Marketing a pet care business requires connecting with pet owners where they spend time and building trust. Here are proven strategies that work.
If you’re still setting up the operational side, start with our dog daycare software guide first.
Local SEO
Google Business Profile
Your most important free marketing tool:
- Complete every field
- Add high-quality photos
- Respond to all reviews
- Post updates weekly
- Use Google Posts feature
Local Keywords
Target searches like:
- “[City] dog boarding”
- “Dog daycare near me”
- “Pet boarding [neighborhood]”
- “Kennel in [city]“
Review Generation
More reviews = higher rankings:
- Ask happy customers directly
- Send post-stay review requests
- Make it easy (direct link)
- Respond to all reviews (positive and negative)
Social Media Marketing
The primary platform for pet businesses:
- Post daily photos/videos of dogs
- Use relevant hashtags (#[city]dogs)
- Tag dog owners (with permission)
- Stories for behind-the-scenes content
- Reels for viral potential
Still valuable for local reach:
- Community group participation
- Local business page
- Events for open houses
- Targeted local ads
TikTok
Growing for pet content:
- Short, fun videos
- Trending sounds
- Day-in-the-life content
- Before/after transformations
Referral Marketing
Customer Referrals
Word-of-mouth is powerful:
- Formal referral program (£20 credit per referral)
- Easy referral process
- Thank both referrer and new customer
- Track referral sources
Veterinary Partnerships
Build relationships with local vets:
- Leave brochures in waiting rooms
- Offer to display their materials
- Cross-refer clients
- Consider exclusive discounts for their clients
Pet Shop & Groomer Partnerships
Other pet businesses can send clients your way:
- Display each other’s materials
- Joint promotions
- Bundled services
Building Referral Partnerships
The difference between “we accept referrals” and a genuine referral network is active relationship-building. These partnerships, when maintained consistently, become some of your most cost-effective marketing channels.
Local vet practices are the highest-value referral source for most daycare and boarding businesses. Introduce yourself in person — bring a small welcome pack with your brochure, pricing guide, and a personal letter. Ask to be placed on their recommended boarding list. Follow up every three to four months with a brief visit or email. Offer their clients a first-booking discount to reduce the friction of trying somewhere new.
Dog trainers are natural allies. Their clients need boarding when they travel; your boarding clients may need training. A mutual referral arrangement — where you recommend their classes and they recommend your facility — costs nothing and benefits both businesses. Some trainers will also run sessions at your facility, which deepens the relationship and gives you content for social media.
Groomers and pet supply shops are lower-volume referral sources but easy to maintain. Offer to display leaflets in each other’s premises. Consider joint promotions — a “pamper and play” offer bundling a grooming appointment with a daycare session can appeal to clients who want a full day of care for their dog.
Template message for approaching a vet practice: “Hi [name], I’m [your name] from [business name], a dog daycare and boarding facility in [area]. We’re passionate about providing a safe, enriching environment for dogs in the local area and would love to be a resource for your clients when they need care. I’d be happy to share more about our vaccination policies, group sizes, and care standards — would you be open to a brief chat or for me to leave some materials?”
A Seasonal Promotions Calendar for Dog Daycares
Timing promotions to match how pet owners think about their dogs throughout the year consistently outperforms always-on discount offers. Here’s a practical calendar for UK dog daycare businesses:
| Month | Campaign | Description |
|---|---|---|
| January | New Year, New Routine | Introductory offer for new clients — first day free or 20% off first week |
| March/April | Easter Holiday Boarding | Book-early campaign; Easter fills fast for boarding facilities |
| July/August | Summer Holiday Peak | Waiting list sign-up; build urgency around limited availability |
| August Bank Holiday | Last-Minute Boarding | Short-notice promotion for clients whose plans change |
| October | Pre-Christmas Awareness | Remind past clients to book Christmas early before capacity fills |
| November | Gift Vouchers | Promote daycare/boarding gift vouchers for Christmas presents |
| December | Christmas Fully Booked | Waiting list for late bookers; promote January availability |
Seasonal campaigns work best when planned at least six weeks in advance. Schedule social posts, email sends, and any paid advertising together so messaging is consistent across channels.
Don’t rely on a single channel for seasonal promotions. A campaign that combines an email to existing clients, a social post, and a Google Business Profile update reaches people at different touchpoints and generates significantly more bookings than a single post alone. Build a simple content calendar at the start of each quarter and block time to create the assets in advance — a few hours of preparation prevents the last-minute scramble that leads to inconsistent or missed campaigns.
Content Marketing
Blog Posts
Build authority with helpful content:
- Pet care tips
- Breed-specific guides
- Seasonal advice
- Local pet-friendly guides
Email Marketing
Stay in touch with past customers:
- Monthly newsletters
- Booking reminders for regulars
- Holiday promotions
- Pet birthday messages
Paid Advertising
Google Ads
Target high-intent searches:
- “[City] dog boarding” searches
- Location-based targeting
- Call tracking
- Landing pages
Facebook/Instagram Ads
Reach local pet owners:
- Target by location and interests
- Carousel ads showing facilities
- Video tours
- Special offers for first-timers
Budget Guidance
Start small and test:
- £100-300/month initially
- Track cost per acquisition
- Scale what works
Customer Retention
Loyalty Programs
Keep customers coming back:
- Punch cards (10th night free)
- Membership plans (monthly unlimited)
- Anniversary discounts
- Birthday treats for pets
Communication
Stay top of mind:
- Post-stay report cards
- Photo updates during stays
- Holiday greetings
- Check-in on infrequent visitors
Exceptional Experience
The best marketing is great service:
- Exceed expectations
- Handle problems professionally
- Remember pet preferences
- Treat every pet like your own
Measuring Success
Track these metrics:
- New bookings by source
- Customer lifetime value
- Referral rate
- Review quantity and rating
- Website traffic
- Social engagement
Marketing works best when consistent. Small daily efforts compound over time. The businesses that grow steadily are rarely the ones with the biggest budgets — they’re the ones that show up reliably, respond to every review, post every week, and follow up with every lead. Build those habits in your first year and the results follow.
Quick-Start Marketing Checklist
Actions any new daycare can take this week:
- Claim your Google Business Profile and add photos, hours, and services
- Ask your first 5 clients for a Google review — a personal ask outperforms automated emails
- Post one photo or video of dogs on Instagram and Facebook with a local hashtag
- List your business on Nextdoor — neighbourhood trust converts faster than paid ads
- Set up an automated booking confirmation email so clients feel professional from day one
- Email one local vet surgery introducing your facility and offering a mutual referral arrangement
