2. Attracting your audience
Many breeders have been in a situation when they get an inquiry from potential owners who don't meet the expectations or can't provide a life style that meets the needs of a specific breed. Or they get random inquiries that are just about finding cheaper options.
That is why the second most important element is the ability to find the type of owners you want. These can be owners interested in sports or show activity, or someone looking for a well-bred pet, or even aesthetes on a search for a rare breed.
Marketing allows to build communication with future owners who respond to breeder's ideas and approach long before a litter arrives. It gives the opportunity to choose those who meet breeder's requirements most. 3. Multichannel promotion
Making sure you can be found in one click is exactly why we need to learn how to use different online promotion channels. Multiple channels are also an important marketing element that allows for effective investment of time and resources in kennel promotion.
However, the number of social media grows every day. To "boil this ocean" and manage both social media and a kennel's website you need to turn chaotic actions into a well-oiled system that will also allow you to save your time on promotion. 4. Effective community growth
Marketing always works in the long run and resembles a snow ball that gets more volume and inertia with every proper step. Then it starts rolling on its own growing loyal and engaged audience of potential owners and influencers.
With a proper step-by-step promotion, all the activity will be consistently spread across the year regardless of whether there are kittens and puppies. This doesn't mean you will have to post something every day or have endless lives. Telling about your breed, your kennel or cattery, sharing life hacks and being present in the informational field of your audience at a comfortable pace is enough.
The result is breeders consistently attract the attention and the size of the audience is constantly growing. Building a community – is it possible using only simple advertisement? No. You need actual marketing for that. 5. Stable demand from loyal future owners
Proper online promotion allows not only to create interest but also to retain a suitable owner till a litter arrives.
Regular communication and relevant posts build trust and breeders become relatable and attractive to future owners, even to those who haven't made their mind yet. Engagement and trust grow, and the audience is actively seeking for news about new litters and opportunities to buy a puppy or kitten from this particular kennel or cattery.
On top of that, a wait list is being made during the year, and breeders can peacefully plan litters and not worry about future owners. What's more, breeders don't need to run litter advertisements or become a sales person. You have noticed that we have talked about kennel or cattery promotion but not about selling a certain litter. In a few words, what marketing gives us: making sure that a desired type of owners could easily find your kennel or cattery, choose you and stay with you for a long period of time, and as result – buy from you.
As we keep comparing marketing to advertising, let's describe the main indicators of using online marketing for your kennel or cattery: