The Top 3 Ways to Use Your Marketing Data

Lawrence LloydMay 4th, 2016

data 1s 0s Marketing can seem daunting. Home service business owners often think that in order to be shrewd or savvy marketers, they need to be very creative or need to have studied marketing in some academic form. The good news is that this idea simply isn’t true.

So what do these business owners need to enhance their marketing efforts? Data. By adopting a more analytical, data-driven approach to marketing, business owners gain more sound and objective insights into their operations. It’s important to note that not all data is created equally, so the key is harnessing the right data and understanding how to leverage it to drive revenue. Read on for three ways to use marketing data to enhance business results:

  1. Understand Who Your Customers Are

Understanding who your customers are is key to cutting through all of the advertising and marketing noise that they are exposed to on a daily basis. Companies should ask themselves:

  • Do you have data at your fingertips about your customers?
  • Do you have the capability of running reports and understanding who your highest-paying customers are?
  • Do you know which of your customers have dogs?

The last question may sound a bit silly, but it can be useful. In some cases, CSRs are trained to ask whether there’s a dog on the premises to give a heads up to a technician. That’s actually valuable information that a business can use later on to create personalized messaging. For example, a company could send dog treats on National Dog Day as a thank you to loyal customers with furry companions. This strategy is a prime example of a company using the information at its fingertips to establish a strong relationship and make the customer feel special.

Key takeaway: What do you want to know about your customers? Collect that type of data and use it to engage your customers through relevant marketing campaigns.

2. Use Your CRM Data to Address Unresolved Problems

Businesses in the home services space should already be collecting data on what each customer spends, and on which products and services. But is that information collecting digital dust on a server somewhere? If so, it’s time to dust it off and see how you can reach out to some of your past customers.

Consider the following scenario: a plumbing company makes a site visit, performs a camera line inspection, and discovers that there are tree roots in the pipes. The technician explains the situation and implications to the customer. The customer just bought the home and can’t afford to make the repairs right now, but is open to follow-up in the future. The technician documents this conversation, and the company can use this data to open a new opportunity down the line.

The business owner or marketer for this home services company can create a marketing campaign that targets this customer and similar ones who have unresolved pipe issues. The first email might be a sent a month later and says, “Hey John, hope all is well. If you remember, two months ago we were on site at your house and we saw that there was some root intrusion in some of your pipes and this could be devastating to your house. We recommend that you have us come out there and take care of the problem.” Subsequent emails or phone calls may contain more detailed information on the perils of leaving this pipe problem unresolved, and then later on, the campaign may be capped off with an email containing a great promotion or discount that’s going to incentivize the homeowner to act.

Key Takeaway: What kind of spend and service data do you have on your customers? Analyze this data and then create customer profiles and segments. Target these customers with relevant campaigns.

3. Stop Wasting Money on Ineffective Ads

As we have mentioned before, solely getting numbers on how many calls you receive from each advertising source is not enough. To truly understand your marketing spend, you need to know how each advertising channel contributes to your bottom line in terms of sales, revenue, and cost per lead. Not evaluating these data points often means that a business isn’t spending money — or enough of it — in the places that matter most to drive results.

Once a business understands how much revenue is generated from each marketing campaign, it can focus on the most effective campaigns and channels.

Key Takeaway: Don’t rely on call counts — they’re not enough. Put systems in place so you can link each call to an eventual sale or missed opportunity. Use this data to stop wasting money on ineffective ads and double-down on your best ones.

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