More and more fur parents are spending their valuable dollars to care for their beloved pets, turning the pet grooming industry into a highly promising market. If you’re a pet grooming business, you’re likely trying to find means and avenues to reach more potential clients. One strategy you should be looking into is word-of-mouth advertising. 

What is word-of-mouth advertising, and what does this look like for a pet grooming business? We dive deep into this topic in this article and give you rich insights to help you build a thriving company in this industry.

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What Word of Mouth Advertising is Like Today

Word-of-mouth (WOM) advertising is driving a substantial amount of global spending and sales. In 2023, WOM is said to have influenced around $6 trillion in annual global spending, accounting for 13% of all sales. 

Most experts have said that word-of-mouth can be more effective than paid ads, given its organic nature. Moreover, it eats up less marketing spend and drives more long-term results. However, one should note that organic word-of-mouth growth can be more difficult to achieve. We live in a time where people are bombarded with content every day on channels like social media and email. 

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What Makes Effective Word of Mouth Happen

So how do you build a successful word-of-mouth advertising strategy? Trust plays a crucial role in the effectiveness of WOM advertising. People tend to trust recommendations from people they know. One way businesses build trust is by creating social proof through reviews. 99.9% of people who shop online read customer reviews before buying.

Today’s trends also highlight the importance of personalization in WOM marketing. Creating personalized experiences increases the likelihood that customers will share their positive experiences with others. To apply this in your business, you should use personalized messaging through emails, social media, SMS, and so on.

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Why Your Pet Grooming Business Needs Word-of-Mouth Advertising

There’s no denying that your pet grooming business could greatly benefit from word-of-mouth marketing. Here are some reasons why you should put more effort into word-of-mouth advertising:

• Trust and Credibility — Customers tend to trust personal recommendations from friends and family more than any other form of advertising. Individuals tend to trust recommendations from people they know. This only highlights the importance of WOM in building a trustworthy brand image for your pet grooming service​​.
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• Higher Conversion Rates — Referrals from personal acquaintances can greatly convince a person to book or purchase from your business. For a pet grooming business, this could mean that a customer who comes in through WOM is more likely to utilize your services than one who sees an online ad​​. Higher conversion rates mean you could get more return on investment from your marketing expenses, leading to the next benefit.
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• Cost-Effectiveness — WOM advertising is often more cost-effective than traditional advertising because it is efficient and effective. For example, investing in great customer experiences can lead to organic sharing among pet owners. In turn, its impact will be greater than paid ads and come at a lower cost.
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• Increased Loyalty and Repeat Business — Personalized experiences and word-of-mouth tend to foster loyalty. When pet owners receive tailored and excellent services that exceed their expectations, they are likelier to share to return to your shop. That leads to repeat business and more lifetime revenue per acquired lead.
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• Emotional Connection — Positive reviews and testimonials can build an emotional connection with your brand. In the pet care industry, the emotional connection between pet owners and their pets is undeniably strong. So, sharing emotion-driven customer experiences and user-generated content on social media can further enhance WOM and attract new customers​​.
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• Community Building — A pet grooming business is often part of a local community. WOM helps create a community around your brand where pet owners feel connected and are more inclined to support and recommend your business to others in their social circles.

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7 Strategies to Tap Into Word-of-Mouth Advertising

How does one create a word-of-mouth buzz for their business? Here’s an advertising tools list and some strategies that help you build your word-of-mouth reach for your pet grooming business.

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Quality Services

The starting point of any marketing and advertising buzz is quality services and products. Customers become genuine advocates for your brand when they are impressed by the high-quality services you provide. 

In the case of a pet grooming business, this could mean using premium, pet-friendly grooming products, staying abreast of the latest grooming techniques, and ensuring that each pet is given individual attention and care. When pet owners notice the superior service and the positive impact on their pets, they are motivated to share their experiences with others.

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Social Media Marketing

Social media remains one of the premier channels for positive WOM. It offers extensive exposure and engagement opportunities. When running your social media marketing efforts, you should capitalize on user-generated content (UGC) to make your brand seem more relatable and authentic.

Punchey offers a marketing solution for pet grooming studios with multiple in-build features! 

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Influencer Marketing

Influencer marketing is one of the most lucrative advertising tools in digital marketing. Returns on investment for this strategy have reportedly reached as much as $6.50 for every dollar spent today. 

People who follow influencers tend to trust a product more when they endorse these businesses or brands. While large influencers still promise greater reach, tapping micro-influencers could be a more effective way to engage and convert new customers through influencer marketing.

Related: A handy guide to advertising for pet grooming businesses!‍

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Exceptional Customer Service

Word-of-mouth would be nearly impossible without outstanding customer service for pet grooming clients. You can have all the best advertising tools and still miss the mark if your business has poor service. Customers don’t just remember how excellent your service is. They also discuss how you make them feel to their friends and colleagues. 

If you go above and beyond to meet their needs, pet grooming clients are more likely to share that experience with others. Be attentive, responsive, and proactive in addressing any issues. Train your staff to deliver personal touches, such as remembering customers' names or the preferences of their pets. Follow up after appointments with personalized messages or calls to ensure satisfaction. In addition to that, it also helps to use pet grooming management software to help run your store better.

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Loyalty Programs

Loyalty programs are also one of the most effective tools of marketing. They effectively turn your regular customers into brand ambassadors. Rewarding customers for their repeat business and for referring friends can incentivize them to return and spread the word. 

Rewards you could give to repeat clients and referrers include discounts on future services, free products, or even exclusive access to events. Keep your loyalty and affiliate programs simple and make the rewards attainable. Communicate the loyalty program’s value clearly and regularly remind customers of the benefits they can reap from participating.

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Community Engagement

Engaging with your local community can create a strong local presence and foster trust within the area. This can involve hosting or sponsoring local events, like pet fairs or adoption drives, which can serve as networking opportunities and expose your brand to potential customers. 

You should also highly consider supporting causes that push animal rights and pet care to connect with your target audience. Tap people who have masters in social work online and ask them how you can make your business more connected with the local community. Becoming a recognized part of the community will make your business synonymous with community support.

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Networking with Vets and Pet Businesses

Establishing relationships with veterinarians and local pet-related businesses can be a great way to maximize your reach. There’s a significant weight behind the word and promise of professionals recommending your services to pet owners. 

Foster these relationships by offering their staff discounts. Provide educational sessions on pet grooming or even co-host events with these experts. These tactics broaden your network and create a professional endorsement for your business.

Related: Explore more marketing strategies for pet grooming businesses! ‍

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Word-of-Mouth in the New Age

Word-of-mouth (WOM) advertising remains an invaluable asset for any business, particularly in the pet grooming industry, where trust and personal recommendations carry considerable weight. These strategies encourage organic conversations and recommendations and fortify the brand's reputation and credibility. 

In a world where consumers see countless marketing messages, the authentic voice of a satisfied customer can be refreshing and influential. Weaving these approaches into your business can turn their conversations into your most powerful marketing tool.