Who is this article for? Groomers, Dog Daycare, Dog Boarding, Trainers, Pet Care Professionals.
What will I learn? New techniques that attract the ideal Pet Parents for your business.
What will happen? Your business will grow with the right type of pet parents.
Every year you hear about Google changing their algorithm, that another big brand is tracking your location or that your personal information is being shared. I would love to be the guy who said that those are just myths, but in 2021 they are true and the access we give to brands is only getting wider and deeper.
I tell you this because as a small business owner you can leverage these technologies to grow your business. If you have been in business for years and have a strong customer base you will grow because of referrals from clients and other local community businesses recommending you. But if you are a new business owner and don’t have a great reputation in the community where do you start? What is the most cost effective way for you to communicate with your ideal pet parents?
The answer to growing your pet care business in 2021 should include (for both new businesses and established business) Targeted Geo-Fencing.
Yes, I know it sounds fancy and it is fancy and super powerful for Dog Boarding, Dog Daycare’s, for Groomers and for Trainers.
Below is enough information to make you dangerous.
The Basics:
1. You can chose to serve your ads to people who go to a specific physical location (an address).
2. You can deliver your ads to pet parents on the sites they visit (facebook, google, cnn, fox, bbc, and 99% of all other sites available on the internet).
3. These are typically priced at CPM (cost per 1,000 impressions) and that can range from $4/per 1,000 impressions to $14/per 1,000 impressions.
4. These impressions are typically delivered for 30 days to that specific customer, but can renew/restart the 30 day delivery if they continue to go to your geofenced address.
The Strategy:
1. Most important thing to understand… Where do your ideal pet parents current go in your community? Are they visiting a specific pet store or dog park or dare I say…. a competitors location.
2. The second most important thing is to track your results. Start with a small test budget of like $200. Track how many new leads you generate and how much money those new pet parents are spending during a specific timeframe.
3. The reality for most pet businesses is that the cost to acquire a customer and the lifetime value of a customer have great returns. You may spend $10 or even a $100 to acquire a customer, but the average pet parent will spend between $500 and $1500 per year. If you provide a great service and they stay with you for 5 years you can see that spending $100 for a new client is totally worth it if I know they are going to spend between $2500 and $7500 over their lifetime as a customer (and that doesn’t even count the impact of them referring their friends and family to your business).
Can you imagine adding 25 new daycare customers to your business this coming month? How about growing pet nights by 25% or increasing the frequency of your favorite grooming clients. We see the results and they are fantastic. It is going to take a little planning and thought from you. When you are ready for help and want to take the next step in growing your business schedule a 15 minute session with me.
Or, if you just want to get a copy of a marketing lead tracker you can shoot me an email directly (garret@pawloyalty.com) and I’ll send you a detailed excel tracker so you can truly understand the ROI of any marketing dollars spent.
Let’s grow a little, together, each day!
For the pets,
Garret