2025 NAPPS Conference Recap & Key Takeaways | Part 2

Missed the 2025 NAPPS Conference? Get the full scoop with our three-part series. New to the series? Check out part I here!

Part 2: Business Growth & Digital Strategies

Ready to take your pet business to the next level? Part 2 of our recap is all about boosting your business with smart digital strategies. We'll explore how to make your website shine with tips from Pet Marketing Unleashed, learn the secrets of Instagram success from Kylie Holliman, and discover the power of video marketing from Fuzzy Face Media. Plus, we will look at how to grow through community and collaboration with Kristin from Midwest Pet Sitter Affiliates. Get ready to unlock some serious growth potential!

Making Your Website Work for You: Branding, Design, Copywriting, and SEO Insights with Pet Marketing Unleashed

Ever feel like your website needs a major overhaul? You're not alone! Many pet business owners struggle to balance daily operations with their online presence. But what if your website could actually help with those day-to-day tasks? That's what the team from Pet Marketing Unleashed discussed at NAPPS. They shared how a strategic approach to branding, website design, copywriting, and SEO can transform your website into a powerful tool.

The key takeaway? Your website can be more than just a pretty face. When done right, it can act as your customer service rep, marketing manager, onboarding specialist, and even your biggest cheerleader. It's all about creating a seamless client journey, from initial interest to loyal customer.

Branding: It's More Than Just a Logo

Branding is about telling your story and creating an emotional connection. It's not just about visuals, but also about the psychology behind design choices, like color and font. The most important thing to remember is that your brand is not for you; it's for your ideal client. It's about building trust and credibility, which is crucial in the pet industry.

Website Design: Guiding Your Client's Journey

Think of your website as an action plan that guides potential clients to book your services. Consistency is key – your website should reflect your branding and brand voice. A well-designed website focuses on the client journey, making it easy for visitors to find information, understand your services, and take the next step. This involves a strategic layout of your homepage, service pages, "About Us" section, and contact page.

Copywriting: Your Words Matter

The words on your website are just as important as the visuals. Your brand voice should align with the emotions your brand evokes. Compelling copywriting builds trust, establishes credibility, and creates an emotional connection with your audience. It's about using language that resonates with your ideal client, focusing on their needs, and highlighting the benefits of your services. And a word of caution: while AI can be helpful for brainstorming, it shouldn't replace authentic, human-written copy.

SEO: Getting Found Online

SEO, or Search Engine Optimization, is the foundation of your website's performance. It's about optimizing your site so search engines like Google can easily understand and rank it. Contrary to popular belief, SEO isn't just about keywords or paid ads. It's a holistic approach that includes on-page optimization, accessibility, usability, and off-page strategies.

On-Page SEO: This involves optimizing the content and settings of each page. Focus on writing genuine copy that includes your service areas. Pay attention to technical aspects like title tags, meta descriptions, slugs, and image alt text. These elements help search engines understand what your pages are about.
Accessibility and Usability: A user-friendly website is crucial for SEO. Ensure your site is easy to navigate, with clear text, high contrast, and mobile responsiveness. Google prioritizes websites that provide a good user experience.
Site Structure: Properly structuring your website's content using heading tags (H1, H2, etc.) helps search engines understand the hierarchy of information. Each page should have one H1 tag that clearly describes the page's content.
Off-Page Strategies: Build your online authority by getting reviews on platforms like Google Business Profile and Yelp. Backlinking, or getting links from other reputable websites, also plays a significant role in SEO. Networking and partnerships can help with this.

SEO is not just about being found; it's about providing the best solution to your ideal client's problems. By strategically combining branding, website design, copywriting, and SEO, you can create a powerful online presence that drives business growth.

If this all sounds great but you’re not sure where to start, we’d highly encourage you to reach out to Mikaela, Cagney, Emily, and Andrea. You’ll be in good hands!

Instagram Marketing for Pet Sitters: Kylie Holliman's Strategy

Let's kick things off with Kylie Holliman, a familiar face to many of us and a dedicated NAPPS board member. Kylie's story is one of true passion and entrepreneurial spirit, a journey that's taken her across the country and deep into the heart of the pet care industry.

Starting back in 2013, Kylie dipped her toes into the world of pet care, learning the ropes and building a foundation of hands-on experience. It wasn't just a job for her; it was a calling. She hustled, honing her skills and understanding the unique needs of our furry friends. Fast forward to 2018, and Kylie made the leap, going full-time with her pet care dreams.

Her business, Fire Hydrant Pet Sitting Co., has evolved beautifully. In sunny Los Angeles, she's built a thriving dog walking service, giving pups their daily dose of sunshine and exercise. Then, she took her expertise to the Windy City, Chicago, where she's established a bustling doggy daycare. But this isn't your average daycare! Kylie's Chicago location is all about structured enrichment and training, ensuring dogs get both mental and physical stimulation. It's clear that Kylie isn't just running a business; she's building a community for pets and their pet parents. Her dedication to the industry, reflected in her NAPPS board membership, shows her commitment to raising the bar for pet care professionals everywhere.

