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The pet care industry is experiencing a phenomenal upward growth curve. More often than ever, humans are bringing furry friends into their lives and discovering how quickly they become family. Your pet care job doesn’t end when you come home from work. It’s a lot more complicated than that, so it’s no surprise that marketers have to approach pet parents intricately.
A common marketing trend in the pet care industry is to put everything on the market and see what sticks. But like any industry, it’s all about understanding your customers and their needs. If you cast the net too wide, you will miss the big game.
Focus on four specific strategies and you’ll see your pet care company grow in no time.
1. Personalization
Understanding the customer personas each product serves and creating a brand around those customer profiles is key to reaching the right pet parents. Are their feline friends kittens or seniors? Do they have long fur that needs grooming or short coats that are easy to manage? A deep dive into customer needs is arguably the best starting point for transforming your marketing strategy.
RELATED: Are you giving your customers a personalized experience? Here’s why you can’t ignore them anymore.
2. Understand your pet’s life cycle
Puppies and kittens are wonderful animals, but their time is very short in the entire pet life cycle. If your pet care company is only in the market at this stage, you are missing an entire segment of the market.
As pets grow, their needs change. Their food requirements are different and they interact with different toys. Dogs may attend training classes, and teenage cats may need a scratching post when they begin to bend their claws. Pets, especially older ones, have very specific needs. Older pets don’t need toys or clicker training. The focus is to keep this pet pain free and relax in old age. If necessary, talk to your veterinarian to understand her cycle of life for the different breeds of pets being marketed. Especially when the focus is on exotic animals that have much shorter or longer life cycles than the average dog or cat.
3. Track like a hound
The pet care industry is very unique, but one thing it has in common with all other industries is the need for accurate attribution. It’s important to understand how each pet parent became a customer, what channels they used, and what marketing efforts moved them down the sales funnel.
It’s also important to avoid making assumptions about your customers based on their last interactions with your business. Keep a close eye on their movements and reactions to your campaign to understand what drives them.
If there’s one attribute that’s mostly forgotten, it’s the phone. Pet parents have questions. They want to be 100% sure that what they are buying for Tiger or Fido is the right fit. And I can assure you that the vast majority of these customers will want to speak to a human to ensure this. is an important part of the sales process. If you’re not tracking calls, the customer has missed the entire journey.
RELATED: Man’s best friend — and investment: The thriving pet-related franchise industry
4. Get creative
There is no one-size-fits-all marketing campaign in the pet care industry. What resonates deeply with one pet parent may mean nothing to another, so it’s essential to get creative with your campaign.
Much like human parenting, parts of the pet parenting journey often go undiscussed. Hmm.
tail end
These marketing strategies are especially useful for the pet care industry, but can be applied to most industries with minor adjustments.
Implementing these marketing strategies can significantly increase your ROI and put your marketing dollars to good use.
Pet care is an exciting and rewarding industry. When you value your customers as individuals and learn to understand their needs, you can build lifelong brand relationships with them and their pets.
RELATED: 4 Reasons The Pandemic Will Benefit The Pet Industry
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