Marketing Your Dog Biz

With over half the world using social media, it’s easy to see how these platforms have become synonymous with getting your brand and business out there. There are a host of tools and methods related to social media marketing, and navigating these can feel exhausting. While there is no doubt that social media can be a dog pro’s best friend, if you find yourself agonizing over posts and spending way longer than you would like scrolling through the abyss, it may be time to re-examine the friendship.

So what do you need to think about when it comes to social media and your business?

Understand the purpose
If you have a social media account for your business, what is its purpose? Which platforms are you using and why? And how does social media fit along your client journey? Understanding the aims of your social media presence, whether it’s improving brand awareness, getting more traffic to your website, or engaging with your current clients, is key to its effective use. Amassing followers can feel rewarding, but if those followers aren’t engaging with your content or converting into paying clients and opportunities, it may not be the best use of your time.

It can also be beneficial to understand which social media platforms your ideal clients favor. Taking a look at the demographics associated with each one may help inform your social media strategy and stop you feeling you have to be active on every channel. There’s little point pouring all your effort into making incredible Tik Tok videos if the suburban families you want to work with are all hanging out on Facebook.

Play out those ‘what ifs’
Social media is an enticing marketing avenue for a reason – you can share promotional content without cost and feedback happens in real time, making it a great place to experiment with different messages and approaches. It also provides you with a potentially large, active and global audience. This immense scale can also be a barrier as you compete in a crowded market of short attention spans, fuelled by complex algorithms and analytics. And what happens when these platforms fail? 

Many will recall the big outage of 2019 in which Facebook, Instagram and WhatsApp all went down for 14 hours. For the average user, this may have meant a short hiatus from watching cat videos. For many business owners, it marked a disconcerting disruption to ad campaigns, live presentations, bookings and sales. It also served as a reminder that as a business owner, you don’t actually own the client data on your social media business pages. If these pages are hacked or banned for a vague or misunderstood violation, they can be lost for good. It can be beneficial to mentally play out these scenarios. If your social media pages disappeared overnight, do you have other ways of connecting with your audience? Maintaining email lists, nurturing client relationships, and employing diverse marketing tactics are key ways to mitigate against putting all your eggs in the social media basket.

Look after yourself
At dogbiz we love seeing people flourish in their personal and professional lives. For some people, social media can be a cause of stress and frustration. There is also compelling evidence to suggest that extended social media use isn’t great for our brains. There have also been concerns raised about the privacy and ethics of these platforms. For those who may want to jump off the social media bandwagon, or reduce their use of it, business pages can present a quandary. How can you spend less time on social media if your business is closely tied to it? It’s so easy to take a quick peek at your latest business post and then find yourself raging in the comments section of an aversive dog trainer post two hours later. The good news is that if you want to shift your relationship with social media and its role in your business, there are plenty of options to play with.

Expand your marketing horizons
Thinking of different ways to market your business, particularly in your local area, can be a fun and creative opportunity. Selecting options that fit you and your personality also tends to make it easier to get out there and promote yourself.

 A few ideas to kick around:

• If you want to use social media but don’t want it taking over your life, set yourself up with a social media scheduling system. There are loads of free and paid options out there and they allow you to draft your posts in advance and schedule them when you want. That way, you can ‘set and forget’ your marketing messages and check in more sporadically. 
• A regular newsletter allows you to meaningfully connect with clients and provide great content which can be shared – online, printed or both.
• Build that email list! Make it easy for people to subscribe to your mailing list by including a link on your website and email signature. Providing freebies, such as a PDF on a specific training or dog walking topic, can be a great way to encourage people to sign up as well.
• Printed media may have more upfront costs, but it can be a fantastic way to market yourself locally. Drop leaflets, postcards and business cards in places where dog lovers spend their time, such as pet stores, groomers, vets, and local cafes. 
• Pitch your expertise to the media. Being featured on local radio stations, podcasts and magazines has the dual benefit of educating the public while promoting your business.
• Teach a class in your community to connect with potential clients and show off your knowledge. Some towns have community centers with great adult learning programs, while dog safety classes can be a good option for schools and youth groups.
• Connect with other businesses, both dog and non-dog related, to establish a referral network. Are there cross promotional opportunities you could explore with them? Could you feature them in your next newsletter?
• Remind your clients that you value them! Checking in with current clients, asking for feedback and highlighting how helpful those ‘word of mouth’ referrals can be are all key to nurturing those relationships and establishing new ones.

