Let’s face it – running a business of any kind, particularly a swimming pool business, takes up a lot of valuable time. There’s not enough time in the day for you to handle your customers, manage your day-to-day activities, schedule employees and contractors, and run your own marketing department. This is why outsourcing some of these things is so important. By employing a marketing agency, you’ll be able to focus on the other aspects of your business (where your strengths inevitably lie).
This is exactly what the team at Baden Pools did when they employed the services of Zeemo, a boutique digital marketing agency in Melbourne, to help them boost their business. But how exactly did they make this possible? Read our comprehensive guide to learn more:
- Website Development
A well-designed and user-friendly website with clear calls to action (CTAs) can significantly increase conversion rates. Marketing agencies ensure that your website offers an exceptional user experience – it must be responsive (meaning that it displays appropriate to the screen being used, such as a desktop or a smartphone), load quickly, be easy to navigate, and provide visitors with the information they’re looking for.
Zeemo has created a visually appealing website for Baden Pools that outlines all pool types they’re able to construct, as well as clearly details additional services on offer. This is accompanied by stunning photographs of past projects.
- Search Engine Optimisation (SEO)
This is when a website is optimised for keywords – in this case, specifically relating to pool services and products – to ensure that your business ranks higher than your competitors in search engine results, thus leading to increased organic traffic for your website. Localised SEO is crucial for attractive customers within your specific service area, whether that’s a city or a collection of suburbs.
Zeemo has conducted thorough keyword research and optimised the Baden Pools website using these keywords where appropriate. They have also focused on the specific suburbs that the business wishes to target customers in.
- Targeted Digital Advertising
Marketing agencies can create targeted campaigns that reach potential customers searching for pool services or products online. This is often achieved through Google Ads or through social media advertising (such as Facebook and Instagram). Social media platforms, in particular, are excellent for showcasing pool designs and products, helping to attract customers using visual content.
- Content Marketing
Marketing agencies create valuable content like blog posts, videos, and even guides on pool maintenance, design trends, or seasonal tips. This not only attracts potential customers and helps to maintain relationships with past ones, it also helps to establish your business as an industry authority. As such, successful content marketing is vital for any SEO campaign, as you want search engines to show your website first.
In conjunction with their SEO efforts, Zeemo regularly publishes blogs on the Baden Pools website and exterior industry publications that are relevant to pool owners or people thinking of installing a pool on their property.
- Email Marketing
Email campaigns designed to target potential and existing customers can be used to promote special offers, seasonal discounts, and share maintenance tips, which drives repeat business. Perhaps you offer complementing services that customers might not be aware of, such as landscaping or decking. Or perhaps you offer products that they may need to enjoy their new pool, such as cleaning systems and heating equipment.
- Lead Generation & CRM Integration
Marketing agencies can implement various tools that are designed to capture leads through your website and integrate them with your customer relationship management (CRM) system, ensuring effective follow-up. Managing this yourself can quickly become tricky, leading to leads being completely missed or forgotten about, which is why having an integrated system do it for you is so beneficial.
Zeemo has created a custom content management system (CMS) that aids the team at Baden Pools in managing their own website. The CMS is also responsible for capturing lead data, which is then transferred to their CRM or can be easily exported.
- Analytics & Reporting
Regular analysis of your website and marketing campaigns allows agencies to adjust their strategies based on performance, ensuring that you get the best return on investment (ROI). Analytics can cover a specific campaign (such as a seasonal promotion) through to the performance of the business as a whole. These analytics should be presented in easy to digest reports, as well as discussed at regular meetings, to ensure that everyone is on the same page.
Zeemo conducts annual meetings with Baden Pools to keep them abreast of how the website and other marketing efforts are performing. They are also available via email, phone, or in- person meetings at other times to ensure the businesses’ success.
While the market for residential swimming pools is extensive, so is the competition amongst the many pool contractors operating in the same area. If you’re finding it hard to stand out from the crowd and attract quality leads, it’s high time you considered outsourcing your online presence to a reputable marketing agency. This is exactly what the team at Baden Pools has done, and the efforts employed by Zeemo have seen their business boom in recent years.
