Having limited time and a limited budget, it is very important for pool and spa companies to make every dollar and minute that is spent on marketing count. Local online marketing is one of the most profitable marketing channels that can help increase your company awareness, improve your search engine rankings and also bring more people to your website and social media accounts. Improving your search engine rankings in the long run will help you reach a wider audience within your area and provide you with a handful of potential new customers. Here are a few ways that you can improve your local digital marketing practices for your pool company.
What is Local Marketing?
Local marketing is marketing that targets an audience based in the same town or region as your business. It is directed towards people who are within a certain area within your physical location. Promotional messages are used that are solely directed at your local population rather than a broader range geographical market.
Improve Your Local SEO
Local SEO is very beneficial for smaller businesses to reach a bigger audience of regional customers (vs to national ones). This is a key element to improve your local marketing. Optimizing your local SEO will help your pool company increase the amount of local traffic that visits your website and will help you gain more customers in the process. Here are some things that will help improve your local SEO:
- Optimizing your Google My Business profile – you’re communicating with Google that you are a relevant search result for consumers. This increases your chances of showing up in Google’s local search results.
- Include local keywords in your website content and social media posts.
- Create local based content.
- Get regular reviews from customers on a range of review platforms like Google My Business and Yelp.
- Make sure your website is mobile friendly, since many people use their mobile devices to search for products and services.
Google My Business
If you go to Google and search for a business you may notice a small profile pop up on the right- hand side of the screen. This is a company’s Google My Business listing. This is extremely important to have, especially for smaller pool and spa businesses. Signing up for Google My Business is completely free all you need to do is sign up and claim the business. Your Google My Business will show your opening and closing times, links to websites, images, company logo, reviews and much more. You’ll want to make sure all your company information is correct, company name, number, address, opening and closing hours, the list of services you provide, website url and social media links. You’ll also want to encourage customers to leave reviews. With a fully optimized Google My Business profile, when someone searches for your company or services in your surrounding area, you will come up as a recommended company.
Get Local On Social Media
Whenever you post on social media you’ll want to try and tag your location, that way your posts will show up more for those that live within the area. You will want to try to use location specific keywords in your social media posts and in your company bio to help attract locals to your profile. By using location specific keywords on your site as well as social media posts will raise your rankings on search engine results for local searches. If you are using advertising methods on Facebook or Google ads, you are able to choose your location so that your ads will only be displayed for people in that area. This way when you run ads in the surrounding areas you service, people are more likely to hire you.
Creating Locally Focused Content
Having locally focused content is a major key to a good marketing strategy and focusing your content around your local community will benefit your business even more. Creating content for your website and social media that is focused on your service areas, like events or local news will help increase your visibility to local customers. Creating local content will also help establish your business as a voice within the community making you become trustworthy and a go to for any and all pool needs within the community. When creating local content ask yourself some of these questions:
- How can your services benefit the local community?
- Can you relate to local news?
- Can you sponsor or appear at any local pool events?
Encourage Reviews and Feedback From Clients
Most people will read reviews and customer testimonials before hiring a pool contractor. This is why it is so important to encourage customers, especially those you are satisfied with your services to leave a review. Unfortunately companies that do not have reviews or minimal reviews usually come off as untrustworthy to a potential customer and in the end they will most likely not hire you. Help encourage reviews by sending your clients a follow up email after your services are completed. Ask them to give any feedback they may have and to leave a review if they were happy with the service performed.
Be Optimized For Mobile Use
Nowadays everybody uses their phone to access the internet, which means it is essential that your website is optimized for mobile use. Having a mobile friendly website will improve your rankings on the search engines and potentially provide your business with more customers. Here are two steps you can take to make sure your website it optimized:
- Make sure your website loads within three seconds.
- Use large and clear fonts so they are easy to read on mobile devices.
Having both local SEO and locally focused digital marketing techniques can help your business attract new customers. By implementing these strategies, you can promote your business ahead of the competition as a trustworthy, professional company that takes pride in the local community.