Marketing strategies are evolving. In this digital age, there are a ton of new opportunities to bring your swimming pool cleaning business closer to customers. Digital marketing is one such reliable strategy that must be included in your business plan.
It helps you promote your swimming pool service business both organically and through paid promotions. The main purpose of digital marketing is to promote your pool cleaning business in a way that garner’s customer’s trust. It is not only cost-effective but you can also track the effectiveness immediately.
By implementing digital marketing strategies you can achieve desired marketing goals like acquiring customers across multiple channels. While digital marketing campaigns are not that complex to understand, but it may be hard to kick start one. Listed below are seven critical digital marketing strategies that you can use to increase pool service business sales and revenue.
1. Optimize your website
Websites are a crucial element in reaching the right customers. So, it is time to either create one from scratch or ramp up your existing website.
Do’s and don’ts
- Keep your home page simple so that the audience can focus on content.
- Don’t simply list out the services you provide, instead showcase the experience of pool owners.
- Optimize your landing pages to amplify the conversion rate.
- Have clear call-to-action in your landing pages and link them to enquiry forms.
- Capture email addresses by offering free resources like “Download free trial pool maintenance guide”.
- Provide an option to get a free quote or even a free service
- Use the website optimization option in your pool service business software to optimize your pool cleaning business website effortlessly.
2. Search engine optimization (SEO)
SEO is the process of optimizing websites for improving organic SERP (search engine results page) rankings. According to Forbes, 93% of online interactions start with search engines. So, it is imminent that small pool maintenance companies focus their efforts on SEO by adding relevant keywords in their content, performing proper interlinking of blogs, getting good backlinks for their blogs, and more.
This is a long-term game that helps you attract customers by building topic authority and answering customer service appropriately. Although Google has 200+ ranking factors to analyze and position a piece of content, the most important one is user intent. So, whenever you write a piece of content for your swimming pool cleaning business, make sure that it matches the search intent of your users. If you need help scaling up your SEO efforts, here is a guide to optimizing SEO for your service business.
3. Business listings
The easiest way of advertising your swimming pool cleaning company is through online directories. Today’s tech-savvy customers rely on search engines and search for everything online including local pool maintenance and service providers. You should list your business in such a way that when they search for “residential pool cleaning services near me”, your pool service company should pop up in the results.
When you list your pool service business in online directories, provide information such as addresses, location, ratings, reviews, photos and contact information. Create a business account on Yelp and Google My Business and ask your customers to provide reviews.
4. Content marketing
Content marketing is a great way to answer the questions your audience has while supporting your SEO efforts. For a pool service business, content marketing strategies like developing a blog, publishing ebooks, and posting video content across online platforms can yield great results.
Stats say that 82% of marketers who regularly blog see positive ROI from inbound marketing. However, blogs need not always be SEO centric. You can write thought-leadership content to build credibility. You can even write blogs about trending topics to ride the viral wave.
In a content marketing context, blogs help build an audience base through regular and consistent updates of blog content that educates, interacts, and engages readers turning them into fans and ultimately converts fans into customers.
Case studies are an excellent lead generation tool. Being deeper than online reviews and testimonials, case studies weave a brand story by connecting customers, products, and services. They can be narrated in a ton of formats ranging from Q&A to story-like narrative and challenges-solutions-results analysis. If done right they have the ability to improve brand credibility and convince potential customers.
Video marketing helps forge a stronger connection with the audience. It is about explaining your pool services in the most creative way. You can either choose to implement the video content marketing with the help of your in-house marketing team or opt for outsourcing it to a vendor who excels in video marketing.
5. Social media marketing
Social media platforms like Facebook, Instagram help create a brand image and spread brand awareness. Also, brands can directly interact with their customers easily. Have a presence on all social media platforms.
To increase the chance of reaching your target audience, use hashtags and related keywords. Along with social media posts, you can share blogs and other content which is back-linked to your website. Each social media site is different, so optimize your social media content accordingly. Analyze your social media site data and maintain an active online presence.
6. Email marketing
Email marketing is not only inexpensive but can also be personalized to attract customers. It also helps build customer relationships and retain existing customers.
Here are some email marketing campaign ideas that you can use to impress your subscriber base:
- Send a newsletter filled with the best content on your website.
- Run discount campaigns to attract the attention of your audience.
- Share testimonials and case studies of your customers in newsletters.
- Do an on-season and off-season check in to give a little nudge.
- Send video content, memes, and gifs that are trending and related to your domain.
7. Pay-per-click ads
An effective way of reaching your target audience is pay-per-click ads. When a customer searches for “swimming pool cleaning service near me” in search engines, these ads would pop up on top of SERP results.
Pay-per-click is a type of marketing where you have to pay once your paid ad is clicked. Before you start a PPC ad campaign, generate a list of keyword phrases and organize them. Set up multiple ad groups for different services you offer, to reach a specific set of audiences. Unlike other marketing strategies, you can get instant results through PPC. Make sure you measure your ad performance and finetune your ad campaign accordingly.
It’s high time to embrace digital marketing strategies to enhance customer engagement and sales. Irrespective of the size of your service business, swimming pool service company software can help implement digital marketing strategies.
Pool cleaning management software provides end-to-end solutions and enhances the productivity of your pool cleaning business. Get in touch with us to know how we can help your pool service business grow beyond your expectations.