Ruby's K9 Corral

Dear Ryan and Vicky,

Thank you so much for reaching out to us to explore ideas for expanding upon your existing marketing efforts! We are happy to provide you with ideas and our expertise in this area.

This will be our initial proposal to provide you with some ideas to explore. If you like to pursue any of these ideas or others you have, we can further discuss them and figure out what services we can provide. When it comes to pricing, we do our best to be as flexible and accommodating as we can.

We can perform services for you or provide you with some guidance and training to do the tasks yourselves.

We have clients who prefer to do things themselves and others who like us to take care of everything for them, and some are a combination of the two. We provide resources and training on common topics, and personalized training videos as a helpful tool. That said, we put together estimates based on the different levels of service we can provide. Once we have a clearer understanding of the types of marketing and services would be best for you, we can put together pricing.

We offer a variety of services that are helpful for marketing such as:

• keyword research
• business cards, flyers, and other promotional materials (we also offer printing through our suppliers)
• social media profile setup, graphics, posts, and management
• promo videos
• email marketing
• and more

You can think of us as problem solvers. We strive to find solutions for our clients, then we provide services around that. Every client is unique with different needs and a different budget. We do our best to provide services that help solve  their problems and achieve their goals, while working to reduce their costs.

Whatever you decide, I hope this initial informational proposal is helpful to you as you work on growing your business.

All the Best,

Melissa (Lisa) Li
Owner
Making The Impact LLC

Goals Overview

We understand from our recent conversation that your primary goals for your dog daycare business are as follows:

1. Addressing Seasonal Slowdown: You’re looking to mitigate the seasonal slowdown in business that occurs during the winter months. The aim is to increase sales during this time through strategic marketing initiatives and innovative services.
2. Enhancing Local Marketing Efforts: You’re keen on improving your local marketing to increase your client base within your immediate geographical area. This means finding effective ways to appeal to and engage with local dog owners.
3. Improving Digital Presence: While you have established a digital footprint, there’s a desire to optimize your online presence. This includes your website, Google My Business, and social media platforms to reach more potential clients.
4. Refining Communication Strategies: You have tried email and text marketing in the past, but there’s a need to improve these communication channels to become more effective and less intrusive, ensuring they provide value to your customers.
5. Evaluating Collaborations: You are open to exploring partnerships with other local businesses, for mutually beneficial referrals.
6. Demonstrating Value: Lastly, after previous collaborations with other companies, it’s important for you to see tangible results from our partnership. You want strategies that go beyond what you could implement yourself, delivering a visible increase in sales and customer engagement.

Your objectives guide our strategic planning, and our team is committed to delivering a tailored marketing solution to meet these goals. Our proposal will detail the specific strategies we recommend and how we believe they will effectively address your business needs.

Marketing Strategies

Based on our discussion and after reviewing your website, social media, and your website’s SEO analysis, we recommend exploring the following strategies:

1. Seasonal Promotions and Packages
2. Local Business Partnerships
3. Local Events and Sponsorships
4. Optimizing Your Digital Presence
5. Website and SEO Improvement
6. Content Marketing
7. Targeted Online Advertising
8. Loyalty Program
9. Communication Strategies

We will explore these in detail below, but first we want to take a moment to discuss the average conversion rates.

Average Conversion Rates

Many small businesses are often disappointed with the results of their marketing efforts. With any kind of marketing, typically only a small percentage of those who see the ad, post, or other media will actually buy. There are numerous factors that can dramatically influence the effectiveness of a marketing campaign, but averages can help bring marketing expectations back down to reality when looking at the numbers and reviewing the reports.

We’ve put together a simple chart that shows the average conversions rates across a broad spectrum of industries which you can see below. The data is based on trends up to September 2021, and although it isn’t current, the current trends will be similar to those in 2021.

The rapid and accelerating use of AI technology will have some impact on the effectiveness of SEO and marketing, but it is hard to predict exactly how it will affect businesses marketing services and products locally.

Click to view full-size image.

Whatever marketing methods you use, you may reach hundreds or thousands of people and only have a few sales that result from it. Each method has its own conversion rate, and identifying the most effective methods for your business requires trial and error. It takes time and usually requires implementing multiple marketing methods at the same time.

