for the future of digital marketing?

The platforms continue to change, but focusing on value to your audience remains the same. Video is more important now than ever, so if you can find a fun and creative way to do a weekly or monthly video series, you’ll capture a larger audience.

Also, most people are making buying decisions via their phones, so ensuring your website and digital content are mobile-optimized is critical.



About the Author

Headshot: Diane Sofranec

Diane Sofranec is the senior editor for PMP magazine. She can be reached at dsofranec@northcoastmedia.net or 216-706-3793.

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