For pool builders, word of mouth is one of the most powerful ways to gain new customers and maintain a reputation for quality work. Of course, there are downsides to word-of-mouth referrals—they can only travel so far.
What if there were a way to expand the power of word-of-mouth referrals while also speaking directly to large groups of potential customers? That is exactly what social media marketing can do for you. Social media marketing for pool builders lets companies share positive customer feedback, highlight past jobs, and share information about their services with a large audience, combining the personal touch that is inherent in social media with the reach of other forms of advertising. Why should your pool-building business focus on creating a social media marketing strategy? Here is a closer look at the benefits.
Social media marketing allows you to engage with customers directly.
There are lots of ways to leverage the power of digital marketing to promote your work, and each strategy has its own list of perks. When you incorporate social media marketing in your digital strategy, it lets you engage in a more personal way with customers. By using a voice that matches your company’s brand in responding directly to customers’ questions and comments on your posts, you create a conversation with people who are looking for pool builders and demonstrate how you interact with customers to other people who are considering hiring you.
Because pool builders work on such a local level, your engagement on social media lets you directly interact with people who are in your area. Using your social media pages to talk about community events will help drive home the message that you are a trustworthy neighbor for homeowners to trust when they need a pool.
Social media marketing increases the success of your other digital marketing efforts.
A good digital marketing strategy is a web of connected efforts that leverage different platforms to create a comprehensive online presence. Each facet of your overall strategy feeds into the effectiveness of the others. Social media marketing is part of that web.
With social media marketing, you increase your visibility, which helps to position your company as an expert in your field. This positioning helps your website and other content rank higher in organic searches, which means customers are more likely to find your business when they are online looking for a pool builder. Your social media presence can also drive people to places online where they can learn more about your brand, such as your website. When people encounter your pool business in multiple places online, they will be more inclined to see you as a trustworthy brand and more likely to think of you when they want to install or upgrade a pool.
Pool building is a social media-friendly business.
Because so many people use social media to find businesses these days, few companies can sit back and ignore it. However, not every business aligns easily with social media marketing like pool building does. The idea of installing a pool is a happy one. When people scroll through their social media feeds, your posts suggest good times, friends and family, and sunny weather.
Perhaps most importantly, visuals are important for social media, and pools make for great visual content. The most popular social media platforms are driven by photos and videos, which gives you the chance to show off your work in a way that can’t be achieved through the written word. Use your social media accounts to showcase the installation process of a new pool, with photos and videos. Get your satisfied customers to tag you in photos of them enjoying their pools. Create galleries of past jobs to show off different pool styles and sizes. This kind of content is a great advertisement for your skills and gets your customers involved in sharing their satisfaction with your work. This kind of content is also extremely shareable, so people are more likely to share your posts with others who may be interested in building a pool.
Social media marketing is straight-forward and affordable.
Social media marketing offers perhaps the biggest bang for your buck available, and it isn’t a complicated process. Working with a digital marketing company with experience in helping pool builders succeed on social media is extremely helpful, as it allows you to skip the trial and error and start with a strategy that works. Some key considerations for connecting with customers on social media include:
- Don’t focus on selling. Use social media to engage with customers, and the hard sell will come later.
- Keep a consistent voice in your social media posts.
- Use lots of images. Photos of pools, videos of the installation process, videos offering advice for pool maintenance—there are lots of possibilities for creating engaging, shareable content.
- Respond to customer comments to create a sense of community.
- Consider using contests to encourage engagement, such as inviting customers to share pictures of their pools and randomly choosing a winner. Gifting a prize from another local business, such as a gift card to a restaurant, is a great way to expand your network.
Did you know that 87% of small business owners say that social media marketing has helped them grow their business? Let Anchor Wave help you take your pool building business to the next level with an effective, targeted social media strategy, created and executed by our digital marketing specialists. In addition to social media marketing, we offer a comprehensive range of digital marketing services, allowing you to get the support you need. Find out how we can help your pool building company stand out online and get new customers by contacting us today at (520) 622-3731.
