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Track These 5 KPIs to Transform Your Marketing

They’re critical to any pet business’s marketing strategy.

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THERE ARE A few key performance indicators (KPIs) that are absolutely critical to any pet business’s marketing strategy. Do you know them all for your own business?

1. Set an annual marketing budget.

Setting yourself up to restrict total marketing costs is a key part of making sure you don’t overspend and, more importantly, don’t try to do too much. Having a marketing budget forces you to prioritize and leave things out of your marketing plan, making sure that only the most important and impactful marketing tactics make the list.

2. Set an annual sales target.

Having a total amount you’d like to bring in in sales for the year lets you know in a brutally straightforward way whether your sales and marketing are achieving what you need. Here’s my pro tip: Make sure that whatever sales figure you set as your annual target is actually achievable. While setting a pie-in-the-sky sales figure invigorates and excites some, it freezes most of the pet business owners I work with. Then, when they don’t hit it (because it was unlikely they would from Day One), they feel terrible. Let your sales target energize you by setting a realistic goal you feel excited about, then watch as you get closer!

3. Check quarterly where you are in relation to each of the above.

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Are you hitting your numbers? Great! Stick to your marketing plan and don’t change things up. Are you falling behind or spending more than you’d planned? It’s time to go back to the drawing board and reassess your marketing tactics, what’s working and what’s not.

4. Figure out which product or service has your highest profit margin and which is your best seller.

If this one surprises you, you’re not alone. Very few small businesses I work with know these two figures off the top of their head. The twist is that every single medium and large pet business I work with knows it, tracks it and uses it as a central piece of its selling strategy. Why? Because focusing on selling one to two products or services is infinitely easier and cheaper to do than trying to sell everything. What would be better to focus on than the thing that makes you the most, and the thing your customers love? So, sit down and do the math, and then try running your next sales promo just for these two. You’ll be surprised at the results!

5. Determine your average customer acquisition cost.

You now have a budget, know what and how much you want to sell, and have an idea for how you want to get there. Now here’s the trickiest part: How much do you spend to acquire a new customer? This KPI can be a bit nebulous and hard for even the pros to figure out, so feel free to think of it as a cost per email address or follower on social media instead. (If you use Facebook ads for email collection, this is super-simple: A target of about $2 per pet owner email is a good goal.) While this doesn’t give you a true 1:1 cost to drive a sale, it gives you the cost of finding and beginning to court a new customer. After that, your regular communications fill in, and there’s usually very little difference in cost in talking to 100 or 10,000 potential clients.

There you have it, the top five KPI to watch first to make sure your marketing plan does what it should.

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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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Learn More About America's Coolest Store Winner, Bar K

Catch the replay of this PETS+ Live! Lunch & Learn webinar hosted by Candace D’Agnolo of Pet Boss Nation. This episode featured Candace on location at Bar K in Kansas City, MO. Find out how owners Leib Dodell and David Hensley implemented their idea for a dog park/restaurant/bar that owners enjoy as much as their pets do — and learn why the business took top honors in the 2019 PETS+ America’s Coolest Stores contest.

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Candace D'Agnolo

Purposeful Outreach: How to Segment Your Customer List and Communicate with a Purpose

The best emails, text messages, direct mailers and thank-you cards are relevant to the recipient and timely.

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MY LAST TWO COLUMNS covered why collecting customer information was so important, what you should collect and then ways in which you could encourage your customers to give their information to you. Now that you have your list, it’s time to communicate with them in a purposeful way that adds value. The best emails, text messages, direct mailers, thank-you cards are relevant to the recipient and timely. So how do you do that?

The first step is ensuring that your list is segmented, meaning that all your contacts are in the appropriate categories/lists. You can mark your customers with “tags” or custom fields inside your software (based on recommendations I covered previously — check out past columns here: petsplusmag.com/dagnolo).

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Segmenting will allow you to send relevant information to customers. Wouldn’t it be better for a cat customer to get a cat-related email from your business instead of hearing about a dog mom event? If the cat customer hears only about dogs, they will stop opening your emails or paying attention to your marketing.

Segmenting takes effort on your part, but once you get a system down, it will become easy for you to send the right message to your customers.

Now that you have them segmented to send relevant information, it’s important to send consistent and timely communication.

Here are a bunch of reasons to communicate with your customers:

  • Newsletter (monthly, weekly, bi-weekly)
  • Welcome to “Business Name Family”/Story behind business
  • New client/onboarding
  • Reminders
  • Promotions
  • Re-engagement for customers you haven’t seen in a while
  • Abandoned carts for online stores
  • Milestone emails
  • Special offers
  • Surveys or other request

And here’s a list of things you could share in those communications:

  • Celebrations
  • Announcements
  • Customer and team highlights
  • New products and benefits of others
  • Breaking news/recalls
  • Vendor stories
  • Your stories
  • Events
  • Frequently asked questions
  • Do’s and Don’ts

So, now you’re building your list. You know why you should be communicating with customers and what to talk about. Now it’s about being consistent in your communication. Come up with a plan to communicate at least weekly with your customers — whether it’s to the whole group or targeted segments of your list.

Sending relevant info is key. The right message must reach the right people. The most important thing about your communication is to communicate with purpose. The purpose of your communication will allow you to ensure you’re driving important and interesting communication that still supports your business.

