Show 36: PR and Marketing for Pet Businesses

Insights from marketing strategist Matt Aldrich, founder of Pet Engine Marketing

Show Summary

For many pet business owners, marketing feels overwhelming. One day you’re trying to figure out Instagram’s newest algorithm. The next you’re wondering why your website isn’t showing up on Google—or whether AI has made SEO obsolete. Add limited budgets, long workdays, and wearing every hat in the business, and it’s easy to feel stuck.

On this episode of The Whisker Report, Mary Tan sat down with marketing strategist Matt Aldrich, founder of Pet Engine Marketing and co-founder of the Pet Industry Network, to discuss what actually works for small pet businesses today—and why marketing and public relations shouldn’t compete, but complement one another.

Marketing Isn’t a Magic Button

One of Matt’s biggest messages is simple:

Marketing is not an emergency fix. Too often, businesses wait until sales decline before deciding to “do marketing.” By then, they’re already behind. Successful marketing is built through consistency:

• Showing up repeatedly
• Building brand awareness
• Creating trust over time
• Measuring and improving continuously

As Matt explains, the businesses that experience long-term success view marketing as an ongoing investment—not a one-time campaign.

You Don’t Have to Do Everything Yourself

Many pet entrepreneurs launch businesses because they love animals—not because they love SEO, Google Analytics, or social media algorithms. Matt encourages owners to learn enough to get started but to recognize when it’s time to bring in trusted experts.

Whether it’s website optimization, email marketing, social media, or PR, surrounding yourself with knowledgeable professionals allows business owners to focus on serving pets and customers instead of chasing constantly changing digital trends.

The Difference Between PR and Marketing for Pet Businesses

One of the most valuable discussions during the episode centered on a common misconception.

Many business owners use the terms marketing and public relations interchangeably. They’re not. Mary explains that public relations focuses on earning media coverage and third-party credibility rather than purchasing advertising.

Matt adds another perspective: “PR earns attention and credibility. Marketing sustains that credibility and trust.” Together, they create a much stronger growth strategy than either one can achieve alone.

Why Your Website Still Matters in an AI World

With AI-generated search results becoming more common, many business owners wonder whether SEO still matters. Matt says the answer is yes—but the landscape has changed. Good SEO fundamentals remain essential:

• Well-structured websites
• Helpful content
• Clear organization
• Answering customer questions

AI may change how people discover information, but businesses with strong websites are still positioned to benefit from those searches. The Whisker Report has also interviewed pet AI experts, check out our interview with Jolanta

Before You Hire PR, Build Your Pet Businesses’ Foundation through Great Marketing

Mary shares a reality many businesses don’t expect. PR can generate visibility, but if visitors arrive at an outdated website, inactive social media pages, or confusing messaging, much of that attention is lost.

A strong digital foundation—including your website, social channels, email marketing, and branding—allows PR efforts to produce much greater results.

Every Product Needs a Story

Launching a new pet product isn’t automatically news. Journalists aren’t looking for advertisements. They’re looking for stories.Instead of simply pitching a new dog toothbrush, ask:

• Why was it invented?
• Who inspired it?
• What problem does it solve?
• Whose life has it changed?

Mary explains that compelling human stories—not product specifications—are what capture media attention.

Small Pet Businesses Can Still Compete

Independent pet businesses may never outspend national retailers on Google Ads, but they can win locally.

Matt discusses tools that allow retailers to display real-time inventory directly in Google searches, helping nearby shoppers find products immediately. Combined with outstanding customer service and loyalty programs, these local advantages create long-term customers that big-box retailers often struggle to match.

Key Takeaways from the podcast episode

• Marketing is a long-term investment.
• PR and marketing work best together when it comes to pet businesses.
• Build your website before pursuing major publicity.
• Every product should have a compelling story.
• Focus on serving customers where they already spend their time.
• Consistency beats quick fixes.

Final Thoughts

Marketing builds visibility, while public relations builds credibility. Together, they create trust—and trust is ultimately what drives long-term business growth.

Whether you’re running an independent pet store, nonprofit rescue, grooming salon, veterinary practice, or pet brand, investing in both your marketing foundation and your story (PR) gives your pet business the greatest opportunity to stand out in today’s competitive pet industry.

About Matt Aldrich

Matt Aldrich is the founder of Pet Engine Marketing, a digital marketing agency specializing in helping pet businesses grow through SEO, branding, lead generation, websites, customer retention, and digital strategy.

He is also the co-founder of the Pet Industry Network (PIN), an organization connecting pet businesses with trusted industry experts and educational resources.

Episode Summary

Mary Tan interviews Matt Aldrich to explore how pet businesses can navigate today’s rapidly changing marketing landscape. Together they discuss SEO, AI search, branding, earned media, local marketing, and why combining public relations with digital marketing creates stronger long-term growth.