Business owner making social media content with dog.

5 Tactics To Make Your Pet Business More Marketable

Are you a pet business owner looking to attract more customers and make your business stand out in a crowded market? 

In today’s competitive landscape, it’s crucial to have effective strategies to market your pet business and capture the attention of potential customers. 

Marketing your pet business so it stands out from the competition might seem overwhelming. But there are some tried-and-true tactics to make your pet business more marketable. From building a strong online presence to leveraging customer testimonials, these strategies will give you the edge you need to succeed.

Table of Contents

  • Why Marketing Your Pet Business is Critical
  • Develop a Compelling Brand Identity
  • Build a Strong Online Presence
  • Leverage Social Media Marketing
  • Engage with Local Communities
  • Provide Exceptional Customer Service
  • Key Takeaways
  • FAQ

Why Marketing Your Pet Business is Critical

The COVID-19 pandemic majorly impacted pet ownership in the United States, with some astonishing statistics. Believe it or not, over 23 million American households – nearly 1 in 5 – welcomed a new furry friend into their homes during this time.

With such a surge in pet adoption, the demand for dog boarding, daycare, grooming, training, and other pet services has skyrocketed in recent years. As a result, the competition in this industry has become increasingly fierce. New facilities are opening all the time, and pet owners have more options than ever for pampering their four-legged companions. 

To attract loyal customers and increase bookings, it’s essential to market your services to the pet owners searching for them and stand out from the competition.

If you’ve been in the pet business for some time, these reminders will help you optimize your marketing efforts. And for those starting out, following these tips will make it much easier to promote your brand and position yourself for success.

1. Develop a Compelling Brand Identity

Crafting a strong brand identity is crucial for enhancing the marketability of your pet business. While it’s tempting to say your target audience is “Anyone who has a dog!” it’s important to recognize that your brand and business concept will appeal more to a specific group of people than others.

To start, let’s make some educated guesses about the people you want to attract to your business. For instance, imagine you have a state-of-the-art boarding facility with luxury amenities like grass-fed steaks, 400-square-foot rooms with flat-screen TVs, and king-sized beds for dogs. Your target market will differ from a countryside boarding facility where dogs roam between spacious 2000-square-foot yards and a vintage farmhouse.

Creating a persona of your ideal customer is beneficial, especially when you’re starting out – remember it can always evolve over time! By narrowly targeting someone, you’ll gain insights into what works and what doesn’t. 

Equally important is identifying who your audience is not. The more specific you are, the better you can point your advertising dollars toward an audience that yields a solid return on investment.

Identifying a unique value proposition that distinguishes your business from competitors is essential. Ask yourself, “What makes my facility different from my competitors?” and leverage that to your advantage. Craft a compelling brand story that resonates with pet owners and highlights your passion and industry expertise. 

Consistency is key in branding, so ensure that you use consistent design elements such as logos, colors, and fonts across all your marketing channels to create a cohesive and easily recognizable brand image.

2. Build a Strong Online Presence

In today’s digital age, having a strong online presence is crucial for any business, including pet businesses. Start by building a professional and user-friendly website that provides information about your services, pricing, and contact details. 

Remember to make this website mobile-friendly. Based on the latest stats, over 45% of all online traffic comes from some kind of mobile device. In our experience as a pet-centric marketing agency, that number is usually higher for services like dog boarding and grooming. The last thing you want is a beautiful website that turns away half of your traffic because it isn’t mobile-friendly!

Optimize your website for search engines by incorporating relevant keywords in your content and meta tags. Make it easy for Google to understand your website, so they can rank it accordingly. It might seem obvious, but the simple act of including keywords like “dog boarding” in its title and description goes a long way on Google.

Create a blog section to share valuable pet-related tips and advice to establish yourself as an authority in the field. Additionally, consider investing in search engine optimization (SEO) strategies to improve your website’s visibility in search engine results.

3. Leverage Social Media Marketing

Most likely, your customers use social media. Social media platforms are fantastic for pet businesses to connect with their target audience and promote their services. 

