How to Get Your Pet Business Noticed: 10 Proven Strategies
What grooming my dog taught me about marketing…
Mitzi after I tried my hand at grooming 🤣
How do you get your pet business noticed in a crowded, noisy marketplace? Good question, and one that my sweet pooch Mitzi helped me clarify…
My cocker spaniel Mitzi was in desperate need of grooming. We had been in Juneau, Alaska for the last five months but were unable to get an appointment – those groomers were swamped! She was put on several “we’ll call you if there’s a cancellation” lists, but, alas, we were never called.
Halfway through the summer I broke down, bought clippers, and tackled the job myself. It took me four times longer than a professional groomer and left poor Mitzi looking as though she had been wrestling with a weed whacker - and lost.
When we returned home from Juneau, I called around and was able to get her an appointment. We tried a new place, a local retail store that also offers grooming. We were delighted! The women behind the counter were friendly, and Mitzi received a cute, clean, affordable haircut, and in a quarter of the time it had taken me.
It was a positive experience for both myself and Mitzi and I found this shop quite charming. But as I was leaving, I realized that I had driven by this little store for years and had only once stopped in.
Why?
Why had I not visited that store, especially when I made it a habit to shop locally and avoid the big box stores?
Why was this charming pet supply store so overlooked?
Trying to get your business noticed can be difficult. Do you know what to do and how to do it? Do you have the time and the right tools? Or does it feel like me grooming Mitzi - short on time, with dull, cheap clippers, and zero dog grooming skills.
The good news? We can develop a solid strategy focused on differentiation and we can begin to grow your business. I’ll be sharing 10 key strategies that can help you stand out and gain loyal, repeat customers.
Table of Contents
1 ~ Build a Strong Brand Story and Share Your Values
Why it matters: Customers today connect with brands that have a compelling story and authentic values. Unlike faceless big retailers, small businesses can bring personality and heart into every interaction. Pet parents want to feel good about buying from you; they want to know, like, and trust your brand.
Crafting a unique, persuasive brand story helps you connect emotionally with customers. Telling your story with clarity and authenticity will ensure it resonates with pet parents, boosts loyalty, and strengthens your brand.
Actionable tips:
Define Your Why. Reflect on why you started your pet business. Reflect on why you started your business. Share your origin story on your “About Us” page and across platforms to help customers connect with your journey.
Highlight Your Mission & Vision. Clearly outline your brand’s mission (what you aim to achieve) and vision (your long-term goal). Make these prominent on your website and social media.
Share Personal and Pet Stories. Feature real stories behind your brand. Feature real stories behind your brand. Showcase your team and their pets, or share customer success stories to build a genuine connection with your audience.
2 ~ Create a Personalized Customer Experience
Why it matters: Pet parents want to feel special and understood, and they crave personal attention that big stores can’t offer. They want to walk into your business and be recognized, even called by their name. “Hi Sue! How did Fluffers like those treats you bought last week?”
Personalized messages that speak directly to each customer’s unique needs, from custom emails to targeted product recommendations boost engagement, enhance loyalty, and show you care about their pet as much as they do.
Actionable Tips:
Know Your Customers and Their Pets by Name. Use a CRM tool to store details like pet names, breeds, and purchase history, enabling personal, memorable interactions each visit.
Send Personalized Emails and Offers. Segment your email list based on customer behavior. Send targeted offers, like a dog’s birthday coupon or a cat grooming discount, using language that feels as though it’s tailored just for them.
Offer Birthday or “Gotcha Day” Gifts – Celebrate pets’ special days with a small gift or exclusive discount, building lasting loyalty through thoughtful gestures.
3 ~ Niche Specialization
Why it matters: Small businesses have the power to excel in niche markets, offering specialized products or services that big-box stores can’t compete with. Pet parents appreciate having a go-to expert who understands their unique needs.
Communicating your niche clearly positions your brand as the authority in your area of specialization. Create targeted messaging that conveys your expertise and attracts the right audience for your products or services.
Actionable Tips:
Create Content Targeting Your Niche – Regularly publish blog posts or videos that delve into your specific area, like eco-friendly pet care, holistic wellness, or custom pet fashion.
Run Niche-Specific Promotions – Offer exclusive deals on products within your niche, encouraging loyal customers to try something new that’s still relevant to their interests.
Collaborate with Influencers in Your Niche – Partner with influencers who share your focus and have a following among your target audience, increasing your brand’s visibility within your niche.
4 ~ Focus on Quality and Unique Products
Why it matters: Customers are drawn to high-quality, unique items they can’t find elsewhere. Small businesses can capture this demand by curating distinctive products that speak to pet parents looking for something special for their pets.
Create product descriptions and marketing materials that highlight the quality, safety, and craftsmanship of your items, encouraging pet owners to buy products they feel good about.
Additional Actionable Tips:
Offer Limited-Edition Items – Create a sense of exclusivity and excitement around certain products by offering limited runs or seasonal items.
Highlight Customer Reviews for Quality Assurance – Use testimonials to validate the quality of your products, showing that real customers trust your brand.
