Instructor: Melissa Breau
Do you run your own pet-related business? If you’re a dog trainer, groomer, or another pet professional with your own business and you struggle with marketing your business, this class is for you. Whether you’re new and trying to figure out where to start, have been marketing your business for a while and just aren’t seeing results, or have enjoyed a ton of success but need to figure out what’s working and what’s not… Together, we’ll create a marketing strategy that’s right for your business.
We’ll cover how to create a marketing budget, how to successfully experiment with various marketing channels, and, ultimately, how to create a custom strategy that gets real results.
** Please Note: There are likely to be additional expenses involved in implementing the advice in this class. Gold Students should be prepared to invest in their marketing during the course of this class above and beyond the cost of the class itself. Exact budget will vary by business, location, and company’s specifics.
Next session starts: October 1, 2018Registration starts: September 22, 2018Registration ends: October 15, 2018
Registration will begin at 9:30 AM Pacific Time.
Enrollment limits: Gold: 12 students, Silver: 25 students, Bronze: unlimited.
Gold Level includes access to all course materials and the ability to post questions and videos to the course forums. Students will receive instructor feedback on written and video assignments.
Silver Level includes access to all course materials and the ability to participate in the discussion forum. Students may ask GENERAL questions about course materials and may submit two, one-minute videos for instructor feedback. Any questions specific to your dog MUST be accompanied by a video.
Bronze Level includes access to all course materials and the ability to read all questions and answers posted in the class forums. Students will not post questions or submit written or video assignments.
For more details, refund policies, and answers to commonly asked questions see our FAQ page.
Gold level access includes all lecture and video materials, ability to post questions and videos to the course forum, and feedback on all questions asked in the forum as well as feedback on both written and video assignments. Silver Level includes access to all course materials and the ability to participate in the discussion forum. Students may ask GENERAL questions about course materials and may submit two, one-minute videos for instructor feedback. Bronze Level Access includes all lecture and video materials, and the ability to read all questions and answers posted in the class forum. You will not post questions or submit written or video assignments.
Gold level access includes all lecture and video materials, ability to post questions and videos to the course forum, and feedback on all questions asked in the forum as well as feedback on both written and video assignments.Number of slots:12
Silver Level includes access to all course materials and the ability to participate in the discussion forum. Students may ask GENERAL questions about course materials and may submit two, one-minute videos for instructor feedback.Number of slots:25
Bronze Level Access includes all lecture and video materials, and the ability to read all questions and answers posted in the class forum. You will not post questions or submit written or video assignments.Number of slots: unlimited
Assignment: Setting up Google Analytics
Intro: Name, Business, Website and a bit about your goals
Lecture: "What is Marketing"
Assignment: What You’re Doing Now
Lecture: "Finding Your Customers"
Assignment: Creating Customer Personas
Lecture: "Marketing Choices + Tracking Your Marketing"
Assignment: Choosing New Channels
Lecture: "Creating a Marketing Budget"
Assignment: How much can you spend?
Lecture: "A closer look at Popular Marketing Channels"
Assignment: start implementing your marketing plan part 1
Lecture: A closer look: Additional marketing channels
Assignment: implementing your marketing plan part 2
Week 1, Lecture 1: What is Marketing?
There’s an S-word that I’ve found most small business owners think of as a dirty word… they cringe when they’re asked to do it and they avoid talking about it any more than they have to.
But in this class, we’re going to get it right out there in the open.
What word am I talking about?
While not every marketer on the planet will agree with me, I think marketing and sales should be very closely tied together. If your marketing isn’t eventually helping you make money, I think it’s probably not marketing worth doing.
So we’ll be talking a lot in this class about how the marketing techniques we discuss tie back to getting you more customers or clients, what you’re selling those dog owners, and how to tell whether or not things are working.
Most of you probably fall into 1 of 3 categories:
You’re new to dog training or marketing and aren’t sure where to start.
You’ve been doing this a while, but are struggling to get enough business or aren’t really sure your marketing efforts are doing anything.
You’re successful, and know your parts of your marketing work (because you have more than enough clients!) but you don’t know which parts and are looking to drill down into it so you can spend less time on marketing activities overall.
Regardless of which situation fits you best, my goal in this class is to help you develop a plan to move forward — and give you the confidence to work through that plan and keep with it even after this class has ended.
So, let’s get to the heart of the matter. What is Marketing?
Marketing is the process by which we can take someone who has never heard of you or your business before and get them ready to buy.
Google defines it a little differently, but has a similar idea: the action or business of promoting and selling products or services, including market research and advertising.
I like my definition better, of course. Why? Because the word process implies that marketing is about getting someone to take steps toward the end goal of buying a product or service.
In fact, there are three basic steps we need to think about.
Step one: You need to take people who have never heard of your business before and make them aware it (and you!) exist.
Step two: If you’ve ever had a friend recommend a product to you and then thought to yourself later, “Now what was the name of that again?” you’ll understand why this second step is important. This step is about getting those potential client’s names and some sort of contact information, so you can begin to build a relationship with them.
Step three: Finally, in comes that S-word. Once you’ve had a chance to build up some trust, it’s time to sell them something. In marketing, that’s often called a “conversion.”
Homework Assignment 1: I want you to take and list out all of the things (or anything) you do for marketing now, and then think about where each of those things might fit into these three stages. If you’re brand new, and aren’t doing any marketing yet, I want you to list out marketing ideas and what step you think those ideas might fit into.
A sampling of what prior students have said about this course ...
I really enjoyed this course. It has given me a lot of useful information to implement. Thank you FDSA for including a class like this in your offerings and thank you Melissa for taking the time to put this course together & teach it.
There was a huge amount of content in this class that went above and beyond the syllabus and my expectations. Melissa gave lots of specific advice to each gold student, since each business was different in where it was in the marketing process. I highly recommend this class to anyone who runs their own dog business!
Fantastic class! The early topics were a little painful but so necessary, so having guidance through that was very helpful. I feel like I actually have a PLAN going forward, and a much better ability to assess whether my marketing attempts are fruitful or not - this was a big source of stress which results in stalling out on actually getting a marketing project underway. Thanks, Melissa!
Marketing has always been a thorn in my side when it came to my business. Melissa broke things down into manageable pieces that i could wrap my head around. I don't feel like SEO and all the marketing lingo is a foreign language anymore, and I am confident that i can successfully move my business into the place I want it to be! Thanks Melissa!
I like to thank Melissa for the time she spent on each and every person’s thread..she wrote ESSAYS to people...seriously amazing. AND I think I learned some stuff! Lol