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Shawna Schuh

Control or Trust? The Two Don’t Have to Be Mutually Exclusive

How do we put our trust in people we don’t know well?

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A MAN I RECENTLY met invited me to go for a cruise behind him on his 1,000-pound touring Harley-Davidson motorcycle.

This would be the first time I did something like this, and the trip was a big loop over to the Oregon coast over two-lane winding roads and through dense forests and gorgeous landscape.

In a car it’s great, and I thought on the back of a motorcycle it would be a wonderful adventure.

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This article is about the difference between control and trust, something that I grappled with the minute he zipped me into leather chaps, and a high-tech helmet we could converse through while riding. He instructed me about the perils of wiggling, sudden movements and keeping balanced.

I realized I had absolutely no control over this situation.

I was a passenger, extra weight on an already heavy bike, and I could pose a challenge that could end both of our lives.

Yes, I still got on.

When you are hiring someone or when you are taking on a new vendor or when you agree to advertise, how do you feel? Like you want to control the outcome, or that you will trust the process?

This is a great question to ask yourself. Believe me, I was asking myself this exact question a variety of times over the five hours we did the loop.

“Am I feeling anxious because I’m not driving this? Because I don’t have control of the bike?” My answer was: “That isn’t it. I don’t have control of planes, trains or autos I’m a passenger in.”

“Am I feeling anxious because I don’t trust this driver?” This I think is the key to a lot of what we do in business. How do we put our trust in people we don’t know well? How do we know that the new hire won’t steal, that the vendor will deliver or treat us fairly, or that the advertising will work?

The truth I realized as we sped around corners, leaning to the side with the wind whipping past us and the engine roaring was: We don’t. We don’t know, and so we have a choice. Trust and move forward, or distrust and keep doing your life and business as you have been.

I also asked myself whether I would have felt better, differently even, if I had been the one driving the Harley? If I had control of the bike? Would that have made me feel better or safer? My answer was no. I am not versed in that. I have never done it.

So if I want to experience more, have more, do more and live fully, I will have to trust others.

It’s the same in business. Those on my team, the people we hire for all those things we need, the places we advertise or things we decide to sponsor. We do it and I’m assuming you do it because if we don’t do it, we are not growing or risking or, maybe, we aren’t really living as fully as we could.

My challenge to you today is this: Who will you trust today? Maybe it’s simply trusting yourself enough to get on the bike and let things unfold as they will. Who knows, it might be one of the best things you’ve done in a while.

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Candace D'Agnolo

8 Ways to Collect New and Existing Customer Information

Incentivize new and existing customers to give you more of their information.

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LAST MONTH, I SHARED with you why collecting customer information is critical to your success. Now that you know what you want to collect from your customers, I’m focusing here on how you can incentivize new and existing customers to give you more of their information. In this three-part series, I’ll help you move from sending a random monthly mass email newsletter to truly building an engaged and active customer base. This not only means having your customers’ information, but collecting information as much as possible so you can keep growing your business!

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The most obvious example of where/when to collect their information is at the register and/or the time of purchase. (P.S. This should be a non-negotiable standard for your team when ringing people up). Here are eight alternatives to getting oh so much more information:

1. Require people to register in advance for your events. Google Forms is free and provides a link for you to share on social media or in emails for easy online signup. Eventbrite is also a fabulous tool since you can charge for the event, allow people to attend for free, and you can even ask for a donation! Some of the CRM platforms from July/August 2019 issue will allow you to build landing pages that integrate with their software, as well.

2. Do a raffle. Make sure you have each participant’s cellphone, email and address. An idea for this would be to do an online “getting to know your customers” contest on social media. Have them fill out a survey (all their info), and they get entered to win a gift card for the store.

3. Create an “opt-in” to use in a variety of places. Share it on your business cards, social media, website, emails, videos. An opt-in is when you give something away of value in exchange for your customers’ information. This can be a 10 best tips PDF, an educational video, a gift certificate — the options are endless!

4. Implement a texting service. A texting platform will help you automate the opt-in process in a wide range of places. Use your short text in keyword to get people to join a VIP Club, use it events for easy signup, add it to signage in your store and call it out on Facebook Live videos.

5. Utilize surveys, contests, polls and competitions. Outgrow.co, Survey Monkey, Google Forms, Rafflecopter and Poll-maker are among a few websites that allow you to create these for distribution as well as capturing the data you want.

6. Do a pop-up ad on your website that asks anyone visiting to fill out a brief survey for an instant 10 percent off sent to their email upon completion.

7. Offer a “whatever you can fit in [this box] in 5 minutes is yours” shopping spree giveaway on a Facebook Live video. Or if that’s too much of an expense, do a surprise grab-bag giveaway. Fill a box with whatever you want, cover/wrap it up and tell people it can be all theirs if they enter! Really talk up the goodies in there, saying they can have enough gifts and goodies for the next six months! Include a link where they can register to win.

8. Offer a coupon on their next purchase if they leave an online review of their experience. Platforms like Nextpaw + Broadly can help make this easier.

Last month, you learned why it’s important to collect customer info and what you should collect and track (petsplusmag.com/9191). And now, you have ideas to incentivize new people and current customers to opt-in. I’ll share with you ways to best communicate on a regular basis in the last installment of this three-part series in the October issue. Because aside from sending regular newsletter emails, there are lots of strategies to building raving fans who support your business!

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