Hey dog people!
Have you been pouring hours into social media, posting consistently, engaging with followers, but just not seeing it connect to clients in your business?
The truth is, without a strategy, your social media efforts will fall flat.
I’m going to break down why you’re not getting dog training clients from social media—and show you how you can fix it with a clear, actionable plan.
You Don’t Have a Social Media Strategy
It’s easy to get caught up in the daily grind of posting, commenting, and sharing, but if you don’t have a strategy, you’re essentially throwing spaghetti at the wall and hoping something sticks.
A strong social media strategy for dog trainers needs to have a sales funnel in place. Without this, your content has no destination, and followers may not know the next step to take after engaging with your posts.
What’s a Sales Funnel?
Think of a sales funnel as the path a potential client follows, starting from becoming aware of your services to eventually booking your training sessions.
Each post should serve a purpose, either drawing new people in, nurturing relationships with existing followers, or encouraging them to take action (like scheduling a consultation or signing up for your newsletter).
You Don’t Know Your Ideal Client
If your social media content is all about you, then it’s time for a shift.
A common mistake dog trainers make is creating content that speaks to their own interests and preferences rather than addressing the needs and problems of their ideal clients.
Who Is Your Ideal Client?
Imagine your perfect client—the person who truly benefits from your services. What are their concerns?
Maybe it’s a busy professional who wants better control of their dog, or a young family who just adopted a new puppy. Your content needs to speak directly to these people.
When crafting posts, think about:
Their pain points: What problems do they need help solving? Perhaps they’re struggling with leash pulling or separation anxiety.
Their goals: Do they want a well-behaved dog for family outings or a pet who listens reliably?
Their lifestyle: Are they busy professionals, active families, or retirees?
Pro Tip: If you aren’t sure who your ideal client is, take a step back. Survey your current clients or reflect on the kinds of dogs and owners you most enjoy working with.
Once you know who you’re speaking to, tailor your content to their specific needs. You’ll be surprised how much more engagement and, ultimately, bookings you’ll get when your message resonates with the right people.
Your Content Doesn’t Use Marketing Principles
One major reason dog trainers struggle to get clients from social media is that their content isn’t actually following marketing principles or honoring the client lifecycle.
You need a balance that speaks to different stages of your audience’s journey-—reach content, nurture content, and sales content.
Here’s what that looks like:
Reach Content: This is content designed to attract new eyes to your profile. Use posts that are shareable, such as educational tips, engaging videos, or relatable content.
Nurture Content: Once someone follows you, your next goal is to build trust. Share behind-the-scenes footage of your training process and tell the story about how you became a dog trainer. Show your knowledge and make them feel connected to your methods.
Sales Content: Finally, don’t shy away from asking for the sale. Create posts that directly tell people what you offer and how they can work with you. This can be a post with a client testimonial and a CTA like, “Want to see results like this? DM me to book a consultation.”
Each of these content types serves a distinct purpose in your strategy. It’s not about posting randomly—it’s about aligning your content with what potential clients need to hear at different stages of their journey.
The Power of a Consistent Strategy on social media
Social media isn’t just about being visible; it’s about being intentional.
When you have a strategy, you won’t just reach people—you’ll see your time on social media translate to clients.
Remember, consistency is key. You don’t need to post every day, but you do need to show up on a regular schedule.
Free Content Creation Cheat Sheet
Don’t waste any more time guessing what to post!
Download The Key Three Content Creation Cheat Sheet, a quick guide to the elements every post should have.
With this cheat sheet, you’ll have a clear direction for creating effective social media posts.
Download the free cheat sheet below:
Your dog nerd friend,
Mattison
About Me
I’m Mattison Skoog-Simpson, a certified dog trainer and behavior consultant (CPDT-KA, CDBC) with a degree in advertising and a background in corporate system solutions.
I help professional dog trainers and dog business owners implement strategic Organic Marketing plans in their business and use social media to reach their dreamiest clients without breaking the bank or burning out.
Follow me on Instagram @TheDogBizNerd and @FreedbyTraining.
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