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Is Facebook Dead for Pet Businesses? The Data Says No

The future of Facebook’s business use is nebulous, indeed.

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FACEBOOK IS CREATING a lot of waves. Amid its data collection scandals and Mark Zuckerberg’s announcement earlier this year that the company is de-emphasizing branded content and everything else, it’s easy to wonder: Should my pet business bother using Facebook anymore?

This question was recently posed, ironically, in a Facebook pet-business group I belong to. Plenty of pet pros chimed in, some saying they’d scaled back their Facebook activities and others saying the platform is still their top social performer.

Being a data geek myself, the team and I were already watching the numbers to see whether Zuckerberg’s January announcement would spur higher prices for Facebook advertising. (As of this writing, average Facebook ad rates for pet businesses have actually been lower or the same as those we saw this time in 2017, depending on the ad objective.)

But the group’s question made me want to look deeper. What we found was that Facebook continues to be either the top or second-largest social media platform, according to Pew Research Center. That said, growth has slowed since April 2016.

But this doesn’t answer how the platform is performing for pet businesses, an area where data is too often scarce or non-existent. So we randomly sampled the Google Analytics data for 12 healthy pet businesses and looked at the data for the beginning of the year. 

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  • Of the 12 businesses, Facebook is still the number one social media driver to their website for 8 of them. (The other four business’s top referrers ranged depending on type and location of business.)
  • Five of the eight saw significant increases in visitors going from Facebook to their website in 2018, versus the same three-month period in 2017.
  • Only two of the 12 saw declines in traffic from Facebook, and the declines were not as large as the gains seen by the five.
    So is Facebook dead for pet businesses? The data says: no, not yet.
  • The future of Facebook’s business use is nebulous, indeed. The stuff you actually see brands doing on their pages (organic page optimization and growth) has inarguably stalled for many in the last two years as Facebook has continued to reduce organic reach and increase the need for paid placements. Even so, Facebook remains the strongest channel for many. The key is shifting how Facebook is used and prioritized to make sure your pet brand’s business and customer needs are being met.

    No matter how you look at it, clearly Facebook is an increasingly controversial platform to spend time on as a business. Nevertheless, the data shows there is still opportunity to reach consumers.

    So, when thinking about where your brand and business needs to invest time, let’s ask a different question. What is this channel doing for your consumer?

    Think about who you’re trying to reach and what you’re trying to do before deciding whether Facebook or another platform is the best one to throw your time and money into. The answer just may surprise you.

Jane Harrell is president of ’cause Digital Marketing, co-owner of Working With Dog and has spent the last 16 years working with pet businesses to find simple, scalable marketing solutions that work so they can focus on what matters most — helping pets and the people who care about them.

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Shawna Schuh

True Leaders Learn the Skills of Telling, Selling and Asking

Beware the overshare.

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IN AN INTERVIEW FOR a new team member, we sat down and began some preliminary chit-chat.

Admittedly, I am a curious sort; I ask more questions than most. It’s my job, after all, as a leadership coach, so when I began by asking, “Tell me a little about yourself.” I did not expect to hear what I did: The interviewee went on to share and to overshare. We found out about her marriage history, abuse, blended families, a home lost by the recession and what was wrong with her last employer.

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She was talking too much for us to ask additional questions.

According to her resume, she had the skills we needed, but we decided we wouldn’t hire her because of her oversharing habit.

Oversharing lost her the job. Over-sharing can lose you customers, too.

What is a leader to do? Well, first, be sure you aren’t the one who overshares.

My coaching clients learn early that most leaders do three things often.

1. They tell. Usually, leaders are telling their team how to do things, what the vision is, how to handle customers. Leaders tell and tell and tell. They do this because they are the ones in the know. They are making the decisions, and to be good communicators, they tell their teams.

2. They sell. This is one most leaders don’t realize they are doing, but they do it all the time. After all, you want your team bought into your vision, and you want people to get excited. Leaders are the most knowledgeable about the product or business, and most started by selling so they sell.

When you are telling and selling, sometimes you forget and overshare. Leaders get zealous about things and sometimes that leads to oversharing.
What can you do to stop yourself from the overshare? What would have helped the interviewee land the job?

3. They ask. Leaders learn to be expert askers. When you ask questions, many wonderful things happen: The people you ask questions feel valued — like their opinion matters. You learn something. And you allow others to talk, which means you aren’t talking or oversharing.

To become an expert asker, all you need do is, of course, ask questions. This is a simple concept like dieting, and, like dieting, usually not easy.

Here are two questions most any leader or anyone will benefit from asking:

What is it you want?

This question helps the other person define their goals. For customers, it helps you help them. Note: Be prepared for some silence, a lot of people really don’t know what they want. If they are quiet, simply smile and ask them something else like, “What makes you happiest?”

What can I do for you?

This question gets to the core of need. It also shows them that you are focused on them. That’s the beauty of questions: They are outward focused, and when you are outward focused, it helps you be the kind of leader, teammate, partner, a parent that others want to be around.

