Why is pet marketing so important to your business? Marketing is the main reason why 8 out of 10 small businesses fail in the first 18 months. Most business owners think that if they build a business, people will automatically show up. That’s not the case, especially in a competitive industry like the pet business. If you want your business to do more than survive, keep reading for the top things you can do to market your pet business.
What’s Your Business Vision?
The first thing you need to do is develop your vision for the business. For your company vision, you’ll need to ask yourself a few questions:
- What kind of growth do you want to see in the next 3-5 years?
- How do you see yourself serving people?
- What’s your role in the company?
- Are you hands-on in the day-to-day running of the business?
- Are you hands off and allowing your employees to run the business?
- What does this higher-level approach have to do with pet marketing?
By taking a 50,000-foot view of your business, you’ll be able to make marketing decision based on where you’re going. That’s a much better approach than trying tactic after tactic to see what sticks.
Develop Your Brand
Brand development goes beyond your logo. This is where you get to decide what your company stands for. What are the values of your company? What kind of connection will your customers and the community have with your company? What makes your company different from the others in the area? If you’re having trouble answering these questions, look for outside help. Hire a brand consultant who can take an objective look at your business and guide you.
Get Specific About Your Target Market
In marketing your pet business, you have to be clear on how you serve well beyond just pet owners. Are there specific types of pets you serve? What about the pet owners? Do they have certain demographics? For example, your target could be women over 45 who are married and live within a 15-minute radius of your store. Their total household income is $75,000 a year. Your first reaction might be that you feel that you’re missing out on a lot of people. That’s normal. But understand that the more specific you are with your target, the better you’ll be able to serve them.
Create a Marketing Strategy
A marketing strategy answers the question, “How will I attract customers to my business and generate sales?” Your objectives should be specific and time-based. A good objective would be to increase sales by 15% in nine months. Your key messages are the core of what you tell people about your business. Your messages are written so your target market will identify with them. Will you rely on Facebook, Twitter, direct mail, SEO, content marketing or a combination of tactics? How much will you spend on marketing? What’s your expected return on investment? How will you measure your success? You should also check your analytics every 30 days to see how close you are to achieving your goals. Your marketing strategy needs to be clear in what you communicate, to whom, and when. Once you have these points down, it’s time to execute.
Execute Your Pet Marketing Strategy
Now that you have your plan, it’s time to execute. Between content marketing, SEO, and social media, there’s a lot to take on. Don’t feel overwhelmed. Instead, hire a trusted partner who can help you build your business the right way. Contact us today to see how we can help your pet business grow.