Professional Pet Sitting 2

Transcription

1 Professional Pet Sitting 2 Created by the NAPPS Member Benefits Committee in collaboration with the Business Manual Committee Presented by Isabel Alvarez, Chair, Member Benefits Committee 1

2 Establish Your Marketing Plan Understand your target and how to reach them Analyze your competitive position in the market Determine the tactics that are available to you Stand out from the crowd Learn when to bend your budget and when to stay firm Track your results Mind your ROI 2

3 Establish Your Marketing Budget Methods used in determining a marketing budget a. Percentage of Sales b. The Dollar Approach c. Matching Competitors d. Marketing Plan Objectives 3

4 Build Your Brand Business Name Business Logo Mission Statement Tagline/Slogan Website Online Presence 4

5 Choose Your Strategies Offline Marketing Hyperlocal Relationship-based Need-based Online Marketing SEO Social Media Online listings Pay-per-click 5

6 Offline Marketing Hyperlocal Direct Mail Local organizations Chamber of Commerce Relationship-based Referrals Networking Business partnerships Need-based Bark cards Direct approach 6

7 Hyperlocal Marketing Direct Mail USPS Online Flyers/Mailing in one County Clerk s Office Address listing Community Connections PTA Community groups Church groups Local Newspapers/Newsletters Nearby organizations Rescues/Shelters Management Companies Homeowners Associations Retirement Homes 7

8 Relationship-based Marketing Referrals Friends/Family Existing clients Networking How to spread the word Networking groups Business partnerships Pet industry relationships 8

9 Need-based Marketing Bark cards Barking dogs Electric fences Pet-friendly homes Neighbor referrals Direct approach Find the pet, find the client Dog parks Pet events Tradeshows 9

10 Marketing Collateral Business cards Brochures Thank you notes Special occasion cards Sympathy cards Bark cards Pet sit logs/report cards 10

11 Online Marketing SEO What it means How to achieve it Online Advertising Pay-per-click Paid Ads on websites Social Media Facebook Twitter Etc. Online Listings Free is key SEO friendly Newsletters Postcards Ask for Feedback Surveys Safe Return Calls Thank you notes 11

12 Search Engine Optimization Search Engine Marketing Search Engine Results Pages Paid Placements/Inclusions Contextual Advertising SEO Website Content Keywords On page vs. Off page 12

13 Social Media Marketing Facebook Twitter LinkedIn Google + Pinterest Instagram Tumblr 13

14 Business Facebook Page Pros Gives you access to a larger audience Can minimize need for updates on your website Allows you to communicate daily with clients, staff, and supporters Builds rapport and moral Cons Slight learning curve if not active on Facebook Can be time-consuming Involves some maintenance Should be updated daily Requires creativity and a certain skill to be truly successful 14

15 "Twitter is a social network used by millions of people, and thousands more are signing up every day to send short messages to groups of friends ~ Pete 15

16 ~ LinkedIn is the world's largest professional network with millions of members and growing rapidly. ~ Click Companies near the top of your home page. Click the Add a Company link in the upper right area of the page. Enter your company's official name and your work address. Click Continue and enter your company information. 16

17 According to Google, Google+ has 500 million users, of which 235 million are active. 1. Set up personal profile 2. Add business page 3. Follow prompts to set it up 4. Customize page s public profile 5. Follow and engage fans 6. Connect Google+ to your website 17

18 Additional Instagram: Photo sharing Check out the Instagram for Business Blog ( Pinterest: Collecting and organizing interests Connect with pinners: Tumblr: Short form blogging platform 18

19 Smart Tool IFTTT is a service that lets you create powerful connections with one simple statement: If this then that for example: If I upload a photo to Instagram, then add the file to Dropbox (IFTTT is pronounced like gift without the g. ) 19

20 More Tools Organize all your login information with RoboForm Help with Google products: Webmasters Additional Website Builder Tool: Wix Online outsourcing: odesk & Fiverr Online outsourcing for written content: Textbroker Educational Tools: HubSpot & MarketingSherpa 20

21 Online Listings Free Listings Where? How? Effects on SEO 21

22 Pet Sitters Online Pay-per-click Google Adwords Bing Yahoo Others Paid ads Yelp Angie s List Care.com Petsitting.com 22

23 Reaching Out Online Newsletter sign-up on website Periodic s/updates to existing clients Events to bring clients together Surveys Safe return calls Thank you notes Request reviews Have a referral process 23

24 Things to Consider Service Area Lucrative vs. Expensive The true cost of the investment Staffing/Availability 24

25 Additional Tools Sign up for seminars: List your business: SixFigurePetSittingAcademy100FreeLinks.pdf Receive marketing-specific newsletters: 25

26 Noteworthy Tip "Stop selling. Start helping." ~ Zig Ziglar Don't sell your business. Try to offer help. Be a resource for your potential clients. I try to be the resource for all things pets. People are more inclined to call you to ask your advice and in turn will refer you clients. ~ Flavia Berti, Equipaws Pet Services 26

27 The End "Many a small thing has been made large by the right kind of advertising. ~ Mark Twain NAPPS wishes you much success! 27

28 Managing Your Pet Sitting Business Professional Pet Sitting 3 Welcoming clients Clients pets Clients homes On the job Handling complaints Emergency planning Special needs pets Dealing with grief Green pet care Raising prices Monthly reports Tracking growth 28

29 Resources NAPPS Introduction to Professional Pet Sitting 1 NAPPS Business Manual First Things First A checklist for building a successful pet sitting business by the NAPPS Business Manual Committee NAPPS Member Center: Building Your Business various resources

30 Photo Credits mbsform6esl.blogspot.com