Have you noticed the shift in customer loyalty within the pool and spa industry? Gone are the days when customers stick to a brand just because they always have. Today, businesses need to go above and beyond to build deeper relationships and engage communities.
This article explores how creating a thriving community around your pool and spa brand can transform customers into brand champions, which ultimately drives business growth.
THE CHANGING DYNAMICS OF CUSTOMER LOYALTY
In the past, customer loyalty in the pool and spa industry was relatively straightforward. Customers would return to a brand out of habit or simply because it was really the only option readily available. For example, Mr. and Mrs Jones may have bought all of their pool supplies from their local community pool store for the last 35 years simply because that was the most conveniently located option or they just never had a negative experience doing so. The focus was mainly on providing quality products and services, with less emphasis on building long-term relationships or engagement.
However, the dynamics of customer loyalty are changing. Modern customers seek more than just great products; they crave meaningful interactions and a sense of belonging. They want to feel connected to the brands they choose and be part of a larger community.
This shift towards building deeper relationships is reshaping how businesses approach gaining customer loyalty. And building a loyal community around your brand is no longer optional — in a world where your competition is just one click or paid ad away, it’s essential. Fostering a sense of community can create lasting connections with your customers, turning them into loyal brand advocates that would be hard pressed to ever shop elsewhere.
Now that does not mean that providing high-quality products or services is going to the wayside. Even the biggest brand super fan won’t have a choice but to jump ship if what you’re offering is creating headaches for them. Quality is king, but that king now has a very important queen: community.
WHAT IS A BRAND COMMUNITY?
A brand community is a group of customers invested in a brand beyond its products and services. “These customers share a deep connection and foster a sense of belonging that goes beyond traditional consumer behavior,” says Paul McIntosh, CGO, Grit Game Marketing. “This phenomenon, often called brand fandom, sees individuals passionately supporting and advocating for the brand’s values, lifestyle and culture.”
Brand communities can be classified as either official or unofficial. Brands typically establish and maintain official communities by featuring structured programs and incentives to encourage participation. Unofficial communities, on the other hand, evolve organically, driven by customer passion and shared interests without direct oversight from the brand.
The cornerstone of a successful brand community lies in giving members reasons to engage with the business. Whether it’s their love for the products, exclusive incentives, or the opportunity to interact with like-minded fans, these elements help nurture loyalty and brand enthusiasm by providing exceptional experiences and valuable connections.
HOW BRAND COMMUNITIES CREATE VALUE
Successfully building a brand community is a proven strategy to create customers who not only stick with your brand but actively promote it. When customers feel part of a community, their relationship with the brand deepens from a simple transaction to an emotional connection, fostering strong loyalty. Engaged community members are more likely to generate buzz about your brand, sharing their positive experiences with others, which can significantly amplify your brand’s reach through word-ofmouth marketing — not to mention boost your online presence.
Just like you are more inclined to trust a recommendation from a friend, family member or neighbor over standard promotional messages, customer-generated buzz and peer recommendations are invaluable, as they often carry much more weight than traditional advertising. This organic advocacy helps build credibility and trust, which are crucial elements for attracting new customers and retaining existing ones.
Moreover, community involvement is a powerful marketing tool because it creates authentic brand ambassadors. These loyal members actively participate in discussions, provide feedback, and share content related to your brand. Their genuine enthusiasm and firsthand experiences resonate with potential customers, making marketing efforts more relatable and effective. By cultivating an active brand community, your business can leverage these passionate supporters to boost visibility, enhance brand reputation and drive growth.
COMMUNITY, CONTENT AND COMMUNICATION
If you want to build a relationship with someone, what do you do? You find ways to spend more time with them. As a business, how can you spend more time with your customers? Communicate more.
Consistent communication is key to maintaining a strong community. Think of communication in this sense, as getting to be in front of your customer more often and in more unexpected places. Regularly engage with your customers through local events, newsletters, social media updates, articles and blog posts. This puts your brand in front of them more often and starts building your community.
ORGANIZING AND SPONSORING COMMUNITY EVENTS
When talking about community, it only makes sense that we start in your actual community. Whether inperson or virtual, community events allow customers to connect with your brand and to one another. They can create memorable experiences that strengthen the bond with your brand.
IDEAS FOR COMMUNITY EVENTS
Consider organizing events, such as customer appreciation parties, maintenance workshops, or sponsoring at local happenings. These events serve to provide value to your customers while showcasing your expertise and commitment to their existing communities.
SPONSORING LOCAL EVENTS
Sponsoring local events is another effective way to increase brand visibility and loyalty. By supporting community initiatives, you demonstrate your dedication to the local area and build positive associations with your brand. This can increase customer trust and loyalty and attract new customers who share your values.
