Pet-business owners use lots of different methods for marketing and advertising, from direct mail to social media.

But they often miss a crucial step, says marketing specialist Jim Ackerman.

Very few businesses properly test and track their efforts. Jim explains that carefully monitoring your ads, and adjusting them accordingly, can dramatically improve your results.

Take a look:

YOU’VE PROBABLY BEEN HEARING experts talk about digital marketing as if it would be a panacea for pet-business owners, says marketing specialist Jim Ackerman.

But for most owners, it hasn’t worked out that way.

In today’s video, Ackerman explains why digital advertising should be just one arrow in your marketing quiver.

Watch the video:

JIM ACKERMAN discusses the steps needed to convert social media “likes” and connections into customers who actually walk through your door (or click through to your website) and purchase your products or services.

Ackerman says you need to start by offering them knowledge, like a how-to guide or a checklist, in order to get their contact information. Once you have that, you can draw them to your business through loss leaders, or “scarcity” approaches like “limited supply” or “time is running out” offers.