Content Savants has had loads of success in bringing an audience to online marketing of pet boarding and grooming services.  This one area has, for key customer, generates nearly 10 active social media interactions per day, turning into positive leads for the local business.

High-quality content has been key to this strategy, developing articles which are relevant to pet owners and pet-related businesses alike.  The great thing about this focus area is that it is a fun line of work to be involved in.  After all, who doesn’t like pets!?  (There are some out there, perhaps, but this site is not for them!).

From our experience in this area, successfully marketing a pet boarding and grooming business requires a combination of effective strategies tailored to the specific location.  Pet services is highly localized, which makes a well-developed strategy highly effective.  We are not competing against global brands.  And because few businesses make a concerted effort to market their services online, we are barely competing with other boarding services. 

Cultivation of the target audience over time is key to this strategy.  Putting out content with well-devised keywords, targeting not just major cities, but also colloquial names and references to the community are essential. 

Strategies for Pet Boarding Social Media Outreach

When it comes to developing a comprehensive social media strategy, there are some key lessons that we have learned along the way, and are summarizing here:

• Define the Unique Selling Proposition (USP):  Pet boarding could be considered a commodity service, ie., put the dog in the kennel and make sure Fido gets fed.  There is potentially so much more beyond that.  It’s not the dog that chooses the location, but the owners.  It is important to understand what can set your pet boarding and grooming business apart from competitors.  Is it your experienced staff, top-notch facilities, unique services, or a commitment to pet safety and comfort? Your USP should be central to your marketing message.
• Create an Attractive Identity:  While a small business is usually not concerned about branding (there’s only one location), the fact is, when friends of dog owners ask what they do with their pets when they go on vacation, there will be a response.  You want your customers to proudly tell other people that “we send our dogs to THIS location, they do a great job and we are happy with their service”.  That is the best advertisement a business can get.  It is made possible by good service, but is complemented by a marketing image that makes people want to be associated with your location.  Develop a strong identity with a memorable name, logo, and tagline.  Ensure that your branding communicates trust, care, and professionalism, which are crucial in the pet care industry.
• Build a Professional Website:  Most of your media contact will be through Facebook or the many other similar platforms.  The website, however, is often where the transaction begins – location of business, opening hours, services, and the graphics/photos of your business location which gives customers a sense of comfort in your facility’s quality and cleanliness.  Make sure the site is user-friendly, mobile-responsive, and includes essential information like services, pricing, booking options, and customer testimonials.
• Become a Social Media Content Master:  Churning out good quality content on a frequent and regular basis is key.  Utilize platforms like Facebook, Instagram, and Twitter to showcase your services, share adorable pet photos, post informative content, and engage with your audience. Visual content is particularly effective in this industry.
• Make it Personal:  Online reviews go a long way toward optimizing your reputation.  Encourage satisfied customers to leave positive reviews on websites like Google My Business, Yelp, and social media. Address any negative feedback professionally and promptly.  Another way to make it personal is to engage in community events.  Participate in or sponsor local pet-related events, such as adoption drives, pet expos, or charity fundraisers. It’s a great way to get exposure and show your commitment to the community.
• Local SEO:  Beyond the pure marketing aspects, SEO is essential.  In this case, the SEO effort is more focused on optimizing your website to ensure it appears in local search results. This includes setting up a Google My Business profile, using relevant keywords, and obtaining backlinks from local websites.
• Monitoring and Adaptation is Always Key:  Continuously monitor the performance of your marketing efforts. Use tools like Google Analytics and social media insights to track the effectiveness of your campaigns and adjust your strategies accordingly.

Effective marketing is an ongoing process, and it may take some time to see significant results.  Building trust with pet owners and creating a strong reputation within your community is essential for long-term success in the pet boarding and grooming industry.