What is Lead Nurturing?

Lead nurturing is a process that provides value to leads through ongoing contact.  It is aimed at those individuals or companies in the information gathering stage, or those not yet ready to buy.  Lead nurturing establishes a relationship with a potential customer, so that when they are ready to buy, they come to you.

Lead nurturing uses leads generated from a variety of sources. SEO (search engine optimization), social media (such as blogs and sites like Facebook, Twitter and LinkedIn), video and company websites (think opt-in pages) are common sources. Other lead sources include networking events, tradeshows and webinars.

The lead nurturing process uses email marketing to provide informative and relevant content to interested parties.  Sales attempts of products or services are often avoided in initial and early follow-up emails, as customers are not yet ready to purchase.  (Including these types of messages as a post script can be a good way to transition into more product or service-oriented content for future emails.)

What are the Components of a Lead Nurturing Campaign?

You might be wondering, what does a lead nurturing campaign look like?  It has a few key components.

The jumping off point for lead nurturing is lead capture. This often takes the form of opt-in options on your company website – such as offering some type of information on a certain topic in exchange for an email address or other information.  You can then add this information into your lead system and begin to cultivate a relationship with the potential customer.  This process feeds into the next step – a simple thank you.

A thank you page gives you the opportunity to thank a lead for electing to receive messages and establish a relationship.  Get the most from this page by including links to important pages and an option to share your resources with their social media connections.  You might also include announcements relating to upcoming events or exciting promotions in which customers might wish to participate.

Lead nurturing relies heavily on the automation of email delivery.  Find an autoresponder system that fits your needs. The system will allow you to create a sequence of emails that can be sent to a customer on a predetermined basis. The emails should be appropriately spaced and, most importantly, provide valuable content that will engage customers.  The goal here is to establish and strengthen a relationship. At The Pool Marketing Site, we utilize HubSpot as our preferred automation software.

Emails should send leads to a landing page. This process allows you to measure whether potential customers open your emails, accept offers via the landing page (be it a consultation or a product), in addition to providing insight into other metrics.

Was the campaign successful?

Useful benchmarks to evaluate your lead nurturing campaign include analyzing the time it takes a customer to buy, identifying activity levels and important pages and monitoring open and click-through rates.  Identifying the amount of time it takes for a lead to turn into a customer helps you use the optimal frequency and duration of communication.  If it normally takes a month for your customers to buy, you could lose customers by only sending messages for three weeks.  Also look at the amount of time leads spend browsing on your website and which pages trigger the buying decision, as well as where they might mention you.  Analytics tools can help you identify where and when your company is mentioned and help you discover key points of influence in the buying process and decision.

Good lead nurturing campaigns also monitor open and click-through rates.  Relevant content and good subject lines prompt activity that can result in more leads becoming customers.  Adjust content when these metrics show negative results to take full advantage of the targeting lead nurturing enables.

In order to create effective mobile and tablet sales tools, you need to understand what your customers want and develop a strategy to give it to them on the device of their preference.

Mobile Is On the Rise

You may have heard before that mobile internet usage is expected to surpass desktop internet usage by 2015. Mobile doesn’t just mean smart phones though. Tablets like the iPad or Samsung Galaxy are included when calculating mobile usage trends.

Mobile Is Different

A mobile site should not be your full website on a smaller scale. With mobile and tablet devices, your real estate is decreased significantly.

People on mobile devices are in a different mind frame – whether they’re looking for an immediate purchase, perusing while waiting in line or using as a second screen while watching TV.

Another thing to note is typically mobile has a slower connection than a desktop computer.

What Your Customers Want:

• 78% of people want to find what they’re looking for in 1-2 clicks
• 61% of people want a click to call function/54% of people want to send an email
• 41% of people want to play a video clip
• 48% of people want easy access to a company’s social media accounts
• 74% of people want the design to be clean and efficient
• 74% of people want an option to go to the full site

*Stats from the latest Google Survey

How To Deliver

Responsive web design is a great strategy for tablet usage, and can sometimes transfer over to mobile devices as long as the content on your site is not cumbersome. However, if you have a larger website with several photos, a dedicated mobile site and dedicated tablet site can create a more user-friendly experience, which leads to higher traffic, lower bounce rates, and higher lead conversion rates.

