unning a pet resort isn’t cheap, and when times get tight, the marketing budget is often the first thing to get slashed. But if you want to grow (or even just stay afloat), you can’t stop marketing. Luckily, you don’t need deep pockets to get your name out there!

Start by getting clear on who you’re trying to reach. Not every dog owner in your zip code is your ideal customer. Focus on your sweet spot—maybe it’s working professionals, maybe it’s busy families or maybe it’s older adults who travel a lot. When you narrow in on your target, your marketing becomes way more effective.

Next, look at your existing customers. These people have already said yes to you. Don’t get so caught up chasing new leads that you forget to serve your current clients like royalty. Happy customers stick around longer, spend more and tell their friends.

If money’s tight, over-deliver on service. Surprise clients with little extras, send personalized thank-you messages, and make sure every interaction is smooth and memorable. When your existing clients feel valued, they’ll naturally become walking billboards for your business.

When you’re ready to reach out beyond your current base, start with organic social media. It’s free! Focus your efforts on the platforms where your audience hangs out. Most pet businesses do well with Facebook and Instagram, especially if your target customer is 40+. Don’t try to be everywhere. Be consistent where it counts.

What should you post? Think value, not just promotion. Tips on grooming, training, enrichment, dog behavior—anything that helps pet parents be better at what they do is good content. Behind-the-scenes shots, staff intros, and fun dog stories also go a long way in building trust and connection.

And don’t forget video! A short reel of dogs playing, a 60-second tip from your trainer or a time-lapse of a grooming transformation can get way more reach than a still photo. It doesn’t have to be fancy—just real and engaging.

Another often-overlooked tool is your Google Business Profile. Make sure it’s fully filled out, accurate and includes great photos. Ask happy clients for reviews and respond to every one of them quickly. The faster you reply, the more “Google juice” you’ll get.

Email is another free and often-under-utilized channel. You should be emailing your customers at least once a month. Share updates, offer tips, highlight new services or just remind them how much you appreciate them. A monthly newsletter is a great way to pop in their inbox every month and remind them of the cool things you have going on.

When you do get new leads in, don’t forget to follow up appropriately. If someone reached out but didn’t book, keep them in the loop with occasional offers or helpful content. A good nurture sequence can turn those “lost” leads around.

Partnerships are another smart move. Find nearby businesses with the same audience but different services, such as dog walkers, trainers or pet stores. Build real relationships and look for ways to support each other. It takes time, but even one good relationship can fuel you with new customers for years.

Local Facebook groups can also be a solid source of visibility. Offer value, answer questions and be helpful—not salesy. Or, start your own local dog lovers group and become the go-to expert in your community.

You can also host low-cost open houses or events and incentivize referrals. A fun open house where clients bring a friend can lead to some new bookings. Run a limited-time referral contest with a valuable prize like a free week of daycare or a big gift card. Make it worth your clients’ effort.

Most importantly, track what’s working. Try a few of these low-cost tactics, but keep an eye on results. If social reels are getting traction, double down. If flyers aren’t moving the needle, scrap them. Your time and energy are valuable—spend them where it counts.

Marketing doesn’t have to be expensive. It just has to be consistent and intentional. Even with a lean budget, you’ve got plenty of ways to stay visible, keep clients engaged and grow your pet business.

Fern is the founder of Overdog Digital, a digital marketing & consulting agency that helps dog daycare and boarding facilities attract, convert, and keep more customers by creating winning marketing campaigns and providing the business guidance to build momentum and spark long-term growth. Fern also has programs to train daycare staff, is a dog behavior consultant, and has a dog training business in New Jersey. He is the author of eight books and a popular speaker at national conferences and private events. To join The Dog Daycare Business Think Tank or ask a question, go to: www.facebook.com/groups/dogdaycarethinktank