How to Market a Pet Grooming Business: 14 Ideas to Attract More Clients

Pet owners don’t just want a groomer. They want someone they trust with their furry family member.

That’s what makes pet grooming marketing different from other local businesses. You’re not selling a haircut — you’re selling peace of mind. Pet parents need to know their dog or cat will be safe, comfortable, and come home looking adorable.

The good news? Once you earn that trust, pet owners are incredibly loyal. They rebook monthly, refer their friends, and post photos of their freshly groomed pets everywhere.

The challenge is getting that first appointment and proving you’re the right choice. Here are 14 marketing ideas specifically designed for pet grooming businesses — strategies that build trust, showcase your skills, and turn one-time clients into lifelong regulars.

Turn Your Waiting Area Into a Marketing Machine

Here’s something most pet groomers overlook: pet owners sit in your waiting area for one to two hours while their pet is being groomed. That’s a captive audience with nothing to do but scroll their phones.

Use that time wisely.

1. Display Your Google Reviews In-Store

Pet owners choose groomers based on trust. And nothing builds trust faster than seeing dozens of five-star reviews from other pet parents saying “My dog loves it here!” or “Finally found a groomer my anxious cat tolerates!”

A digital display showing your live Google rating, review count, and actual client testimonials does the work for you. Pet owners waiting for their appointment read review after review, feeling reassured they made the right choice. And when they pick up their freshly groomed pet? They’re primed to leave their own review.

Add a QR code to the display so clients can leave a review right from their seat. One scan, a quick comment about how cute Bella looks, five stars — done.

Pro tip: Social Counters connects to your Google Business Profile and displays reviews automatically on any TV or tablet. Reviews scroll across the screen, update in real-time, and include a QR code for instant reviews. Perfect for that waiting room wall.

2. Show Your Social Media Following

Pet content dominates social media. If you’re posting adorable before-and-after grooming photos, you probably have a decent following — but your in-store clients might not know that.

Display your real-time Instagram and TikTok follower counts on a screen in your waiting area. When pet owners see that 4,000 people follow your grooming page, they perceive you as established and popular.

Include a QR code to follow, and mention that you post photos of every pet you groom. Pet parents will follow instantly — they want to see their own pet featured.

This creates a beautiful growth loop: clients follow for photos of their pet, they share those posts with friends, their friends discover your business, and your following grows while building your client base.

3. Promise to Post Their Pet

This is the secret weapon of pet grooming marketing.

Tell every client: “We’ll post [pet’s name] on our Instagram after their groom — follow us so you don’t miss it!”

Pet owners can’t resist. They follow immediately, they check back obsessively waiting for the post, and they share it with everyone they know when it goes live. One grooming appointment generates organic reach to hundreds of potential clients.

Tag the owner when you post. They’ll repost it to their stories, their friends will see your work, and suddenly you’re getting DMs asking about appointments.

Master Pet Content on Social Media

Social media was made for pet content. Use that to your advantage.

4. Post Before-and-After Transformations

Nothing stops the scroll like a dramatic grooming transformation. A matted, scruffy dog on the left; a fluffy, adorable pup on the right.

These posts showcase your skills better than any advertisement could. They’re inherently shareable — people tag friends with similar breeds, comment about how they need to book, and save the post for reference.

Tips for great transformation posts:

• Same angle and lighting for both photos
• Show dramatic transformations (matted coats, overgrown nails, breed-specific cuts)
• Include the breed and service in the caption
• Use relevant hashtags (#doggrooming, #[breed]grooming, #[yourcity]groomer)

One transformation post per day keeps your feed active and your booking calendar full.

5. Create Short-Form Video Content

TikTok and Instagram Reels are goldmines for pet groomers. Quick clips of the grooming process, satisfying brush-outs, nervous dogs calming down — this content performs incredibly well.

You don’t need professional equipment. A phone mounted near your grooming table captures everything you need. Add trending audio, keep it under 30 seconds, and post consistently.

Videos that perform well for groomers:

• Matted fur being shaved or brushed out (oddly satisfying)
• Nervous pets relaxing during the groom
• Dramatic before/after reveals
• Cute moments with funny captions
• “Day in the life” content

One viral video can book you out for months.

6. Feature “Pet of the Week”

Give your regulars VIP treatment with a weekly featured pet. Post a photo with their name, breed, favorite treat, and how long they’ve been coming to you.

