Digital Marketing and Promotional Strategies for Pool Builders

Digital Marketing And Promotional Strategies For Pool Builders

There are several ways to get started with planning your digital marketing strategy as a pool builder. Pool building companies have a high cost associated with building a new pool or remodeling an old pool. This is why your entire strategy should start with identifying your audience and developing a strategy around them.

But first, you need to get your foundation right before any planning can happen.

Building Your Digital Marketing Foundation

Before starting with your digital marketing strategy, it is always a good idea to ensure you have a solid foundation to build off. 

This is how you build your foundation.

Understanding Your Client And Their Needs

Understanding your client is key to developing a digital marketing strategy. This is because pool purchases have a high cost associated with them, requiring high levels of involvement from the client themselves, and are lifestyle-driven decisions.

Knowing who your ideal customer is and what motivates them allows you to tailor your company’s messaging, on-page SEO strategy, and PPC ad campaigns to target and address the concerns of the client. These may include the cost of a pool, maintenance requirements, and the scope of a project. This will help you choose the most effective channels to reach qualified buyers.

Understanding your client also helps improve lead quality, it shortens sales lifecycles, and enhances the customer’s overall experience.

Create And Optimize Your Website

The next step is to create and optimize your website. The website should be fast, easy to navigate, and have a strong call to action like “contact us now”. The website should have, at the very least, a home, services, about, and contact page. There should also be a gallery, blog, and even a portfolio page showcasing your work. 

The home page should target your main service, for example, “pool builder”, and linkbuilding to this page with natural anchor text would be a great way to get an increase in your organic rankings efficiently. Always ensure your pages target the primary keyword, such as “pool builder” and the city, such as “Phoenix”. This is a surefire way to improve your organic traffic.

Google Business Profile Setup And Optimization

The next step is to set up and optimize your Google Business Profile. Setting up and optimizing your Google Business Profile is the start of your Local SEO campaign. Information that should be added is your Name, Address, and Phone number (NAP). Your operating hours, business category, and company description should also be added. You should also add videos and imagery of your work. You can update GBP posts at a later stage, but do so consistently.

Have A Team To Respond To Calls

Another foundational building block that is often overlooked is having a team ready to answer phone calls and pass them on to sales. Home service businesses usually have a hard time responding to leads when they don’t factor this in.

Always have a receptionist and a sales team ready to close the deal!

Create Your Social Media Accounts

When setting up your foundation, set up your social media accounts. Try to set up accounts that you will be using regularly. Also, try to stick to a regular posting schedule. Even once a week is fine. Don’t try to overcomplicate your socials.

Here are popular social media channels you may wish to use.

• Facebook helps build local visibility for your business. It allows you to share company updates with prospective clients, collect reviews, and run targeted ad campaigns in your area.
• Instagram is your “showroom”. It is the gallery of all your work showcased on one social media account. This can be used to showcase visually appealing pool designs and remodels, before-and-after transformations, and projects that inspire clients to transform their yard.
• YouTube is another social media site you will want to consider. This site, as well-known as it is, is great for both short-form video called YouTube Shorts and for longer-form video content as well. This platform is great for educational video content, time-lapse builds, and answering common questions clients may have.
• TikTok is a casual short-form video content platform. It is incredibly powerful when it comes to reach and engagement. This will allow you to reach a large audience quickly. Short creative clips that highlight the construction are a great idea for growing your audience.

Using these platforms, with a mix of written content, visual images, and video, will help pool builders display their craftsmanship, educate buyers, and connect with local buyers.

Establish Your Goals For Your Digital Marketing Strategy

Once you have established your marketing foundation, you need to set goals for your marketing campaign. Your goals should be SMART.

Here is a brief description of what SMART goals are:

Specific: Be clear and specific about what your goals are. Include details like who, what, where, and why.

Measurable: Your goals should be measurable. Otherwise, how will you know if the campaign is working? Goals should be something tangible, like a 20% increase in inbound calls and emails to our business. The goal can be expressed as a percentage or a number.

Attainable: The goals need to be attainable. Always ensure the goal is within reach and realistic, given the available resources you have at your disposal.

Realistic: As with attainable, it does need to be realistic. It also needs to be in line with other company objectives.

Timely: The goals need a deadline or a timeframe to achieve them. A good idea is to set short and long-term goals when trying to achieve a broader goal.

These are some common goals pool builders strive for. Note, these goals would need some improvement to meet SMART standards.

Reach A Larger Audience

A rather broad goal of a marketing campaign’s strategy is to reach a larger audience. This may be through SEO rankings, PPC ads, or even social media campaigns. At the end of the day, the more targeted exposure to your business should have a positive influence on your business.

Increased Online Visibility

Increasing online visibility is also another goal. This means you show up online in more places. PPC is a quick win, and over time, SEO can do wonders. Another method is using a hashtag strategy on social media to expand the amount of reach you have.

