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How To Create A Pool Service Business Marketing Plan Focused On Growth

May 22, 2023

As a pool service business owner, you may have reached a point where your business growth has plateaued. After all, you can only rely on your referral network for so long - eventually, that well will run dry, and you'll need to find alternative ways to generate leads.

In this post, we'll give you the blueprint for developing a winning pool service marketing plan that's guaranteed to bring in consistent leads. If you want your pool business to thrive and grow, this is the best way forward.

Let's dive in!

Assessing your current business situation

Identifying strengths, weaknesses, opportunities, and threats (SWOT analysis)

As a pool service business owner, conducting a SWOT analysis will help you identify the internal and external factors that affect your business growth. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. This analysis will enable you to leverage your strengths, mitigate your weaknesses, capitalize on opportunities, and address threats to your business.

Here's a great article from Investopedia on how to do a SWOT analysis. A SWOT analysis for a swimming pool business might like something like this:


As a pool service business owner, your strengths are those qualities and attributes that set your swimming pool business apart from the competition. This could include:

  • Expertise and experience: How well-versed you and your team are in pool maintenance, cleaning, and repairs.
  • Reputation: Your track record in the industry, including customer reviews and testimonials.
  • Unique services: Offerings that your competitors lack, such as eco-friendly pool maintenance, pool renovations, or pool inspections.
  • Location: Being based in a region with a high concentration of pools can be a considerable advantage.


Weaknesses are internal factors that could potentially hamper your pool service company's success. They might include:

  • Limited resources: This could include a small team, outdated equipment, or an inadequate marketing budget.
  • Operational inefficiencies: These could result from poor planning or lack of optimization in your processes.
  • Limited service offerings: If your business only provides basic pool cleaning services, this could limit your market appeal.
  • Seasonality: The demand for pool services often fluctuates with the seasons, which can lead to inconsistency in revenue.


Opportunities are external factors that your swimming pool business could exploit for growth. They could include:

  • Emerging market trends: The growing trend toward eco-friendly pool systems and technologies could open new opportunities for your business.
  • Expanding your market reach: This could involve targeting new customer segments or expanding your geographic footprint.
  • Partnerships: Collaborating with pool construction companies, real estate firms, or hotels could bring new business.
  • Digital marketing: Utilizing digital channels can help you reach a broader audience and generate more leads.


Threats are external factors that could potentially harm your pool service business. These might include:

  • Competition: The entry of new pool service companies into your market could intensify competition.
  • Economic downturn: Economic downturns or other financial crises can reduce the demand for pool services.
  • Regulatory changes: New regulations related to pool safety or water use could impose additional costs on your business.
  • Seasonal variations: Changes in weather patterns can affect the pool service industry. For instance, an unusually cool summer might mean fewer people use their pools, leading to less demand for your services.

Analyzing your current customer base and market trends

Understanding your current customer base and market trends will help refine your pool service marketing strategy. You can tailor your marketing messages to appeal to your ideal customers by analyzing your customer demographics, behavior, and preferences.

Additionally, monitoring market trends will help you adapt to changes in demand, technology, and consumer behavior.

Evaluating your competition and unique selling propositions

To stand out in a crowded pool service market, you must understand your competition and identify your unique selling propositions.

Evaluating your competition will help you differentiate your business by offering better prices, quality, service, or innovation. Identifying your unique selling propositions will enable you to communicate your competitive advantage to your target audience.


Defining your growth objectives

As the owner of a pool service company, it's important to establish growth objectives to ensure the success of your business. Defining specific, measurable, attainable, relevant, and time-bound (SMART) goals will help you create a focused and effective marketing plan that aligns with your overall business goals.

Establishing specific, measurable, attainable, relevant, and time-bound (SMART) goals

Setting SMART goals will help you measure your progress and ensure your marketing efforts are focused and effective. SMART is an acronym that stands for Specific, Measurable, Achievable, Relevant, and Time-bound. SMART goals are a popular framework used for setting objectives and creating actionable plans to achieve them.

For example, your goal might be to increase your customer base by 10% within the next six months by implementing targeted online advertising campaigns.

Determining the desired increase in customer base, revenue, and market share

It's vital to determine your growth targets regarding your customer base, revenue, and market share to create a winning pool marketing plan. This process requires a comprehensive evaluation of your current business performance in your pool cleaning service.

The understanding you gain from this evaluation will guide you in formulating realistic and achievable growth objectives. It's important to strike a balance between ambition and attainability in setting your goals.

Overly conservative goals may not drive significant growth, while overly ambitious ones may lead to disappointment or misplaced resources. For instance, based on your business performance analysis, you might determine a goal to boost your revenue by 20% in the upcoming year.

Achieving this could involve expanding your range of pool cleaning services to cater to a broader client base and making strategic increases to your service prices. (Notice how we're implementing insights from our SWOT analysis to inform our SMART goals. We know - it's a lot of acronyms.)

