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According to Bloomberg Intelligence’s Pet Economy Report, the global pet industry is projected to grow by $500 billion by 2030. Besides rapid innovation in the pet care segment, one major reason for this huge growth is the increased pet population and pet ownership. The same is the reason for the fierce competition among pet businesses.
Surviving in this ever-evolving and competitive pet market is not like the “survival of the fittest”. It’s all about reevaluating traditional marketing tactics and testing and embracing somewhat underrated marketing strategies. Then only pet businesses can connect with pet owners on a deeper level.
In this article, we’ve gathered insights from 13 thought leaders who share their expertise on how to effectively reach and engage your audience using some underrated marketing strategies. From leveraging local partnerships and optimizing local SEO to collaborating with micro-influencers and harnessing the power of user-generated content, these strategies offer fresh perspectives to help your pet business grow.
Whether you run a small pet shop or a growing pet brand, these marketing strategies will strengthen your connections and boost long-term growth in the pet industry.
Let’s read the most underrated marketing strategies for pet businesses by 13 thought leaders:
- Leverage Local Partnerships
- Optimize Local SEO
- Partner with Local Veterinarians and Groomers
- Collaborate with Micro-Influencers
- Utilize Email Marketing
- Engage in Community Activities
- Target Lookalike Audiences
- Collaborate with Micro-Influencers
- Leverage User-Generated Content
- Employ Hyperlocal Marketing
- Cross-promote with Local Pet Services
- Feature Trending Pet Breeds
- Partner with Micro-Influencers
Leverage Local Partnerships
You know what’s interesting about pet businesses? Everyone focuses on cute photos and social media, but there’s so much untapped potential in other areas.
Local partnerships are gold mines that often get overlooked. Think about collaborating with veterinarians, groomers, and local pet shelters. These connections build trust faster than any ad campaign could.
Here’s what I’ve seen work incredibly well:
Educational content drives surprising engagement. Instead of just posting product photos, share tips about pet care, health, and behavior. When you become a trusted source of information, sales follow naturally.
User-generated content is powerful in the pet space. Pet parents love sharing photos and stories of their pets. Create opportunities for them to share—maybe a monthly photo contest or a “Pet of the Week” feature.
Email marketing is surprisingly underutilized. Build a list by offering valuable content like pet care guides or local pet-friendly venue recommendations. The key is personalizing content based on the type of pet and their age.
Don’t overlook the power of in-person events. Pet parents love socializing their pets. Host educational workshops, pet meet-ups, or partner with local parks for pet-friendly activities.
The most underrated strategy? Focus on building a community rather than just selling products. When pet owners feel part of something bigger, they become loyal customers and brand advocates.
Lisa Benson, Marketing Strategist, DeBella DeBall Designs
Optimize Local SEO
Local SEO is a goldmine for pet businesses, but many don’t take full advantage.
Optimizing your Google Business Profile with detailed service descriptions, high-quality photos, and customer reviews helps you show up when pet owners search for things like “best dog groomer near me” or “affordable pet boarding.” Adding location-based blog content – like “Top Dog Parks in [Your City]”-also boosts visibility.
Another underrated move? Partnering with local pet influencers. Even micro-influencers with a few thousand engaged followers can drive serious traffic.
Pet owners trust recommendations from real people (and their adorable pets) way more than traditional ads. Sponsor a giveaway, offer a referral discount, or collaborate on content to tap into a loyal, pet-loving audience.
Will Wright, Lead SEO Strategist, Direct Online Marketing
Partner with Local Veterinarians and Groomers
While most pet businesses focus on social media and SEO, some underrated marketing strategies can make a big impact without breaking the bank.
One of the most overlooked strategies? Partnering with local veterinarians and groomers for referral programs. Instead of just handing out business cards, offer a revenue-share or incentive for every new client they send your way. Vets have built-in trust with pet owners, and a warm referral from them is gold compared to a cold Facebook ad.
