Pool Building: Marketing Approach for Pool and Spa Companies

Deficient organizational strategies negatively impact the expansion of companies in the pool building industry. On the other hand, an effective campaign fosters the firm’s rapid growth and long-term survival. For instance, one of our customers, a pool contractor based in Florida, managed to increase their website traffic from 5-10 visitors to 200-300 daily. How did they manage to do this? They mostly concentrated on optimizing their search engine Facebook posts. Additionally, they depended on organic efforts and ruled out paid ads.

Creating traffic on your Facebook page needs more hard work, especially with all the online trends supporting paid ads. Likes, comments, and emoticons won’t be enough. Nonetheless, generating traffic through organic online marketing is a good strategy. Incorporating both paid ads and organic marketing will play a huge role in sustaining the company in the long run, especially with the current trends. With organic marketing, it might take a long time before your businesses get to the top of search results compared to paid ads. The main objective should be to create high standard leads within a short period. If you fail to do this, you might end up wasting both your time and money.

In establishing an effective marketing campaign, it is vital to eliminate any risks involved. As a result, various websites and sources are often used to promote online traffic in several ways. In this present article, we shall identify these sources and how they got implemented.

Think both local and international

An excellent online marketing campaign will first use Google remarketing and Facebook Pixel. How do they work? Both of them work similarly; Google and Facebook generate some code lines that you insert on your site. Afterward, people who have ever looked into your website can view your company ads while on other websites. By now, I’m sure you’ve noticed some ads which pop up and are unrelated to the site/ Facebook page you were viewing. That is what we call Google remarketing and Facebook Pixel. Moreover, local third party sites were implemented to increase traffic to the pool building website. It involved targeted press releases and news publications and paid placements in local blogs.

Why Google and Facebook

Using local sites, on top of Facebook and Google, increases spending and helps you reach the appropriate audience. In the pool building industry, acquiring customers through Facebook is possible, although it may take a longer time. Yes, it is cheaper, but you are not sure if the content reaches a relevant audience. Alternatively, building an audience through third party sites and then retargeting then on Facebook is better. A combination of the two, third party sites and Facebook, will thus function effectively. After implementing a strategy with sponsored ads and press releases, the building company achieved constant increased traffic.

Consider sending traffic to your site

The original ads generated two distinct landing pages. The first landing aimed to reach prospective buyers through a straightforward brochure about funding. The second one was particular and had a calculator and extra city-specific verbosity. The initial ad design had the city name and led to the relevant target population. Consequently, spending was minimized, and high standard leads maintained.

On the first day, this strategy attracted 2229 site visitors and 3492 on the second day. Afterward, we had an average of 1000 visitors in a day. Even though it provided a small number of our target audience, these were all potential buyers. On Facebook, one can establish a similar audience based on site visitors. Facebook identifies specific attributes about people and connects the people who visited the landing pages with other Facebook users in the target area.

Our strategy also adopted less costly Google display ads. We aimed to win potential customers through pictures that would pop up on any site they visited. Luckily, most websites support google Ads, so this was not so hard to do. From a professional standpoint, this boosts the value acquired by different visitors. Additionally, we spoke to our potential clients’ behavior using a unique technique.

An example is, “Wait! We noticed you stopped by but didn’t grab X…”. Such provoking statements proved useful although they look so direct.

The pool builder increased their percentage of potential homeowners looking for pool construction services through this campaign. Homeowners sought for more information on standard pool pricing. As a result, we received many telephone inquiries and a significant increase in our retail customers, mainly where we sold chemicals, etc.

In short, the campaign comprised of the following:

• Use different online platforms to collect leads.

• Create a similar audience on Facebook.

• Come up with landing pages depending on previous sales.

• Running a retargeting campaign.

• Implementing Facebook Pixel and Google remarketing.

• Manage an efficient budget ad strategy to increase the audience.