Please say the following sentence out loud.
“I love marketing my business.”
What did you feel when you said it? Your internal reaction may have been:
- I‘ve had a few encounters with marketing and am fond of it, but I don’t know it well enough to love it.
- How can I love something I don’t even understand?
- That statement about marketing produces the same feeling inside me as the statement, “your horse has colic”
- How true it is. I love marketing and could do it all day.
You’re part of the majority of professional horsemen if you chose one of the first three. If you chose statement number four, stop reading and go do some more of it.
For the rest of you, take comfort in the fact that you are not alone because marketing is one of the most difficult parts of owning your own business. I spoke with Lisa Munniksma, an experienced writer for horse industry and small business publications, about the topic of marketing by professional horsemen. I asked her what are the three things professional horsemen need to know about marketing programs in the equine world.
1. Perception
Professional horsemen “shut down” when they hear the word marketing according to Lisa. Perception of the concept of marketing is a problem. She offers that you don’t have to be an expert, or invest weeks of time or pour in barrels of money to have a marketing program for your horse business. Creativity, not money, is needed for a successful marketing campaign.
If you’re not a writer, find a free lance professional to help you with the best wording possible in your display ads, brochures and website copy. If your budget is limited, find a communications or journalism college student to help. Or if you are a riding instructor, one of your students or a student’s parent may have the skill you need to polish your wording.
2. Use W.O.M.
Munniksma highly recommends W.O.M. (word of mouth marketing) which means let others tell your story for you. There is no better marketing program than the endorsement by raving fans of your business. Asking for recommendations and referrals from others in your network including farriers and veterinarians is the best way to improve your marketing program.
Lisa suggests “be present and be seen” at events. For example at a horse show, spend time talking with people, show off your ribbons and promote your stable. Admitting she is an introvert, she adds talking about her business doesn’t come naturally for her either, but with practice it gets easier.
3. Have a Website
Websites aren’t just for businesses that have worldwide customer bases; locally based businesses should have websites, too. You use Google to check out local businesses, don’t you? Your potential customers are doing the same with your business, even when they may be only ten miles away. One page websites are a good start to creating a web presence, make sure you put your photo on it.
Lisa recommends avoiding music, the hoof beats sound effect and the “whinny” on websites. While sound and music add atmosphere, personal tastes vary too much to be able to please every visitor to your site.
So get to it. Practice saying, “ I love marketing”, use W.O.M. and create or tune up your website. Choose success for your business.