The pet care industry is on a tremendous upward growth curve. More frequently than ever, human beings are bringing furry friends into their lives and discovering how quickly they become family. The business of pet care doesn’t end once someone stops by the shelter or pet store and comes home with a cute puppy. It’s far more complex than that, so it stands to reason that marketers should approach pet parents intricately.

A common marketing trend in the pet care industry is to throw all and sundry at the market and see what sticks. But, as with any other industry, understanding your customer and their needs is everything. You will miss the big catch if you’re casting your net too broadly.

Sharpen your focus with four specific strategies, and you’ll soon see your pet care company grow:

Understanding the customer persona each of your products serves and crafting your brand to fit those customer profiles is key to reaching the right pet parents.