11 Best Marketing Tips for Pool Builders in 2023.

Your website stands as a pivotal cornerstone in the marketing strategy of your swimming pool construction business. Regardless of the initial discovery route; be it social media, Yelp, advertisements, or organic searches, prospective customers will almost always gravitate towards your site for further exploration.

While a visually appealing site can make a memorable first impression, it's the union of design, functionality, and clear conversion objectives that transforms it from a mere digital billboard to a powerful lead generation tool.

It's essential that your site clearly conveys your services, the challenges you address, the advantages of partnering with you, and unmistakable prompts for action. Enrich your site with comprehensive content that reinforces your credibility, and offers insight into common inquiries potential clients might have.

A striking portfolio, abundant with high-resolution images and compelling video content, is paramount. Living in a video-centric era, crafting immersive video showcases of your projects can be the catalyst that spurs your audience to engage with your brand. 

Lastly, ensure your contact details are conspicuous and accessible. While online forms can funnel many leads, some visitors might prefer more direct communication channels, like calls, texts, or direct emails.

While the reign of SEO as the undisputed monarch of digital marketing might be debatable in the year 2023, its efficacy as a potent driver of leads and potential customers to your website remains undeniable.

A robust comprehension of SEO's mechanisms is crucial for orchestrating a successful marketing narrative. Advertisements might offer a quick influx of business, but SEO is often revered as a long-term investment. Curating content that's saturated with relevant keywords, resonates in value, and provides quality can channel visitors to your site long after its publication.

Before diving into content creation, it's pivotal to strategize. Outline your offered services, the regions they cater to, and tailor content that magnetizes searchers in those locales. With that foundation laid, pivot to generating 'value content'; those pieces that address user queries or offer deep dives into your business, bolstering your credibility and fostering trust.

Remember, SEO isn't a 'one-and-done' deal. It mandates ongoing updates and refinements to mirror evolving information and maintain relevance. Google rewards such dynamic content.

It's advisable to onboard a dedicated in-house marketing expert well-versed in SEO. If that's not feasible, agencies like ours stand ready to steer your SEO endeavors.

An optimized Google Business Profile (GBP) is foundational for effective Local SEO. For pool builders, lacking a GBP is often due to either unfamiliarity with the process or simply overlooking its importance. Fortunately, establishing one is straightforward. Searching "List my Business on Google" will lead you to the primary resource for initiating your GBP.

However, merely having a profile isn't enough, optimization is key. Fill out every section thoroughly, use high-quality content, showcase your work through photos, detail all services offered, and ensure your contact information is accurate. It's crucial that the phone number and address on your GBP match those on your website and any other online directory or listing. Inconsistencies can render your business as less credible in Google's eyes, potentially hindering your visibility in organic listings.

Regularly updating your GBP is also vital. Refresh with new images, company news, answers to customer queries, and even promotions.

Among the many GBP features, Google Reviews arguably stands out the most. Continuous data supports that not only maintaining a solid review score but also consistently garnering new reviews significantly bolsters your online visibility.

Keep in mind, GBP fulfills dual roles, it positions you prominently when consumers search for pool builders in their local area, and it acts as a trust verifier for those evaluating your credibility and service quality through reviews.

Yet, when contemplating Local SEO, don't fall into the misconception that continual optimization and an abundance of stellar reviews will place you atop every search query for pool construction services. The "local" in Local SEO is paramount. The era when businesses could dominate searches far outside their immediate locale is fading, particularly in densely populated areas with a plethora of competitors.

Building on the idea of GBP and local SEO, curating and maintaining local listings, citations, and online business directories is crucial for two reasons. First, it enhances your local visibility on frequently used platforms such as Yelp, Houzz, Nextdoor, Angi, among others. Second, it fosters credibility and authority in the perspective of Google. 

Contrary to what some marketing experts might claim about the significance of backlink juice from these directories for SEO, it's worth noting that the vast majority of these sites don't contribute to backlink benefits. Their primary role is to serve as trust indicators for both Google and prospective clients.

