Marketing Your Dog Biz

Blogging is good for you, and good for dogs. We’ve seen some fantastic dog blogs over the years, and many of our readers and clients blog regularly, enjoying the benefits of regular posting (like getting more clients and helping more dogs). But too many dog pros neglect their blogs, posting only rarely, or don’t have a blog at all. The usual reasons are lack of time, a dislike of writing or lack of writing skill, and not being able to think of enough to write about. If any of this sounds familiar, we’ve got some tips to help get you blogging regularly and, we hope, painlessly. The …

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Marketing probably isn’t your favorite topic or task. You may feel uncomfortable tooting your own horn. You may not be sure what exactly to market about, or when, or how to go about it. But you probably also know that marketing is the key to your business success. Think about it this way: Marketing is like the training homework you give your clients. Not doing it means not achieving your best possible results. Whether you’re a pro at staying on top of your marketing, or marketing remains a line item gathering dust on a “someday when I have time” to-do list, here’s one way to give your …

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One of the best things about content marketing, what we at dogbiz sometimes also call community marketing, is that it allows you to do good in the world while promoting your business. The concept is to share your expertise so referral sources and potential clients get to see you in action, benefit from your knowledge, and thus imagine themselves working with you. It’s education as marketing—a win for your business and a win for your community and the dogs who live in it. Shelters and rescue groups are an obvious target for community marketing. But proceed carefully to make sure they—and …

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We're guessing you’d love more referrals, but worry about pestering fellow professionals? If so, it’s worth keeping in mind that giving referrals benefits the referring party, too. It may fill a need and provide value-added capital with a client, such as when a vet refers a frustrated or frightened dog guardian to a trainer. And giving referrals often just feels good—most of us enjoy helping out by offering an expert suggestion. Still, most referral sources in the dog industry have many dog pros vying for their referrals. Here are some tips for getting to the top of their lists: Give …

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Over our years supporting dog pros, we’ve noticed certain sticking or stress points common to many of our clients. Choosing the perfect business name ranks high among those. We’ve been thinking a lot about business names lately. You may have noticed we’ve undergone our own name change from dogtec to dogbiz, and a bit of a visual branding update as well. It’s actually not our first name change and brand polish. Some of you may remember the original version of dogtec way back when we were dogTEC and sported multi-colored stripes. Back then the TEC in dogtec was an acronym that we quickly grew …

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E-mail newsletters are a common dog pro marketing tool, and they serve an important purpose. As we’ve written about in the past, e-newsletters are great for maintaining connection to and brand loyalty among current clients, and bringing past clients back into the fold. Done well, a good e-mail newsletter may get passed around and occasionally bring in a new client, too. But if new clients are what you’re after, you’re missing one of the best tools in the dog pro marketing toolbox if you aren’t using a print newsletter. While e-mail newsletters focus on staying relevant to people who already …

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Your site is your most valuable marketing tool—and one of your most valuable business assets. Created properly, your site should do most of your selling for you. If you’re like the majority of dog pros we know, that’s welcome news. So let’s dive in to what makes a great site! In this article we focus on what makes great website copy: Create your copy first Most people prioritize the design of their website, the look and feel of it. This is a mistake. Design is important, but without great copy design is irrelevant. It’s your copy, ultimately, that sells your services. And the best site …

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As we said in Part 1 of Building a Great Dog Pro Website, your site is your most important marketing (and sales!) tool. In Part 1, we looked at the role of engaging website copywriting. In Part 2 we turn our attention to creating great design to showcase your great copy. Make it easy to read Given our emphasis on the importance of copy last month, it only makes sense to open an article about effective website design with an exhortation to make sure your copy is laid out for easy reading. While this may seem like a bulletin from the DOD (Department of Duh), a designers’ bias for design can …

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Newsletters can be powerful marketing tools. Done well, they provide ongoing connection to and brand loyalty from current clients. They let past clients know about new services to come back for, and remind them you’re there if friends or family need a dog pro. They introduce and keep you in front of potential clients until they’re ready to pull the trigger and hire you. And they do all this while educating your community about dogs and humane training. If your marketing time and money are limited, this is the project to prioritize. Print or Email? In most cases, both. Email newsletters are …

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Think of a three-legged stool. It stands—and supports your weight—only because each leg has been built to do its part; it’s perfectly balanced. Remove, or even shorten, just one leg and the stool topples. Like the stool, a balanced marketing plan requires three legs. Unfortunately, it’s rare to see a dog business marketing plan that gives careful attention to all three. More often dog businesses put emphasis in one area, ignoring or underserving the others. Sometimes the focus is on marketing to referral sources, sometimes on getting out in front of the general public of potential clients, …

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If you’re a typical class trainer you’d rather think about what you’re going to do with students once you have them in your classroom than what you’re going to do to get them there. For most of us, teaching is much more fun than marketing — and it comes much more easily. But given the difficulty of teaching without students, it’s best to make sure you get the most from your marketing time and dime. Here are some tips for getting your classes filled: Class Titles and Descriptions Everybody and their aunt teaches “Puppy” and “Basic.” You may be tempted to jazz up your class titles, and …

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Less is more. Simple is better. Back to basics. All familiar refrains. But sometimes cliches carry meaning. In the case of communicating with potential clients, less is more and simple is better are useful guidelines. Simplify Your Services Make it as easy as possible for potential clients to choose your business. Consumer research is clear that too much choice paralyzes—and a paralyzed consumer will usually opt out of making any decision at all. Too many services. Avoid offering an endless smorgasbord of services, or services that overlap in confusing ways. For example, dog trainers …

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