LEVERAGING SOCIAL MEDIA IN COMMUNITY BUILDING
Luckily, we live in a time where social media has revolutionized the way businesses connect with their customers. It provides a powerful platform for building and nurturing a community around your brand. By leveraging social media groups and forums, you can engage with your audience on a deeper level and create a sense of belonging. And best of all, your customers already expect this of you. They want to be able to visit your social sites and not be hit with a continuous stream of overused sales pitches. They want to get to know your brand — your people, your mission, what’s different about you and what’s important to you. Create compelling content that connects with your audience by exploring various content types such as:
- How-to Guides: Share practical tips and step-by-step guides on pool and spa maintenance, water care, or other topics relevant to your business but still add value to the customer.
- Customer Stories: Showcase the experiences of satisfied customers through testimonials, case studies, and user-generated content. This not only speaks to potential customers researching your brand but encourages existing ones to leave their own reviews for a chance to be featured.
- Industry News: Keep your audience informed about the latest trends, innovations and news in the pool and spa industry. Make your name a trusted source worth following.
- Pulse Check: Before posting anything, ask yourself, “How does this add value to my audience/ customers?” Doing this alone can dramatically improve your content. There’s your content. Now let’s cover some basic tips for helping that content reach more potential customers.
TIPS FOR EFFECTIVE USE OF SOCIAL MEDIA PLATFORMS
To effectively use platforms like Facebook, Instagram and industry-specific forums, consider the following tips:
- Post Regularly: No, you do not have to post everyday (unless you want to) but posting consistently is a key component to growing your online presence. Not only does regularly posting engaging content keep your audience interested and active, it also tells the social media platform that you’re a reliable content creator. This means it will begin to push your content out to a wider audience.
- Respond to Comments: This is one of simplest social media strategies and yet also one of the most underutilized. Engage with your followers by promptly responding to their comments and messages. Not only does it show you value their input and appreciate their support, it also increases your engagement rate which, in turn, boosts that piece of content to more people.
- Create Polls and Surveys: Involve your audience in decision-making by creating polls and surveys. This will engage them and provide valuable insights for your business. You can also use this to gauge what’s really important to them. As a business owner, you may think you know what your audience wants, but conducting polls and surveys can reveal new interests and needs within your target market. Lean into what you learn.
Several pool and spa brands have successfully built thriving communities on social media. One real-world example of how this can be done is by creating a private Facebook group where customers can share their pool experiences, ask questions and receive expert advice. The group can become a hub for pool enthusiasts, fostering a strong sense of community and brand loyalty, especially if the group is more about adding value than selling products.
ENCOURAGING CUSTOMER PARTICIPATION
Involving customers in your brand’s community can create a sense of ownership and loyalty. Here are some ways to encourage customer participation:
- User-Generated Content: Invite customers to share their pool and spa experiences through photos, videos and reviews. Feature their content on your social media channels and website.
- Contests and Challenges: Organize fun contests and challenges encouraging customers to engage with your brand. Offer exciting prizes and incentives to motivate participation.
- Feedback Sessions: Conduct regular feedback sessions to gather insights and suggestions from your customers. Show that you value their opinions and are committed to continuous improvement.
MEASURING SUCCESS AND ADAPTING STRATEGIES
It’s important to track engagement metrics to measure the success of your community-building efforts. These metrics provide valuable insights into how well your strategies resonate with your audience and where improvements can be made.
Several tools and analytics platforms can help you track community engagement metrics. Tools like Google Analytics, social media insights, and customer feedback surveys provide valuable data on customer interactions and engagement levels, and overall satisfaction.
NEED FOR ADAPTABILITY AND CONTINUOUS IMPROVEMENT
Building a loyal community is an ongoing process that requires adaptability and continuous improvement. Regularly review your engagement metrics and make necessary adjustments to your strategies based on feedback and data. By staying flexible and responsive, you can ensure your community remains vibrant and engaged.
IN CONCLUSION
Creating a brand community involves more than just customer transactions; it cultivates emotional connections that encourage loyalty and organic advocacy. Through consistent communication, engaging events, and leveraging social media, you can maintain and expand this community, ensuring your brand stays top-of-mind.
By investing in your brand community, you not only retain existing customers but also attract new ones, creating a sustainable and thriving business. Start implementing these community-building strategies today to transform those customers into brand champions and watch your business thrive in our competitive industry.
This article first appeared in the August 2024 issue of AQUA Magazine — the top resource for retailers, builders and service pros in the pool and spa industry. Subscriptions to the print magazine are free to all industry professionals. Click here to subscribe.
