The Secret to Booking More Clients: Marketing Strategies Every Pet Business Needs
Guest blog by Joe Meyers
Chief Digital Strategist, Share Marketing Agency
Listen, if you own a pet business, you already know the demand is there. Pet parents are spending more than ever, and they’re willing to pay top dollar for high-quality services.
But here’s the problem…
Most pet businesses don’t have a marketing strategy. They rely on word-of-mouth and the hope that customers will magically show up.
Hope isn’t a strategy.
If you want consistent bookings, repeat customers, and a brand people trust, you need to market like a business owner, not just a pet lover. Here’s how to attract and retain more clients starting today.
Step 1: Own Your Brand – Position Yourself as the Go-To Expert
Before you run a single ad or post on social media, you need to ask yourself:
Why should a pet parent choose you over the competition?
People don’t just buy services—they buy stories, expertise, and trust. If you’re just another dog trainer, groomer, or boarding facility, you blend in. But if you’re the expert who helps high-energy dogs thrive or the trainer who specializes in fixing leash reactivity? That’s memorable.
What Makes You Stand Out?
Do you specialize in a certain breed or behavior?
Do you offer a VIP experience other businesses don’t?
Do you have a unique story or philosophy that makes your approach different?
The moment you define your unique position, everything else in your marketing gets easier.
Step 2: Social Media is NOT Optional — It’s Your Digital Storefront
If you’re not consistently posting on Instagram, Facebook, and TikTok, you’re invisible. Posting once a week isn’t enough.
Winning Social Media Strategies for Pet Businesses:
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- Educate, Don’t Just Sell – Instead of constantly pushing your services, post quick training tips, behind-the-scenes clips, and success stories. Show pet parents what you know.
- Testimonials = Instant Trust – Your happy clients are your best marketing tool. Post before-and-after training videos, client reviews, and UGC (user-generated content).
- Video Wins Every Time – Short-form videos (Reels, TikToks, YouTube Shorts) get more reach and engagement than static posts. Share training sessions, transformations, and client interactions.
- Stay Consistent – If you’re not posting at least 3-4 times a week, you’re missing out on growth. Batch content and schedule it in advance so you’re not scrambling.
- Pro Tip: Stop worrying about making everything “perfect.” Raw, authentic content performs better than overproduced videos. Just show up.
Step 3: Email Marketing — The Goldmine You’re Ignoring
Social media is great for awareness, but email marketing is where the money is made.
Your email list is your direct connection to pet parents who already trust you. And yet, most pet businesses don’t email their customers enough.
How to Turn Emails into Clients:
- Automate a Welcome Sequence – When someone signs up for your newsletter, send a 3-5 email series introducing your business, sharing client success stories, and offering an exclusive deal.
- Send Weekly or Biweekly Emails – If you’re only emailing when you have a promotion, you’re missing out. Share pet care tips, training advice, success stories, and limited-time offers to keep your audience engaged.
- Sell in a Smart Way – Every email shouldn’t be a sales pitch. Follow the 80/20 rule: 80% value, 20% promotion. Educate first, then offer your service as the next step.
- Pro Tip: Offer a free resource or guide (like “5 Mistakes Dog Owners Make When Training Their Pup”) in exchange for an email address. Grow your list, nurture those leads, and turn them into paying clients.
Step 4: The Referral System That Brings in Clients on Autopilot
Word-of-mouth is powerful, but you need a system to make it work consistently. Here’s the real deal: Happy customers will refer you—but only if you remind them to.
How to Create a Referral Machine:
- Give Clients a Reason to Talk About You – A standard experience won’t get people raving. But a memorable, over-the-top experience will. Give clients something unexpected, like a personalized thank-you note, a small pet-related gift, or a VIP follow-up call.
- Set Up a Referral Program – Reward clients for bringing in new business. Offer discounts, free sessions, or exclusive perks when they refer friends. Make it easy for them to spread the word.
- Ask for Reviews (And Make It Easy) – After a service, send an automated follow-up with a link to leave a review on Google, Facebook, or Yelp. The more positive reviews you have, the more pet parents trust you.
Want to Stop Guessing and Start Growing? Here’s Your Next Step.
Most pet businesses waste time on marketing that doesn’t work because they don’t have a system. You need a strategy that brings in consistent leads, turns them into clients, and keeps them coming back. If you’re ready to take even more steps toward feeling confident in your own marketing skills, check out Dog Handler Academy’s Business Marketing 101 standalone course today!
Dog Handler Academy teamed up with Joe Meyers from Share Digital Marketing Agency to create this important marketing course designed specifically for businesses in the pet industry. In this in-depth, 5-hour course, Joe covers how to create an authentic, personal experience in your marketing and how to figure out if your marketing efforts are actually working for you. You can also learn how to get more reviews for your business AND how to handle negative reviews.
Ready to work directly with Joe? With Pet Marketing Mastermind, you’ll get:
Step-by-step marketing strategies to attract & retain more clients. Live coaching to get real-time feedback on your marketing. Proven frameworks for social media, email, and referrals.
You don’t need more random marketing advice—you need a plan that works. Join the Pet Marketing Mastermind today at petmarketingmastermind.com
About Joe Meyers
Joe Meyers is a pet industry marketing expert, strategist, and founder of Share Marketing Agency, where he helps pet businesses attract more clients, increase revenue, and build lasting brands. With over 15 years of marketing experience—8 of those dedicated exclusively to the pet industry—Joe has worked with brands ranging from small pet businesses to national companies like Target and DogTV.
As the creator of the Pet Marketing Mastermind, Joe teaches petpreneurs how to implement proven, no-fluff marketing strategies that drive real growth. His expertise spans social media, email marketing, branding, and customer retention, helping pet businesses move from struggling to fully booked.
When he’s not helping businesses grow, Joe is a proud dog dad to Mickey, his 8-year-old beagle mix. Learn more about his marketing strategies at petmarketingmastermind.com.