Remember, the effectiveness of your pool marketing plan relies heavily on the clarity of your growth objectives. These objectives will inform every strategic decision, helping to ensure your actions are always aligned with the goal of growing your pool cleaning service.

Aligning marketing objectives with overall business goals

Defining clear marketing objectives that align with your overall business goals is essential for a successful pool service business marketing plan. These objectives should not only improve your brand's visibility and customer reach but also enhance customer satisfaction and loyalty, which directly contribute to business growth.

When your marketing objectives align with your larger business goals, every marketing initiative becomes a strategic step toward achieving your business's long-term vision.

Identifying target segments and personas

If you don't know your target customers, how can you expect to draw them in and make them clients? By identifying your target segments and personas, you can develop personalized messages and strategies that resonate with them.

Let's talk more about that.

Profiling your ideal customer

Creating a profile of your ideal customer helps you understand who you are targeting and what they value. For example, your ideal customer may be a homeowner with a large backyard pool who values prompt, reliable service. By understanding this, you can tailor your marketing to emphasize these aspects of your service.

Segmentation by demographics, geographic location, and behavior

Segmentation allows you to group your customers based on shared characteristics. For instance, you might find that families with kids in a certain neighborhood use pool services more frequently in the summer.

This insight allows you to target these customers with special summer offers, enhancing the effectiveness of your marketing efforts.

Developing tailored marketing messages for each segment

Once you've identified your customer segments, you can create marketing messages that speak directly to their needs. For example, your marketing message could highlight your company's commitment to safety checks and regulations for the customer segment concerned with pool safety.

Developing a multi-channel marketing strategy for your pool business

A multi-channel marketing strategy allows you to reach your customers wherever they are, both online and offline. This holistic approach takes work but ensures you're not missing any opportunities to connect with potential customers.

Utilizing digital marketing channels

Embracing digital marketing channels is a powerful and cost-effective approach to reach a broad audience and attract customers to your business. Tools like:

  1. Social media
  2. Search engine optimization (SEO)
  3. Pay-per-click ads (PPC)
  4. Email marketing
  5. Video marketing
  6. And content marketing

Each plays a unique role in your overall marketing strategy. For instance, an active presence on social media platforms can significantly elevate your customer engagement. 

These platforms, including Facebook, Instagram, Twitter, or TikTok, allow for real-time interaction with your audience. Responding to queries promptly, posting updates about your services, and sharing customer testimonials can all contribute to a robust online reputation.

Rachel Macfarlane, Content Marketing Strategist at Redfox Visual, recommends the following approach to position your business as the expert resource on social media.

"Focus on providing valuable resources to your social media audience by discussing more general topics within your niche," said Macfarlane. "Share tips and tricks for pool parties, pool safety, water balance, or maintenance. By positioning your pool cleaning business as a go-to resource for pool owners and enthusiasts, you can establish credibility, build trust, and encourage followers to engage with your content. This approach helps to nurture relationships with potential customers and keeps your brand top-of-mind when they need professional pool cleaning." 

Social media is also a wonderful platform for customers to share their positive experiences, effectively providing free word-of-mouth marketing and UGC (user-generated content). Check out this post from Hootsuite on how to do social media marketing for small businesses.



Leveraging traditional marketing channels

While digital marketing is important, traditional channels like print ads, direct mail, and TV/radio ads are still valid pool service marketing strategies. For example, direct mail could effectively reach older homeowners who may not be as active online but are valuable potential customers for your pool service business.

Implementing referral and loyalty programs

Innovative pool service marketing ideas often focus on attracting new customers and retaining existing ones and implementing referral and loyalty programs are strategic ways to achieve these goals. These initiatives can serve to both retain existing customers and acquire more.

For instance, offering exclusive benefits or discounts for successful customer referrals can incentivize your existing customer base to recommend your services to their network. In doing so, they transform into passionate advocates for your business, extending your reach to a broader audience with minimal additional marketing effort.

This approach harnesses the power of word-of-mouth marketing, which often leads to more reliable and high-quality leads.

Participating in local events and networking opportunities

Getting involved in your local community can significantly increase your business's visibility. For example, sponsoring a local sports team or participating in a community event can put your business name in front of potential customers, helping to build brand awareness and credibility in your local area.

You should also seek to partner with like-minded businesses, like local pool supply stores, landscaping professionals, and more.

Allocating resources and budget

We know what you're thinking: "All these ideas are great. But who has the time for all this? Moreover, who's going to pay for all this?" The challenge of forming a winning marketing plan for pool service businesses isn't coming up with ideas. There are plenty of resources (including this post) to help with that.

The hard part is prioritizing those ideas.

Determining the marketing budget based on growth objectives

Aligning your marketing budget with your growth objectives forms the foundation of your financial plan. For example, if you aim to increase your customer base by 20% over the next year, your budget should be sufficient to cover the costs of reaching out to and servicing these additional customers.

Prioritizing marketing channels and tactics

Your budget will largely determine which marketing channels and online platforms you'll be able to utilize for your business. Prioritize the marketing channels and tactics that best align with your target audience and business objectives.