In 2023, there were 302.35 million social media users in the USA. That’s a huge 90% of the country’s population with a social media account! To reach them, find out which social media platforms your potential customers use the most, and create attractive profiles on those platforms. When you’re active online, it makes your brand top-of-mind for potential customers as they browse on Instagram of Facebook.

Share high-quality and visually appealing content, including photos and videos of happy pets, behind-the-scenes glimpses of your business, and pet care tips. Ask yourself, “what kind of content do I like to see and engage with on social media?” 

Encourage your followers to engage with your content by asking questions, running contests, or offering exclusive promotions. Build relationships with your audience by responding to comments and messages promptly.

4. Engage with Local Communities

Connecting with local communities boosts the visibility and reputation of your pet business. Partner with local pet shelters, rescue organizations, or veterinary clinics to sponsor events or collaborate on charitable initiatives. Even in a digital marketing world, don’t underestimate the impact of offline marketing, especially when it’s face-to-face. 

Participate in local pet-related festivals, trade shows, or expos to showcase your products and services. Offer educational workshops or training sessions to pet owners in your area. This also opens up opportunities for you to hand off a business card or flyer to point people toward your website, social media, or email list. By actively engaging with the local community you build trust and credibility, which in turn can drive more customers to your business.

5. Provide Exceptional Customer Service

Customer service is a powerful tool for making your pet business more marketable. Aim to exceed your customers’ expectations at every touchpoint. Train your staff to be knowledgeable, friendly, and attentive to pet owners’ needs. Personalize your services to cater to individual pets and their owners. Promptly address any customer concerns or issues and take proactive steps to resolve them.

It’s the easiest thing in the world to say your customer service is top-notch, but it’s another for your customer to actually feel that. Great customer service will lead to happy customers, and happy customers are more likely to recommend your business to others, enhancing your marketability through positive word-of-mouth.

When you find customers who love your service, ask them to shoot a quick video with you, describing their experiences with your brand. This lets you capture their story in a medium that’s simple for you to use as you market to new customers. 

It’s easy for anyone to claim they have great services and excellent customer support, but it means a lot more when it comes from a loyal customer. Once you capture that video testimonial, share it on your website, social media, or in any ads you run. It adds authenticity and credibility to your business when real customers vouch for your services

Key Takeaways

Implementing effective marketing strategies can make a difference in the success of your pet business. By developing a compelling brand identity, building a strong online presence, leveraging social media marketing, engaging with local communities, and providing exceptional customer service, you can make your pet business more marketable and attract a larger customer base. 

The pet businesses that stand out from the competition are committed to continuous improvement. That’s the key to staying marketable in the ever-evolving pet industry.


1. How long does it take to make a pet business more marketable?

You make your business more marketable as soon as you start working on your brand. It might take a bit of time to get the ball rolling before you see results, but it can start once you put in the work. The key is being proactive and consistent in your marketing efforts to gradually improve your business’s marketability over time. 

2. Can I market my pet business on a limited budget?

Yes, you can market your pet business effectively even on a limited budget. Focus on cost-effective strategies like social media marketing, content creation, and partnerships with local organizations to maximize your reach without breaking the bank.

3. How important is customer feedback for a pet business?

Customer feedback is invaluable for a pet business. It helps you understand your customers’ needs, identify areas for improvement, and build trust and credibility. Actively seek feedback from your customers and use it to enhance your services and customer experience.

4. Are there any specific regulations for marketing pet businesses?

Marketing regulations can vary depending on your location and the specific services or products you offer. Familiarize yourself with local regulations and ensure compliance, especially when it comes to claims about pet health or safety.

5. Should I focus more on online marketing or offline marketing for my pet business?

Both online and offline marketing channels can be effective for a pet business. Given the increasing digitalization and the wide reach of online platforms, it’s often better to prioritize online marketing efforts. Also remember to consider offline marketing opportunities within your local community.


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