PPC124 | BUSINESS

Maya Ings, PR Account Director at Shepherd PR, shares practical advice from BPCA’s social media and digital skills bootcamp, showing pest professionals how to use the smartphone in their pocket to build trust, win work and strengthen their reputation online.

How many of you have a camera, a video studio, an editing suite and a publishing platform in your pocket right now? I’m willing to bet every single one of you does.

Your phone is one of the most powerful tools in your pest business. And yet, most pest professionals I meet either underuse it or avoid using it altogether because they think:

• “I’m not good on camera”
• “I don’t know what to post”
• “It won’t look professional”
• “I don’t have time.”

You’re busy. You’re out on jobs. You’re solving problems. Social media can feel like an add-on.

But if you’re not showing what you do, someone else is. And that someone else might not be as qualified, compliant or professional as you.

Let’s make this practical. Here’s how to use your phone to create content that builds trust, demonstrates expertise and wins work, without turning you into a full-time influencer.

Start with why you’re posting

Before you even touch your camera, ask yourself one thing: what is this for? In pest management, your content usually falls into one of three categories:

• Building trust
• Demonstrating expertise
• Showing proof of work.

If you can’t answer why you’re posting something, don’t post it.

A dead rodent on a kitchen floor with no context? That doesn’t build trust. A short explanation of how you safely resolved a rat issue in a commercial unit, without breaching client confidentiality? That shows professionalism and competence.

Always think: would I be happy for a potential commercial client to see this? If the answer is no, rethink it.

Taking better photos on site

Let’s start with still images. Before-and-after photos are gold in pest management. They show impact instantly. Here’s how to improve them immediately.

Get the lighting right
Light is everything. If you’re in a loft, under a sink or in a plant room, your first instinct is often to snap and move on. But poor lighting makes everything look worse.

Use your phone torch if needed. Move slightly so the light falls across the subject rather than directly at it. Avoid standing with a bright window behind you, as this will silhouette your subject.

And clean your camera lens. Honestly. It’s the simplest improvement you can make.

Think about framing
Before you press the button, look at what’s in the frame. Is there anything identifying the client? Addresses, paperwork, family photos? Remove or crop them out. Compliance and confidentiality are non-negotiable. Try to:

• Keep the main subject central
• Avoid too much clutter
• Take one wider shot for context and one close-up for detail.

If you’re showing proofing work, make sure it’s clear what has been done. A vague shot of a wall doesn’t tell a story. A clear image of the mesh installed does.

Make before-and-after obvious
Take the “before” shot from the same angle as the “after” shot. It sounds basic, but it makes a huge difference.

Consistency makes the transformation clearer. It also looks far more professional on your website or LinkedIn page.

Staying compliant and professional

This is where pest control differs from many other trades.You operate in a regulated environment. You handle chemicals. You work in sensitive locations. Never:

• Show pesticide labels in a way that could be misused
• Disclose client identities without permission
• Post images that could be deemed distressing without context.

Always align your content with the professional standards expected of BPCA members. Your social media presence should reinforce that professionalism, not undermine it.

If you’re unsure whether something is appropriate, don’t post it.

Measuring whether it’s working

You don’t need to obsess over likes. Instead, look for:

• Enquiries mentioning your social media
• Increased website visits
• Engagement from local businesses
• Comments asking questions.

For commercial pest control businesses, LinkedIn can be particularly effective. For domestic-focused companies, Facebook and Instagram often perform well.

But the platform matters less than the consistency and quality of what you’re sharing.

Confidence comes from practice

The final thing I always say is this: the first video will feel awkward. So will the second. By the tenth, you’ll be far more natural.

Your competitors are not waiting until they feel 100% confident. They are learning in public. You can too, while maintaining professionalism.

Remember, your expertise is your advantage. You deal with complex biological, environmental and compliance issues every day. Explaining one small part of that on camera is well within your capability.

Filming short videos without overthinking it

Video can feel intimidating, but it doesn’t have to be. You don’t need fancy transitions, dramatic music or scripted monologues. You need clarity and confidence.

Keep it short and focused
One tip. One job. One explanation.For example:

• “Here’s how we identified this as a mouse issue rather than a rat issue”
• “This is why you shouldn’t block a burrow without proper treatment”
• “A quick look at how we’ve proofed this loading bay.”

Aim for 30 to 60 seconds. That’s it.

Sound matters more than visuals
People will forgive slightly shaky footage. They won’t forgive bad audio.

If you’re outside in the wind, move somewhere sheltered. If you’re in a noisy plant room, wait or reposition. Speak clearly and slightly slower than normal. You don’t need expensive microphones to start. Just be aware of your surroundings.

Talk to one person
Don’t imagine you’re broadcasting to thousands. Imagine you’re explaining something to a client.

That tone is natural, credible, and exactly what builds trust online.

Editing quickly and simply
You do not need to become a full-time editor. Your phone already has basic editing tools. Use them to:

• Trim the start and end
• Adjust brightness slightly if needed
• Crop out anything inappropriate.

There are also free apps that let you add captions. Captions are worth doing because many people watch without sound. But don’t let editing become a barrier. Done is better than perfect.

What to post as a pest professional

One of the biggest sticking points in the webinar was this question: what should I actually post?

Here are some reliable content types for pest management businesses.

• Job highlights
• Share anonymised case studies:
• The problem
• The solution
• The outcome.

Keep it factual. Avoid scare tactics. Focus on professionalism.

Seasonal advice
Pests are seasonal. Your content should reflect that.

In autumn, talk about rodents seeking shelter. In summer, discuss wasps or flies. This positions you as proactive and knowledgeable.

Behind the scenes
Show your equipment checks. Your van setup. Your CPD training. Your team meetings.

Professional clients, in particular, want reassurance that you are structured, compliant, and serious about standards.

Myth busting
There’s a lot of misinformation online.

Short posts correcting common myths can position you as the voice of reason. Just make sure you’re accurate and not criticising competitors.

Planning so it doesn’t become a burden

The biggest myth about social media is that you have to post daily. You don’t. One solid, useful post a week is better than five rushed ones. Here’s a simple system:

• Capture content during the week when you’re on jobs
• Set aside 30 minutes once a week to post
• Use scheduling tools if that helps.

Think of it as part of your business development, not an optional extra.

The bigger picture

At Shepherd PR, we’ve worked with trade associations and technical industries for more than 25 years. One thing is consistent across every sector. The businesses that communicate clearly and confidently about what they do are the ones that build stronger reputations.

In pest management, reputation is everything. Trust is everything. Professionalism is everything.Your phone is not a distraction. It’s a tool. Used properly, it helps you:

• Demonstrate competence
• Educate clients
• Stand out from unqualified operators
• Support the wider perception of the industry as skilled and professional.

You don’t need to be flashy. You don’t need to go viral. You just need to be clear, consistent and credible. And you’ve alrea

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