Truthfully, managing this facet of SEO can be tedious and challenging. Fortunately, services like Whitespark and Yext specialize in this area. Investing in such "Citation" services can save you both time and potential frustration.

Let's dive into advertising. Don't misunderstand me, I value SEO and the traditional marketing avenues. Yet, for our clients, it's about more than just a trickle of organic leads. While some marketing experts rave about the transformative power of SEO, it's not always the primary driver. In today's landscape, social media and, more precisely, social media advertising reign supreme.

A significant challenge many pool construction businesses face is viewing advertising costs as mere expenses. This mindset is where they falter. It's essential to perceive advertising as an investment, not an expenditure. By adopting this perspective, you can better understand and connect with your target audience, addressing their needs and showcasing why they should choose you.

SEO might take years to yield the return on ad spend (ROAS) that platforms like Facebook and Google ads can deliver swiftly. Some might argue SEO specialists advocate for SEO over ads because of the more substantial revenue it brings them. Whether or not you subscribe to this viewpoint, one can't deny the power of paid advertising.

Consider global brands like Coca-Cola and Nike. If organic traffic sufficed, they wouldn't invest in advertising. But it's not just about brand awareness; everyone recognizes these giants. They advertise for two primary reasons: to maintain brand prominence and highlight promotions. Small businesses, including pool constructors, can glean insights from these corporations.

Mastering ad campaigns can lead to consistent revenue growth year after year. In essence, even if you disregarded everything else and focused solely on social media advertising, you'd still drive business. This revelation underscores the immense potential of advertising, provided you excel at it.

Yelp often evokes mixed feelings among pool building and outdoor living professionals. From our extensive experience working with marketing for over 100 pool and landscape companies, we've deduced two primary takeaways: Yelp can rapidly generate leads, but it's undeniably a "pay-to-play" platform. Despite claims from Yelp representatives asserting that your advertising spend doesn't influence review visibility or organic reach, evidence suggests otherwise. Businesses not advertising on Yelp often find their positive reviews relegated to the shadows, while that lone negative feedback stays prominently displayed.

However, our stance is clear: if your business maintains high standards and prioritizes customer satisfaction, Yelp shouldn't be a concern. A strong Yelp presence, irrespective of advertising intentions, can be instrumental in boosting your business. It's also worth noting that avoiding Yelp won't necessarily shield you from its influence. Yelp has a system in place to "auto-create" listings based on recommendations and online activity, and once established, these pages are immutable.

Many criticize Yelp for dubious business practices, with some even labeling it as extortive. Yet, as previously mentioned, businesses that consistently deliver quality shouldn't fret. A cursory Google search for home services will often place Yelp at the top of the results, signifying its prevalent usage. Only those businesses delivering subpar products or services should genuinely dread Yelp's potential impact.

HIRISE BRANDING champions Social Media as our top marketing avenue, and the reasons are clear. An average individual spends around 2.5 hours daily on platforms like Facebook, Instagram, TikTok, Pinterest, LinkedIn, and more.

If you're under the impression that you can grow and scale a pool construction enterprise without tapping into the immense potential of social media, you're likely off the mark. The beauty of social media lies in its immediacy: it can connect you directly to potential leads, bypassing the need for them to visit your website, Google Business page, or Yelp reviews. Social media establishes brand recognition, authority, inspiration, and trust, which are crucial for the success of a pool contractor.

While earlier, we emphasized the significance of websites as a paramount marketing tool, on reflection, we might even argue that social media platforms possess greater influence and reach. They offer a unique capability to engage users through interest or value and transform them into premium leads without exiting the platform.

If your marketing strategies don't place social media at the forefront, you're missing out. But simply uploading a few snapshots from your phone won't suffice. It's a good starting point, but there's a need for consistent investment in superior quality imagery and videography. It's vital to produce content regularly and harness trending features, like Instagram reels.

A genuine commitment to your business's social media presence, combined with cultivating your personal brand, can yield returns surpassing traditional SEO. And while some may disagree, we're confident in this perspective – perhaps only the staunchest "SEO Gurus" would contest it.