Despite commonly advertised claims for results, no company or marketing expert can guarantee results, and we certainly don’t. What works for one business may not work for another, and there are too many variables involved. However, what we hope to do is help you identify the methods that have the greatest likelihood of producing results.

With these conversion rates in mind, and the fact that you want to work with good clientele, we highly recommend you work on implementing a quality email marketing strategy to build a lasting relationship with your existing and past clients, use video marketing on both your website and social media pages, and leverage your current customers and complementary businesses to get high quality referrals.

Our Recommendations

Now let’s dive into the recommendations, after all that’s what you’re hear for. We will explain the idea behind each one and give you some examples. These are just some ideas you may want to consider and explore.

Seasonal Promotions and Packages

Tailoring promotions and packages for the winter months can create a strong incentive for clients to use your services during this traditionally slower period. These could include discounts for multiple sessions, bundled services, or special winter-themed events.

When we spoke, you said you were planning on increasing your rates and your clients had told you the rates were reasonable. What you could do is use that as the base rate that you charge in the winter, then charge more during the busier parts of the year. You could give your favorite clients discounts to keep them and get their return business, letting them take advantage of your new base rate that they are already ok with.

Some other ideas to consider:

• Holiday-themed events or contests
  • Expand on your seasonal photo offerings
    • Offer pet photos with Santa
    • Have turkey costumes for Thanksgiving
  • Do holiday-themed home visits
• Focus marketing on:
  • Dog owners going away for the holidays
  • People giving or receiving a puppy as a gift
  • Holiday-themed dog treats
  • Gift certificates for dog boarding people can give as gifts

In winter, many people are preoccupied with the holidays and spending more on gifts. So these may be some ways you could potentially attract some attention and get more sales during that period.

Local Business and Non-Profit Partnerships

Partnering with complementary local businesses can enhance your reach within the community and provide mutual benefits. I know that you said that you already partner with some veterinary clinics, but there are other complementary businesses you could also partner with. Here is a list of some possible opportunities:

1. Pet Supply Stores: These could include both chains and local stores selling food, toys, grooming supplies, and other pet products.
2. Veterinary Clinics: A partnership with a local vet could be mutually beneficial. They could refer their clients to your daycare, while you could recommend them for veterinary services.
3. Pet Grooming Services: Partnering with groomers could give your clients access to grooming services along with daycare for services that you don’t provide.
4. Pet-Friendly Restaurants and Cafes: You could partner with local pet-friendly establishments to offer special deals or events.
5. Local Fitness Centers or Yoga Studios: Many people looking for fitness classes also have pets that need care during their workout time.
6. Hospitals and Rehab Centers: When pet owners become ill or injured, they may not be able to care for their pets or have someone who can care for them.
7. Local Hotels or Airbnb Owners: They could recommend your daycare to their guests who travel with pets, while you could recommend their accommodation to your clients.
8. Pet Adoption Centers or Animal Charities: A partnership here could involve hosting adoption events, fundraising, or other joint efforts that are mutually beneficial and socially responsible. You could see if you could make an arrangement with local shelters to serve as an overflow shelter for a discounted rate during the winter months, and work with them to help promote animals for adoption. Another possibility is offering special discounted rates to pet owners who adopt from the shelters.

Some places may allow you to place a flyer, business cards, or other advertising in their building on a community board or near the registers. Others may be open to forming cooperative and mutually-beneficial partnerships.

Local Events and Sponsorships

Attending or sponsoring local events can significantly increase your visibility within the community. Consider looking for relevant local events, such as pet fairs or adoption days, and explore opportunities for sponsorship or participation.

