Episode 211: Marketing Tips From A Pro Through Tough Times

Marketing Tips From A Pro Through Tough Times Byron Ingraham is a Facebook Advertising Expert, Best Selling Author, Business Strategist, and a Speaker. He is an Air Force Veteran turned entrepreneur. The reason he decided to become an entrepreneur is to give himself the freedom to help individuals achieve their dreams in business. He also helps local businesses systematically leverage Facebook ads to generate leads online. In addition, he assists entrepreneurs and business owners in achieving their peak potential in their business while attracting their ideal clients and customers through marketing strategy. Byron wants you to always remember that the difference between dreams and goals are deadlines! How can your business pivot? Biggest Takeaway You Don't Want To Miss: For some businesses, it's not just a 1 or 2-degree shift, sometimes it has to be a 90-degree shift in what you're doing. Or maybe, you just need to be creative. Think outside of the little box of how do you do that one thing which is solving the core problem. But first, you need to figure out what's the problem. Business owners tend to stay on a surface without asking enough questions. It's all about where you put your energy and focus. Also, marketing to your audience in a unique and more engaging way - listen to Byron! Freebie Free 15 min strategy session for your business: https://www.byroningraham.com/strat Links: www.byroningraham.com/strat/ www.facebook.com/thebyroningraham/ 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 211 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 a longtime friend with me, Byron Ingram. He is a great marketer who's been doing this for 20 years out of Dallas. I saw Byron post something that really piqued my interest and I knew that I had to have him on here to help pique your interest as well. Byron is a marketing strategist that helps small businesses get through tough times, especially during COVID. So Byron, thank you for being here today to help talk to all the dog walkers and pet sitters. We are in wild, crazy times right now where a lot of listeners are just like, “Is this over yet?” We went through a period where COVID struck—we were shocked, then grieving, then angry, then helpless, then determined. And we’re all doing this in different stages, right? Every business is affected differently. Just when we think we’re coming back, boom, some of us are shut down again. It’s a crazy roller coaster. As a marketer, Byron is that light on the horizon saying, “There’s hope. Walk this way.” So what are some things business owners can do to grow through this ever-changing environment? Byron says the most important thing is to remind yourself what problem you actually solve. For dog walkers, that means giving peace of mind to owners—knowing their furry family members are taken care of. Sometimes that means adjusting how you deliver that peace of mind. Bella agrees, saying the old paradigm was walking dogs because owners were at the office. Now that people are home, you have to find new ways to provide peace of mind. Byron explains that even though owners are home, their dogs still want attention and playtime while the owners are busy working. You have to help owners feel less guilty and keep their pets happy. Bella adds that she’s been telling her mastermind group that if you’re still solving the same problems you were before COVID, you’re probably struggling. Dog walkers used to say, “I’ll take care of your dog while you’re gone all day,” but now midday walks have shifted to mornings because people need their dogs tired before they start work. Byron agrees—it’s not about changing the problem, it’s about changing how you solve it. Businesses often struggle because they don’t dig deep enough to identify the core problem they solve. If you can do that, you’ll always have business. Bella mentions that many listeners run pet-sitting companies, which usually means caring for pets while owners travel. Since travel was limited, pet sitters needed to get creative—promoting staycations, short trips, or local getaways where people might still need pet care. Byron suggests positioning pet sitting as a way to give people freedom for important Zoom meetings or date nights. You can even partner with local businesses like wineries or cabins to offer bundled “getaway” packages. People are craving experiences again, even small ones. Byron says businesses need to pivot, sometimes drastically. He gives the example of high-end restaurants that depended on dine-in experiences—they’ve had to rethink their offerings because no one wants to spend $60 on takeout. For pet businesses, pivoting might mean expanding into new services—like contactless dog walks, food delivery, or pet taxi options. He says to think bigger: “If you’re only operating in a small box, get a bigger box—or kick the box to the curb.” Bella shares examples of two Mastermind members who have pivoted successfully. Mallory Cooper of Charleston Dog Walkers has been doing contactless walks and showing the process on video. Nikki from Dog Jogs in Canada started offering virtual consultations, even for older clients, and it’s working. Byron adds that creative partnerships—like with orthopedic surgeons whose clients can’t walk their dogs post-surgery—can be amazing referral sources. Bella tells listeners who feel unmotivated or uninspired to ask their clients directly what new problems they’re dealing with. Social media is a great place to start conversations. She points out that back-to-school season brings new challenges—parents teaching kids at home, managing work, and dealing with barking dogs in the background. Byron suggests pet businesses could create back-to-school specials—like limited-time daycare slots for when parents are teaching. Bella says daycare and boarding businesses could offer pickup and drop-off services that align with e-learning schedules. Byron agrees and reminds business owners to focus on the opportunities, not the negativity. “There are still people making money,” he says. “Focus your energy there.” Wealthier clients still have disposable income and want convenience—those are your target customers. Bella and Byron brainstorm ideas: offering extended boarding for frontline workers, promoting to clients whose expenses have decreased during lockdown, and finding people who’ve actually benefited financially from COVID changes. Bella challenges listeners to identify those people in their own service areas and start brainstorming solutions tailored to them. Then Bella shifts to marketing: once you’ve pivoted or refined your services, how do you get the word out? Byron advises starting with local Facebook groups—mom groups, school groups, garage sale groups—where people are already talking about their problems. Listen to what they’re saying. When someone complains about being overwhelmed by their kids and dog, that’s your cue to offer value, not just a sales pitch. Bella loves that idea and breaks it down: people complain online, and you can respond with education and empathy—not “hire me,” but helpful tips. Byron says exactly—share value and include a soft call-to-action like, “Here’s how a professional pet sitter can help.” You’re teaching, not selling. When people see that you understand their struggles, they’ll want to hire you. Bella reminds everyone to start empathizing with people’s problems instead of just pushing their services. She says, “If you hate Facebook because it’s full of complaints, use that! Join the conversation and show people a light at the end of the tunnel.” She suggests posting questions like, “Does your dog bark every time the Amazon man comes?” It’s relatable and engaging. Byron adds that using Instagram and Facebook Stories is another great way to build curiosity—share funny or heartwarming moments from your walks so people feel connected. People buy based on emotion, so make them feel good. He emphasizes making it easy for people to say yes—simplify the buying process. Set up Messenger automation so prospects can book quickly. Bella agrees and says pet sitters often overcomplicate things. Their sales process has too many steps—forms, calls, and consultations that slow down bookings. Byron says simplicity sells. He also suggests using curiosity-driven videos as Facebook ads—short clips showing happy pets and client testimonials. Bella adds that one of her favorite ideas is showing “before and after” shots—a dog jumping excitedly when you arrive, and then happily tired after the walk. Add a caption like, “Need your dog calm for your next Zoom call? We can help.” Byron agrees,