Marketing can feel overwhelming.Email lists. Social media. SEO. AI. PR. Sub-niching. Ads. Reviews.If you’re a pet photographer wondering where to actually focus your energy, this episode brings clarity.Ina is joined by Tarryn Michie, co-founder of Pet Biz Creatives, a pet-industry marketing agency that partners with ethical, purpose-driven pet brands to help them grow sustainably without burnout. With a background in investment banking, naturopathy, and strategic marketing, Tarryn blends data-driven strategy with meaningful storytelling to help pet businesses get visible and convert.While Tarryn works heavily with pet product brands, the strategies she shares are incredibly relevant for service-based businesses like pet photography, especially when it comes to email marketing, trust-building, and future-proofing your visibility.In This Episode, We Cover:📩 Why email marketing is still one of the highest ROI tools availableThe real reason you shouldn’t rely on social media aloneWhy inbox fatigue is often just a mindset blockHow often you should email (and what to actually send)What to do if your email list has gone dormantHow to set up a simple welcome sequence that builds trust🎯 Sub-niching to increase conversionsWhy speaking to “all pet parents” weakens your messageHow narrowing your audience actually grows your businessExamples of powerful sub-niches for pet photographers🤝 Case studies, testimonials & reducing buyer anxietyWhy pet parents hesitate before bookingHow sharing real client experiences removes fearA simple way to guide clients when asking for reviews🚀 Getting visible beyond social mediaPractical ways to approach PR (even without a big budget)How to leverage awards, media mentions, and podcastsWhy backlinks and third-party credibility matter more than ever🤖 AI, SEO & being found in the futureWhat AEO/GEO really meansHow AI tools decide who to recommendWhy blogs, FAQs, and structured website content still matterHow to position yourself as a trusted authority online🧠 The mindset pieceImposter syndrome in businessWhy comparison kills momentumFeeding your brain the right inputs as a business ownerThe Big TakeawayIf you feel overwhelmed by marketing, don’t try to do everything.Start here:✔️ Build or activate your email list✔️ Send one value-packed email per month✔️ Share more of yourself and your story✔️ Focus on connection before conversionEmail is intimate. It builds trust. And trust is what converts pet parents, especially when bookings can take months or even years.Connect with Tarryn🌐 Website: https://petbizcreatives.com🔗 LinkedIn: Tarryn Michie🎁 Free lead magnet: Pet Parent Decision Making MatrixConnect with Ina📲 Instagram: @inaj.thepetphotoceo🌐 Mentoring & Coaching: https://www.inajphotography.com/coaching🌐 Sign up for the Pet Photographers Marketing Reset Free Masterclass💬 Join the Pet Photographers’ CollectiveIf you want to sign up for the workshop, join the Pet Photographers' collective, it’s a free community for pet photographers who want to build a profitable, sustainable business with less overwhelm.Inside, Ina shares:Practical marketing tipsBusiness lessons and mindset shiftsFree resources to help you growConnect with other photographers who get it and start creating a business that truly supports your life, not consumes it.Join here → https://www.skool.com/pet-photographers-collective-3125/about?ref=9c7b56d2963f48a791297a43a29109e1✨ Want to Be Coached Live?Interested in being featured on a future coaching episode? ⁠Apply here⁠If this episode resonated with you, share it with another pet photographer who needs to hear it.And if you haven’t started building your email list yet… this is your sign.Mentioned in this episode:Free Webinar Ad - Pet Photographers' Marketing ResetStop doing "random acts of marketing" and start building a repeatable system. I have an upcoming free Masterclass, the Pet Photographers' Marketing reset where I'll cover: - The 3 specific shifts that took me from panicking about bills to consistent bookings - Why consistent posting on social media does NOT equal consistent bookings. - The system I use to stay booked weeks in advance without relying on the algorithm. 👉 Register for the Free Webinar Here: https://www.inajphotography.com.au/webinar-registration-3041