With 86.9 m. households owning a pet in the United States, there is a vast business opportunity for you as a pet care business owner to pursue. Given this potential, it is vital to know who would most likely be your target audience.
Knowing what’s trending should turn into an essential part of your pet care business strategy to boost revenue and outperform rivals.
Over the last three decades, a major shift has shaped the American mindset of making a pet part of a family.
As of April 2023, 85% of pet owners across the United States own a dog (63.4 m. households), while 76% own a cat (42.7 m. households).
Still, are pure numbers enough for you to sell more pet goods and services?
Not at all!
Instead of playing the numbers game, you should understand the reasons behind what’s trending among pet owners now and years ahead. Herewith, asking target audience questions is of crucial importance for your marketing effort in pet care niche.
An overwhelming humanization of pet care has shaped individual lifestyles while Americans are virtually parenting their furry friends. In 2022, Forbes reported that even during the pandemic, 78% of US pet lovers acquired a pet.
The trend signals a vast market potential for your business in pursuing Millenials and GenZ as your target audiences.
Here, you see that GenZs are most open to diverse pet ownership beyond conventional pet ownership categories of cats and dogs. In their turn, Millennials are so far the majority of pet owners (33%) almost equally followed by Gen X (25%) and Baby Boomers (24%).
Pet parenting along with growing adoption rates have altogether led to an unprecedented growth of pet care spending from $123.6 b. in 2021 to $136.8 b. in 2022. With that, more and more Americans are getting generous while helping their furry friends adjust to being home alone.
While these pet market numbers suggest stable industry growth in the coming future, you certainly want to know more about your target customers.
Beyond the essential stats that feature the surge of the North American pet market, there are critical questions you should ask yourself to keep your pet business afloat and expand to a new level:
If you are not yet among the top pet industry league with millions of site visits a month, you’ve probably not invested enough in answering these strategic questions.
Let’s now dive deeper into your target customer profile with Promodo digital marketing experts.
Digging beneath your customer base is your strategic must-have. While you are going digital, so are your target customers and closest rivals. Essentially, your target audience is people who are buying goods and services for their pets.
The more you spend on customer research and ask audience survey questions, the more you’ll save on your marketing budget. Kateryna Husachenko, Marketing Strategist at Promodo.
With a maximum focus on return on ad spend (ROAS), be sure to follow purchasing behaviors and buying decisions of your target segments.
Knowing your customers is beyond a conventional set of metrics offered by artificial intelligence (AI) systems like Google and Facebook. Instead, your job is to feel the market and project the shifts in customer behaviors.
Here are more target market survey questions you’ve probably passed by recently:
So, who makes the majority of your pet care customers?
by income level:
While working on how to identify your target audience, you may dive deeper by segmenting your targets’:
Obviously, the more questions you ask your audience, the more sales you’ll generate. These audience analysis questions are crucial for you to further target your pet care customers. Plus, an in-depth research is important to explore the closest referral groups. These are the most trusted people by your customers: family members, neighbors, closest friends, acquaintances, co-workers, or anyone who’s already bought from you and probably recommended your pet care stuff to others. Kateryna Husachenko, Marketing Strategist at Promodo.
In-person recommendations from referrals predetermine rational buying decisions and a final choice of the most preferred brand among similar products and services offered by the competitors.
There are more critical questions on the digital pet care agenda to come, so be ready to go the extra mile:
By actualizing your customer profiles, you’ll know your target audience from within. The better you know your audience, the closer you get to them and spark loyalty in return.
The demand for your top offers will mostly depend on how far you follow marketing shifts. Resonating with immediate customer needs and preferences is essential to your marketing performance.
Over time, collective customer profiles will feature your top audience segments. Understanding what your customers want through maximum customization is at the heart of the marketing effort. Therefore, there is no more question of why is it important to know your target audience!
Your effective marketing strategy will embrace psychographic analysis of your pet care clientele as well as their immediate needs. So, while identifying your audience, be sure to know their:
Continuous monitoring of collective customer profiles is your best-fit response to the ever-changing trends. Every single aspect here is changing over time and so are the preferences of individual customers.
By identifying essential client needs, you’ll keep up with the league of top pet care providers, at least locally. Rather than relying on generalized customer profiles, get to know your customers as far as possible. Kateryna Husachenko, Marketing Strategist at Promodo.
With that, you’ll be far more confident about:
Once you’ve already established your customer base, we suggest 5W segmentation as the best-fit model to:
If you are already targeting a sufficient pool of customers, we suggest using JTBD which will help you:
Our experts will help you develop detailed customer profiles to know more about people’s daily habits and routines and their most preferred pet care products and services.
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