How to Use Data and Insights to Strengthen you Pest Control Marketing Strategy

Editor's note: This article originally appeared under the heading "Using Data and Insights in Marketing."

Data on a page may look like just a bunch of numbers, but behind them, there’s a much bigger story to tell. Analytics and intelligence can reveal a lot about consumer behavior, including where people are reading news and how households are finding recommended service providers. When used effectively, those metrics become one of the most powerful tools at your disposal, helping you better understand your customers, current and prospective. 

You know those ads you see while scrolling on Instagram that make you think, “Wow, they know me a little too well” … that’s data in action. There is an abundance of data at your fingertips that you might not even know exists. Whether it’s survey results, social media metrics or website interactions, data is consistently being tracked and updated in real time. And the companies that know how to use it are the ones reaching the right audience in the right place at the right time. 

 Before putting data to work, it helps to understand why it matters in the first place.  

WHY DATA MATTERS IN MARKETING. According to Statista, 97% of marketers are using customer data in their decision-making, and for good reason. Data-driven strategies are fueled by facts, rather than assumptions. This gives companies a clear directive and a high probability they’ll see success. Here are a few reasons why insights and analytics are primary drivers behind conversions: 

1. Revealing customer behavior patterns. Whether it’s spending history, social activity or the discovery process behind finding their preferred vendors, this data can be useful in targeting the right audience. By analyzing behavior on social media and on the web, pest control companies can determine how customers are finding recommended pros (e.g., Facebook groups, Google Profile, Yelp), how often they’re engaging with social pages, if they’re clicking around on your website and more. 
2. Keeping marketers and business owners up to date on customers’ needs. In a rapidly changing world, it’s critical to stay ahead of the curve. Know where the gaps are in the market and what people are prioritizing. When it comes to pest control, do customers care most about safety, or do they just want a quick solution? Do they have a recurring termite infestation, or do they just want prevention tips? Data driven insights can help you determine the customer’s “why,” which is a great place to start any marketing journey. 
3. Offering opportunities to connect on a deeper level. Data and analytics insights can also come in the form of feedback. Hearing pain points, challenges and successes directly from the customer will help you implement a more tailored marketing plan. Personalized insights make a world of difference in how consumers view your brand as no one wants to be served irrelevant content they didn’t ask for. 

MARKETING with data. We talked about the “why,” now let’s discuss the “how.” There are a number of simple, effective ways that businesses can tap into data to refine communication methods and inform messaging. 

Consider fielding a survey. This will provide a solid base for determining what your customer knows (or doesn’t know) about pest control. These findings can help position your messaging so that it better aligns with their level of knowledge on the subject. If you’re hoping to share information on tick prevention through an upcoming email campaign but only 20% of people know that ticks typically hide in bushes or tall grass, that’s a sign that you need to start with the basics before heading straight into prevention. Survey findings are a great way to gauge consumer sentiment. Beyond informing messaging in marketing collateral, survey insights can also be used as proof points in social media graphics, press releases and more. 

Analyze social media metrics. Social media sites like Instagram, Facebook and X are goldmines of data, and much of it is free to use. Anyone can see standard metrics such as likes, comments and shares, which are great and will give you insight into baseline engagement. However, converting to a business account will unlock even more data, including reach, impressions and more. If a monthly audit reveals you’re getting twice as many comments on Instagram as on Facebook, that’s a meaningful signal about where your audience is most active and where your energy is best spent. 

Make it a priority to review website  demographics. The backend of websites often provides a user demographic breakdown. This information is invaluable for confirming your content is reaching the right people and for personalizing future campaigns accordingly. If you see that 80% of your website visitors are local, focusing your marketing content on community-focused topics is a natural and strategic next step. 

Try setting up a focus group. Gather a few customers as part of a small focus group, which can be done in person or virtually. Prepare a list of questions related to your company’s services and get direct feedback from the group. If successful, this can be implemented long-term to obtain regular insights. This is also a great way to build relationships with customers. 

Always encourage reviews. Sometimes the simplest approach can be just as effective. Adding a call to action in an upcoming digital ad or email blast can give you direct intel about how customers are feeling about your services. 

There’s no shortage of data available to businesses today. The key is knowing how to use it responsibly to inform smarter decisions. When you approach it with intention, it becomes a window into what your customers actually need, how they behave and what they value. That’s the true power of data informed marketing.

The author is executive director of the Professional Pest Management Alliance and senior vice president of public affairs for the National Pest Management Association.