Mobile and tablet design should follow one principle rule: Keep. It. Simple.

Remember how people want to find information on your site in 1-2 clicks? Your navigation menu should be simple and large enough to read on a small screen. You should only include the more essential aspects of your full website, based on how your customers browse. If you see in your Google Analytics that your photos, contact and FAQ are the highest traffic pages of your site, those should be on your mobile site. Your phone number should have a click to call functionality. Adding embedded video will increase engagement.

Bottom line, your mobile and tablet sites should have a strategy behind them based on your customer behavior. Without a strategy, you are not taking user experience into consideration, and you are hurting your lead conversion rate.

Examples of Successful Mobile and Tablet Designs

Don’t just stop at a mobile website! If usage trends continue to rise, your marketing will have to adopt mobile marketing practices.

• Mobile coupons and specials
• Mobile-based loyalty program
• Geo-Location Marketing Services
• Custom point of sale kiosks
• Appointment reminders!

Build your database. Reach your smart phone users on their platform of choice!

View our digital pool marketing brochures for builder, service and retail to see what we can do for you! To get started on your mobile and tablet sales tools, contact us today.

Tumblr was founded in February 2007 by David Karp. Tumblr is a micro-blogging service that allows you to effortlessly share anything from photos, quotes, links, music, videos and text all in a HTML format. Whether you want to post about your pool tips, pool designs, backyard tips and pool builder photos Tumblr is what you make it!

Personalization is key with having a Tumblr and it gives you the opportunity to share easily and elegantly. Share your Tumblr with friends and followers through email, social media and other networking sites. Today, this free micro-blogging service consists of over 79 million blogs and is available through mobile applications, web, desktop and widgets. Watch this video for more information and insight into the world of Tumblr.

Johnson Pools & Spas has been serving the Madison County community of Huntsville,Alabama for over 35 years and specializes in the design, build and installation of custom and budget friendly swimming pools. To fully and adequately display Johnson Pools & Spas’ builder, service and retail departments in an updated manner, we created a new website with branded social media accounts and a blog.

We created a web presence for Johnson Pools & Spas that embodies their pool building, pool service and pool and backyard living retail store all in one. The newly launched web presence includes an up-to-date website, branded social media and an integrated blog.

The New Website

Johnson Pools & Spas’ new website design includes easier navigation, up-to-date content and a sleek design that is engaging to customers. The strategic content was created on an analytic review of typical customer behavior, such as backyard and swimming pool design ideas, store hours and their current featured products.

A great new feature to the website is where customers can schedule a service appointment. This makes it quick and simple to set up an appointment with the professionally trained staff of Johnson Pools & Spas. The website is also fully integrated to feature their new branded social media and blog.

Branded Social Media & Blog 

There has been a recent push in the pool industry to integrate social media accounts and blogs to the website. We specialize in making social media accounts and blogs that enable social sharing and search engine optimization value. For Johnson Pools & Spas, the new content marketing opportunities allow for fresh customer engagement opportunities. It will also support brand awareness and increase lead generation by introducing topics that are relevant to customers such as swimming pool design ideas, backyard living ideas, swimming pool accessories and service.

To learn more about how you can establish a fantastic web presence, like Johnson Pools & Spas’ and our other great clients, contact us today!

(ALEXANDRIA, VA) – The Association of Pool & Spa Professionals (APSP) announces a new business services partnership with Small Screen Producer, a Houston-based company specializing in interactive web based media solutions, to provide APSP members with preferred pricing on traditional and web based marketing services.  Through www.poolmarketingsite, APSP members will have access to affordable services to effectively enhance their web presence, provide lead generation, brand promotion, content marketing and digital engagement strategies.

“Because APSP is dedicated to the growth and development of its members’ businesses, we recognize the need to offer our members an easy way to market to the new mobile-enabled, socially connected, tech savvy consumer,” said APSP President and CEO Bill Weber.

APSP sponsored consumer research shows that today’s pool and hot tub prospects begin their shopping with an online search to help determine which dealers to visit.  If a web presence is not up to par, consumers may never take the next step into a showroom. “A strong, professional web presence will help our members reflect success to today’s customer,” added Weber.

