Hey, neighbor! You put a one-page list of your pet grooming services in my mailbox last week. Problem is, I don’t have a pet. So you wasted paper on me. And many others like me. You also didn’t put a website on your flyer — what’s up with that? I Googled your business name and couldn’t find your site there either; only some reviews on Yelp and Citysearch.
If you’ve resorted to mailbox-spamming the neighborhood, I have a feeling you’re struggling to build a customer following. While I don’t have a pet, I do want your business to succeed. The more successful the businesses are around me, the better my property value. So I’m going to suggest some Inbound marketing content you can create to attract repeat customers to your business.
It’s best practice to start by defining your “buyer personas,” since they’re the reason for everything your business does. You know your customers best; write a story that describes them. I have your flyer in front of me, so I think we can at the very least narrow your audience down to dog and cat owners in Bay Ridge, Brooklyn. What else?
- Long hair pets
- Short hair pets
- No hair pets
- Breeds with issues: skittish, aggressive, eye problems
- Pets that compete in shows
- Really, really, really spoiled pets
What do your patrons ask you every day? Like I said, I’m not a pet owner, but I’ll play along:
- What credentials go into being a dog or cat groomer?
- How often should I brush my pet’s teeth, and is there a trick to doing it at home?
- What are the best grooming products and flea treatments to use on my pet at home?
- How the hell do I clip my crazy cat’s nails?
- Why do you charge more for cats than dogs?
- How can I handle shedding for my long hair dog?
- Which are the lowest maintenance dogs/cats?
- What are the benefits of pet massage? Any tips for doing this at home?
First of all, you have to get a website. I don’t think anyone should even bother opening a business if they don’t have a website.
When you do get a website, here are some suggestions for content that will naturally draw buyers to your business. Don’t worry about trying to be Shakespeare, just write what you know about your business. Your future customers simply want to trust that all you care about is Fluffy’s well-being.
- eBook Offer (to capture leads on your site): “Free At-Home Pet Massage Guide!”
- eBook Offer: 10 Dog Breeds and How We Approach Their Grooming (Good for NYC apartment dwellers researching whether or not to get a dog)
- Blog: 5 Easy Tips for Clipping Your Cat’s Nails at Home
- Blog: The Importance of Your Pet’s Dental Hygiene
- Blog: An Interview With Our Pet Groomers – Your Questions Answered
- Photo Gallery: Before and After Pictures of Our Clients!
- Case Study: How Massage Changed This Dog’s Life
- Blog: Why Pet Groomers Charge More for Cats
- Blog: How and When to Tip Your Pet’s Groomer
- Blog: Our Top Picks of the Year for Dog and Cat Flea Treatments
- Video: How We Shampoo Dogs
- Video: How We Shampoo Cats
- Video: Dog Massage Demonstration
- Video: How We Clip Dog/Cat Nails
Educate and empower your prospects and customers, and you’ll never have to resort to flyer spam again.