Kylie’s session focused on the practical wisdom regarding Instagram marketing. It's clear that her hands-on experience, combined with her understanding of the modern digital landscape, provides a unique and valuable perspective. She didn't just talk theory; she offered actionable steps and insights that any pet business owner can implement to elevate their online presence and connect with their clients more effectively. So, buckle up, because Kylie's tips are about to transform the way you think about Instagram.

The "One Thing" Rule: Keep It Simple!

Kylie’s biggest takeaway? "Marketing is saying one thing 100 times." Forget overwhelming your followers with every service you offer. Pick a message and stick to it! Think of it like this: your Instagram should be as predictable (in a good way!) as your favorite treat. Consistency is key.

Instagram: Your Free Client Magnet (If You Use It Right)

Let's debunk a myth: Instagram isn't a direct sales machine. It's a social media platform, people! Think of it as the "consideration" phase in the customer journey. Potential clients are stalking your profile to see if you're the real deal.

Show, Don't Just Tell: Post quality photos and videos of happy pets. Showcase your expertise and personality.
Don't Be Afraid to Brag (Responsibly): Share behind-the-scenes moments, training tips, and even conference pics to build credibility.
Recycle, Recycle, Recycle!: Turn stories into posts, captions into reels, and get the most out of your content.

Analytics: Your Secret Weapon

Kylie emphasized the importance of knowing your numbers. Dive into your Instagram analytics!

Reach: Who's seeing your content? Followers and non-followers alike?
Profile Activity: How many people are checking you out? Are they clicking your links?
Engagement: What posts are resonating? Likes, comments, shares – it all matters.

Posting Like a Pro: Timing and Engagement

Find Your "Most Active Times": Check your analytics to see when your audience is online.
Engage Before and After Posting: Be social! Comment, like, and interact with your followers.
Follower Count Isn't Everything: Focus on engagement and conversions. 100 engaged followers are better than 10,000 ghosts.

Content That Connects: What Your Pet Parents Want

Stories Are Your BFF: Keep your audience engaged with daily updates.
Hashtags Still Matter: Use relevant keywords to reach new clients.
Quality Over Quantity: Post content that your pet parents will love and find valuable.

The Golden Rule: It's Not About You, It's About Them

Kylie's final words of wisdom? "Marketing is not about you. It's about your pet clients."

Deliver on Your Promises: Make sure your services live up to the hype.
Stay Top-of-Mind: Engage with clients between services.
Show You Care: Small gestures go a long way.

In a Nutshell:

Kylie's presentation was a wake-up call for pet businesses. Instagram is a powerful tool, but it's only effective if you use it strategically. Focus on consistent messaging, quality content, and genuine engagement. And remember, it's always about the pets (and their humans!). Now go out there and make your Instagram shine!

Unlocking Your Pet Business Potential with the Power of Video

The pet industry is booming, but it's not without its challenges. Recent studies highlight that many pet parents are facing financial strain, with a significant percentage going into debt for their furry friends. Veterinary costs are rising, and pet businesses are feeling the pinch too. But don't worry, there are strategies you can implement to navigate these challenges and thrive, and a key one is leveraging the power of video on social media.

In her session, Beth, from Fuzzy Face Media, focused on how pet businesses can use video, specifically Instagram Reels, to boost brand awareness, increase visibility, drive engagement, and ultimately, attract more website traffic – all without breaking the bank. While it might require a bit of time and initial discomfort for those new to being on camera, the rewards are well worth it.

Instagram Strategy: Reach, Nurture, Convert

A strategic approach to Instagram content is essential. The recommended ratio is a 60/30/10 split:

60% Reach (Grow Your Audience): The majority of your content should aim to attract a wider audience and bring new eyes to your brand.
30% Nurture (Build Trust and Expertise): Share valuable content that builds trust and showcases your expertise, keeping your followers engaged and demonstrating the value your brand offers.
10% Convert (Encourage Action): This portion of your content should directly encourage followers to take action, such as booking a service or making a purchase, with a clear call to action.

Creating a Recognizable Brand

Consistency is key to making your brand instantly recognizable, just like iconic brands such as Kong. By developing a strong "video DNA," you can create content that's easily identifiable even without a logo. Consider factors like:

Consistent Framing: Use similar camera angles and compositions.
Tone of Voice: Maintain a consistent and engaging tone.
Branding Elements: Utilize consistent colors, fonts, and visual styles.

Examples from the pet industry, like a professional dog walker with a signature pink and white branding and a fun-loving pet store utilizing consistent in-store filming and brand colors, showcase how this can be effectively implemented. Creating a style guide for your video content, including branded text overlays, can ensure consistency across all your posts, especially if multiple team members are creating content.

Content that Gets Shared: Expanding Your Reach

To reach a wider audience, you need to get your content on the Instagram Explore page. This is where users discover new accounts and content based on their interests and engagement. To increase your chances of appearing on the Explore page, your videos should be:

Relatable: Your audience should see themselves in your content.
Emotionally Connecting: Spark an emotional response from viewers.
Simple and Easy to Understand: Keep your message clear and concise.
Shareable: Encourage viewers to share your content with others.

