- A referral program can incentivize current customers to spread the word about your business
- Direct mail campaigns are an effective way for small businesses to reach local customers
- Digital marketing techniques, like cost-per-click advertising and search engine optimization, can help people find your business online
The past few years have led to changes across many industries, with the pool service industry being no exception. Along with the challenges for local pool service companies—from rising costs to labor shortages—there’s also been growing demand for pool cleaning services.
According to PoolPro, 70% of pool service professionals report that the pandemic had a positive impact on their business, and more than 64% of swimming pool businesses have seen an increase in revenue. To capitalize on this growing customer base, it’s time to come up with a marketing plan that attracts new clients in your area.
Use these seven pool service advertising ideas to ensure potential customers find your pool service company before they find a competitor.
7 pool service advertising ideas that work
These seven tactics can attract new customers in your area. For the most effective strategy, try a multifaceted approach to pool service advertising by using more than one of these marketing ideas at the same time.
1. Make sure your business appears in online searches
As a small business, the most important element of your digital marketing strategy is making sure pool owners can find you online. Whenever a potential customer types something like “pool cleaning near me” into a search engine, your pool cleaning business should be one of the first results—ideally, at the top of page one of search results.
To make this happen, use search engine optimization (SEO) strategies across every part of your online presence from your website to your social media platforms. To do it yourself, make sure every page on your website—not just your homepage—lists your company’s business name, address, phone number, service area, and service offerings. You can add this information to the header or footer on every web page.
Also make sure your business name, service area, and service offerings appear across all of your social media marketing pages. If you’re on Facebook, LinkedIn, or any other platforms, your business profile should clearly state this information.
Ensuring your company has a robust presence on Yelp and other online business platforms can also improve your local SEO. To start, add or claim your Yelp Business Page and enter your business name, address, phone number, service area, and service offerings—just like you would on your company’s website.
Not all business owners have the time and/or skills to optimize their own online presence. If that sounds like you, you can work with a local online marketing agency to improve your SEO.
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2. Launch a referral program
Even in our digital age, word-of-mouth marketing is still one of the most powerful forms of advertising, with 93% of consumers trusting a friend or family member’s recommendation over every other form of advertising.
As such, your current customers are your most powerful marketing tool. This is especially true when you consider your customers likely live in a neighborhood alongside potential customers with swimming pools.
If you want your current customers to help spread the word about your pool maintenance business, the most important thing you can do is provide top-notch services. Your happy customers might just recommend your company when a neighbor asks for a referral.
Instead of waiting for these conversations to happen, jump-start your word-of-mouth marketing by offering a referral program that provides perks to existing customers when they refer new customers to your company.
For example, you might offer one free pool cleaning service to both your existing customer and the new customer they refer. Or consider offering your existing customer a discount on your typical pricing when the person they refer has used your services for at least one month.
There are a variety of incentives you can offer to encourage referrals. Try these referral program ideas to get started.
3. Take advantage of reviews and testimonials
An astounding 98% of people read online reviews for local businesses, according to a consumer survey by BrightLocal. And service businesses—like your pool service company—were among the industries where consumers considered reviews especially important. Therefore, you can expect your target audience is reading your online reviews.
New clients will likely research your pool service company before they enlist your services. Having happy and satisfied customers that choose to leave positive reviews on Yelp, search engines, and business platforms can help you stand out from the competition. You can even embed your best Yelp reviews on your website to serve as client testimonials.
Providing exceptional service to your existing customer base is the best way to inspire customers to leave positive reviews. There are people out there ready to champion your company for the right reasons.
You can also increase the impact of your customer reviews by responding to them. In the same BrightLocal study, 88% of respondents said they were likely to use a business that responds to all their reviews. After claiming your Yelp Business Page, make sure to respond to both positive and critical reviews to show you care about all of your customers’ feedback.
4. Use cost-per-click advertising
Cost-per-click advertising (also known as CPC, pay-per-click, or PPC) is one of the most cost-effective ways for small businesses to build brand awareness with local customers.
With CPC advertising, ads for your business show up whenever someone in your target audience (i.e., pool owners who live in your service area) searches for services related to those you offer. You only have to pay for the advertisement when someone clicks on your ad. So if 100 people see ads for your pool service company but only one person clicks on the ad, you only have to pay for that one click.
You’ll still be building brand awareness with the other customers—which could help you convert them into customers in the future—but you’ll only pay for the customers who actually interact with your brand.
You can sign up for CPC advertising on most social media platforms as well as on search engines and online business platforms like Yelp. For instance, Yelp Ads places your business in a number of key places on the site and app, including above relevant search results and on your competitors’ pages. This means customers are more likely to find you while searching for the services you offer—and more people finding you means more leads for your business: Businesses with Yelp Ads get 2.5x more leads on average.
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5. Try direct mail marketing
It may seem old fashioned, but direct mail marketing campaigns can have a big impact on your bottom line. When you think of direct mail marketing, you probably picture envelopes full of local business coupons arriving in your mailbox—but this isn’t the only form direct mail can take. You can also send out postcards or be part of a postal-ready newspaper.
According to a recent market report, direct mail has an average return on investment of more than three times the amount you’ll spend. And the number of customers who respond to direct mail is four to seven times higher than the number of customers who respond to email marketing. So if you want to get local customers’ attention, sending old-fashioned advertisements through snail mail can make a big impression.
6. Add a contact form to your website
Adding a contact template to your company’s website is one of the simplest and most effective lead generation tools for service businesses. If a person is looking at your website, they’re already researching your company and considering your services. And if they’re willing to give you their contact information, they’re serious about signing up for pool cleaning services in the near future.
When a potential customer fills out your contact form, you have all the information you need to follow up on a quality lead. Give the customer a call to ask if they have any questions you can answer or if they’d like to schedule a consultation.
You may convert them into a customer right away, but if not, you can add them to your email marketing list. Send out follow-up emails as part of your pool service marketing strategy.
In your emails to potential customers, consider offering a discount on their first pool cleaning service to entice them into hiring your company, or you can simply send reminder emails when pool season is about to start, letting them know that you’re here to get their swimming pool into top shape.
7. Partner with other local businesses
One of the best pool company marketing strategies is to get more involved in your local business community. Check in with your local chamber of commerce and look for networking events in your area.
When you create strong relationships with local businesses in fields related to your own, those businesses can refer their clients to you and vice versa.
Good partners for swimming pool service businesses could include pool builders, property managers, lawn and garden companies, and contractors. These companies will have insights into who owns a pool and needs your services, so they’re in a unique position to pass quality leads your way.
Dive into advertising and watch your business grow
With people spending more money on their homes due to spending more time at home, there’s more demand for pool maintenance services. Local customers are already looking for your services. All you have to do is help them find you. Do so by showing up in the right places and making a great impression.
Use these seven pool service advertising ideas to make a splash with your target audience. Then, learn more about marketing your pool service business with these 10 tactics to promote your business locally.
The information above is provided for educational and informational purposes only. It is not intended to be a substitute for professional advice and may not be suitable for your circumstances. Unless stated otherwise, references to third-party links, services, or products do not constitute endorsement by Yelp.