Tyler has had to balance multiple businesses and business interests. In addition to work as a financial service professional, including interests in the oil and gas industry, he oversees marketing for a family business specializing in swimming pool cleaning and repairs. Needless to say, that can be a significant switch of mindsets during the middle of the day!
While unique in the kinds of businesses, a common challenge across both businesses is marketing to first time prospective customers and getting referrals. This is not an easy task, but the overview approach is very similar.
From the digital marketing side, he has to offer content which is attractive to his desired audience. While each of his audiences will react to different content (e.g. a price special for pool cleaning versus market performance against a benchmark financial index), they each need to be able to access accurate and authoritative information quickly.
Three kinds of these digital properties include a website, a YouTube channel and videos, and a specialty map showing relevant information (e.g. neighborhoods where the company has cleaned pools or city center locations where happy clients are based). From the pool perspective, here are those assets:
Website (click here) — mobile-friendly, clickable phone numbers, one-page scrolling and a call-to-action right away. All of these can help with conversions. Over time, the next step will be to add more helpful content such as fun pool toys and games for kids, swimming pool safety, regulations and guidelines for fencing, reducing energy bills related to one’s pool, etc.
YouTube video (see below) — basic video offering services and problem/solution wording can be helpful as a starting point. Several other “value added” videos can be made, many around the topics mentioned earlier.
Custom Map (see below) — a visual way, and mobile-friendly way, to convey that the company has clients across a defined region. This reduces the concern that a prospective customer will be the “First” (or “Pioneer”) one for a new business.