It really was a classic case of, ‘it’s not you, it’s me.’
You see, I haven’t always specialised in the pet industry. I used to be a generalist marketing person.
One minute I’d be working with software companies, antique suppliers and temperature controlled vehicle manufacturers, the next minute I’d be working with recruitment agencies, beauty stores or mobile phone suppliers.
And as much as I love what I do, working in industries that don’t have a place in my heart can get a little tedious. I found myself losing my passion, my fire for content marketing, and the big reason I started my business in the first place.
I was trying to be everything to everyone so I could help more people. But you know what, the opposite happened. It meant I had far more competition to prove I was the best marketer for them.
And more often than not, the one that specialised in their industry was hired. No surprise there!
It was a difficult time of struggle and indecision. So I had a big choice to make – continue with the same clients working with businesses that don’t light me up, or follow the path of happiness.
I chose happiness. I chose to focus solely on working with businesses that have the same passion for animals that I do. Because when you partner up with someone that is as committed and excited about your success as you are, it shows. Your audience can feel that energy across your marketing. And that passion and energy is what builds meaningful relationships with pet parents.
I found a new spark for what I do – I’ve found my purpose. But It wasn’t an easy decision.
It meant alienating all other businesses not related to the pet industry. It meant having difficult conversations with my existing clients and apologising for wanting to move on.
And although the decision to niche was terrifying, (my inner monologue questioned if there was enough work out there) it was the right decision for me.
For me, it’s all about making the world a better place for our pets, and I’m doing that in the best way I know how. I help ethical pet businesses shout about their greatness so they can reach more pet owners. To allow those pet owners to get the products and services they need to better care for their pets.
And that my friend, brings me joy.
We should always seek out the things that bring us joy. Life is too short to spend time doing things you hate. Find what lights you up and go after it. If it’s not something you look forward to doing every day, let it go, or give that task to someone else.
Do what makes you happy.
If marketing isn’t your jam, find a professional who can help you shape your strategy. And if you like the sound of working with me, hit the chat button and let’s talk about how we can work together to grow your brand online.