While we've delved deep into the digital marketing realm, we mustn't overlook the stalwarts of the advertising world: Traditional Print Advertising. If you're sidelining tactics like flyers, door hangers, car wraps, yard signs, and other "guerilla marketing" strategies, you're bypassing a goldmine of prospective clients. Sure, we're engrossed in the digital age, but the human eye still scans the physical world beyond screens. The overlooked potential here, especially given the minimal investment, is astonishing.

At the very least, consider splurging on well-designed car wraps. With the sheer amount of time people spend on the road, peering at other vehicles, it's a no-brainer to use your vehicle as a roving billboard. Contrary to some opinions, traditional print advertising doesn't burn a hole in the pocket. In fact, with the right approach, the return on ad spend (ROAS) from print can potentially outpace digital.

My suggestion? Prioritize print marketing, even before delving into the digital strategies we discussed earlier. To ace print advertising, craft an enticing offer and saturate your city with it. The initial outlay might be a few hundred dollars, but the dividends, when done right, can significantly outweigh the costs.

If you're feeling overwhelmed or unsure of where to begin, kickstart your efforts with a compelling referral program. Tap into your existing network—friends, family, acquaintances, and even your personal social media followers. Encourage them to champion your business and introduce it to their circles. By putting forth an enticing referral incentive or reward, you can rapidly drum up business through individuals who already vouch for you.

Consider this: influencer and affiliate marketing rank among the most lucrative and conversion-rich marketing avenues, and referral marketing aligns perfectly with these strategies. As your business flourishes, it's essential to fine-tune your referral incentives and cultivate relationships with your promoters. Instituting a long-lasting referral or affiliate initiative can ensure a steady influx of high-converting leads, bolstering your pool construction business for years to come.

Building relationships and fostering collaboration is key in any industry, and for pool builders, it's no exception. Platforms like LinkedIn and Instagram are ideal for forming these essential connections. As a pool construction specialist, there will be times when clients seek services outside your expertise, such as customized patio installations, landscaping, or other outdoor amenities. By networking with businesses that provide these services, you can establish a reciprocal relationship where both parties refer clients to each other.

Moreover, creating and sharing high-quality content will inevitably attract attention from potential customers outside your service radius. Instead of immediately dismissing these prospects, consider directing them to trusted pool builders in their vicinity. By fostering relationships with pool construction companies from different regions, everyone can benefit by recommending each other to customers based on geographic convenience. This collaborative approach not only extends your reach but also cements your reputation as a helpful, connected expert in the field.

Email marketing, for pool builders, is often seen through a limited lens – primarily as a retargeting tool. It's true; most homeowners won't need a second pool. But this viewpoint overlooks email's broader potential.

Firstly, it’s an avenue to nurture warm leads – those individuals who've shown interest, maybe even received a quote, but are yet to make a commitment. Regular, value-packed emails can nurture these relationships, gradually converting indecision into a solid yes.

Then there's the post-sale potential. Previous clients might not need another pool, but they're prime candidates for other offerings. Perhaps they can be informed about new referral programs, incentivizing them to recommend your services to friends and family.

Moreover, think of your business's future growth. Planning to branch into pool maintenance or even landscaping? Your email list, composed of past clients and inquiries, is a ready audience. They’ve trusted you once; with the right approach, they're likely to do so again for related services.

Lastly, remember the golden rules of email marketing: Offer genuine value, avoid overloading inboxes, and always be authentic. Done right, email can be a potent tool in a pool builder’s marketing arsenal.

In the dynamic world of pool construction and home improvement, marketing isn't a one-size-fits-all endeavor. From the digital prowess of SEO, social media, and email marketing to the tangible impact of traditional print advertising and on-ground networking, each channel has its unique strengths.

While modern strategies like social media can create immediate connections, traditional methods still hold undeniable value in building local presence. Referral programs, collaborations, and email marketing further emphasize the power of community and trust. Yet, regardless of the medium, the underlying principle remains: authenticity, value, and a genuine commitment to customer satisfaction are paramount.

As the industry evolves, so should our marketing approaches, always with an ear to the ground and an eye towards innovation. But at the heart of it all, it's about creating meaningful connections and building a legacy of quality, one pool at a time.