For many people, the decision to keep a pet is one of the most life-changing events they’ll ever experience. Just like raising a child, taking care of a pet can swing between terrifying, frustrating, comforting, and rewarding for the owner.
The good news is that there are many resources that newbies can tap into so that they can learn to become better pet parents. They’ve also got a pretty solid community to back them up in their pet parenting journey, comprising fellow pet owners and professionals in the pet industry.
If you’ve recently branched out into the pet industry and are wondering how to engage new customers, try incorporating pet ownership education into your marketing strategy. The journey to becoming a better pet parent is an evergreen issue that will resonate with a lot of people. By offering to educate new owners of dogs, cats, birds, rabbits, or other pets, you could be doing a lot to ease their burdens. At the same time, there’s a lot of potential for you to increase your brand engagement and win loyal pet owner-customers over to your brand.
With that in mind, here are five of the most practical tips to educate pet parents and get them more interested in your brand. Put these at the forefront of your marketing strategy, and earn a strong organic following—as well as strong sales—among your customers.
#1. Publish FAQ-type Content on Your Brand’s Website
The first thing you can do to attract new pet owner customers is to produce one of the most popular forms of educational content out there: the FAQ. Through long-form pieces on your website or individual posts on your social media pages, you can answer the questions that are most frequently asked by pet owners. These can pertain to particular cat or dog breeds, processes like adopting a rescued animal or choosing pet merchandise like custom branded dog bandanas.
This type of content will do more than get pet parents to notice your brand. It will also establish your company’s presence as a thought leader in the pet industry. If customers think of your company as a trusted resource for pet-related advice, then they are more likely to engage with you throughout their pet ownership journey. Cultivate that trust by releasing well-researched, well-written, and thoughtfully presented FAQ-type content.
#2. Share Fun Facts About Pets
Along with serious and in-depth content, your brand can also release light hearted content such as fun facts about pets. You can share information with your customers about traits associated with a certain species or breed of pet or what kind of environment they thrive in. These fun facts can be released on your social media pages as short tidbits, accompanied by eye-catching visuals like photos or posters.
A marketing strategy like this one will establish your brand’s identity as a business that cares for animals. It will also help you find a brand voice that’s warm, down-to-earth, and approachable.
#3. Release Video Content Featuring Life with Pets
Video content is also quite popular among pet owners, as it allows them to get to know other pet parents and helps them visualize the ideal day-to-day life with their pet. That’s why you should consider pooling your resources into a video series that centers on pets and pet owners, with your brand retaining a subtle presence in the background. You can release short standalone videos per month, or create an ongoing web series featuring pet ambassadors for your brand. Some ideas that will resonate with your customers are “a day in the life” videos (e.g. taking a puppy to the veterinarian or groomer) or how-to videos for training.
Though your pet ambassadors and their respective owners will take center stage in these videos, they’re a rather effective way of establishing a brand story for your business. If other pet owners can see how your brand fits into a similar lifestyle or their particular aspirations, they’ll be inclined to check you out.
#4. Share Safety Tips for Taking Care of Pets
There’s also the option of sharing safety-related content on your brand pages, such as through blog posts. Possible subjects include first aid for pets, tips on walking dogs safely in the nighttime, and how to tell if a non-vocal animal is sick or injured. You can also commission infographics or charts, detailing issues like foods that are harmful versus foods that are deadly for a certain type of pet.
This is another way to showcase your concern and knowledgeability in this niche, which customers may be looking for from your brand. As with the FAQs, make sure you release pet safety-related content that is accurate and of optimal value to your customers.
#5. Disseminate Pet-related News and Ordinances from Your Community
The last strategy you can consider is disseminating pet-related news and updates on pet-related laws in your community. If there’s a pet expo, pet show, or other pet-related event happening in your area, be sure to boost the news on all your channels. Do the same when you catch wind of any changes in pet-related laws, such as those that pertain to vaccination, leashes, and poop disposal.
By doing this, you will communicate that your brand has strong ties to every member of its community—from human stakeholders to four-legged constituents. If your customers feel like they will be in the know about important pet-related issues when they visit your brand’s pages, they will stay tuned in for a long time.
Pet owners will always remember the people that made them more confident about being pet parents. By involving your brand in their education, your business will not only become a part of their story but will also pave the way for special experiences with their pets. This is one of the best things you could do for your brand and the pet community at large.
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