Running your training business is about more than wet saddle blankets.
By Megan Arszman
I started training horses because I’m not much of a people person, but I get along well with my horses.
I’m already so busy dealing with training schedules, show entries, and getting my clients to pay on time. I can’t manage anything else on my plate.
I need more horses in my barn.
Do any of these phrases sound familiar? You hung out your shingle, earned your first open paychecks, and placed your first full-color ad in all the industry publications. However, you feel like you’re missing the mark in getting your message out there in the right way to attract more clients.
Communication with the humans in the business, not just the horses, is key to a long and successful career as a trainer. It can be frustrating to know where to start, but the beauty of that is, there’s always someone there who can help you.
Jamie Samples is the owner and president of Yellow Barn Media, a marketing company with an emphasis on the horse industry, and she’s one of the first to admit that marketing is hard work.
“I agree that marketing can be overwhelming,” she says. “But, it’s a vital action to keep your business running so you don’t go bankrupt.”
Samples stresses that not doing marketing is not an option to continue running your business. It’s important to know what you do well and where you can use some help. It’s a lot like working a horse on his rundown when you just can’t seem to figure out what you’re doing wrong, so you reach out to a fellow NRHA Professional for some tips.
“Know your strengths and know who can fill your weaknesses and hire them out,” she adds. “It’s really about scheduling out a little bit of your time, putting a strategy in place and then implementing that strategy,” she continues.
In this series, Samples will cover:
Part 1: Why Facebook Isn’t Enough
Part 4: Sharing Your Knowledge
Part 5: Making a Call to Action
Sharing Your Knowledge
Yes, this article is about how to use marketing to grow your business. Yes, we are telling you to give away some of your knowledge to the general public, without the guarantee that they’ll come to your barn. The key is knowing how much of your knowledge you can give away and still keep people wanting to pay for it.
“We live in a digital age where people can Google and get that information for free,” says Samples. “However, you have to share your knowledge to show that you know your stuff. You want your audience to feel like you’re interacting with them. I want to share enough content so people feel like they get massive value when they watch my videos and read my emails, but it’s not like I’m giving them a 10-point plan on how to run their business on their own.”
One easy way to do so is by posting videos on your social media and website. Before you say you don’t have anything to talk about, think about the top 10 questions you get from potential new clients. Think about some of the questions or things you see often with your non pros. There’s your content. Find a quiet place in the barn with nice lighting, ask an assistant or client to hold your smartphone (or get a tripod), and start talking. The videos don’t have to be very long, usually three to five minutes is a good average.
“Videos are a great way for people to get to know you,” says Samples. “It’s super powerful.” At the end of your videos, tell the viewer to check out your website for more information or to contact you—give them a call to action.
Read the rest of this article at the links above.