Increase Sales Revenue

Another goal would be to increase sales revenue. You might set a Y-O-Y target of increasing your annual revenue by 25% every year. This would also mean co-operation from all other departments to ensure this goal is reached. Departments include sales, installation, and finishing teams.

Once you have gotten your foundation right and set your goals, it’s time to work towards your actual marketing campaign. First and foremost, start with local SEO.

Local SEO

Local SEO is one of the first marketing channels you will want to get right.  3 main factors affect local SEO ranking. These include proximity, reviews, and query relevance. 

Google Business Profile And On-Page Optimization

Optimization of the Google Business Profile and your website’s webpages is done to ensure that your site shows up for the correct search queries. For example, if you are optimizing for Pool Builders Phoenix, your website’s home page should have that keyword in the title tag, meta description, H1, and H2 tags, and also in the first paragraph.

Local Citation Listings

The next step is to build local citation backlinks. Local citation links can include getting links from directory sites like Yelp, Trustpilot, BBB, Nextdoor, Proven Expert, and YPLocal. You should upload your Name, Address, and Phone number (NAP) to these sites. This will indicate to Google that you are a registered business in that area, and customers can contact you.

Get More Reviews

Getting more reviews is one of the most important aspects of ranking your business in Google. Getting client reviews is a great way to increase your rankings. Besides companies that use spam techniques to rank their profile, getting reviews is one of the quickest ways to increase rankings. Reviews are tied into the algorithm in a big way.

SEO

The next step is SEO. SEO does tend to take the longest to get right. This is why it should be done in the beginning.

Technical SEO

Technical SEO broadly relates to ensuring your website can be crawled, indexed, and navigated by search engines like BING and Google. Submitting your website’s URL and sitemap to Google Search Console, can show you any crawling and indexing issues. 

On-Page SEO

On-page SEO is the practice of optimizing and improving individual web pages to rank higher in Google. An SEO would optimize your title tag, meta description, H1, and H2 tags, and insert the keyword in the first paragraph. Correctly targeting the right query is key to a successful on-page strategy.

Off-Page SEO

Off-page SEO refers to SEO that is done outside of your website that can improve your Google rankings. The most common is link building through outreach and building citations. Key off-page SEO tactics include link building (as mentioned), guest posting on other sites, and having social media users share your site with their audience.

Tap into our SEO Agency in Phoenix.

PPC

PPC ad campaigns result in immediate traffic and sales when done properly. This is the best method of getting immediate sales for your business. 

There are two types:

Search Engine Ads

Search engine ads are the most common form of PPC. They are paid advertisements placed at the top or bottom of Google. You bid on Keywords that you think a user is searching for, and it will showcase your ad. Be careful not to waste your ad budget.

Local Service Ads

Local service ads are an advertising model for local service area-based businesses. These appear at the top of the Google Maps section. A local business would start running these with your Local SEO plan. The two work incredibly well together.

How To Choose Between SEO And PPC

Choosing between SEO and PPC is simple. You would choose PPC for immediate, high-intent traffic that converts into sales. SEO is a long-term game. It is sustainable and cost-effective, but can take a while to achieve the desired goals.

PPC = Speed, high-intent searches.

SEO = Long-term, but sustainable.

Conversion Rate Optimization

Conversion rate optimization is a process whereby marketers aim at increasing the percentage of website visitors who “convert” on your website. This action may be to call you or fill out a contact form. A common method used is something called A/B testing. You are essentially comparing two versions of a page with one another to see which performs best.

Retargeting 

Retargeting is your secret weapon. Retargeting is a digital advertising technique that serves targeted ads to people who have already been to your website. This is done through installing a “pixel” in the header of your website. Retargeting marketing helps with brand awareness and reminds the user of your business.

Social Media Marketing

Social media marketing is using Social Media to market and promote your products, services, and brand to users on Facebook, Instagram, and TikTok to create product and brand awareness.

The idea is to build brand awareness, drive traffic, and generate leads through these platforms. You should focus on consistently posting on these platforms, whether daily or weekly. Just ensure you take the time to ensure you are posting and interacting with users.

Video Marketing

Video marketing is the use of video content used to promote, explain, or educate your audience on your business, the services you provide, or help them identify problems they may have and offer solutions. An example of this may be “this is how to tell if you have a cracked pool”. The video can showcase cracks, how to tell if you have a hairline crack, and how your company mends them. Videos can circulate on YouTube for longer form content, and short form content can use Instagram and TikTok.

Conclusion

There are many ways to approach your digital marketing and promotional strategy as a pool builder. It may be overwhelming at times to control so many channels, but if you need help, reach out.

If you need help with your Google Business Profile, need an advertising company, or would like to learn about our Digital Marketing Services, contact us today.