If you’re busy running a dog training business, you know how important it is to use your energy wisely. Marketing projects can quickly steal precious hours from your week – and if they aren’t filling your training slots, this is doubly frustrating. Your business success doesn’t just depend on your amazing dog training skills, but also on your ability to attract (and keep) the right clients.
So how do you know which marketing projects will hit the mark? How do you prioritize your time and effort? Read on as we delve into marketing projects for three key audiences – referral sources, the public, and current and past clients.
The essence of powerful marketing
A truly effective marketing project is multifaceted. It targets your ideal clients, places your message where these clients will see it, and uses your resources efficiently. For passionate R+ dog trainers, marketing projects can also be educational, improving the lives of dogs and their people while promoting your services.
For instance, if you specialize in helping families with new puppies, use your marketing to speak directly to the challenges and joys of raising a puppy. You might highlight the importance of early socialization, and address common concerns like housetraining and chewing. By doing so, you’re not just advertising your services; you’re also providing valuable information to help dog lovers even before they become your clients.
Excited to get started but need a bit of inspiration? Let’s go!
Referral source projects
These projects aim to reach people at their time of need and are highly targeted. They’re excellent for business longevity and particularly important when starting a business or launching a new service. The goal is to start and strengthen relationships with referral sources, educate them about who you are and what you offer, and make it easy for them to refer the right clients your way. Here are some ideas:
Veterinary partnerships: Create a series of tip sheets for veterinary offices. For example, you might develop a “Preparing Your Dog for Vet Visits” guide that includes advice on desensitizing dogs to handling and creating positive associations with the vet’s office. This not only helps the vet staff but also positions you as skilled in behavior modification.
Pet store collaborations: Develop a “Trainer’s Picks” product list for pet stores. This could include recommended puzzle toys for mental stimulation, appropriate chew toys for different life stages, and training treats that are healthy and high-value. You could even offer to host monthly “New Puppy Parent” nights at the store, providing basic training tips and showcasing these products.
Groomer education: Design an infographic for groomers on “Preparing Dogs for Stess-Free Grooming Sessions.” This could include tips on getting dogs comfortable with handling, introducing them to grooming tools gradually, and cues that make grooming easier (like a chin rest and “paw”).
Remember, the key is to give value rather than asking for favors. By offering something useful, you can build strong referral relationships that benefit everyone involved – the referral source, the client, and you.
Public projects
These projects market directly to potential clients without intermediaries. They provide wider exposure but require continuous, repeated efforts. The goals are to prime future clients, extend your reach beyond current clients, and educate your community about dog behavior and training. Some ideas to get you started:
Educational content creation: Design a series of “How To” rack cards or social media tiles. For example, create a set of five cards or tiles, each focusing on a common training challenge: “5 Steps to a Reliable Recall,” “3 Keys to Loose-Leash Walking,” “Crate Training Made Easy,” “Solving Separation Anxiety,” and “Mastering the ‘Leave It’ Cue.” Each card could provide quick tips and include your contact information for those seeking more in-depth help.
Local media presence: Write a monthly column for your local newspaper or online community groups. Topics could range from seasonal issues (like keeping dogs safe in summer heat) to addressing common behavior problems (such as excessive barking or jumping on guests). This establishes you as a local go-to trainer and provides valuable information to the community.
Webinar series: Host a monthly webinar series on various dog training topics. For instance, you could cover “Understanding Canine Body Language,” “Positive Reinforcement 101,” “Clicker Training Basics,” and “Managing Multi-Dog Households.” These webinars could be free to attend live, with recordings available for purchase, creating both a marketing tool and a potential income stream.
Community workshops: Conduct mini-workshops at local businesses or community centers. For example, host a “Dog Etiquette” workshop at a dog-friendly cafe or apartment building, teaching participants how to manage their dogs in public spaces. Or offer a “Dogs in the Workplace” seminar for companies considering pet-friendly policies.
Social media challenges: Create engaging social media challenges that showcase your expertise. For instance, a “30-Day Training Challenge” where you post a simple daily training task for owners to try with their dogs. This could include things like “teach your dog to touch a target stick” or “practice ‘sit-stay’ with increasing distractions.”
These projects allow potential clients to experience your expertise, professionalism, and personality, helping them imagine what it would be like to work with you. They also provide value to the broader community, and highlight you as a trusted resource for dog-related information.
Current and past client projects
These projects are all about retention. Remember, it’s easier to keep existing clients than to find new ones. The goal here is to highlight the importance of continued training and invite current and past clients to continue using your services. Some ideas you could try:
Loyalty program: Implement a points-based loyalty program where clients earn points for each class or private session they attend. These points could be redeemed for discounts on future services, branded merchandise, or even a free session after accumulating a certain number of points.
Alumni events: Host quarterly “alumni” events for past clients. These could be group walks in local parks, where clients can practice their dogs’ social skills and leash manners, or trick training workshops where you introduce fun, advanced behaviors to keep training engaging.
Newsletters: Send a monthly newsletter with a mix of training tips, client success stories, and updates on your services. For example, you might include a “Training Tip of the Month,” a “Client Spotlight” featuring a dog who’s made significant progress, and announcements about upcoming classes or workshops.
Milestone check-ins: Implement an automated email system that sends check-in emails at key milestones after a client completes a program. For instance, send emails at 1 month, 3 months, and 6 months post-training, offering quick tips for maintaining progress and inviting them to schedule a “tune-up” session if needed.
Referral rewards: Create a referral program where current and past clients receive a discount on services for each new client they refer to you. This not only encourages repeat business but also helps you get new clients through trusted recommendations.
Choosing your marketing project
When deciding which marketing projects are right for your business, consider your current skill level and resources, your big-picture goals for the year, and what you currently have on your plate. It’s okay (and often sensible) to focus on one area if that aligns best with your current situation and goals.
For example, if you’re just starting out, you might focus heavily on referral source projects to build your client base. If you’re more established but looking to expand, public projects might be your priority. If you have a solid client base but want to increase revenue, focusing on retention projects could be your best bet.
The key is to choose projects that resonate with your target audience and showcase your unique value. Perhaps you have a particular strength in working with reactive dogs, or maybe you’re passionate about puppy socialization. Let these specialties guide your marketing efforts.
Remember, effective marketing is about more than just attracting clients—it’s about educating dog lovers, improving welfare, and establishing yourself as a trusted resource. By creating marketing projects that align with these goals, you’ll not only grow your business but also make a positive impact in your community. Win-win!