Guest Article by Gingr
Whether you’re looking for new customers or trying to retain existing ones, a robust marketing approach is crucial to growing and sustaining your pet grooming business. Since clients today have a range of grooming options to choose from, it’s all the more important that you prove to them why they should patronize your business.
To help you do this, we’ve compiled a list of practical strategies for marketing a grooming business. In this guide, you’ll learn how to:
- Use powerful software.
- Understand your customers.
- Build a positive reputation.
- Increase engagement opportunities.
- Offer additional services.
However, because today’s marketing can take so many different forms, these tips will also operate differently depending on where and when they’re used. For each tip, consider how it might apply across major in-person and online communication channels. Let’s dive in!
1. Use powerful software.
Powerful software and marketing tools are at the heart of every great marketing strategy. Software can help your grooming business process transactions, report on sales data, and communicate with pet owners. Gingr recommends choosing software that:
- Offers tools and features built to your industry’s standards.
- Streamlines backend processes to save your staff time and effort.
- Helps you manage your staff schedules from a single dashboard.Makes scheduling and paying online quick and easy.
- Supports responsive customer communication through a customer portal. With the right dog grooming software, it will be much easier to implement the rest of the tips in this guide.
2. Understand your customers.
Once your software is up and running, you can leverage it to store and analyze customer data. In this way, you can get a sense of who your customers are, what they want from your business, and how you can best engage them. Consider collecting, storing, and analyzing the following customer-related data points:
- Communication preferences
- Pets (number, type, and age)
- Engagement history
When you understand your customers, you can better direct your marketing to the right people at the right time. Without this info, you’re making marketing decisions based on hunches that could be both inaccurate and harmful to your business.
3. Build a positive reputation.
Building a positive public perception of your grooming business is directly related to building a thriving clientele. To develop and market a positive reputation, you should:
- Invest in your community with corporate philanthropy. Supporting a pet-related nonprofit, such as a pet rescue or guide dog training facility, can show your followers that you care about your community and build trust in your brand. A nonprofit partnership can take the form of a financial donation or in-kind support, such as staff time, event facilities, or marketing resources.
- Provide an outstanding customer service experience. Make the entire grooming process as simple and friendly as possible. Pet owners should be able to easily schedule appointments, update their pet’s details, and communicate with your staff online through your website. While you should prioritize giving customers (and their pets) an easy grooming experience, the little things, such as a cute bow on groomed dogs, can often make the difference between a good experience and an incredible one.
- Offer meaningful incentives. Create a loyalty program to reward frequent customers with a free or discounted grooming appointment. Increase the program’s value by giving customers options on the rewards they can redeem.
- As you build your reputation, encourage your satisfied customers to leave your business positive reviews on Google and Yelp. Positive online reviews help pet owners searching for services find and trust your business.
4. Increase engagement opportunities.
An essential part of marketing your business is increasing the ways that potential customers can interact and engage with you—both online and in person. Use the following tips to increase engagement opportunities:
- Make it easy for customers to contact you. Make sure your contact information is prominently displayed on your marketing materials. This will make it easy for customers to get in touch with you when they have questions or need pet grooming services.
- Host in-person and virtual events. You can host anything from workshops and classes to happy hours and concerts. These events often attract new potential customers interested in the content of the event.
- Don’t rely on just one marketing channel to reach your target market. Instead, use a mix of channels, such as online advertising, social media, email marketing, and print advertising. This will give you the best chance of reaching your ideal audience where they are most likely to see your messages.
In many cases, the success of customer engagement hinges on the accessibility of your website. If customers can’t locate or navigate your site, they won’t be able to contact you, learn about events, or make an appointment. Follow web accessibility and SEO guidelines to add alt text to images, target specific keywords, and include legibile, high-contrast text. As a result, it will be easy for customers not only to find your site but also to use it.
5. Offer additional services.
Finally, to improve the marketing for your business, consider your customers’ needs and how you might offer additional pet grooming-related services to meet them. By providing a more complete and comprehensive service than your competitors, you simplify your customers’ lives and position yourself to attract customers in a wider range of markets.
Offer additional, relevant services, such as:
As you spread the word about your additional services, make sure to track your results, such as email click-through rate, site traffic, customers acquired, services used, and return on investment (ROI). Then, adjust your services and marketing as needed to increase leads and loyal customers.
Even as you diversify your marketing across channels, make sure to keep your messaging consistent between your virtual and in-person interactions. As a result, your customers will remember your distinct brand and choose your business for their next grooming appointment.
If you follow these recommendations, you’ll put yourself in the best position to engage and retain the customers who most need your grooming services. Good luck!