4 tips for boosting grooming sales by engaging
customers on social media
BY LYNN SWITANOWSKI-BARRETT
What does it take to grow your grooming business in to- day’s crowded marketplace? It takes making meaningful connections with your customers that produce long-term
loyalty and deliver repeat business. Simple, right? Well, it can be.
Here are some tips to help your grooming business deliver
marketing messages that stand out to your customers and, most
important, gain your customers’ attention—for the first time or
for a long time.
Try one of them—or all of them—and help your messages
become more effective and lead to more sales and profit for your
business this year.
1. Create marketing content that humanizes your subjects. Pets
are no longer just pets—they are family, and your marketing
messages must be emotional in order to create a connection
between the readers, their pets and your grooming business.
Using video showing smiling pet owners and happy pets
wagging their tails is a really easy way to convey this human message.
2. Produce content that is entertaining, is engaging and offers
helpful information for your customers, not just the content
that is easiest for you to deliver. This could mean you have
to learn new ways of delivering marketing messages, including using new social media sites, using video in your
marketing materials, and/or learning to use the new tools
that help you create better photos and/or add copy to your
messages because they’re more engaging to your customers
3. For today’s consumers, a key way to get potential customers
to follow your business is to offer coupons and promotions.
This doesn’t mean you have to give away your grooming
business for free or do something every week. However,
your marketing activities should include a regular stream
of coupons/promotions that showcase the different parts
of your business or services you offer. The goal is to create
a short-term offer to engage customers to respond quickly,
causing excitement around your business.
4. All of your marketing messages should have a strong “call
to action” (CTA). The CTA should be delivered with ev-
ery marketing tool you use. A simple way to determine
what your CTA should be is to ask yourself: “What am I
trying to get the customer to do when they see this mes-
sage?” Suggestions include: Book now and save 10 percent;
buy one, get one free offer expires in three days; or book
on our online app and
save 10 percent on our
Using a strong CTA will ensure that your messages are, in fact,
asking customers to respond, thus creating a dialogue that leads
to a contact and/or appointment.
Choose to use the tips above with your traditional marketing materials such as emails, postcards and newspaper ads, or
use them in your social media marketing posts. The key is to use
them to create marketing messages that cause your customers to
act—and have fun while they are doing so!
Lynn Switanowski-Barrett is the founder and president of Creative
Business Consulting Group (CBCG), a Boston-based retail strategy consulting firm. Using more than 30 years of retail experience as her guide,
Switanowski-Barrett helps grooming and pet businesses understand the
opportunities created by changing consumer trends and helps improve
business outcomes by innovating and improving strategies for today’s
business complexities. For more information, visit cbc-group.net.
Spreading the Word: Creating
Marketing Messages for
Your Business that Produce
Appointments, Sales and
Friday, March 8
11 am– 12 pm
There’s Never Enough Time:
Optimizing Your Business
Operations to Improve
Friday, March 8
4 pm– 5 pm
Finding New Customers Can Be
Simple: Using Social Media to
Grow Your Business
Saturday, March 9
9: 30 am–10: 30 am
Lynn Switanowski-Barrett will be speaking at the Atlanta
Pet Fair & Conference, which is being held at the Georgia
International Convention Center from March 7-10.