In today's competitive market, it is more important than ever for pool service businesses to have a strong marketing plan to reach potential customers and stand out from competitors. Effective marketing strategies can help owners attract new customers, retain existing ones, and grow their pool service business.
However, with so many different marketing channels and strategies available (as well as gurus across the internet trying to sell you on each one), it can be overwhelming to know where to start.
This rapid-fire "listicle" article aims to provide 50 ideas to jumpstart your inspiration for how to market your pool service business. We'll cover some online marketing best practices and some creative and lesser-known strategies to help you get more customers for your pool cleaning services.
By implementing these strategies, tips, and techniques, pool service businesses can establish a strong online presence, reach more potential customers, and ultimately grow their business. Let's dive in.
Pool service marketing ideas to jumpstart your pool service growth strategy
1. Partner with local real estate agents
Collaborate with real estate agents in your area to offer your services to new homeowners and make a name for yourself in the community. Some places to find real estate owners to partner with are online platforms and forums, such as BiggerPockets, LinkedIn groups, and real estate investment clubs. These communities can provide a wealth of resources and connections to real estate investors and property owners who may be interested in partnering with your swimming pool business.
2. Sponsor local swim meets
Sponsor local swim meets and events to get your business in front of a targeted audience of pool owners and enthusiasts.
3. Social media marketing
Promote your pool business on social media platforms by creating engaging content and using targeted ads to reach potential customers.
4. Create instructional videos
Video marketing is still a massively underrated digital marketing strategy, especially considering that YouTube is the second-largest search engine (and pool service is such a visual industry). Create instructional videos on pool maintenance and servicing and post them on YouTube and other social media platforms to demonstrate your expertise and attract new customers.
5. Host webinars
Host online webinars on pool maintenance and other relevant topics to establish your business as a thought leader in the pool service industry. To get attendees to your webinar, promote it on your website and social media platforms, send invitations to your email list, and collaborate with other industry experts to co-host and cross-promote the event. You can also offer incentives, such as exclusive discounts or free consultations, to encourage people to sign up and attend.
6. Google Business Profile
Optimize your Google Business Profile to increase your online visibility and make it easier for potential customers to find your business.
Your Google Business listing will be the main place to collect reviews and ratings and also goes a long way in helping you rank highly in search engine results.
7. Mobile app
Develop a mobile app that allows customers to book pool services and track their maintenance schedules on the go.
8. Offer maintenance packages
Create maintenance packages that offer a range of services at a discounted rate to incentivize customers to sign up for regular maintenance.
9. Partner with local hotels and resorts
Partner with local hotels and resorts to offer their guests pool cleaning and maintenance services. To establish a partnership with local hotels and resorts, you can contact their management team or marketing department to pitch your pool cleaning and maintenance services.
You can offer to provide regular cleaning and maintenance services to their pools, as well as emergency repairs and upgrades. You can also offer customized packages based on the size and type of the pool, the frequency of use, and the level of service required.
10. Cross-promotion with other local businesses
Partner with local businesses, such as pool supply companies, to cross-promote each other's services.
11. Vehicle wraps
Advertise your pool business on your company vehicles by using custom vehicle wraps.
12. Yard signs
Place yard signs in front of homes you service to generate word-of-mouth advertising and attract new customers in the area. To create effective yard signs, include your company name and logo, contact information, and a brief description of the pool services you offer.
To get the most out of your yard signs, place them strategically in high-traffic areas where they are likely to be seen by potential customers. You can also offer special deals or promotions to people who contact you through your yard signs, such as a discount on their first pool cleaning service.
13. Offer free pool inspections
Offer free pool inspections to potential customers to establish your credibility and earn their trust.
14. Referral contests
Host referral contests and offer prizes to customers who refer the most new customers to your business.
15. Create a loyalty or referral program
Create a loyalty program that rewards customers for their continued business and encourages them to refer their friends and family.
16. Offer seasonal promotions
To attract new customers, offer seasonal promotions, such as discounted pool openings or free winterization services.
17. Customer satisfaction surveys
Conduct customer satisfaction surveys to gather feedback and identify areas for improvement.
18. Host a charity event
Host a charity event that benefits a cause related to the pool industry to generate positive publicity and attract new customers. Some popular pool-related charities include Swim Across America, The World Waterpark Association, and the National Drowning Prevention Alliance (NDPA).
19. Trade shows
Attend trade shows and industry events to network with other professionals and showcase your services to a targeted audience.
20. Invest in Search Engine Optimization (SEO)
Optimize your website for search engines to improve your online visibility and attract more traffic to your site.