This makes clients feel special, encourages engagement, and shows potential clients that you build real relationships with the pets you groom. It’s content that costs nothing but builds serious loyalty.

Build Trust Through Reviews and Testimonials

Pet owners research extensively before trusting someone with their pet. Make sure they find plenty of reasons to choose you.

7. Ask for Reviews After Every Appointment

The best time to ask for a review is the moment a pet owner sees their freshly groomed pet and lights up with joy. That emotional high is when they’re most likely to say yes.

Train your team to ask naturally: “If you’re happy with how [pet name] looks, we’d love a Google review — it really helps other pet parents find us!”

Have a QR code at checkout that links directly to your review page. Remove all friction between “yes, I’ll leave a review” and actually doing it.

8. Respond to Every Review Personally

When potential clients research your business, they read your reviews — and your responses. Responding to every review shows you care and builds trust before someone even contacts you.

For positive reviews: Thank them by name, mention their pet by name, and add a personal touch. “Thanks Sarah! Buster was such a good boy — those ears came out perfect. See you both next month!”

For negative reviews: Stay calm, acknowledge the concern, and offer to make it right. Other pet owners watching will see a business that handles problems professionally.

9. Collect Video Testimonials

A pet owner saying “My dog used to hate grooming until we found [your business]” on camera is more powerful than any written review.

Ask your happiest regulars if they’d record a quick 30-second video testimonial. Offer a small discount on their next appointment as a thank-you. Use these videos on your website, social media, and even on your in-store display.

Local Marketing That Works

Pet grooming is inherently local. Focus your efforts on reaching pet owners in your area.

10. Partner with Local Pet Businesses

Team up with veterinarians, pet stores, dog trainers, and pet photographers for cross-promotion. You share the same audience but don’t compete directly.

Partnership ideas:

• Leave business cards at each other’s locations
• Offer joint promotions (“10% off grooming with any vet visit receipt”)
• Refer clients to each other
• Co-host pet events or adoption days

A recommendation from a trusted vet carries serious weight with pet owners.

11. Sponsor Local Pet Events

Dog walks, adoption events, pet expos, and charity fundraisers are perfect opportunities to get your name in front of pet owners.

Set up a booth offering free nail trims or quick brush-outs. Hand out branded bandanas or treat bags. Collect email addresses for a monthly drawing.

These events put you face-to-face with your exact target audience — people who care enough about their pets to attend pet-focused events.

12. Optimize Your Google Business Profile

When someone searches “dog groomer near me,” Google decides who shows up. A complete, optimized Google Business Profile dramatically improves your visibility.

Make sure you have:

• Accurate hours and contact information
• Lots of high-quality photos (your space, your work, happy pets)
• All services listed with prices
• Regular posts showcasing recent grooms
• Responses to every review

This is free and takes an hour to set up properly. The ongoing benefit is permanent.

Retention: Keep Pet Parents Coming Back

Acquiring a new client is expensive. Keeping existing ones is cheap — and pet grooming naturally supports repeat business.

13. Create a Rebooking Reminder System

Most pets need grooming every 4-8 weeks. Make rebooking effortless by sending reminders when it’s time.

A simple text or email: “Hi! It’s been 6 weeks since Milo’s last groom — he’s probably getting fluffy! Book your next appointment: [link]”

Automated reminders fill your calendar without any effort once they’re set up.

14. Start a Simple Loyalty Program

Reward repeat business with a straightforward loyalty program. “Every 5th groom, get a free add-on service” or “Refer a friend, you both get 15% off.”

Track it digitally or with old-fashioned punch cards — either works. The psychology of progress (“I’m 3 stamps away from a free bath!”) keeps clients coming back to you instead of trying competitors.

Your Marketing System

You don’t need to do everything at once. Start with high-impact, low-effort strategies and build from there.

Week 1:

• Set up a review QR code at checkout
• Post one before/after transformation on Instagram
• Promise to post every pet and tell owners to follow

Month 1:

• Install a display showing Google reviews and social followers
• Optimize your Google Business Profile
• Reach out to one local business for partnership

Ongoing:

• Post daily pet content on social media
• Ask for reviews after every appointment
• Send rebooking reminders

Pet grooming marketing isn’t complicated. Your clients already love their pets and love talking about them. Your job is simply to make it easy for them to talk about YOU.

Every cute photo is an advertisement. Every happy pet parent is a potential review. Every wagging tail in your waiting room is proof that you’re doing something right.

Show that proof everywhere, and the bookings will follow.