If social media is working well for you, keep it up! If you are struggling with it, however, don’t despair. Just like in the dog pro world, there is space for everyone to find solutions that fit their business.

Does your website offer a warm hello to everyone? Web accessibility is a term that promotes tools and technologies that can be understood and navigated by all, including those with disabilities. Google’s own website posits that “everyone should be able to access and enjoy the web”, and there is big overlap between search engine rankings and accessibility. This increasingly important part of web design means that the more accessible your site is, the more likely it will appear at the top of search results.

Over the past month at dogbiz we’ve been deep diving on ways to create a stellar website as part of our THRIVE! program. We’ve also been doing plenty of (actual and figurative) fist pumps witnessing members making huge strides on their own sites. Great writing is an integral part of the process, regardless of the type of dog pro you are. Once you’ve crafted your amazing content, you also want to ensure your site is available to everyone.

If web accessibility is new territory for you, we’ve got a few pointers to help you get started.

Equip yourself with the right information

The W3C Web Accessibility Initiative (WAI) provides international standards for the web and has a range of materials to help you better understand accessibility. They also offer free online courses if you want to gain a deeper understanding on certain topics. To assess your own site and see where you’re at in terms of accessibility, take a look at the WAVE Web Accessibility Evaluation Tool.

If someone else is designing your site, ask them how they will approach this part of it. Are they aware of accessibility principles? What elements do they plan to incorporate so your site is easy to read and navigate? Many elements can be straightforward while others require specific skills and knowledge to implement. Planning from the start can save you a lot of time so include this in early conversations and designs.

Keep the principles front of mind

Once you start delving into the myriad of ways to create an accessible site, you may be struck with overwhelm paralysis. How do you even start? What should you include or not include? What does input modalities even mean? Don’t panic! You don’t need to incorporate everything all at once and technology is always evolving. Your website is essentially a living document and can be tackled one stage at a time. Understanding the four main accessibility principles outlined by the WAI can help to zoom out and keep the bigger picture in mind.

The principles emphasize creating online content that is:

Perceivable
Users should be able to recognise and understand the information being presented to them. This means considering a variety of senses. For example, are there closed captions on video content for those with auditory difficulties? Is there enough disparity between colors so that text can be easily read? You can use free online color contrast checkers to test this.

Operable
Websites should be easy to use and navigate for a variety of people. Visitors to your site should be able to access all functions, from shifting to and from a page, selecting a link on a menu and being able to play and pause videos and audio. This could mean large and plainly labeled navigation buttons, clear text headings and being able to hover over menu options without the text disappearing after a certain amount of time.

Understandable
Content should always be intelligible! This goes for written text as well as images and graphics. This is a key one for dog pros. We’re often so immersed in the world of dog training we forget that terms like conditioning, desensitization and socialization may not mean much to those landing on our site. Aim for content that is simple and jargon free and keep web pages and menus organized with a clear flow and structure. Muddled and text heavy sites can be particularly inaccessible for those with cognitive difficulties, as well as those who don’t speak your site’s primary language.

Robust
This principle suggests that content on your site should be efficient enough to be accessed and interpreted by multiple users and technologies, particularly assistive ones. If you’re working with a web developer, this is where their skills can really shine in terms of the backend of your site. For example, ensuring your website code can be easily read by screen readers for those with visual impairments.

Just as we want our training venues to be inclusive spaces, creating an accessible website means removing barriers for those wanting to engage with your services. Not only will you be reaching a wider audience, you’re also more likely to be boosted in those crucial search engine rankings. Incorporating accessibility into your design thinking will help to enhance as well as future-proof your business.

We spend a lot of time focusing on “websites that work” in THRIVE! Take a look and join the waitlist to be part of our community.

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!

Marketing projects are something we love exploring in THRIVE! Learn more about our group coaching program and put your business on a path to success.