Hey dog people!
Can Social Media feel like the wild wild west?
Yeah, sometimes. But it also opens you up to reaching hundreds, thousands, or even millions of people with your dog training business.
I don’t think Social Media should be your only marketing efforts. It should be one piece of your overall strategy.
But it can be a large piece because of the massive organic (free) reach potential. My dog training business was reaching over 100,000 people every month even when I had under 5,000 followers.
The best way that you can use Social Media as a Professional Dog Trainer is to make sure you have a clear strategy, set boundaries to avoid burnout, and show up in a way that truly connects you to your audience.
Be Strategic on Social Media
I know the last thing you want to do is fall into the trap of wasting hours scrolling on social media figuring out how to use it for your business. You’ll burn out - fast - if you don’t put your efforts in the right place because you won’t see the results you need.
Set up your business funnels
Think of social media as the top of a funnel. Your posts and interactions are your first touch points and act as the top of the funnel “catching” people and pulling them into your business.
Here, the goal is to attract and pull potential clients deeper into your ecosystem, maybe through signing up for a newsletter or scheduling a consultation.
Established and proven funnels are the backbone of successful social media marketing for dog trainers.
Incorporate Marketing Psychology
Understanding and applying marketing psychology is how to make sure your social media efforts actually stick.
You can use classic marketing approaches in authentic ways on social media.
Here are a few examples:
Social Proof - share client testimonials
Rule of Reciprocity - give a valuable free resources or offer free consults
Scarcity Effect - limit the spots available for your services
These tactics can help you create content that converts your audience to paying clients.
Follow a consistent schedule
Consistency is key. Develop a schedule that's frequent enough to keep you top of mind, yet manageable to prevent burnout.
This could mean posting three times a week or showing up daily in stories. The trick isn’t just in posting but in maintaining a rhythm that keeps your audience engaged and informed.
And most importantly, choosing a posting schedule that you can keep up for weeks, months, or years to come.
Avoid Social Media Burnout
The key to avoiding social media burnout (the BIGGEST complaint I hear from dog trainers) is to set boundaries. It can be an overstimulating and ever-changing environment.
I’m here to tell you - it doesn’t have to be that way. You can use social media for your dog training business without burning out. Here’s how:
Balance content consumption
As much as you give, you must also guard your space. Balance how much content you consume with how much you create.
I’m not saying you can’t scroll on your personal account if that’s how you unwind at the end of the day.
I am saying, don’t do it on your business account (and I highly suggest you put some limits around how much you scroll each day).
Overloading on the content of others can dilute your own creative instincts.
Set limits and timers
There’s a reason scrolling on social media feels like a time suck or black hole. It’s designed to work with the chemical receptors in your brain to keep you wanting more more more.
Don’t get sucked in.
Use tools like screen time limits or scheduling specific times for social media activity. This helps keep your social media efforts efficient and prevents the all-too-common scroll fatigue.
Turn off notifications
I get pushback on this sometimes. But this one thing will change your entire experience using social media for your dog business.
Notifications are distractions that can derail your day. Turn them off to maintain focus on your tasks at hand, checking in on your social media channels at set times instead.
Show Up Authentically
If you want your audience to show up for you, you've got to show up for them.
This means being present, sharing valuable knowledge, and engaging genuinely with comments and messages.
Share your knowledge
Don’t hold back on showcasing your expertise. Whether it’s quick tips on dog behavior or deep dives into training methodologies, your knowledge is valuable and can establish you as the go-to expert in your field.
Part of converting followers to clients is building trust with them and showing that you know what you’re talking about.
If you’re a little uncomfortable with how much education you’re giving away for free when you’re first getting started on social media, you’re probably on the right track.
Engage with your audience
Engagement goes beyond posting content. Respond to comments, ask and answer questions, and create posts that encourage user interaction.
Encourage your audience to DM you or share your content to someone who might need the information or benefit from working with you.
Embrace your individuality
In a world full of curated perfection and AI generated noise, authenticity stands out. Share your real experiences, the successes and the struggles.
Embrace your individual journey and use storytelling to build trust and a deeper connection with your audience.
Social media is a powerful component of an organic marketing strategy for professional dog trainers. It can amplify your reach, build your brand, and connect you deeply with your community—if you use it wisely.
Remember, it's a tool in your marketing toolkit, not the entire box. Use it to complement other efforts, like email marketing and genuine community connection for a well-rounded strategy.
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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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