What is your content marketing strategy? If you’re like most pool builders, you’re a little too busy building pools to spend much time thinking about content marketing. However, turning a blind eye to this avenue of promoting your brand could be costing your customers. In fact, content marketing plays a central role in not just letting people know that your business exists but in letting them know that you provide expert pool building services and are a leader in your market.
Content is key to creating a reputation for being skilled and knowledgeable, so that when people decide they want to install a pool, they think of you first. Not sure where to start with content marketing? These answers to frequently asked questions will help to make things clearer.
What exactly is content marketing?
If you’re not sure what content marketing is, you’re not alone. Approximately 70% of professional marketers don’t utilize a content marketing strategy. That means that the odds of your competitors lacking a content strategy is high, so you have a great opportunity to distinguish your business through high-quality content.
Content marketing refers to the process of creating informative, digital collateral, such as blogs, white papers, and infographics, that are relevant to your business. The idea behind content marketing isn’t to write content that pushes your products or sells your services. Instead, pieces used for content marketing purposes are designed to help customers and other people in your field learn things about the industry. This kind of content shows you to be a knowledgeable, capable source, which by extension, communicates that your company is reliable and trustworthy. Being seen as an expert in your field will increase your visibility and your business.
What kind of content can pool builders create?
One of the reasons it is helpful to work with a digital marketing company is that they can guide you to relevant content for your brand. Here are just a few examples of types of content that pool builders can share for marketing purposes:
- Blogs about pool safety for families with kids and pets
- Videos about pool maintenance and cleaning
- White papers about the benefits of swimming as a cardiovascular exercise
- Blogs about different styles of inground pool designs
- Infographics detailing the pool installation process
These examples demonstrate the kind of content that is effective for marketing. For example, consider someone who is considering installing a pool but who isn’t sure what shapes and styles may work for their place. This person may go online to research ideas and come across a helpful blog from your company that shows examples of the different design options and offers information about which designs work best in different spaces. As a result, they’re going to see you as a good source of information and may go to your website to learn more about your services—and eventually engage you to build their pool.
Why should I spend time on marketing that doesn’t sell my services?
This question is a tricky one for businesses. After all, you don’t just want people to think that you’re an expert in building pools. You want them to hire your pool building company. While content marketing may not directly urge customers to hire you, it is still selling your services. As an added benefit, the clicks on your content marketing work and your creation of knowledgeable material will help to increase your rankings in organic searches, leading more customers to your brand.
Plenty of marketing research has indicated that people are much more receptive to brands that don’t always come at them with a hard sell. Content marketing is a good way to increase brand recognition without turning people off with a sales pitch. You are providing a service to people—sharing your knowledge gained from your experience in pool building—without asking for anything in return. However, you will still mention your pool building business in your content and share details about how to contact you. Customers will come to recognize your brand name, and instead of associating you with a hard sell, they associate you with knowledge and helpfulness. The effect is still selling, but you’re doing it in a way that is more likely to engage savvy online customers.
How can I create a content marketing strategy for my pool building business?
Great content marketing requires a few things:
- Consistent creation of fresh content
- Content that is engaging and written to be read online
- Mixture of content formats
- Strategies for sharing the content on your website and social media platforms
As you can see, content marketing requires ongoing attention and commitment to keeping your work updated. Because you have enough on your hands being a pool builder, it can be helpful to work with a digital marketing company that can handle the content creation for you, ensuring that it is written effectively, optimized for SEO, and shared across the web.
Dive into content marketing for your pool installation business with the help of Anchor Wave. We specialize in helping small businesses leverage the impact of digital marketing and can assist you with content creation and promotion to help grow your brand. Our experienced team will take the time to understand your brand to create an effective strategy to help you shine online. Learn more about content marketing and all your digital marketing services by calling us today at (520) 622-3731 .