If nothing else, please think before you overshare!

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Candace D'Agnolo

10 Questions to Ask Yourself to Ensure Perfect Vision for Your Pet Business

Because authenticity counts.

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IT’S THE BEGINNING of a new year, so you’ve probably been bombarded with media and people talking about your vision and goals. Especially since it’s “2020.” Get it? 20/20. Perfect vision?

I’m not sure that in business a vision can be “perfect” because we never know what roadblocks lay ahead and what pivots we will make. But having a clear vision will motivate your team, inspire you and your customers, and help you make decisions as you scale your business. I’m here to tell you that finding your authenticity is critical to your vision being a success.

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Dictionary.com defines the word “authentic” as:

  • Not false or copied; genuine; real
  • Having an origin supported by unquestionable evidence; authenticated; verified
  • Representing one’s true nature or beliefs; true to oneself or to the person identified

Authenticity has never been more important than it is in today’s hyper-connected world where your customer’s voice is louder and more influential than ever. You’ve likely experienced that to be true with reviews, customer comments in your store and how they act on social media.

There’s something very special at the core of what you do. While many can carry the same products or offer the same services at similar price points in a similar neighborhood with a look and feel that mirrors yours, no one can effectively copycat an authentic business self.

Answer these questions to ensure you’re interweaving authenticity into your business:

  1. Are you always “real”? And honest with your customers, team and vendors?
  2. What makes your company memorable?
  3. What’s one thing you could change/enhance/feature that would make your company more memorable?
  4. How do you make people feel?
  5. What unique traits/skills/talents do you personally contribute to your company?
  6. Are you consistent in your customers experience?
  7. Are you responsive?
  8. Can you back up why you carry what you do? Or back up why you hire who you do? Or why you run your business the way you do?
  9. What are three key words that would describe who you truly are? Can you incorporate them into your business more?
  10. Have you gotten clear on who you serve? Not every pet owner is your customer!

Customer trust is never bought but earned. Their B.S. meter is strong. The more you can convey your company values and beliefs as well as live all of the questions above, your bigger picture vision for your company will come to life! As Maya Angelou said “People may forget what you said, but they will not forget how you made them feel.” Authenticity will carry your vision a long, long way.

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Create an Empowering Relationship Between Your Business and Your Life

Avoid burnout!

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IN THE FIRST few years running my own pet business, I made mistakes that drained me physically and emotionally and almost caused me to walk away. Instead of quitting, I made major changes to my business that have given me a life I could have only dreamed of years ago. As a pet business coach, I encourage business owners through the same mistakes with the following strategies:

Burnout Mistake: Doing All the Work Yourself

Before I transformed my business, I was working 12-hour days and still felt like I couldn’t take a day off without everything falling apart. Along the same lines, I have coaching clients tell me they have hired staff members, but spend more time dealing with staff drama than anything else.

Solution: Hire staff members you trust and are excited to introduce to your clients. After an appropriate amount of training, set your staff free to do their jobs. If you don’t think someone you are interviewing will be trustworthy to work alone, don’t hire them.

Burnout Mistake: Drowning in Administration Details

When I was starting out in business, I enjoyed the phone calls and emails. As my business becomes more successful, however, returning phone calls and emails becomes one of the most stressful and time-consuming business tasks.

Solution: If you are regularly overwhelmed by client calls and emails, hire an office assistant to help with work that doesn’t require your personal attention. Then, establish boundaries for the work you do — and stick to them. For example, don’t answer your phone after office hours and only give your personal number to your office assistant. Let your assistant act as a boundary between you and your staff and clients, giving your personal life some breathing room.

Burnout Mistake: Letting Difficult Clients Run the Show

When I was running my own pet business, I noticed that around 5 percent of my clients were incredibly difficult to work with. Even though they were a small portion of my client base, I was devoting a large percentage of my time and energy to dealing with their needs and complaints.

Solution: Be understanding but firm with difficult clients. Don’t let them pay or cancel late without a penalty. The same goes for last-minute bookings — always charge a last-minute fee. The first year I charged for last-minute reservations, I earned over $5,000 that year just in last-minute fees! We teach others how to treat us by how we respond. Your clients will either change the way they treat you or take their business elsewhere. Regardless of which they choose, you’ll have more time and energy!

Burnout Mistake: Caring More for Others Than Yourself

Starting and running a business takes large amounts of energy and passion, and most pet care providers are caretakers by nature. This combination leads many pet care business owners to give their passion and creativity to their business, but at the expense of their own health and relationships.

Solution: Value your health and future by giving yourself even a few minutes each day for self care. Knowing that you should make yourself a priority is simple (and obvious to most business owners), but making it happen is not always easy and takes commitment. Disconnecting from screens and going to bed on time, budgeting money and time for nutritious meals, and getting yourself out the door for exercise can be difficult adjustments at first. The payoff in energy and health will be worth the effort.

If your business isn’t working for you in its current state, you may find that it isn’t really working at all. Make the changes you need to establish more balance and peace in your business, and that will have a ripple effect in your personal life.

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