How to Market Your Horse Business with Denise Alvarez

How do you get your business found online?

That’s the million-dollar question for many equestrian entrepreneurs.

And, the answer is not as simple as you might hope.

First, you need to understand that you’re asking about search engine optimization.

Second, you need to understand SEO is not a one-and-done scenario. It’s an ongoing marketing strategy.

That's why I'm so excited for today's guest, because as far as I'm concerned and the clients that I know that have used her services before, Krysta Paffrath is an expert when it comes to SEO.

Not only that, but she is in the world of horses, so she gets your business.

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/148

FREE SEO Basics Checklist for Equine Websites  → Stormlily.com/seobasics 

We talk a lot on this podcast about how to grow your horse business. So what do you do when part of your growth process involves hiring team members?

Or, if you're someone who already has team members in place, how do you make sure they are the right people? Can you guarantee they have the same heart for your customers and clients that you have?

If you've ever made a hire that didn't work out or walked into an existing business where you had to manage a team, then you know how important it is to cultivate a culture in your business that seeps the values that you stand for in your business.

That's why I'm excited for you to meet Kaitlin Christopherson, CEO of Grand Slam Social, recently renamed GSS The Agency, a social digital media consulting agency with a client list that includes the Breeder’s Cup and the Del Mar Thoroughbred Cup

As you will hear from Kaitlin, she's actually not the owner of the business that she is helping to build. But, as the CEO, she is the person responsible for the team environment and culture that they are building.

And, she's filled with practical advice and examples of how you can intentionally build a positive team culture inside your equine business.

Whether you have an existing team or you’re about to hire your first team member, this is for you.

🌟 Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/147

🌟 FREE The Horse Business Owner's Guide to Making Money Online  

It’s time we address a common question most equestrian entrepreneurs are asking when it comes to marketing.

“Is a website necessary if you are active on social? In other words, has social media replaced websites for equine businesses?

You won’t be surprised to hear my answer is no, websites have not and should be replaced by social media.

But, you may be surprised by some of the reasons I stand by that as a marketer.

Remember, my heart here at Stormlily Marketing is to help you to build an equestrian business that is sustainable for the long term. And that's truly why I believe that you need a website. Because I want you to think long-term for your horse business.

Part of that long-term planning means you need to be profitable, right?

I get that a website is an investment for you. Social media is free to get up and running; websites aren't.

The reality is, if you forego investing in a website just for money savings, you are actually leaving money on the table for your horse business.

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/146

FREE Website Checklist → Stormlily.com/checklist

Whether you lead a team of 20, 10, or 1, as the horse business owner, you are responsible for creating and navigating the success path for your business.

That’s why learning to embrace your role as CEO is vital to your success.

In this episode, Kelly Giordano with Avenue Equestrian will help you see the importance of being the visionary for your business and give you practical ways you can embrace your role as CEO in your horse business—starting today.

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/145

FREE Goal Setting Cheat Sheet → Stormlily.com/goals

Do you have an idea for your horse business but you’re not sure if you should press forward because it’s a bit outside of your realm?

Maybe you’ve discovered an unmet need and you have the solution but it’s not in the wheelhouse most people see you operating in.

Joni Gerard, founder of Giddyup Getaway, was much like you. She was having a tough time planning a road trip for her husband and their horses so she created Giddyup Getaway—it’s essentially an AirBnB for horse people. Talk about meeting a need!

While her business has just launched this year, it’s been more than two years in the making.

In this candid conversation, you'll hear how Joni went from idea to conception, including the roadblocks and lessons learned along the way.

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/144

FREE Goal Setting Cheat Sheet → Stormlily.com/goals

What comes to mind when you hear equine assisted learning? My guess is you’re thinking of therapeutic riding programs or programs that serve a specific population such as veterans or at-risk youth.

But, did you know equine assisted learning can also be a viable business model?

Yep, it does not have to be in a non-profit or therapeutic structure for it to be equine assisted learning.

Leadership development, team-building experiences, personal development, and even wellness retreats are all different ways you could incorporate equine assisted learning in your horse business.

In this interview with Tracey Evans you’ll hear how she went from being a corporate executive as Vice President of Marketing for American Express Global Teams to starting her own equine learning program, and then creating an EAL certification training center that helps people turn their passion for horses into a fulfilling career.

Perhaps you’ve been considering adding something similar to your existing business, or you’ve had an idea in the back of your head for something new. This episode could be just what you needed to get the ball rolling.

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/143

FREE Beginner’s Guide to Online Memberships for Horse Businesses  → Stormlily.com/membership

If your social media isn’t working for you — AKA helping you to book new clients & customers for your horse business — then, it might be time for you to revisit the social piece of your marketing strategy.

✳️ Why you shouldn’t skip the social part of social media
✳️ How to build relationships on social media when posting isn’t working for you
✳️ What you should be doing after you post (it only takes 10 minutes)

It’s all in this week’s How to Market Your Horse Business podcast episode.

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/142  (LINK)

🆓 FREE Ultimate Guide to Hashtags for Your Horse Business → Stormlily.com/hashtags

🐴 Take the Reins 1:1 Coaching → Stormlily.com/reins 

We live in a world that’s the most digitally connected ever—yet we’re also the least physically connected we’ve ever been as a society.

And here’s the thing: You need connections as a horse business owner!

PSA: Your customers are craving connection, too.

That’s why in this episode, Jodi Lynch Findley with The Thriving Equine Professional is sharing four powerful ways equestrian entrepreneurs can build connections in a disconnected world.   

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/141

FREE The Beginner’s Guide to Email Marketing for Horse Businesses  → Stormlily.com/emailguide

Is it possible to find team members who care about your brand as much as you? How do you manage inventory when trends come and go? Can you still thrive as a local business amidst the rise of big box stores?

We’re diving into all of that and more in this conversation with veteran business owner Amy Bond with The Painted Cowgirl in Greenwich, Ohio.

What started as a tack shop 17 years ago, Amy has built into a thriving Western apparel store with FOUR storefronts in one town. And people drive miles and miles just to come to their shop. Not to mention the engaged online community they’ve built as well.

How does she do it? Amy’s the first to say she didn’t do it all by herself. You’ll hear it all in this honest and authentic episode.

P.S. If you’re not a brick-and-mortar shop, there is still PLENTY you can learn from Amy’s entrepreneurial experience and wisdom.

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/140

FREE Goal Setting Cheat Sheet → Stormlily.com/goals 

Show me an equestrian entrepreneur and I’ll show you someone who is dedicated, getting their hands dirty daily, and always looking for ways to improve and grow, both personally and professionally.

The only downside to all that?

We’re not often known for making self-care a priority in our list of to-dos and must-dos for the day.

Taking care of your horse? Absolutely. Taking care of yourself? Not so much.

But, if you don’t take care of yourself, your chances of building a business that you enjoy AND will be sustainable for the long term go down quite a bit.

That’s why Ifa Simmonds with Ifa Fit is breaking down some practical ways you can incorporate self-care into your routine—even if you start with just 5 minutes a day.

Many of you may already be familiar with Ifa Simmonds, perhaps at one of his rider fitness sessions at Equine Affaire, through his online programs, or even an equestrian publication.

He’s passionate about rider fitness, but as you’ll hear, he’s also a fellow entrepreneur in the equestrian space. AND, he’s passionate about self-care.

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/139 

FREE Goal Setting Cheat Sheet → Stormlily.com/goals