Some of the ways you can market your business using events include:

• Sponsorship: By sponsoring a local event, your business name and logo can appear on event promotional materials like banners, flyers, or t-shirts. You could potentially sponsor pet-related events, community fairs, charity runs, or other local events.
• Vendor Booth: By having a booth, you get a chance to interact with potential clients, answer questions, and provide information about your services. You could distribute promotional materials like brochures, flyers, or small branded items like frisbees or dog toys or treats.
• Demonstrations: Since you offer dog training services, you can give live demonstrations at local events. This would give you a great opportunity to showcase your expertise and experience.
• Hosting Your Own Events: Consider hosting your own events like pet adoption days, pet owner meetups, or charity fundraisers. You could attract a lot of attention and create awareness of your business in the area.
• Participate in Parades: Local parades can help you create more awareness. You could have a float featuring some of your dogs or walk the dogs while they wear branded apparel.
• Pet Contests: You can sponsor or host pet contests such as “cutest pet”, “best trick”, or “best dressed”. Such contests can be a fun way to engage with potential clients. They could be held as standalone events or part of a larger local event. You can check with local pet supply stores or other complementary businesses to see if they would allow you to hold the event at their location and/or be open to sponsoring a prize.
• Workshops or Seminars: Hosting or participating in educational events around pet care, training techniques, or animal behavior could demonstrate your expertise in the field and attract potential clients.t Some local businesses may be open to allowing you to hold the event at their location. You could also check with the local libraries or community centers to see if you could rent a space to hold the event.
• Partnership Events: Joint events with local businesses, like a “Yappy Hour” at a pet-friendly restaurant or a pet photo shoot at a local pet supply store could provide mutual benefits.
• Event Goodie Bags: Some local events may distribute goodie bags to attendees. The goodie bags could have a small promotional item or a coupon for your services.
• Partner with Churches: A lot of churches hold family-friendly events and may be open to allowing you to hold a contest, workshop, or other activity at their event.

These are just some of the ways you might be able to use events to advertise and attract new customers.

Optimizing Your Digital Presence

A strong digital presence can help attract more potential clients. This can be done by regularly updating your Google My Business profile with the latest information and images, actively engaging with your followers on social media, and ensuring your website is user-friendly and informative.

To optimize your digital presence and maximize the impact of your online platforms, we recommend focusing on the following strategies:

1. Facebook Page Optimization: Ensure that your Facebook page is complete, accurate, and up to date. This includes adding a compelling cover photo, a clear profile picture (such as your logo), a concise and engaging description of your services, and accurate contact information. Regularly post engaging content, such as photos and videos of happy dogs at your daycare, informative articles, and announcements about promotions or events.
2. YouTube Channel Enhancement: Leverage your YouTube channel to showcase the unique aspects of your business. Create engaging videos that highlight your facility, introduce your team, share dog training tips, or showcase happy customers. Optimize each video with relevant titles, descriptions, and tags, and consider cross-promoting your videos on other platforms, such as your website and social media accounts.
3. Google My Business Page: Optimize your Google My Business page to improve your local search visibility. Ensure that your business information is accurate, including your address, contact details, and operating hours. Encourage satisfied customers to leave positive reviews, respond promptly to reviews and inquiries, and regularly post updates, offers, and engaging content to keep your page active and informative.
4. Website Optimization: Enhance your website to provide a seamless and user-friendly experience for visitors. Ensure that your site is mobile-responsive, loads quickly, and has a clear and intuitive navigation menu. Focus on creating engaging and informative content that showcases your services, pricing, testimonials, and any unique features or benefits. Incorporate visually appealing images and videos of dogs at your daycare. Implement effective call-to-action buttons, making it easy for visitors to contact you or book services.
5. App Engagement and Updates: If you have an app, make sure it provides value and convenience to your customers. Regularly update it with new features, promotions, and information. Consider incorporating features such as booking services, viewing real-time updates on pets’ activities, or loyalty program integration. Encourage customers to download and use the app by promoting its benefits through your other digital channels.
6. Consistent Branding: Maintain consistent branding across all your digital platforms. Ensure that your logo, colors, and tone of voice are aligned, reinforcing your brand identity and creating a cohesive experience for your audience.
7. Cross-Promotion and Integration: Integrate your various digital platforms to maximize their impact. Promote your YouTube videos on Facebook, embed them on your website, and share links to your website and app on all your digital channels. This cross-promotion will drive traffic and engagement across multiple platforms, increasing your reach and visibility.