The Pool Marketing site is a division of Small Screen Producer, and has provided full service strategic marketing solutions to help the pool, spa and hot tub industry sell the backyard living experience to consumers.  Their professional web presence design teams can establish a complete online infrastructure to springboard internet marketing campaigns through the use of interactive, socially shareable websites, mobile websites, iPad friendly sales presentations, print design, exhibit design, social media marketing, video production, and search engine optimization services.

“We are honored APSP has chosen us to provide online and traditional marketing solutions to its members,” said Pam Vinje, President and CEO of Small Screen Producer. “Our commitment to the membership is that we will seek to stay ahead of the technology curve through our ongoing commitment to researching the latest search engine, website design, social media, and mobile technology innovations and integrations.  Our partnership with APSP will grant many more manufacturers and small businesses the opportunity to develop a much needed total web presence strategy,” says Vinje.

The Pool Marketing Site has provided digital media marketing services to APSP International Awards of Excellence recipients, Pool and Spa News Top 50 builders, along with many service professionals, retailers, and pool and spa industry manufacturers and agents.

In addition to marketing services to showcase members’ products and services, APSP members will also have access to monthly marketing webinars, hosted by Small Screen Producer and sponsored by APSP.  Members can also get started with a free custom local SEO report card and a free online web presence marketing assessment.

APSP members interested in taking advantage of this members-only discount program can visit www.poolmarketingsite or call 281-569-4370.

With the addition of the Small Screen Producer’s Pool Marketing Site, APSP introduces another business services provider to its Member Discount Program. APSP reaches hundreds of companies serving the pool, spa and hot tub industry and selects only those who provide the highest value and quality products, sales, and service to participate in the Member Discounts Program as an Affinity Partner.

About APSP
The Association of Pool & Spa Professionals (APSP) is the world’s oldest and largest association representing swimming pool, hot tub, and spa manufacturers, distributors, manufacturers’ agents, designers, builders, installers, suppliers, retailers, and service professionals. Dedicated to the growth and development of its members’ businesses and to promoting the enjoyment and safety of pools and spas, APSP offers a range of services, from professional development to advancing key legislation and regulation at the federal and local levels, to consumer outreach and public safety.  APSP is the only industry organization recognized by the American National Standards Institute to develop and promote national standards for pools, hot tubs, and spas.  For more information, visit APSP.org.

About Small Screen Producer

Small Screen Producer, headquartered in Houston, TX is a full service interactive digital media agency developing targeted, branded, content marketing strategies. We specialize in creating interactive web based media solutions that are not only searchable and socially shareable but virally engaging. Small Screen Producer is recently honored as a  Houston Business Journal “Fast Tech 50” firm, a Hubspot Gold Certified Honors of Distinction firm and Goldman Sach’s 10,000 Small Businesses award recipient.  For more information visit www.smallscreenproducer.com

The Situation

Chris Ferriss, owner of Splash Pool Services, was looking for a new way to reach out to customers who need pool maintenance, pool service, pool renovation or fiberglass repair in the Michigan area. Splash Pool Services needed to go beyond traditional and find a creative way to showcase their talents. That’s where Pool Marketing Site stepped in! We develop targeted, branded, content marketing strategies that can keep any business connected to the customer in a searchable, socially shareable and engaging way.

The Solution

For Splash Pool Services we first created a new website that is search engine optimized and has a completely new, digitally engaging web design. The website is integrated with all new social media channels which build brand presence and lead generation. A cool new feature we created for the site is the option for customers to schedule an appointment with Splash Pool Services right on the website! This makes it simple and functional for both Ferriss and customers. Along with the website and social media channels, we produced a series of videos that position him as an expert in the industry and in his local community. Each video created for Splash Pool Services was search engine optimized, visually appealing and informative.

The Results

The fiberglass repair page of the website features information on Splash Pool Services history and great reputation on fiberglass repair, along with a video. The video we produced for Splash Pool Services was informative, clear and creatively put together. The video includes an interview with Ferriss as he describes the Splash Pool Services process of fixing cracks in fiberglass pools that happen often with the changing weather in Michigan.

