Home » Marketing & Advertising for Pet Businesses: Interview with Lisa Benson

Marketing & Advertising for Pet Businesses: Interview with Lisa Benson

Marketing & Advertising Strategies for Pet Businesses by Lisa Benson

A Strategic Marketing Architect & Business Growth Coach

Lisa, Welcome to PETBIZS – a platform to host all pet businesses – and thank you for sparing time for this interview.

We are eager to listen to your insights about how pet businesses can effectively market in the current competitive scenario. But first, please introduce yourself to our readers and share your expertise in the marketing space.

Lisa Benson: Absolutely! I’m Lisa Benson, founder of DeBella DeBall Designs.

DeBella DeBall Designs is a veteran-owned digital marketing agency specializing in strategic marketing solutions for

entrepreneurs & small businesses. With over a decade of experience in branding, digital strategy, and client acquisition, I

help businesses create marketing systems that don’t just look good—they drive results.

At DeBella DeBall Designs, we focus on tailored marketing strategies that align with each business’s unique identity, goals, and audience.

For pet businesses, the competition is fierce, but the opportunities are endless. With pet ownership continually rising, businesses have a prime chance to connect with passionate pet owners — if they market strategically.

From positioning your brand as an industry leader to leveraging social proof, influencer collaborations, and innovative digital ads, I specialize in helping pet brands break through the noise and build loyal customer communities.

PETBIZS Team: Lisa, you have a strong background in digital marketing and a deep love for animals. What inspired you to focus specifically on helping pet businesses grow?

Lisa Benson: Great question! My journey into marketing started with a passion for helping businesses grow, but my love for animals made working with pet businesses feel like a natural fit.

At DeBella DeBall Designs, we’re not just marketing experts—we’re pet lovers through and through. We understand that pets are family, and we know firsthand how much care and dedication go into running a pet business.

I saw that many amazing pet businesses struggled to get the visibility they deserved. They had great products, services, and missions, but they weren’t sure how to attract the right customers or stand out in a competitive market.

This exactly inspired me to help pet businesses grow in the most competitive pet industry with strategic marketing & advertising. For us, it’s about more than just marketing—it’s about supporting businesses that make pets’ lives better.

PETBIZS Team: Many pet businesses struggle with online visibility. What are the top digital marketing strategies that can help them attract more pet owners?

Lisa Benson: Absolutely! Online visibility is a major challenge for many pet businesses, but with the right marketing & advertising strategies, they can attract more pet owners and grow their brand. To make a real difference, pet businesses should opt for these top digital marketing strategies:

Optimize Website for Search (SEO)
Leverage Social Media (Especially Video Content)
Build an Engaging Email List
Partner with Pet Influencers & Local Businesses
Run Targeted Ads on Social Media & Google

By combining these marketing & advertising strategies, pet businesses can increase their visibility, attract more pet owners, and build a loyal customer base.

PETBIZS Team: Lisa, you have put SEO at the top of all, and no doubt it is a game-changer for pet brands. In this context, can you discuss the must-follow SEO strategies for pet businesses to rank higher on Google?

Lisa Benson: SEO (Search Engine Optimization) is a powerful tool for pet businesses because it helps them appear in search results when pet owners are looking for products or services online. I would strongly recommend pet businesses to implement these SEO strategies to rank higher on Google:

Use the Right Keywords in Website pages, Blog posts, Product descriptions, Meta titles and descriptions
Optimize for Local SEO (for Pet Services & Stores)
Create Helpful & Engaging Content (Blogging & FAQs)
Speed Up Your Website & Make It Mobile-Friendly
Build Backlinks (Get Featured on Other Websites)
Optimize Product Listings (for Pet Stores & E-Commerce Brands)

Remember, SEO isn’t just about ranking higher—it’s about making it easier for pet owners to find, trust, and choose your business. By implementing these marketing & advertising strategies, pet businesses can boost their visibility and attract more customers.

PETBIZS Team: Perfect, Lisa. Today, it seems as if you wish to pour your marketing knowledge into pet businesses to help them grow. We really appreciate it!

Moving forward, Lisa, you know voice search is on the rise. How can pet businesses optimize their content for AEO (Answer Engine Optimization) to appear in featured snippets and voice search results?