Remember, optimizing your digital presence is an ongoing process. Regularly review and update your content, respond to customer inquiries promptly, and actively engage with your audience across all your digital channels.

Website and SEO Improvement

Enhancing your website’s search engine optimization (SEO) can increase your visibility in local search results. We took a look at your website and believe there are some improvements that you can make to improve the effectiveness of your website and SEO.

We’ve put together an SEO report for your website using our keyword research tool. It shows the volume (average # of searches per month) for the various keywords, your average rank on the Google results pages, and where the most referrals are coming from online. It also gives some other insights that you might find helpful.

Website SEO Report

The most useful aspect of the report is the list of keywords that it gives you that shows what your website is currently coming up for, how many searches those keywords are getting, and where your site currently ranks. Given that your website is a local business, SEO works a bit differently.

Many people would likely search “canine corral near me” or “dog boarding near me” and other search terms like that. It is based on the user’s location, so it is hard for keyword tools to tell where exactly your site will rank. Google seems to randomize a lot of business listings in the searches a lot of times when people are using Google Maps (at least from my experience), so your business may rank differently for different people based on their location and other factors. What you may want to do is try to target the words that have the greatest search volume, but if the word is too competitive your business may rank too low for it to make a difference without paying for advertising on Google. If you don’t want to pay for advertising, then focus on the keywords with high volume and low competition.

The report focuses on what your website is currently coming up for, but there are likely other keywords you can target. It takes time to conduct this research, which goes beyond what this free proposal is providing you. If you’re interested in our keyword research, let us know and we’ll be happy to put together a more comprehensive list of keywords you may want to target for your business.

For improving your website and SEO, we recommend the following:

1. Keyword Research and Optimization: Conduct comprehensive keyword research to identify relevant and high-performing search terms in your industry. Incorporate these keywords naturally throughout your website, including in page titles, headings, meta descriptions, and body content. This will help search engines understand the purpose of your pages and improve your organic search rankings.
2. Informative and Engaging Content: Create valuable and informative content that engages your target audience and showcases your expertise. Develop a blog section on your website to regularly publish articles, guides, and tips related to dog care, training, and relevant industry topics. This will not only attract visitors but also improve your website’s visibility in search results.
3. Local SEO: Optimize your website for local search by including location-specific keywords, such as your city or neighborhood, throughout your website. This will help you rank higher in local search results and attract nearby customers. Additionally, ensure that your business name, address, and phone number (NAP) are consistent across your website and other online directories. It looks like you include a list of locations for your service area, that is good, but your website isn’t currently ranking for all those location keywords (at least according to my SEO research tool).
4. User-Friendly Navigation: Ensure that your website has a clear and intuitive navigation menu, making it easy for visitors to find the information they need. Streamline your website’s structure and organization, categorizing content logically, and including internal links to guide users through relevant pages.
5. Meta Tags and Descriptions: Optimize your website’s meta tags and descriptions to accurately reflect the content of each page. Craft compelling meta titles and descriptions that entice users to click through from search engine results pages, improving your click-through rate and organic traffic.
6. Backlink Building: Focus on building high-quality backlinks from reputable and relevant websites. This can be achieved through guest blogging, collaborating with industry influencers, or reaching out to local businesses for partnership opportunities. Backlinks from authoritative sources signal to search engines that your website is trustworthy and deserving of higher rankings.
7. Website Analytics and Tracking: Implement website analytics tools, such as Google Analytics, to track user behavior, traffic sources, and conversions. Analyze this data regularly to gain insights into your website’s performance and identify areas for improvement. I have a simple analytics tool that I provide my clients for free that makes it easy to see how much traffic the site gets and different details, all while respecting the privacy of users. It’s much easier to use than Google Analytics.

While the overall look of your website is ok, we noticed that the site appears better on mobile than on wide screen. So we recommend some improvements. For time, we only did the homepage but we’ve put some of our recommendations in the screenshot below.

Click to view full-size image.

Videos have been found to increase website conversions by up to 80% versus just having text and images.

