51 July 2016 Pet Product News International
BY KRIs TIN PRYoR
small businesses have to stay competitive in their market- ing strategies to remain rel-
evant and get in people’s faces.
Unfortunately, small businesses
don’t often have a marketing
team or a ton of money to put
into marketing. This means they
need to be strategic and creative.
They need to think long and hard
about their target audience, their
brand and the message they want
Here are four emerging trends
that small businesses are adopting
to build a loyal consumer base.
Some might seem risky, but in the
ever-evolving world of marketing,
taking some risk is necessary.
H2H INs TEAd of B2B oR B2C
H2H = human to human. Businesses don’t have emotions, but
humans do. Even if you’re a B2B
company, think of the other “B” as
a group of humans, just like your
own company. Within that “B,”
there are “H”s with their own
personalities, emotions, struggles,
hopes, wishes and other mushy
stuff. To interest them in what you
have to offer, appeal to their emotional side. Find the commonali-ties in our humanity and portray
them in your marketing efforts.
Strive for story-driven communication that is personal, conversational, empathetic, inspirational
While social media can be a powerful tool for sharing content, it’s
not the only tool out there. Increasingly popular is downloadable content (e-books, webinars,
white papers, et al.) that people
can receive for free in exchange
for their name and email address.
This creates a way to identify and
follow up with potential customers. One downside is that this
content can be time-consuming
to create, and many small business owners simply don’t have
the time. But if you do have the
time, it’s worth it.
EMAIl MARKETING Is No T dEAd
lET YouR AudIENCE sPEAK
Email marketing still provides
the best return on investment ac-
cording to a study by the digital
marketing firm Econsultancy.
According to a report compiled
by Infusionsoft and Leadpages,
86 percent of digital marketers at
companies of all sizes regularly
use email marketing and “consid-
er it more effective for awareness,
acquisition, conversion and reten-
tion.” Email remains the best way
to “nurture” prospective custom-
ers who have shown interest in
your company as well as keep in
touch with existing customers.
Also known as brand communi-
ty collaboration, a lot of compa-
nies are leveraging the power of
their audiences by encouraging
them to spread their brand’s
message. People like to feel that
they’re a part of something big
and growing. This tactic em-
powers your audience and gives
them a voice in helping the
brands that they love continue
to grow. Aside from spreading
your brand’s message, it can
lead to valuable feedback and
ideas from your audience that
can help to strengthen your
brand and your company.
Kristin Pryor is an aspiring entrepreneur who is enthusiastically navigating her way through the DC startup
space. During the day she is an ops,
biz dev and marketing maven for
Fission Strategy. “ 4 Emerging Marketing Trends for Small Businesses”
originally appeared at tech.co.
4 Marketing Trends
for Small Businesses
Global e-commerce analyst Profitero’s latest fastMovers 100 ranks the 100
best-selling pet food products on Amazon
Dog food sales increasingly are going digital, with increasing numbers of pet owners turning to Amazon to buy their pet supplies, according to global e-commerce analyst Profitero.
Online sales accounted for $3.7 billion of the U.S. pet care total in 2014, approximately 6 percent of the total, and an increase of 76 percent since 2010, according to
market research company Forrester.
Convenience and choice are key elements of the online experience that consumers have come to expect as a “given” in making purchases today, and it’s why the pet
supplies industry is increasingly focused on the online channel, as millennials and
generation X are emerging as the leading pet supplies consumer segments, according
Once online, savvy pet owners significantly trust their fellow pet owners for
guidance on what to buy. Ratings and reviews are a source of growing influence on
Amazon, and they greatly impact conversion rates—both offline and offline.
A recent report from BazaarVoice shows that 54 percent of U.S. shoppers read
online reviews before making an e-commerce purchase, while 39 percent of shoppers
read online reviews before buying in-store.
Profitero’s latest FastMovers 100, which ranks the 100 best-selling pet food
products on Amazon, shows that Taste of the Wild is one of the five best-selling dog
food brands, with just under 6,000 product reviews.
Download your complimentary Amazon FastMovers Dog Food report for further
insights at http://insights.profitero.com/amazon-fastmovers-reports.html.
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