Lisa Benson: Yeah, Voice search is becoming a key way pet owners find information, whether they’re asking, “What’s the best food for senior dogs?” or “Where’s the nearest pet groomer?” To rank in voice search results and appear in featured snippets, pet businesses need to focus on Answer Engine Optimization (AEO). Here’s how:

Use Natural, Conversational Language
Structure Content with Clear, Direct Answers
Focus on Local SEO for Voice Search Queries
Optimize for Mobile & Fast Loading Speeds
Use Schema Markup for Search Engines
Create Voice Search-Friendly Blog Content

As voice search grows, pet businesses that optimize for natural language, clear answers, and local search will gain an edge. Businesses can increase their visibility and attract more customers by making content easy for both Google and pet owners to understand.

PETBIZS Team: Lisa, we all know that Social media is essential for pet brands. In your experience, which platforms work best for pet businesses, and how can they create engaging content that drives sales?

Lisa Benson: Social media isn’t just a place for cute pet photos—it’s a powerful tool for pet businesses to build relationships, gain loyal customers, and increase sales. The challenge is knowing which platforms to use and what type of content actually converts pet lovers into buyers.

Moreover, pet brands need to understand that not all social platforms work the same way, and the best strategy is to focus on where pet owners are most active.

For example, Instagram & TikTok thrive on visual, viral content. Facebook is ideal for community building and targeted ads. Pinterest is perfect for long-term discovery. Pet owners can use the platform (Pinterest) to search for pet care tips, DIY guides, and product ideas. And YouTube builds trust and authority with in-depth content.

Once you’ve chosen the right platforms, the next step is creating content that keeps pet owners engaged and encourages them to take action.

Here, we need to remember one thing: The most successful pet brands don’t just post content—they create experiences that connect with pet lovers on a deeper level. By using the right platforms and a mix of engaging, story-driven content, and using the right marketing & advertising strategies, pet businesses can grow their audience, build trust, and drive consistent sales.

PETBIZS Team: Lisa, new pet businesses often opt for Paid ads. What are the most effective advertising strategies for pet businesses on Facebook, Instagram, and Google Ads?

Lisa Benson: Running paid ads can feel overwhelming, but when done right, they can transform a pet business by bringing in more customers, increasing brand awareness, and driving sales. The key is knowing where to advertise and how to reach the right pet owners at the right time.

For example, Social media is where pet lovers spend time, making Facebook and Instagram the perfect platforms to capture attention. Instagram and Facebook reward interactive ads, like carousel posts that showcase multiple products or short, engaging videos. Story ads, in particular, perform well since they feel less like an ad and more like natural content in someone’s feed.

While Facebook and Instagram help build awareness, Google Ads target people actively searching for pet services or products. Google Search Ads allow businesses to bid on high-intent keywords, ensuring they show up when potential customers are looking for exactly what they offer.

For local pet businesses—groomers, trainers, pet sitters—Local Search Ads ensure that when someone nearby searches for pet services, your business appears first with directions, contact info, and reviews.

But let me tell you the Winning Marketing & Advertising Strategy for all pet businesses: It’s a Combination of Platforms

The most successful pet businesses don’t just run ads on one platform—they use a combination. Facebook and Instagram build brand awareness and engagement, while Google Ads convert high-intent buyers. Running these together ensures that pet brands stay visible throughout the entire customer journey, from discovery to purchase.

PETBIZS Team: Alright, Lisa, before this interview, you were saying something about the power of storytelling for pet brands. How can pet brands leverage storytelling in their marketing campaigns to build strong customer relationships?

Lisa Benson: Pet owners don’t just buy products—they invest in their pets’ happiness, health, and well-being. That emotional connection is what makes storytelling one of the most powerful tools in pet brand marketing. Instead of simply selling a product or service, the most successful brands share real, relatable stories that resonate with pet lovers and create lasting customer loyalty.

A great story does more than just promote a product. It taps into the deep bond people share with their pets, making them feel understood and valued. The best pet brands use storytelling to:

Highlight real-life transformations
Make the pet the hero
Showcase customer experiences

To incorporate storytelling in your pet marketing campaigns I would suggest

Using Video to Bring Stories to Life
Creating Behind-the-Scenes Content
Leveraging User-Generated Stories
Building Storytelling into Product Descriptions
Using Social Media Captions to Tell Micro-Stories

By making storytelling a central part of marketing & advertising, pet businesses can build stronger relationships, create loyal customers, and turn casual buyers into passionate brand advocates.

PETBIZS Team: Many pet businesses rely on word-of-mouth and customer reviews. What’s your advice for getting more positive reviews and handling negative feedback?

Lisa Benson: Word-of-mouth and online reviews are essential for pet businesses, as pet owners trust recommendations from other pet lovers.

To generate more positive reviews, businesses should ask for feedback at the right time—typically after a great customer experience, such as a successful grooming session or a happy pet parent receiving their order.

