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5 mins read
Sukanya Kakoty

Easy Marketing Tricks to Attract New Visitors to your Pools

Existing customers in a swimming pool

As the pool season is nearing, it’s time again to put your pool business on the map. As a pool owner, this year, your marketing strategy has to be slightly different and perhaps even a bit better. The motivation for better marketing ideas can also come from other reasons like getting potential customers, retaining old members, creating a powerful public image, enhancing brand awareness, attracting sponsors, and much more. Do all that you can do via creating relevant content, email marketing, social media posts, print marketing, paid ads, optimizing via search engine results, positive reviews of happy customers, etc.

But before you jump into solving this problem, you need to take care of a few steps ahead of marketing it well.

So, How to get new visitors to your pools?

Before You Market The Service, you need to evaluate these two fundamental questions-

  1. Who is your target audience?
  2. What sets your Pool Facility Apart?

Let's break these down into more details.

1. Who Is Your Target Audience?

The first rule of selling any service is finding out who your audience or target consumer is. For example, if you are selling your club based on its location or limited membership, who are the people who will care for this feature?

This demographic fragments further into the club, gender, age-group, income-group, and much more.  The more you get the profiling of your ideal customers right, the more it is likely for your service business to locate qualified leads. Some users also look for specific demands from a club like automated pool scheduling software, clean changing rooms, cleaning schedule, etc. It is very important to align your business goals with marketing strategies to reach potential clients and ensure lead generation.

A kid at a swimming pool

2. What Sets Your Pool Facility Apart?

Once you know you have a solid customer base, direct your attention towards the few determinants that set you apart from the other swimming club. Try and make a list of a few marketing efforts to get more clients and more leads. These factors also called your USP (Unique Selling Proposition), would further help sell your uniqueness.

These USPs could include proximity, cost, use of technology like a pool scheduling system, the club’s exclusivity, cost-effective factor, the perks to the visitors, membership benefits, positive reviews of existing customers, and much more. The further attractive the USP, the more marketable and remarkable your swim club becomes!

Marketing Techniques to get new visitors-

  1. Keep it Professional
  2. Share Stories
  3. Promote your pool's selling point
  4. Incentivize word-of-mouth
  5. Content creation

Once you have all this information, it is easier to sell your swim club; to the right people. Here are a few ways to market your swimming club:

1. Keep it Professional

Putting on a friendly face helps draw more people to your doorstep, but it’s essential to know where you hold the line. Keeping all your communication professional with the end-users helps to create a better brand image for a members-only swimming club.  

Use professional mediums to get in touch with your clients. This process also helps create consistent messaging across all channels such as direct mail marketing, social media platforms.  The customer service of your pool business or pool service is equally significant. Always address offline and online reviews with sincerity. How pool owners or pool staff reply to customer queries or respond to online reviews or negative reviews to be specific reflects a lot about the reputation of the swimming pool business.

Your swim club should sound the same be it on social media, email newsletters, or your website. The same is true for your logos, colors, designs, and much more.

To create your Swim Club’s excellent brand impression, awareness, and marketing ideas, Read HERE.

2. Share Stories

Customer stories helps in marketing your pool better

Making service premium or servicing only a section of the market will help draw better eyeballs for your club. This approach will also make it easier to ask your existing swimming pool or swimming club members to talk about your club on online channels or write reviews. Reputation management helps a lot in influencing what people see through customer searches via online experiences.

You can collect testimonials on platforms like Google Map-reviews or your club’s website. Ask members to highlight aspects of your pool that are brag-worthy. For example, if you use an intuitive pool scheduling software that reduces the clutter at the club with zero effort-- ask visitors to highlight such pointers on their testimonials. Sharing stories and testimonials help in lead generation and also in improving conversion rates.

3. Promote Your Pool's Selling Point

Once you know what sets your swimming pool apart, your swimming club should share this information with the world. Take a few minutes to study the other pools and clubs in your physical area and highlight what makes you truly unique and sellable.

If your club is the only one in the area that uses capacity management for swimming pools, or lets clients walk in at any time on the day, or you have contactless self-check-ins enabled for your visitors, or is just cost-effective compared to neighboring ones, then you must promote those unique features to attract more customers and reach your sales goals. You can run many campaigns in the digital world and offline campaigns as well to promote these aspects. It can be in the form of videos with club members, google ads,flyer templates, posters, call to action on your website, email marketing strategies, etc.

Social media platforms help in getting potential customers and more leads

Read How can Omnify help increase your business’s social media presence?

4. Incentivize Word Of Mouth

They say there is nothing better than word-of-mouth marketing -- because we often believe the opinions of those we trust. What if there was a way to get more people to talk about your club?

This can be done by incentivizing WOM. Byways of reference codes online or a discount to those who bring in more users, your club can generate quality leads from its existing network.

Marketing strategy for Pool industry

5. Content Creation

All tips and tricks boil down to this one factor -- quality content. These can be in the form of blogs for Search Engine Optimization (SEO),  video creatives, video marketing to ramp up your existing website, posters for social media accounts, email marketing. Optimizing content on your landing pages helps amplify the conversion rate. Have a clear call to action on the landing pages to guide the services that you provide. Ultimately, Content will help direct eyeballs to your brand and add credibility to your club.

They can be informative or entertaining. Whichever route of content creations you take, it must be perfectly designed for your target audience. Your content should help in

The content can be about anything -- your club's culture, the pool scheduling system used to promote safety, the perks of the club members, and much more. The first thought to any problem in this digital age is to "google-it." And when they do, you must show up right on top. SEO, or search engine optimization, is the process of tweaking your online presence to rank higher on search results. Not only that but optimizing your SEO also helps establish a substantial online presence. You can easily manage and update your meta-title and description using a Pool Scheduling System like Omnify.

In layperson’s terms -- when a user looks for clubs in their area, your website should show up on the top of this search. Once you have their attention, you can sell them other quality features like pool reservation software, management schedule, name of past members, etc., to seal the deal.

This impression happens from appropriate content creations and website optimization.

Final thoughts

Despite all your marketing efforts, your primary focus must remain to provide a top-notch pool facility. Having systems in place, safety measures, and guidelines help to create a service worth selling.

Looking for an intuitive Pool Scheduling Software? Check out Omnify or Start a FREE TRIAL.

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As swimming pools are all set to open this summer. Omnify shares a few easy marketing tricks to attract new visitors and retain old ones to your pools.

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