Another hidden gem? Hyper-local Facebook Groups and Nextdoor. Pet owners love engaging in these spaces, whether it’s asking for advice, sharing cute pet pics, or finding local services. Businesses that consistently offer value first (pet care tips, lost pet alerts, etc.) rather than just self-promo see massive organic engagement.
Patrick Carver, CEO & Founder, Constellation Marketing
Collaborate with Micro-Influencers
As an SEO consultant, although I haven’t worked directly with a pet business, I’ve seen some effective strategies across various industries that could benefit pet businesses.
One underrated tactic is partnering with micro-influencers. They often have more engaged audiences than larger influencers and their endorsements feel more authentic. By building genuine relationships with these influencers, pet businesses can expand their reach in a meaningful way.
Another valuable approach is encouraging user-generated content. Pet owners love sharing photos of their pets enjoying products. This not only builds social proof but also provides authentic content that can be reused in marketing efforts like social media posts or email campaigns.
Lastly, offering educational content is key. Pet owners seek advice on care, health, and training. Providing informative resources, like blog posts, guides, or a dedicated section on your website, helps position your brand as a trusted resource, fostering loyalty.
In short, partnering with micro-influencers, using user-generated content, and offering helpful advice can help pet businesses effectively reach and engage their audience.
Martynas Siuraitis, SEO Consultant, The SEO Consultant Agency
Utilize Email Marketing
One of the most effective marketing strategies is the use of Email Marketing in pet businesses. On average, Email Marketing returns $40 for every $1 invested into it. Content that resonates with customers of this business type includes:
1) Pet training tips
2) Content related to diet and snacks
3) Entertainment-based video content (e.g. pet obstacle courses or customer pet videos)
In terms of deployment, it is not necessary to use an advanced Marketing Automation Platform (MAP). Although platforms like HubSpot allow a business owner to automate messaging based on user behavior, a simple platform such as Mailchimp can serve as an excellent solution, especially when launching initial email efforts.
A slightly more advanced marketing strategy for tech-enabled pet business owners is the use of Customer Relationship Management (CRM) data to target current customers and Lookalike Audiences across platforms like Facebook and Instagram.
This is done by exporting your customer data, importing it into Meta (Facebook/Instagram), and running Paid Ads to the list. Additionally, “Lookalike Audiences” can be created from this data. Both of these types of data-targeted lists will reduce the cost of advertising on Meta and are more effective than the native targeting options that Meta offers.
Jason Huett, Business Broker | CEO | CMO, Collaborative Commercial Business Brokers
Engage in Community Activities
Community engagement is an underrated yet powerful marketing strategy for pet businesses. Hosting local events, partnering with shelters, or sponsoring pet-friendly spaces builds trust and brand visibility.
In addition, user-generated content, such as customer pet photos and testimonials, enhances authenticity and fosters engagement. Leveraging niche social media groups and pet forums further strengthens connections with dedicated pet owners.
These approaches create lasting relationships, driving word-of-mouth referrals and customer loyalty without heavy reliance on paid advertising.
Brenton Thomas, Founder, Twibi
Target Lookalike Audiences
One of the most effective ways I’ve found to target my ideal customer through advertising is by leveraging lookalike audiences on platforms like Meta (Facebook and Instagram).
For FemFounder and Marquet Media, we analyze our existing customer base-specifically those who have engaged with our resources or purchased our digital products. Using this data, we create lookalike audiences with similar demographics, interests, and online behaviors, ensuring our ads reach people most likely to resonate with our offerings.
I recommend pairing this strategy with laser-focused ad creatives and messaging that address specific pain points or goals of your ideal customer. For example, when promoting our “Dream It, Earn It” Planner, we crafted ads that directly spoke to female solopreneurs struggling with goal-setting and financial planning.
Combining data-driven audience targeting with empathetic, value-driven content, we’ve consistently achieved high conversion rates while building trust with our ideal customers.