For instance, if your research shows your target customer is most active on Facebook, start there. Don't try to create content for four different platforms before you've even mastered one.

Monitoring and adjusting budget allocation as needed

Regularly monitoring and adjusting your budget allocation is key to efficient resource utilization. For instance, if a particular marketing channel is not providing the expected returns, reallocating its budget to a better-performing channel can help maximize your overall return on investment.

Measuring success and optimizing performance

Measuring success and optimizing performance is a continuous process that drives the effectiveness of your marketing strategy.

Setting key performance indicators (KPIs) for each marketing channel

Setting specific KPIs for each marketing channel helps in measuring their effectiveness. For instance, the KPI for your email marketing campaign could be the open rate or click-through rate, helping you identify how well your emails are performing.

Regularly monitoring and analyzing results

Regular monitoring and analysis of your results are paramount to measuring success. For example, by regularly checking the engagement rates on your social media posts, you can identify which types of content resonate most with your audience and adjust your content strategy accordingly.

Adjusting strategies based on data-driven insights

Utilize the insights gained from data analysis to fine-tune your strategies. For instance, if data shows that your PPC ads drive more traffic than organic SEO, you might consider increasing your PPC budget to maximize this successful strategy.

Implementing the marketing plan

Effective implementation of your marketing plan is crucial to realize its full potential. Here are some steps you can take to get the ball rolling.

Developing a timeline and action plan for each marketing channel

Creating a detailed timeline and action plan for each marketing channel ensures smooth execution. For instance, planning a content calendar for your blog can help ensure consistent posting, which is key for building and engaging your audience.

Assigning responsibilities to team members

Assigning clear responsibilities to your team members fosters accountability. For example, designating a team member to monitor and respond to social media comments can ensure your customers receive timely responses.

Establishing a system for tracking and reporting marketing efforts

Implementing a tracking and reporting system offers visibility into your marketing activities. Free tools like Google Analytics and Google Search Console can help you understand how users are interacting with your website and where your traffic is coming from.

Consider also investing in a social media management tool like Buffer or Hootsuite to streamline your social media marketing efforts further.

Adapting to changes in the market and industry

In the dynamic pool service industry, your ability to adapt to changes can significantly influence your business's success.

Staying up-to-date with industry trends and innovations

Staying informed about industry trends and innovations is crucial. For instance, if eco-friendly pool solutions are trending, you can incorporate this into your marketing message to attract environmentally conscious customers.

Assessing the impact of external factors on your marketing strategy

External factors, such as new regulations or market shifts, can significantly impact your marketing strategy. For example, if a new law mandates certain safety standards for pools, highlighting your compliance in your marketing can enhance your reputation with customers.

Being flexible and ready to adjust your marketing plan as needed

Flexibility is key in a changing market. For example, if customer preferences shift towards saltwater pools over traditional chlorinated ones, you should be ready to adjust your marketing message to highlight your expertise in saltwater pool maintenance.

Tips for staying motivated and committed to growth

Maintaining high motivation and commitment toward growth is critical for achieving long-term success in your pool service business.

Celebrating small wins and milestones

Celebrating small wins and milestones can significantly boost team morale. For example, if you've reached a target number of followers on social media or achieved a monthly sales target, celebrating these successes can motivate your team to strive for larger goals.

Regularly reviewing progress and making necessary adjustments

Regularly reviewing your progress and making necessary adjustments is key to staying on track with your growth objectives. For instance, if an ad campaign isn't performing as well as expected, reviewing its performance and adjusting the content or target audience can lead to better results.

Fostering a growth mindset within your team

Promoting a growth mindset within your team can drive your business toward success. Encourage your team to view challenges as opportunities for learning and growth. For example, if a new competitor enters the market, see it as a chance to reassess your unique selling proposition and enhance your marketing strategies.

Final thoughts

In a dynamic industry like pool service, your growth depends on how effectively you can devise and implement a marketing plan tailored to your business. But remember, a plan is only as good as its execution, and to that end, tracking its performance and making necessary adjustments along the way is paramount.

Identifying strengths, weaknesses, opportunities, and threats through a SWOT analysis, determining growth objectives, segmenting your customer base, creating tailored marketing messages, and utilizing digital and traditional marketing channels are crucial to expanding your pool service business.

And while all these steps require careful thought and attention, you don't have to do it alone. Skimmer is a pool service management software designed specifically to aid pool pros in their growth journey.

With features designed to ensure consistent, premium, and profitable service across every customer touchpoint, Skimmer offers the tools you need to excel in your pool cleaning service business.

Why not take it for a spin and see the difference it can make in your business? Click below to view a demo of Skimmer or get started today. Elevate your pool service business to new heights and watch your customer base, revenue, and market share grow.

Remember, the future of your swimming pool business lies in your hands, and with a solid pool marketing plan and the right tools like Skimmer, there's no limit to what you can achieve. Take the leap today and start shaping the future of your pool service company now!

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