Other recommendations:

• Put the location and hours in the bottom (footer section) of the website on every page so that people can find it easily.
• Change the city image on the contact page and use an image of dogs like the other pages. The city image feels out of place when compared to the rest of the site.
• On the contact page, put your phone number, location, map, and hours at the top of the page so it’s super easy to find and doesn’t require scrolling. The contact form can go below all that.
• Add a bar along the top of the site that has your phone number, social media pages, and hours so it’s easy to find.
• Make the About page title consistent with what is in the menu.
• The staff and about pages should be merged instead of having them separate. Simply add the staff information below the Meet the Owners section.
• Change Blog in the navigation to FAQs or “What to Expect”.
• On the Rates & Services page don’t just put information about your services, but link to the FAQs page and give the steps for what people need to do to sign up to use your services or to contact you.

Your website should be streamlined to make it as easy as possible for someone who just found your business to be able to find how information about what you offer and then be able to take action to sign up. The changes suggested above will make it so that the menu is simpler, the information is easier to find.

Content Marketing

Regularly publishing engaging, helpful content can help establish you as a trusted authority in your field and attract more potential clients. This could involve starting a blog on your website, sharing informative posts on social media, or even starting a newsletter.

Some other possibilities for content marketing include:

• Creating educational videos that you post on your YouTube channel.
• Posting videos of you training the dogs or other services you provide.
• Post a video tour of the facility.
• Start a blog on Substack and post educational content that people would find valuable.
• Post video testimonials from happy customers.

These are just some of the ways you can use content marketing to help your business be seen.

Targeted Online Advertising

Using online advertising platforms, like Google Ads or social media advertising, allows you to target your advertising to specific local audiences. To help you maximize the impact of your advertising budget, we have some recommendations for targeted online advertising:

1. Define Your Target Audience: Begin by clearly identifying your ideal customers based on demographics, interests, and behaviors. This will allow you to tailor your advertising campaigns to reach the right people who are most likely to be interested in your dog daycare services.
2. Utilize Social Media Advertising: Platforms like Facebook and Instagram offer powerful targeting options that allow you to reach specific demographics, interests, and behaviors. Leverage these platforms to create visually appealing ads that resonate with your target audience.
3. Geo-Targeting: Since you want to focus on increasing sales locally, take advantage of geolocation targeting in your online advertising campaigns. Set your ads to display within a specific radius of your dog daycare location to reach potential customers in your immediate vicinity.
4. Remarketing Campaigns: Implement remarketing campaigns to stay top-of-mind with potential customers who have already shown interest in your services. This involves displaying targeted ads to people who have previously visited your website or engaged with your social media content. By reminding them of your services, you can increase the likelihood of conversion.
5. Google Ads: Utilize Google Ads (formerly known as Google AdWords) to target local customers actively searching for dog daycare services in your area. Optimize your campaigns by using location-based keywords, creating compelling ad copy, and directing visitors to relevant landing pages on your website.
6. Video Advertising: Incorporate video advertising on platforms like YouTube to engage your target audience visually. Create informative and engaging videos that showcase the benefits of your daycare, share customer testimonials, or provide dog training tips. Use targeting options to reach viewers interested in pet-related content or specific demographics.
7. Collaborate with Influencers: Identify local influencers or bloggers in the pet industry who have a significant following. Collaborate with them to promote your dog daycare services through sponsored posts, reviews, or partnerships. This can help extend your reach to their engaged audience and build credibility.
8. Track and Optimize: Set up proper tracking mechanisms, such as conversion tracking and Google Analytics, to measure the effectiveness of your online advertising campaigns. Monitor key metrics like click-through rates, conversions, and cost per acquisition. Analyze the data regularly and make adjustments to optimize your campaigns for better results.

Loyalty Program

A loyalty program can encourage clients to return more frequently by rewarding them for their continued patronage. This can be implemented through a simple card-based system or through a digital platform. You could use a simple business card that you hand write a member code into, or use a service like smile.io to run a loyalty program (it has a free plan with limited features).

You would likely find greater success with a loyalty program if you collaborate with complementary businesses in the area.