Kristin Marquet, Founder & Creative Director, Marquet Media
Collaborate with Micro-Influencers
Exploring underrated marketing strategies, pet businesses can benefit from collaborations with micro-influencers who, despite smaller followings, foster stronger audience engagement and credibility.
For example, a small pet supply company might team up with local bloggers or Instagram pet accounts, enhancing authentic connections and effectively reaching target markets within an affiliate marketing framework.
Michael Kazula, Director of Marketing, Olavivo
Leverage User-Generated Content
One effective marketing strategy many pet businesses overlook is leveraging User Generated Content (UGC). Many pet businesses focus solely on traditional marketing methods, lack awareness of the benefits of UGC, or fear losing control of their brand messaging.
However, User Generated Content is a powerful marketing tool that can help build credibility, increase engagement, and build strong brand loyalty.
This content can also be repurposed on your website, email newsletter, and even advertising campaigns. Pet businesses that embrace this underrated marketing strategy can create authentic connections with their customers, amplify their marketing efforts, and build long-term relationships.
Matt Gehring, Chief Marketing Officer, Dutch
Employ Hyperlocal Marketing
Pet businesses can enhance their outreach by employing some underrated strategies such as hyperlocal marketing and educational content marketing.
Hyperlocal marketing involves collaborating with local pet stores and veterinarians for joint promotions, like free health check-ups that include product samples, fostering community trust.
Additionally, creating educational content can engage pet owners, positioning the brand as a valuable resource in their pet care journey.
Mohammed Kamal, Business Development Manager, Olavivo
Cross-promote with Local Pet Services
One under-the-radar marketing strategy I’ve found effective for pet businesses is collaborating with local veterinarians, groomers, and pet trainers for cross-promotions.
During my time working in a pet supply store, we partnered with a local vet clinic to offer discounts on pet products when clients came in for check-ups. This not only built trust within the local pet community but also allowed us to directly connect with pet owners who were already invested in the health and well-being of their animals.
Another strategy that worked well was leveraging user-generated content on social media. We encouraged our customers to post photos of their pets using our products and tag us for a chance to win a gift card. This not only gave us authentic content to share but also created a sense of community around our brand, helping build loyalty and organic word-of-mouth.
These strategies helped us reach our target audience in a more personal, community-oriented way, which I found was often more effective than the typical digital ads. It’s about building relationships and engaging where pet owners already are.
Nikita Sherbina, Co-Founder & CEO, AIScreen
Feature Trending Pet Breeds
One underrated marketing strategy for pet businesses is to ensure the animals featured on packaging and branding align with trending pet breeds. Consumer preferences shift over time, and featuring the most popular dog and cat breeds can create an instant emotional connection with potential buyers.
For example, if French Bulldogs or Cavapoos are trending, incorporating them into your design can make products feel more relevant and desirable. This tactic works especially well for pet food, grooming products, and accessories, as customers often gravitate toward brands that visually reflect their own pets.
Chris Mckenzie, Founder, Unlmtd Agency
Partner with Micro-Influencers
For pet businesses, partnering with micro-influencers in the pet space can create authentic connections with a targeted audience. Another underrated strategy is offering value-driven content like pet care tips, health advice, or fun pet challenges that resonate with pet owners. Building a community through social media and email marketing also helps keep customers engaged and loyal.
John Frigo, eCommerce Manager, Best Price Nutrition
Final Words!
These underrated marketing strategies can give pet businesses an edge in a competitive market. Whether it is leveraging local partnerships, user-generated content, or niche community engagement, these strategies can create authentic brand trust. Testing these overlooked tactics can drive long-term success without the hefty price tag of mainstream advertising.
Want to grow your pet business with smart, cost-effective strategies? Stay ahead by exploring fresh marketing insights on PETBIZS Growth Hub — subscribe now and take your brand to the next level!