Making the process easy by providing direct links to review platforms in follow-up emails or text messages increases the likelihood that customers will leave a review. Some businesses also encourage feedback by offering small incentives, such as discounts or loyalty points, to those who share their experiences.

Handling negative feedback requires a professional and thoughtful approach. A quick response acknowledging the issue and expressing a willingness to resolve it demonstrates strong customer service.

If possible, moving the conversation to a private channel, like direct messages or email, prevents public disputes while allowing for a more personalized resolution.

The best approach is to show empathy, offer a fair solution, and, when appropriate, invite the customer to give the business another chance.

Negative feedback can also be valuable, providing insights into areas that may need improvement. By managing reviews well—both positive and negative—pet businesses can build trust, enhance their reputation, and attract more loyal customer.

PETBIZS Team: Ok, Lisa. Now a critical question! As someone passionate about supporting pet-loving entrepreneurs, what are the biggest marketing mistakes you see pet businesses make, and how can they avoid them?

Lisa Benson: Laughing… I was waiting for this question…

Many pet businesses have great products or services, but common marketing & advertising mistakes can limit their growth.

One of the biggest issues is failing to define a clear brand identity. With so many pet brands competing for attention, businesses need a unique voice, message, and visual style that resonates with their ideal customers. A generic approach makes it harder to stand out, while a well-defined brand helps build recognition and trust.

Another common mistake is neglecting digital marketing or relying too heavily on word-of-mouth. While referrals are valuable, businesses that don’t invest in SEO, social media, and paid ads miss opportunities to reach new customers.

Moreover, some pet brands also struggle with inconsistent messaging or content. Posting sporadically on social media or sending mixed marketing messages confuses potential customers and weakens brand credibility. A clear content strategy—one that blends education, storytelling, and promotion—helps maintain engagement and trust.

Lastly, ignoring customer feedback and reviews can hurt a business. Pet owners rely heavily on social proof, and businesses that actively seek and respond to reviews build stronger relationships with their audience. Engaging with both positive and negative feedback shows commitment to customer satisfaction and can turn one-time buyers into loyal fans.

PETBIZS Team: Looking ahead, what are the key digital marketing trends that pet businesses should watch for in the next year?

Lisa Benson: The pet industry is evolving rapidly, and digital marketing is no exception. One of the biggest trends shaping the future is video-first content.

Short-form videos on platforms like TikTok, Instagram Reels, and YouTube Shorts continue to dominate engagement. Pet brands that embrace behind-the-scenes clips, product demos, and pet-owner stories will capture more attention and build stronger connections with their audience.

Another growing trend is AI-driven personalization. Consumers expect tailored experiences, and pet businesses can use AI to deliver personalized product recommendations, automated chat support, and customized email marketing based on past behavior. Businesses that integrate AI tools into their customer interactions will enhance the shopping experience and increase conversions.

Voice search optimization is also becoming more important as pet owners increasingly use smart devices to ask questions like “best dog food for allergies” or “pet-friendly hotels near me.” Ensuring websites are optimized for natural, question-based search queries will help businesses capture this audience.

Influencer and user-generated content (UGC) marketing will continue to grow. Rather than traditional advertising, pet owners trust recommendations from real people. Collaborating with micro-influencers and encouraging customers to share content featuring their pets with a brand’s products will be key to social proof and organic reach.

Finally, sustainability and ethical marketing are becoming more influential in pet owners’ purchasing decisions. Brands that highlight eco-friendly products, ethical sourcing, and transparent business practices will stand out. Pet owners increasingly seek brands that align with their values, making mission-driven marketing a powerful differentiator.

PETBIZS Team: Lisa, one last question and we end the interview. If you could give one piece of advice to pet business owners who want to scale their marketing efforts, what would it be?

Lisa Benson: Focus on consistency and connection. The pet industry is built on trust, and the businesses that grow the fastest are the ones that consistently show up, engage with their audience, and build genuine relationships with pet owners.

Many pet businesses struggle with sporadic marketing—posting on social media when they have time or running ads without a clear strategy. Instead, develop a sustainable marketing plan that includes regular social media content, email outreach, and strategic paid advertising. Consistency builds familiarity, leading to trust and ultimately driving sales.

At the same time, focus on building real connections with your audience. Pet owners don’t just buy products; they invest in their pets’ happiness. Share stories, showcase customer experiences, and engage in conversations that make your brand feel like a trusted part of their pet’s life.

PETBIZS Team: Thank you very much, Lisa, for the insightful interview about marketing & advertising strategies for pet businesses. You have shared valuable knowledge that will help pet businesses grow with these strategic marketing tactics.