The pet product market is huge and continues to grow. More than half of all households in America own a pet and this number keeps inching up. With constant surges in sales without any economic downturn, this is one of the industries that has emerged as the most stable section of the market.
However, more than a third of this immense growth belongs to large pet product companies alone. PetSmart and PETCO, for example. Small brands selling pet supplies and pet products have got their work cut out for them.
If you are an SMB selling pet goods, you’ve come to the right place. In this post today, we are going to lay out the first few steps you need to take to claim your online space.
1. Get a Fitting Pet Logo
Your logo design is a visual presentation of your brand’s core attributes. These attributes refer to characteristics or qualities that your audience associates with your brand. These attributes could be about high-quality organic ingredients, high-tech pet toys, or the most novel grooming devices.
Whatever it is, your unique pet logo needs to showcase those attributes or characteristics through its design. When you create your pet company logo, think of design elements that can represent those qualities. A shopping cart if you are a pet supply store. A cross symbol if you are a pet clinic. A cat or dog logo if you are a pet care shop.
Showing these descriptive details help build consumer trust and communicate your brand’s core offer clearly. Pleasing colors like green, mustard, teal, or brown will make your logo look distinguished and noticeable. Font-wise, choose styles in round, comfy shapes. Nothing angular or edgy. The latter represents challenge while the former is symbolic of ease, comfort, and wholesomeness.
2. Go Local
To make your pet supplies store appear in relevant online searches, pay attention to local SEO. This kind of SEO targets local keywords such as ‘pet supply store near me’ or ‘pet food store in (location name)’. Keywords where users are specifying a local location.
Studies have repeatedly shown that these kinds of searches have a high tendency of turning into sales and conversions. When you optimize your website and/or your content for local SEO, you ensure that when people in or around your area look for things that you are selling, you pop up in their searches.
Some common practices for a strong local SEO strategy include:
- Conducting keyword research (yours + competitors) to target phrases that your potential customers might be using to find businesses like you.
- Conducting a site-audit to spot flaws like broken links, poor indexation, and missing page titles. Creating a fast, user-friendly site will make search engines like you more.
- Creating geo-specific landing pages that have content, information, and keywords that target a specific location. Such as ‘pet supplies store in newtown square pa’.
A stronger local SEO strategy will make your pet supply store website more visible, increase organic traffic to it, and even reduce your online ads cost.
3. Claim Your Listings
Pet supplies stores are one of the largest sectors of the pet goods market, one of the fastest-growing too. As the space continues to become crowded, it’s important for you to stake your claim.
If your pet goods store has a physical location, claim your listings on directories such as Google Business Profile, Yelp, Bing Places, YellowPages, and more. Add your address, phone number, operational hours, and other important details. You can add pictures of your store and your products, too. The directories offer customer reviews which you can publish. The reviews can help you with gaining more SEO rankings plus can work as a great marketing tool, too. Word-of-mouth marketing, and all.
An important thing to take care of as you are maintaining online directories is to ensure the information you provide is consistent all across different platforms. You don’t want your potential customers to get confused and hop over to your competitor. Also, check our industry-relevant directory listings so if people are using specific directories, your company is present there, too.
4. Keep Your Social Media Looking Alive
Your social media is critical to your online presence. It’s true for all different kinds of business for all the different industries. But for something like a pet goods store, social media should be treated as a business lifeline.
It’s because pet parents are notorious for taking pictures of their fur or feather babies and showing it to their friends and followers online. Use that as your inspiration to flood your feed with beautiful shots of pets that come to your store, the products you have for them, or even the UGC content your customers share about their pets.
Create memes, post branded content, publish videos, take original photos, reply to comments, and show your audience that not only is your pet brand active on social media, it's actively engaged with the community, too.
5. Buy Ads
So far all the strategies we have discussed to increase your pet brand’s online visibility cost no money. You can start seeing results of all these efforts over time.
However, there are areas of branding and marketing that require financial investment. One such area is paid advertising for your pet brand. Ads that you see on your social media feed, the websites you visit, or even at the top of the SERPs when you conduct an online search.
Paid advertising allows you to:
- Target customer profiles that are most likely to buy.
- Control your ad budget by only paying a certain amount and never overspending it. Plus, you only pay for actual, verified clicks from potential leads.
- Expand your reach to customer segments that aren’t aware of your brand or haven’t interacted with it before.
- Measure your ad’s performance and see areas where you need to fix things.
Paid advertising works in two models: pay-per-click and cost-per-click. Each of these have its pros and cons and before you commit to one, it will be practical to research both and see which one aligns the most with your brand’s ad and marketing needs.
Pet goods market is a thriving sector of the industry. As more and more of Americans continue to become pet parents, the need for high-quality, durable, and latest-tech supported pet supplies is increasing. These supplies include things like pet care goods, pet training goods, pet toys, and more.
While big pet brands are benefitting from this booming market, smaller, more niche brands are struggling. The strategies that we have talked about today target effective steps you can integrate in your marketing and branding to increase your pet brand’s online presence and gain more customers.
By investing in paid advertising, updating your online listings, and working towards a cohesive local SEO strategy, you can make your pet brand more visible to your audience, and more relevant to high-intention buyers.
Guest Blog by Michael Davis, Online Marketer/Writer