Episode 182: Using Video To Increase Sales In Your Pet Business

Using Video To Increase Sales In Your Pet Business The use of video is becoming exceedingly necessary in order to get your pet business known. To teach how to use video to increase sales in your pet business, I brought on my good friend Daniel Glickman. Daniel Glickman is an internationally recognized marketing leader, speaker, and author. As chief marketing officer of Wave.video, an innovative video solution for creators and small businesses, he leads and manages digital marketing, advertising, and PR activities. His blog, newsletter, and international Meetups—all under the title CMOConfessions—offer a frank, creative, and humorous take on the underbelly and undercurrents of today’s most pressing, exciting, and confounding marketing issues. Biggest Take Away You Don't Want To Miss Making videos doesn't have to be scary. There are three different types of videos you can utilize to increase sales in your pet business. You can do a right here, right now video. These videos require the least amount of production and are perfect for showing your followers what you're doing at that moment. The second video, promotional videos, will be more produced than the first and have content that it is on brand and message. Finally, there's the most produced video in which you produce a series of shows that repeat weekly and stay on a topic each week. In order to excel, pick the type of video you're best at and start filming! Show Highlights Why are small businesses using video? [3:27] Resizing video, the importance and what it means [4:46] Why video seems scary [7:51] When do people stop watching a video? [12:03] As a dog walker/ pet sitter, what could be an interesting video? [13:26] How do we know when it gets boring? [15:13] Viral videos [18:52] Wave.Video community [22:47] Links Get started with Wave.Video Get 50% off any Wave.Video annual plan with coupon code: WXA_BV50 Join the Wave.Video Community Facebook group Join Video Funnels by Wave.Video Facebook group Let's Connect! Did you enjoy the show? We would love it if you subscribed today and left us a 5-star review! Click this link – Bella In Your Business Click on the ‘Subscribe’ button below the artwork Go to the ‘Ratings and Reviews’ section Click on ‘Write a Review’' Are You New Here? Welcome, I am so glad you are here. If you are a dog walker, dog sitter, cat sitter, doggy daycare or kennel owner, then you found the right place. Jump Consulting is the one place on the internet to get all the resources you need for your pet care business. Can I give you some freebies to generate sales and increase revenues for your business? Grab your freebies below. Are you starting out? Been in business for less than two years? Get your startup resources here. Do you own an established pet care business and you want to take it to the next level.? Get Your builder resources here. Transcript: This is episode 182 of Bella in Your Business. Hi there, I'm Bella Vasta from Jump Consulting. You might know me from CBS, NBC, Fox, Huffington Post, Entrepreneur, or maybe you've seen me speak on stage or read my book, The Four Dogs That Every Business Owner Needs. In any case, get ready because you're about to get your hashtag Bella Butt Kickin' in this next episode of Bella in Your Business. So what do you say? Let's get ready and jump. Welcome to Bella in Your Business. My name is Bella Vasta and today I've got one of my friends with me. You guys, that's kind of what happens when you're out networking and going to conferences—you just get to know people. And I know that Daniel Glickman is my friend because he gave me this cute little bobblehead in Lima, Ohio, because he said it reminded him of me, which was really cute. Daniel is a super awesome person to know—very, very talented. You're going to hear an accent that he’s going to tell us where it’s from because he’s kind of from everywhere. He works for Wave.video, which is the video service that we use for Better Marketing with Bella to give you all of the horizontal videos, square videos, and cover videos. He and his team have helped us tremendously with Better Marketing with Bella semester one, 2020. So Daniel, welcome to the show. Daniel said he was super excited to finally be on, as they had to reschedule a few times but persistence prevailed. He shared that he was born and raised in Israel to an American mom who grew up in Canada and an Israeli dad. After completing his master’s degree, he moved to Canada and started a PhD but eventually quit to start a small business. That’s when he really connected with the challenges of small businesses—handling marketing, customer experience, and sales. Later, he transitioned into the tech world and now works with Wave.video, which he loves for its culture, people, and product. I mentioned how much I appreciate Daniel’s relational and approachable style. Many software companies feel cold or complicated, but