How to Market Your Horse Business with Denise Alvarez

Heard about my coaching but still have some questions about it all? This bonus episode is for you.

Explore the ins and outs of coaching, who it's for, what really happens on a call, and how my Take the Reins coaching program is different than most business coaches you'll meet in the equine space.

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

Clarity Coaching Call → Stormlily.com/clarity

Have you been feeling stuck in your horse business but aren’t sure what it is that’s keeping you there? Marketing is actually not the place I’d coach you to start.

Instead, you need to ask yourself this one vital question: Am I an equine business owner or horse hobbyist?

And, then evaluate if you’re making decisions in alignment with your answer. In this episode, you’ll learn the three key areas that set apart equine business owners from horse hobbyists. In other words, these are the areas you absolutely must treat like a business if you’re going to build a successful equine 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/151  (LINK)

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

FREE Goal Setting Cheat Sheet → Stormlily.com/goals

There are different levels of rebranding your equestrian business. Sometimes you’re giving it a fresh new look with a new logo, colors, graphics, etc. Sometimes, it’s messaging, imagery, product, or service-related.

Regardless of how deep the rebranding process is for you, there are some principles of marketing and business that are critical to a successful equine business rebrand. 

That's why I'm so grateful for Chris Stein, President of Ely & Walker, home of Western brands such as Ely Cattleman, Cumberland Outfitters and now Cowboygirl with country singer Jenna Paulette.

Chris was previously on the podcast for episodes 74 and 75 to dive into the art and practice of selling. At the time, he was the National Sales Manager at Justin Boots. Now, Chris is joining us about two years after becoming the President of Ely & Walker where he’s been breathing new life into a century-old Western brand.

You may not be heading up a legendary brand, but the principles and insights Chris shares in this interview will help guide you through any rebranding or transition process. You’ll get specific steps you can take to honor your current and past clients and customers while moving in a new direction. All so you can do more of what you love in the equine industry!

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/150

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

FREE Goal Setting Cheat Sheet → Stormlily.com/goals

In the world of marketing your horse business online, sometimes it seems easy to just create a product and sell it.

Reality? It doesn’t really work like that.

For the most part, you can’t just show up and start selling an online membership or online course or video library and expect people to buy right out the gate.

If you want to build a sustainable business in the equine industry, you must first build a trusted brand.

Even if you don’t have online offering aspirations, if you want to host clinics and have people come to your facility, or you want to be invited to travel, speak and teach— each of those things requires you to build a trusted brand.

So, how do you do that?

In this episode, we’re diving into the 5 keys to building a trusted brand as an equestrian entrepreneur.

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/149

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

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