Digital Distribution Channels for Pet Store Marketing Campaigns
In the rapidly scrolling world of digital marketing, sometimes we get so caught up in creating the next piece of content that we forget to maximize the distribution of the content that we’ve already put time and effort into creating.
Why spend a few hours on a blog post to only post about it once?
Why spend a few thousand dollars on a video to only put it on your pet store’s social media feeds?
Why spend your team’s resources on a campaign to only use one time?
Take a look at the infographic below, which covers 12 primary digital distribution channels for pet store marketing campaigns and assets. These can be used to share the content that you or your team build for your pet store and breaks them into three core categories:
Owned
Paid
Earned
We’ve also thrown a few tips in afterward so that you can distribute your content effectively and get the most mileage out of every piece.
Digital Distribution Tips for Pet Store Marketing Campaigns
Owned Media Channels:
Tip: Prioritize growing your owned audience and leverage other channels to drive customers and potential customers to your owned assets.
What does this mean, exactly?
It means that until you’ve reached a cap on your market (which rarely happens because people are always moving and there are always new pets in the neighborhood), your Page Followers, Website Traffic, and Subscribers should continue to increase over time. Your marketing engine can leverage all of your pet store marketing assets to grow these further - are your website visitors signing up to join your email marketing audience? Are your social media followers visiting your website for your blogs? Are your email subscribers also following you on social media?
You build loyal customers (and recurring revenue!) from customers that fall into more than one of these audiences!
Paid Media Channels:
Tip: Use your paid media channels to promote your most essential content.
If you don’t know what your most essential content is, that would be a key question to ask us for your free audit and introductory call.
Essential content comes down to the content that impacts your business KPIs (Key Performance Indicators) the most. It could be lead generation ads, a VIP group, a landing page or website, or a specific revenue-driving channel (retail/grooming/self-wash/boarding, etc.).
Understanding your pet store’s audience is key to building out the right content, and then leveraging that content with your budget. It also helps to understand the different tactics within these paid channels. For instance, running a Brand Awareness campaign on social media is unlikely to drive eCommerce conversions — but over time it can saturate an area and let customers and potential customers know that your store is an option for pet supplies if their current retailer drops the ball.
Earned Media Channels:
Tip: Put some effort into producing viral, mission-driven, and shareable content to achieve success with earned channels.
“Oh yeah, just create a viral video!”
Well, easier said than done, right?
Nonetheless, it isn’t beyond your means to create a mission-driven video that explains what your business is all about: think about what your business stands for, your core values and pillars of success, what success means to you, why you’re in business, and so on. When done right, a video like that can go far on social media as your brand loyalists promote it further in a show of support!
Digital Distribution Channels for Pet Store Marketing Campaigns
Conclusion
Create once.
Distribute forever.
Reuse, replenish, recycle.
Content doesn’t have to come and go — you can use your pet store marketing content in a diverse multitude of distribution channels, creative styles, and on various occasions. If it’s done well one time, take your learning from it to optimize and reuse it.
Questions? Reach out to us for a free audit, some advice, and an introduction! You can also join our Facebook group: Marketing Help for Pet Businesses to find and share tips, advice, wins and losses, ideas, and more with other marketers in the pet industry. See you there!