In the interview with Ferriss, he describes the abundance of services they provide at Splash Pool Services and how they specialize in fiberglass pool repairs. The video features an on-site fiberglass repair to fully showcase their in-depth and complete fiberglass repair process to customers. Because of this well-thought, visually appealing and search engine optimized fiberglass repair service video we created for Splash Pool Services, within three weeks of uploading the video to YouTube his team sold a fiberglass repair.

Select Pool Services is a North Dallas pool company that specializes in pool remodeling, custom swimming pool construction and pool repair. We created a completely new web presence for their online marketing strategy to showcase the outstanding, professional pool services they offer. The web presence displays the premium craftsmanship and quality customer service that Select Pool Services provides for each customer.

Our approach was to give Select Pool Services a web presence strategy that includes engaging website design that will attract and educate customers. The web presence is search engine optimized with keywords that are specific and unique to help customers find Select Pool Services.

We designed the website so customers can view interactive photo galleries, read testimonials, learn about all the unique services provided at Select Pool Services and even a blog. A blog is a great lead generation tool to educate potential and current pool owners with company updates and industry news.

We love the new feature to Select Pool Services’ web presence – the addition of video production and social media channels. Here is the video we produced and featured on the homepage:

The new video will attract customers and educate viewers on the services they have been providing the North Dallas area for over 35 years. The same idea goes for the social media channels that we added to Select Pool Services’ web presence package. Social media will allow for constant connection to customers.

Interested in beginning your journey into a new web presence to attract potential and new swimming pool customers? Let’s get started!

Pacific Pools and Patios is a full service backyard swimming pool builder located in Riverside, California. They create beautiful outdoor spaces that family and friends can enjoy for fun and relaxation in the Riverside County and surrounding areas. In order to display their great work and customer services skills they came to us to create a new web presence that is complete with innovative design, socially shareable elements and other great web optimization features.

Here is the “About Us” video we produced for Pacific Pools and Patios:

We built their web presence to include inbound marketing tactics which allows the customers to learn all about what Pacific Pools and Patios can offer to them. For instance, we featured the Free Report that gives customers all the details and information they need to know before they buy a pool. What a great tool!

The website also features a blog and photo galleries that allow the customer to engage and supports brand promotion. Overall, the Pacific Pools and Patios website was designed to feature specific keywords and eye-catching graphics that will attract customers and potential pool owners.

“It’s this passion for custom backyard swimming pools and our commitment to the families we serve that inspires us to offer the highest level of quality, craftsmanship and customer satisfaction.” – Pacific Pools and Patios

Isn’t it time to get your web presence search engine optimized, digitally engaging and brand appealing like Pacific Pools and Patios? We’d love to help!

Lone Star Seal is family owned and operated seal business. They have been working in the Houston area for over 7 years and specialize in pool coping, decks, waterfalls, patios, driveways, walkways and fences. They have the experience and expertise customers are looking for when in need of mastic and seal products but they needed a new way to showcase their great work.

A new web presence for Lone Star Seal was the answer to build brand, social media and customer engagement with customers. To get an idea how we brought all of these inbound marketing tactics together, here is the video we produced for Lone Star Seal and is featured on their homepage:

Along with this search engine optimized video we built Lone Star Seal a blog. The blog is where they can discuss topics, inspiration and where customers can ask the experts about anything Lone Start Seal. Blogs are a great way to build customer engagement and develop a fan following. Become an expert in your industry, like Lone Star Seal with a web presence that is well-established and optimized.

Master Pools Guild is the top resource for pool builders, pool customers and potential pool customers. Our web presence project with Master Pools Guild included building a website, social media channels and other content and inbound marketing strategies. Not only were we able to make a website that is digitally engaging, but a website that is easy to navigate and search engine optimized.

We focused our web presence project around the goals of Master Pools Guild which include:

• A forum for member to share building techniques, technology and creative design ideas in their continuous pursuit of building the world’s finest pools
• Embracing a common Code of Ethics relating to integrity, good business practice and respect for the rights of clients, employee and suppliers
• Developing a global network that clients can trust for quality and value from every member worldwide