21. Direct mail campaigns
Use direct mail campaigns to target potential customers in your local area.
22. Google Ads
Use Google Ads to reach potential customers actively searching for pool services in your area.
23. Promote your certifications
Promote your certifications and qualifications to establish your expertise and earn the trust of potential customers.
24. Customer testimonials
Feature customer testimonials on your website and social media profiles to build social proof and establish your credibility. Video testimonials go a really long way here, so try to record yourself performing your services and a testimonial from the client.
25. Geo-fencing
Use location-based technology to target potential customers with targeted ads and promotions in specific geographic areas. Almost all modern digital marketing strategies, especially ads, offer robust local targeting features.
Pool service marketing strategies to add to your pool marketing plan
26. Retargeting
Use cookies to target previous website visitors with ads promoting your pool services to increase the chances of converting them into customers.
27. Customer reviews
Encourage satisfied customers to leave positive reviews on popular review sites like Yelp, Google, and Angie's List to build social proof and attract new customers.
28. Automated marketing
Automated marketing refers to using software and tools to streamline and automate marketing processes, such as lead generation, lead nurturing, and customer follow-up. By using marketing automation tools, pool service businesses can send personalized messages to customers and leads based on their behavior and preferences, increasing the chances of converting them into customers. Hubspot, Marketo Engage, and Braze are a few of the most popular marketing automation platforms.
29. Google Local Services ads
Use Google's Local Services Ads to increase visibility for your pool business on Google search results, with a "Google Guaranteed" badge that reassures potential customers about the quality of your services.
30. Host a pool maintenance seminar
Host a pool maintenance seminar in your local area to educate potential customers about pool maintenance best practices, build trust, and promote your pool services.
31. Community involvement
Get involved in your local community by sponsoring local events or charities, and participate in community events to increase brand awareness and build relationships with potential customers.
These can include farmer's markets, street fairs, block parties, and other local events where you can set up a booth or table to showcase your pool services and interact with attendees.
32. Targeted landing pages
Create targeted landing pages specific to your pool services and optimize them for conversion, increasing the chances of converting visitors into leads or customers. Then, you can run Facebook or PPC ads specifically to these pages.
33. SMS marketing
Use SMS marketing to send promotional messages and reminders to customers, which can be highly effective for time-sensitive offers or urgent pool service needs.
34. Influencer marketing
Collaborate with influencers in the pool industry or related niches to promote your pool services to their followers, increasing your reach and credibility.
35. Partnerships with property management companies
Partner with property management companies to offer pool services to their clients, which can lead to regular and recurring business.
36. Voice Search optimization
Optimize your website and online profiles for voice search, which is increasingly becoming a popular way for people to search online.
37. Free trials or demonstrations
Offer free trials or demonstrations of your pool services to potential customers, increasing the chances of converting them into long-term customers.
Many new pool owners are intimidated by everything required to maintain swimming pools. Demonstrating how you'll service the pool - either through website copy or video - will help give the customer an idea of what to expect (and reassure them that you're not taking advantage of their naivety).
38. Mobile-friendly website
Make sure your website is mobile-friendly, as more and more people use their mobile devices to search for and book pool services.
39. Seasonal promotions
Offer seasonal promotions and packages for pool opening, maintenance, and closing services. These can attract new customers and encourage existing ones to use your services more frequently.
More tips for effective pool service marketing
40. Create a blog
Start a blog on your pool service website to provide helpful pool maintenance tips, industry news, and showcase your expertise, which can improve your SEO and establish you as a thought leader in the pool industry.
41. Focus on customer service
Word-of-mouth marketing is probably the strongest marketing "tactic" businesses enjoy. But it's not always predictable or measurable. One of the best ways to ensure you turn your existing clients into brand evangelists is by providing exceptional customer service. Go above and beyond and do whatever it takes to solve their pool-related problems.
42. Attend industry trade shows
Attend trade shows and conferences related to the pool industry to network with other professionals, learn about new products and trends, and stay up-to-date on the latest developments in the industry.
43. Develop a unique selling proposition
Develop a unique selling proposition (USP) highlighting what sets your pool services apart from competitors and use it in your marketing materials to differentiate yourself and attract new customers.
44. Use Local SEO strategies
Use local SEO strategies to optimize your website and online profiles for local search queries, such as "pool services near me," increasing the chances of appearing in the top results and attracting local customers.
45. Offer pool service packages
Create pool service packages that combine multiple services at a discounted rate, which can encourage customers to sign up for additional services and increase the lifetime value of each customer.