Content Ideas and Storytelling

Utilize trending audio to boost visibility, and consider creating various types of engaging content:

Inspirational Content: Offer encouragement and motivation to your audience.
Humorous Content: Share relatable and funny content.
Tutorials: Teach your audience useful skills in engaging ways.
Tips and Hacks: Share quick and easy tips related to pet care.
Behind the Scenes: Humanize your brand by showing your clients what they don't know about you.

Leveraging storytelling is another powerful tool. Stories create emotional connections, build vivid imagery, and make your message more memorable. Consider telling stories behind your brand's launch or client/pet transformation stories to connect with your audience on a deeper level.

By implementing these strategies, pet businesses can effectively leverage the power of video to navigate current challenges, grow their audience, and achieve greater success.

Beyond Competition: Cultivating a Thriving Pet Care Community

Kristin Holzapfel, owner of Pampered Pupperinos and Pals, LLC, shared her insights on how to maximize a pet care business through community and collaboration. Kristin, a dedicated pet care safety advocate and CPR/First Aid certified instructor, has built a thriving business in Omaha, Nebraska, and is now expanding her reach and building a community of pet sitters. Her journey is a testament to the power of networking, community building, and a collaborative mindset within the pet care industry.

Kristin's presentation emphasized that networking isn't just about handing out business cards. It's about building genuine relationships and fostering a supportive ecosystem. She stressed the importance of researching potential networking partners to ensure they align with your values and standards. A crucial piece of advice? Avoid comparing yourself to other businesses. Focus on your unique strengths and growth trajectory.

Kristin outlined three key types of networking:

Conventional Networking: These are the obvious connections, such as pet stores, groomers, dog trainers, rescues, and veterinarians. Kristin highlighted the value of these connections, suggesting ideas like referral programs with groomers and establishing credibility with veterinarians through certifications like CPR and First Aid.
Parallel Networking: This involves connecting with businesses that interact with animals but in a different capacity, such as daycare and boarding facilities, real estate agents, apartment complexes, and pet-friendly businesses. Kristin shared how building relationships with these businesses can open up new client streams and provide valuable resources for both pet sitters and pet parents.
Unconventional Networking: These are the less obvious but equally valuable connections, including travel agents, in-home service providers (plumbers, electricians, etc.), and hotels. Kristin explained how these partnerships can address specific client needs and offer a more comprehensive service.

A core theme of Kristin's presentation was the importance of collaboration over competition. She founded the Omaha Area Pet Sitters network (now Midwest Pet Sitter Affiliates) to foster a sense of community and provide educational opportunities for pet sitters. This initiative has grown significantly, demonstrating the power of a collaborative approach.

Kristin's network provides a platform for pet sitters to connect, learn, and grow. They offer educational opportunities, mentoring sessions, and community events, including pet sitter networking events and vendor events. These efforts have not only supported the growth of individual businesses but also elevated the standard of pet care in the community.

Kristin's key takeaway was to harness the power of community. She encouraged attendees to seek out opportunities to network, collaborate, and establish themselves as trusted resources within their own communities. By working together and embracing a collaborative mindset, pet care professionals can achieve greater success and provide better service to pet parents.

Q&A Highlights:

During the Q&A, Kristin addressed several key concerns:

Managing Diverse Expectations: When asked about managing differing expectations within her network, she emphasized focusing on education and maintaining a clear code of conduct. She acknowledged that not everyone would agree with her approach, but she remained steadfast in her mission.
Networking for Introverts: For those with social anxiety, Kristin suggested starting with vendor events, which can ease interaction through engaging activities like puppy paintings. She also recommended one-on-one phone calls for those more comfortable with that format.
Connecting with Businesses: Kristin offered practical tips for initiating contact with businesses like real estate agents and boarding facilities, recommending personalized approaches like delivering baked goods and providing detailed information in initial communications. She also highlighted the value of joining Business Network International (BNI) groups.
Monetizing Community Efforts: She explained that her network started as a free resource, but as it grew, they introduced revenue streams like vendor event activities (puppy paintings, grab bags) and an elite sitter program with a membership fee, to fund the website and other costs.
Event ROI: She reinforced that event participation is an investment, not a guaranteed immediate return, and that consistent presence and creative engagement, like themed "charcuterie" boards for dogs, can attract significant attention.

The presentation delivered a strong message: the power of community is undeniable. She urged attendees to actively engage in networking, shift from competition to collaboration, and establish themselves as trusted resources in their local areas. By building genuine connections and fostering a supportive network, pet care professionals can significantly boost their businesses and improve the overall quality of pet care.

Wow, Part 2 was packed with so many great tips and strategies! We've covered everything from website optimization and Instagram magic to the power of video and community building. We hope you're excited to implement these ideas and watch your pet business flourish. Remember, in today's digital world, a strong online presence is key. Now, get ready for the final installment of our recap, Part III, where we'll focus on real-world resilience and building your winning team. See you soon!