In the marketing industry, businesses must establish unique lead-generation strategies that will undoubtedly contribute to business growth. Most companies, particularly those that offer home services, do their very best to generate home improvement leads that may be converted into potential customers.
According to HubSpot, lead generation is the third most important metric , measuring the efficiency of content marketing. In relation, at least 65% of businesses claimed that traffic and lead generation is their marketing challenge . This data proves that lead generation requires practicality and creativity in strategies to obtain future customers. Thus, this is where the purpose of intent data takes place in business-to-business or B2B sales .
Knowing Intent Data
Intent data are the solution to generating leads. They contain information that reflects prospects’ intention in purchasing a product or service, including data that was searched, read, or engaged online.
This data also identifies the ideal customer profile or ICP. Intent data reveals the leads’ behaviour based on their keywords, search terms, and content engagement. This data is your guide in proposing effective strategies that resonate with your customer’s interests. Hence, the chances of reaching the right prospect increase, which could boost sales revenue.
Intent Data Collection
Intent data has different types: the first party that is collected from your own site and the third party that is from external sources. Intent data is usually collected from search engines like Google Analytics and social media networks.
When collecting first-party data, analytic tools can be used to track prospects’ activity. Meanwhile, third-party data is usually collected through buying content from a third-party data provider, which could help you gain opportunities even outside your site.
Tips on Using Intent Data for Home Improvement Leads
The concept of the home improvement market is relevant; therefore, home service leads may also increase. Further, it is necessary to apply these tips on how to use intent data to generate quality leads effectively:
Personalizing Content Approach
Businesses need to understand leads through online engagements. Personalizing your content approach to suit your audience’s interests will most likely convert them into potential customers.
For users who are fond of house-call, home services websites could customize engaging messages and campaigns and display content that is highly related to the industry, like flooring jobs and cement contractors, among others. In addition, the content approach shall make the user feel that they belong and are part of the experience to convince them to pursue your product or service.
Applying Relevant Market Trends
B2B marketing in-home services continue to evolve; hence, amplifying marketing campaigns is recommended. Optimizing your content in social media and websites adapted from home renovation ideas or current house trends will attract interested leads.
In relation, timing and relevance are crucial in using intent data to ensure that the right prospects can be reached and converted into customers.
Affixing Existing Data to Intent Data
Pairing the buyer’s previous data with their intent data makes it easy to determine cross-sell and upsell opportunities. It is also easier to establish campaigns and offer home services solely based on the buyers’ existing and current interests, which they would likely follow or engage in.
For example, if a user is interested in labouring jobs, he is most likely keen on home improvements and renovations.
Assess, Adjust, Develop
Using intent data is a strategy that needs continuous development as the data could change over time. It is essential to always assess your home improvement campaign’s efficiency, adjust depending on the intent data gathered, and develop in a way that converts users into leads. In such a case, continuous revenue growth is possible.
Conclusion
The usage of intent data in-home services and other niches is beneficial as it provides an opportunity for businesses to generate leads. By applying these practices, you can prove that intent data has a well-built ability to reach the right audiences. Keep in mind that it is crucial to adapt upon knowing your potential clients to gain business success.