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.

📩 Why email marketing is still one of the highest ROI tools available

1. The real reason you shouldn’t rely on social media alone
2. Why inbox fatigue is often just a mindset block
3. How often you should email (and what to actually send)
4. What to do if your email list has gone dormant
5. How to set up a simple welcome sequence that builds trust

🎯 Sub-niching to increase conversions

1. Why speaking to “all pet parents” weakens your message
2. How narrowing your audience actually grows your business
3. Examples of powerful sub-niches for pet photographers

🤝 Case studies, testimonials & reducing buyer anxiety

1. Why pet parents hesitate before booking
2. How sharing real client experiences removes fear
3. A simple way to guide clients when asking for reviews

🚀 Getting visible beyond social media

1. Practical ways to approach PR (even without a big budget)
2. How to leverage awards, media mentions, and podcasts
3. Why backlinks and third-party credibility matter more than ever

🤖 AI, SEO & being found in the future

1. What AEO/GEO really means
2. How AI tools decide who to recommend
3. Why blogs, FAQs, and structured website content still matter
4. How to position yourself as a trusted authority online

🧠 The mindset piece

1. Imposter syndrome in business
2. Why comparison kills momentum