Focus on Ingredients or Materials – Show pet parents exactly what goes into each product, helping them make informed, confident choices.
5 ~ Build a Community
Why it matters: Pet parents love being part of a like-minded community, whether it's in-person or online. Unlike big retailers, small businesses can foster a close-knit atmosphere that celebrates pets and creates bonds among customers.
Build a community with engaging, relatable content that resonates with your customers. Create newsletters, social media posts, and other content that brings people together and keeps them coming back.
Additional Actionable Tips:
Create a Hashtag for Your Brand’s Community – Encourage customers to use a unique hashtag to share photos and stories, creating a network of loyal customers online.
Feature Customer Stories – Share customer stories and experiences on your social media or website, allowing pet parents to feel they’re an important part of your community.
Host Pet-Friendly Events – Host events like training sessions, nutrition talks, or grooming tips that bring pet owners together while offering them valuable insights.
6 ~ Loyalty Programs and Rewards
Why it matters: While big stores offer generic loyalty programs, small businesses can create meaningful rewards that keep customers engaged and foster lasting loyalty.
Develop enticing reward program content, such as emails or social media posts, to promote the program, encourage sign-ups, and celebrate milestones, reinforcing a sense of belonging.
Additional Actionable Tips:
Offer a Referral Program – Reward customers for bringing in new pet parents by offering discounts or credits.
Exclusive “VIP” Tiers – Create different levels of rewards based on frequency or total spending, allowing your most loyal customers to access the best benefits.
Seasonal or Holiday Bonuses – Surprise customers with extra points, small gifts, or limited-time offers during special occasions to keep them excited about your program.
7 ~ Exceptional Customer Service
Why it matters: Personalized customer service can transform one-time buyers into loyal advocates who support your business because they know they’ll be treated with care.
To create strong relationships through customer service, every message should be clear, empathetic, and professional. Ensures each communication reflects your brand’s voice, builds trust and helps resolve issues efficiently.
Additional Actionable Tips:
Provide a Clear FAQ Section – Help customers find answers to common questions on your website, reducing frustration and increasing confidence in your brand.
Follow Up After Service Interactions – Send a quick survey or thank-you email after each service interaction to show customers you’re committed to their satisfaction.
Set Up Real-Time Chat Options – Offer instant support options for questions and concerns, ensuring customers get the help they need promptly.
8 ~ Local and Ethical Focus
Why it matters: Many pet parents care deeply about supporting ethical practices and local businesses. They’re looking to buy from brands that align with their values and show a genuine commitment to animals and the planet.
Articulate your local and ethical values through storytelling, helping customers understand the positive impact of their purchases.
Additional Actionable Tips:
Share Supplier Stories – Highlight the small, ethical suppliers you work with to increase transparency and showcase your values.
Host “Shop Local” Events – Invite other local businesses to partner with you for events, fostering a sense of community while promoting your brand.
Highlight Environmental Efforts – Dedicate a section on your website to sharing your commitment to eco-friendly practices, from biodegradable packaging to reduced waste.
9 ~ Educational Content and Resources
Why it matters: Pet owners appreciate resources that help them care for their pets better. Sharing valuable information positions you as an authority they can trust.
Develop clear, insightful educational content. Build a library of informative resources that pet parents will turn to again and again, keeping your brand top of mind.
Additional Actionable Tips:
Create Product How-To Guides – Help customers make the most of your products by providing easy-to-follow instructions and tips.
Offer Webinars or Classes – Host in-person or online sessions on popular topics like pet nutrition, training, or grooming.
Develop an Email Series – Send regular, bite-sized educational emails with useful tips and advice, keeping customers engaged and informed.
10 ~ Social Proof and Customer Testimonials
Why it matters: Pet parents trust other pet parents. Showcasing positive reviews and testimonials can make all the difference in helping new customers decide to trust your brand.
Gather and present testimonials that emphasize the most persuasive aspects, crafting them to inspire confidence and enthusiasm in potential customers.
Additional Actionable Tips:
Highlight Before and After Stories – Share transformation stories that showcase how your products or services have improved the lives of pets.
Use Social Media Shoutouts – Tag and thank customers who post positive reviews, building goodwill and encouraging others to share.
Create a Customer Spotlight Series – Regularly feature one customer’s story on your social media, celebrating their loyalty and love for their pets.
Professionally groomed Mitzi - so much better!
Conclusion
So that’s how Mitzi helped me answer the question of how to get your business noticed. You can implement a lot of these suggestions by yourself. But others? Well, sometimes it’s easier and more effective to just go to a professional.
As you can see, a key part of these strategies lies in your copywriting.
It’s not only what you say, but how you say it. The copywriting on your website and in your emails, and brochures should tell a story – your story – and show potential customers why you’re the best choice for their pets.
Does this seem like too much to tackle? Rest easy - you’ve found me!
If you feel like I did when I had to groom Mitzi - not up to the task, lacking the time and proper tools ~ then reach out!
We’ll work together to craft a strategy that gets your business noticed and builds genuine, lasting connections with your customers that keep them coming back.
Until next time ~ happy tails!