You could approach the veterinary clinics, pet groomers, pet supply stores, and other pet-related businesses in the area to see if they would be willing to collaborate to start a sort of club to attract more business. Your customers could join the “dog club” or “pet club” program to get special deals, rewards, or discounts from you and the other businesses that collaborate with you that normal customers won’t get. With this sort of loyalty program, customers that shop at a local pet supply store or go to the vet would be more inclined to check out your business when they need boarding or training for their pet.

Communication Strategies

Keeping your clients informed and engaged through regular, valuable communications can enhance client relationships. This could involve sending regular updates through text or email, maintaining active social media profiles, or even starting a newsletter. There are also other communication strategies that you can implement that may help.

1. Segmented Email Marketing: Develop a segmented email marketing strategy to deliver personalized and relevant content to your customers. Categorize your email list based on factors like customer preferences, dog breed, or service history. Tailor your email campaigns accordingly, providing valuable information, promotions, and updates that resonate with each segment.
2. Text Message Marketing: Implement text message marketing to deliver timely and relevant information directly to your customers’ mobile devices. Use this channel sparingly for important updates, exclusive offers, or appointment reminders. Ensure that customers have given their consent to receive text messages and provide an easy opt-out option.
3. Personalized Customer Interactions: Strive for personalized customer interactions that make your clients feel valued and appreciated. Address them by name in communications, remember their pet’s name, and acknowledge important milestones, such as birthdays or adoption anniversaries. You can send out cards for your customer’s dogs birthdays or adoption anniversaries with a coupon or offer a dog treat as a gift.

Tips:

• With email and text message marketing, make sure you have permission to contact them.
• Always make sure you have a way to opt out of receiving messages.
• Don’t try to sell, instead provide value and make things fun and enjoyable.
• If you want to send out regular emails, add an email newsletter sign up to your website.

Nurturing Success through Strategic Marketing

By implementing targeted marketing initiatives, you can effectively combat the seasonal slowdown during winter months. Promotions, partnerships with local businesses, and participation in events can all contribute to heightened visibility, increased engagement, and ultimately, more clients during this period.

Enhancing your digital presence through optimized websites, SEO strategies, and engaging content can position your business as a reputable authority in the industry. This, coupled with targeted online advertising and effective communication strategies, will help attract and retain customers while building long-lasting relationships.

Furthermore, the power of collaboration and partnerships with complementary businesses cannot be understated. By establishing a network of local businesses, potentially through the creation of a club or joint-loyalty program, you can leverage each other’s customer base and create additional value for your clients.

It is important to note that the success of these strategies relies on ongoing monitoring, analysis, and optimization. Regularly assessing the performance of your marketing campaigns, measuring key metrics, and adjusting strategies based on customer feedback will ensure your efforts yield the desired results.

Our team is committed to providing the expertise, guidance, and support necessary to implement these strategies effectively and help your business thrive. We are confident that through our collaborative efforts, we can drive tangible growth and elevate your business to new heights.

Thank you for the opportunity to provide insights and recommendations. We look forward to partnering with you on this exciting journey towards increased sales and success.

What We Do

At Making The Impact LLC, we care about our clients and their success. We tailor our services to their needs, providing a variety of services to help them achieve their goals and provide the best value for the investment.

Marketing Services

• Keyword and SEO research
• Advertising design
• Search engine advertising
• Social media advertising
• Print advertising
• Press release writing and distribution
• Social media page setup, editing, and management
• Social media post content and posting service
• Social media graphics (profile and header image)
• Promo videos and video creation
• AI-generated content and images
• SEO content writing and editing
• Email marketing

Graphic Design Services

• Logo design
• Graphics and illustrations
• Business card design
• Flyer design
• Banner design
• Photo editing
• Stationary design
• Postcard design
• T-shirt design
• Printing services provided through our partners

Web Development and Design Services

• Website and email hosting
• Website design and redesign
• Website updates and maintenance
• Website security, recovery, and repair
• Custom website themes
• Custom website plugins
• Video backgrounds
• Landing page design

If there is something you would like help with that isn’t listed here, contact us and tell us what you need and we’ll see what we can do.

Making The Impact LLC
Monday – Friday 9am to 5pm
Call or Text 405-310-9329
customerservice@makingtheimpact.com