Hey dog people!
When I started my dog training business in 2020, I felt completely lost in the social media wilderness. Paid ads seemed like the only option to find clients, but what little money I had for marketing drained so quickly and I had nothing to show for it.
That’s when I decided to pivot to organic marketing for dog training.
It wasn’t an overnight success, but it changed everything. In less than nine months, I went from under 1,000 followers to over 10,000 followers and reached well over a million people absolutely free last year in my business.
By focusing on authentic connections and valuable content, my business started to reach and exceed my goals.
Here’s the best of what I learned about organically marketing your dog training business:
Why Paid Ads Might Not Be Working for Your Dog Training Business
You may have made the same choice I did to try and get dog training clients by using paid ads without really knowing how to approach it strategically. In all my trial-and-error, I learned there are two main reasons why paid advertisements might be an epic fail for a dog training business.
You Aren’t Ready
You don’t actually know if your business is offering a service that your community needs and is willing to pay for. If you haven’t even looked into the other dog trainers and pet professionals in your area, you don’t really have a good idea of the market and what people in it are willing to buy.
The best thing you can do if you are just getting started with your dog training business is to go into research mode. Learn about dog owners in your area and what services they’re looking for. If you see a few other trainers offering similar services to what you want to offer, that’s a good thing!
Competition may seem scary at first, but it means that people in your community are already hiring dog trainers. If there isn’t a lot of demand in your area of dog training, paid ads aren’t going to help people find your and your dog training business if they aren’t looking.
Your Targeting is Off
You aren’t an expert in paid ads; you work with animals. So you’ve either guessed on how to set them up (and probably missed the mark), or you’re paying big bucks for someone else to do it for you.
Take the time to get to know, on a deep deep level, exactly who it is you want to work with. In the marketing world, we call this an “Ideal Client”.
Think of it like your literal dream client - an absolute unicorn.
Paid marketing strategies depend on you targeting the right people with your precious ad budget. If you aren’t sure who to target, you’ll end up being far too broad. And if you’re trying to talk to everyone, you end up talking to no one.
Learn exactly who it is you want to be working with so you know you can confidently market your services to the people within your community.
Organic Marketing Can help your dog business make more money
When I first went solo as a professional dog trainer, I wasted money that I frankly didn’t have on things like Facebook ads and boosting Instagram posts. I was just guessing, and none of it worked.
But, by making those mistakes, I learned that you can market your dog training business organically and effectively without paid ads. You can reach people for free using organic marketing in your dog business.
And even better, they’ll be the right people if you learn how to use these marketing strategies with intention.
Because every dime you spend on paid ads is one less in your bank account. That’s cutting into your profit margins (how much money you actually get to keep).
Building Trust Through Value
I shifted my focus from selling to serving. I built genuine, professional connections within my communities.
I shared detailed tips and education, and shared glimpses into my training process. This transparency built trust with my audience, and clients started flowing in steadily.
Not because of flashy ads, but because they saw the value I provided and felt a connection to my story.
Sustainable Growth in your Dog Business
Organic marketing for dog training isn’t just about quick wins; it’s about sustainable growth. By investing time in creating meaningful content and engaging with my audience, I built a loyal client base.
This approach not only boosted my business but also made marketing enjoyable and fulfilling because I’m creating free and accessible information that helps keep dogs out of shelters (something I know we all care about).
How Social Media can help your Dog Business GROW
It’s time to see dog training social media in a new light—not as a chore, but as a powerful tool for your business.
Think of it as a platform to showcase your expertise, share your journey, and connect with your audience on a deeper level. When you stop chasing likes and start focusing on strategic content creation, you’ll see the results of your time investment.
Create Dog Training Content with Purpose
Don’t just show up to cross something off your list and say you posted. Every post, story, and video should have a purpose.
Your purpose could be to educate your audience, share a success story, or simply show the human side of your business. Always make sure your dog training content creation adds value for your audience.
Engage with your Audience Authentically
Engagement is a two-way street. Encourage interaction, respond to comments, and answer your DMs. Make your followers feel seen and heard.
This builds a community around your brand, turning followers into loyal clients and advocates.
3 Easy Ways YOU CAN Use Organic Marketing in Your Dog Business
1. Optimize Your Website
Your website is your digital home base. Make sure it’s optimized for search engines and user experience. Provide valuable content, easy navigation, and clear calls to action.
A well-designed website can drive organic traffic and convert visitors into clients.
2. Leverage Content Marketing
Pick one content-driven platform and start showing up to build an audience.
Write posts that address common pain points, offer solutions, and showcase your knowledge.
The most important thing is to build a habit of showing up and staying consistent.
3. Community Connection
Organic Marketing can give you the perfect framework to expand your lead generation system (how you find potential clients to make sales in your dog business).
You can collaborate with other pet professionals—vets, groomers, pet stores.
Networking not only boosts your visibility but also builds valuable relationships in the industry. Always show up to give, not to take, and you’ll be able to build meaningful connections across the industry.
UNLEASH Your Results with this FREE Marketing Masterclass for Dog Trainers
You can use organic marketing to build genuine connections and completely transform your marketing for dog training strategy.
There are people out there right now looking for your dog training service—let’s make sure they find you and your dog business!
Ready to simplify your marketing strategy and see real results? Organic Marketing is the best way to completely transform your Dog Training Business.
In this free marketing masterclass, you can steal my exact system to copy and paste right into your dog business. No paid ads required!
Unlock the power of Organic Marketing with my proven strategy, The Triple Channel System.
Sign up for my free Marketing Masterclass, UNLEASH Your Visibility, below:
Your dog nerd friend,
Mattison
About Me
I’m Mattison Skoog-Simpson, a certified dog trainer and behavior consultant (CPDT-KA, CDBC) with a degree in advertising and a background in corporate system solutions.
I help professional dog trainers and dog business owners implement strategic Organic Marketing plans in their business and use social media to reach their dreamiest clients without breaking the bank or burning out.
Follow me on Instagram @TheDogBizNerd and @FreedbyTraining.
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