Cause Marketing
Today’s consumers are now more interested in how a brand addresses social and environmental issues when making a purchase.
Streamlining Customer Service
Responding quickly to homeowners about their pool service could be the difference between retaining customers or losing their business. “If you know consumers, they like the quick reaction times,” says Chris Cavanaugh, owner of Cavanaugh Pool, Spa & Patio in Kentucky, “and if you get to them quick, typically you will land a sale or…
Too Legit
Google has been a market leader in online advertising for years, and continues to crank out a plethora of tools that help advertisers and customers find each other. Garnering over 86% of the search market according to Search Engine Journal, Google is the most popular search engine available globally, which means potential customers see ads…
And…Action!
In the digital age, customers and pool professionals can interact in more ways than ever before. Website building, marketing and general media play significant roles for many pool service and supply companies. One way pool pros can support their customers and the health of their business is through how-to videos. Kelly Skelton, director of marketing…
Keep ’Em Coming Back
From slowed part production and raw material shortages to job market woes, pool and spa customers are experiencing an increase in the time between purchase and delivery. Jennifer Gannon, proprietor at BonaVista Pools in Ontario, Canada, says customers “are finding out that the supply chain is sort of deeply altered for all retailers.” With this…
Keep Talking
Everyone has Facebook on their phone — at least that’s what customers assume when they send a pool business a Facebook message. Along with that presumption comes an expectation that pool pros will see the message and respond promptly — ideally within five minutes. This expectation is known in the marketing world as the five-minute…
Telling Stories
To show off their best work, pool professionals can leverage short six- to 30-second videos on social media platforms like TikTok, or with Twitter Fleets and the stories feature on Facebook, Instagram and YouTube. On some platforms, the videos vanish after 24 hours, so pool operators can continually post fresh content that highlights their most…
Keeping Up (Web) Appearances
Web maintenance is a necessary, time-consuming task for pool professionals. When balancing other business priorities, website issues can go undetected for weeks. That’s where learning the basics of Google Search Console can help. The Biggest Benefits of Google Search Console Google Search Console provides tools and reports to measure a site’s search traffic and performance….
Lead Landslide
While the pandemic brought many industries to a screeching halt, the pool industry has seen an unprecedented boost in leads. Whether it’s a need to shake off stress, create a vacation at home or stay active, customers are flocking to pool companies. For many, it’s been a welcome change — but it’s also come with…
Yay for Yard Signs
There are only so many ways to catch foot and motor traffic. Outside of full-size billboards, advertisement on service vehicles and signage at a company’s physical location, many companies use lawn signs. Lawn signs are a simple and direct strategy for advertising in the most visible area of a jobsite. Information as simple as the…
Billboard Benefits
In a digitized world, pool companies have found value in digital billboards. Cavanaugh Pool, Spa & Patio in Madisonville, Kentucky, has been using two digital billboards in its newest market — Owensboro, Kentucky — for about three years, owner Chris Cavanaugh says. Traditional billboard advertising still makes up a key piece of the company’s marketing…
Strategic Spending
Your marketing budget requires planning, flexibility Building a marketing budget can be tedious for pool professionals, but as Ian Schatte, marketing coordinator of Manning Pool Service in Houston, Texas, says, the best-laid plans require funding. Schatte prepares a quarterly budget for each department and a large umbrella marketing budget for the year, assessing its largest…