Wave.video feels different. It’s easy to work with, friendly, and Daniel’s personality reflects that culture. We dove into the topic: why should small businesses use video, and specifically, Wave.video? Daniel explained that the reason is simple—because it works better than images. When social media first began, text was the norm. Then images took over because they required a little more effort. Now, since everyone is using images, video is the next step up—it grabs attention because it requires more creativity and effort. Eventually, even video might evolve into something new, but right now, it’s what works. We talked about resizing videos—square, vertical, horizontal—and why it matters. Daniel explained that Wave.video started with this concept early on. Different formats perform better in different places. Vertical videos work best in Stories, but research shows they also perform well in feeds. Square videos are still very effective too. However, there’s no one-size-fits-all solution because what performs best changes as people become desensitized to certain formats. The key is to keep experimenting, especially with ads, because the effectiveness shifts over time. I shared how in Better Marketing with Bella, we shifted from only providing square videos to offering both square for Instagram and vertical for Facebook, based on updated research from Wave.video and Mari Smith. It’s all about staying on the cutting edge. Next, we addressed one of the biggest obstacles—fear of video. Many business owners avoid it because it feels intimidating. Daniel broke down three types of videos to help simplify it. First are “in-the-now” videos—quick, real-time videos like Stories or short updates. They don’t need to be polished; authenticity matters more than production. Second are promotional videos—more intentional, on-brand, and message-driven. These might include your logo and require more planning. Third are serials or shows—ongoing content like weekly or monthly episodes that build a loyal audience. These take the most effort. Daniel explained that people often fear video because they confuse these types. They think every video has to be a full production with studios and actors. But in reality, starting small and choosing one type of video is key. For example, pulling out your phone to record a candid moment is often more effective than overproduced content. We then discussed how video can be reused and repurposed. I mentioned how after recording my podcasts, I upload the video version to YouTube as a library. Later, I can take short clips to tease episodes or embed snippets into blogs. Videos can be reshaped into multiple pieces of content, unlike text or graphics that are limited once posted. We then talked about video length. Daniel’s advice: stop when it gets boring. A video should last only as long as it provides value. “As long as it needs to be,” he said. If you only have one minute of something valuable to say, don’t stretch it to three minutes. For pet sitters and dog walkers, everyday activities—like greeting dogs, preparing for walks, or feeding—can be fascinating to viewers because it shows authenticity and trustworthiness. Customers want to know how their pets will be treated and who’s caring for them. I shared the idea of filming short clips when walking into clients’ homes—five houses in one day could make a fun 30-second video montage showing how excited each dog is to see you, with a playful caption like, “Is your boss this happy to see you? Come work for us!” When I asked how to know if a video is boring, Daniel said to engage your audience directly. Ask viewers what they want to see, pay attention to which videos get the most reactions, and talk to people who aren’t watching—ask them what would make your content more interesting. He said making engaging videos is part art and part science. I added that pet business owners could send a short email to their clients saying, “I’m starting a series and want to know what questions you have about pet care, my business, or your dog. Reply and let me know.” That kind of engagement helps generate relevant video ideas. We then tackled the question: how do I make a video go viral? Daniel’s response was clear—“You can’t.” Viral videos are unpredictable and usually backed by big budgets, testing, and retargeting campaigns. Instead of chasing virality, focus on small consistent growth—getting slightly more engagement each time. Think snowball, not rocket. Each video should aim for connection and interaction, not mass reach. Daniel suggested asking engaging questions in videos to spark responses, like “If you were me in this situation, what would you do?” Questions drive comments, and comments drive visibility. It’s all about encouraging conversation rather than chasing views. We discussed how this ties into business impact—viral fame rarely converts into sales, but consistent, relatable engagement builds trust and community.