46. Use high-quality visuals
Use high-quality visuals, such as professional photography and videos, to showcase your pool services and create an emotional connection with potential customers. Most web visitors can spot stock photos from a mile away. Don't skimp on this. Hire a professional if you need to, but high-quality photos are essential.
47. Utilize testimonials
Use customer testimonials on your website and social media channels to build social proof and establish credibility with potential customers.
48. Partner with landscaping companies
Partnering with a landscaping business can help a pool service company expand its services, increase revenue through cross-selling and upselling, promote each other's services for increased visibility, and provide opportunities for networking and collaboration with other local businesses and organizations.
49. Use Google Analytics
Use Google Analytics to track website traffic, user behavior, and marketing campaign performance, which can help you optimize your marketing efforts and increase ROI.
50. Join Local Business Associations
Join local business associations, such as the Chamber of Commerce, to network with other local businesses, establish yourself as a local expert, and gain exposure for your pool services. You can attend networking events and participate in community service projects to build relationships and increase brand awareness.
FAQs about pool service marketing
How do I grow my pool business?
To grow your pool business, you need to establish your brand, target your ideal customer base, and create a marketing plan that includes a mix of traditional and digital marketing strategies, such as SEO, social media marketing, and email marketing.
How do you market a pool service?
You can market a pool service through various methods, such as optimizing your website and online profiles for local search queries, using targeted ads and promotions, building relationships with local businesses, and leveraging customer referrals and reviews.
What is the profit margin for pool maintenance?
The profit margin for pool maintenance can vary depending on various factors, such as the type and frequency of services offered, the size of the customer base, and the local market conditions. However, many successful pool service businesses can achieve a profit margin of around 20-30%.
How do I increase my pool revenue?
You can offer additional services, such as pool upgrades and repairs, sell pool equipment and supplies, and establish recurring maintenance plans to increase your pool revenue. You can also target new customer segments or expand your service area to reach new customers. For more information, check out our post on pricing your pool services.
What kind of marketing materials should I create to promote my pool service business?
The type of marketing materials you create will depend on your target audience and marketing goals. Some examples of marketing materials you could create include flyers, brochures, postcards, and business cards. You could also create digital marketing materials such as social media posts, blog posts, and videos.
How do I create a pool service marketing strategy for a pool cleaning business?
We recommend using the Bullseye Framework to develop a marketing plan. This involves conducting small, data-driven tests on a number of marketing channels to best understand which are most effective. Then, doubling down on those channels while conducting other tests.
What are some effective pool service advertising channels?
Some effective pool service company advertising channels include paid online advertising such as Google Ads and social media ads, print advertising such as flyers and brochures, and earned advertising such as online reviews and referrals.
How can I consistently attract customers to my pool cleaning service?
To attract more customers to your pool cleaning service, we recommend developing a data-driven marketing plan using a combination of 2-4 online and offline marketing channels such as:
- Social media
- Search engine optimization
- Email marketing
- Print advertising
- And networking with pool builders and other industry professionals
How can I market my pool services to pool builders?
To market your pool cleaning service to pool builders, you could:
- Attend networking events and conferences
- Reach out to pool builders and other industry professionals
- Offer referral incentives to pool builders
- And create marketing materials highlighting your expertise and experience in pool cleaning and maintenance
How can I retain my existing pool cleaning service customers?
To retain your existing pool cleaning service customers (and not lose them to competitors), follow these best practices:
- Offer regular maintenance plans
- Provide exceptional customer service
- Respond to customer feedback and complaints promptly
- Offer incentives such as loyalty programs or referral rewards
- Regularly communicate with your customers through email or social media
Is print marketing still effective for pool service businesses?
Yes, print marketing can still be effective for pool service businesses, especially for targeting local customers. Print marketing materials such as flyers, brochures, and postcards can be distributed in local neighborhoods, at trade shows, or at local pool supply stores to reach potential customers.
How important is having an online presence for pool service companies?
It may seem obvious, but in the digital age, having an online presence is absolutely essential for pool service businesses, as more and more customers are using online platforms such as search engines and social media to find and research local businesses. An online presence can help increase your visibility, attract more customers, and build trust and credibility with your target audience.
Final thoughts
Developing a marketing strategy is essential if you want to retain existing customers, attract new ones, and build your reputation as the best pool service in your area. We hope this post helped reduce the overwhelm and give you a clear path forward. Whether it's social media marketing, online directories, or a referral incentive, the most important principle is to test everything.
You'll never know what your customers respond well to until you test different marketing strategies and see what sticks.
