What actually makes a pet photography business sustainable long term?

In this episode, Ina sits down with Tatum from The Social Dog Company for a raw, honest conversation about what it really takes to build a profitable pet business without burning out or relying on paid ads.

Tatum shares her journey from running dog-friendly events and rescue fundraisers to rebuilding her business from absolute rock bottom and growing a multi six-figure marketing company serving pet businesses around the world. This isn’t a highlight reel. It’s a real look at resilience, business models, and the unglamorous work that actually moves the needle.

Together, they unpack why so many talented photographers struggle to book clients, why “just posting on Instagram” isn’t a strategy, and how simplifying your offer and messaging can completely change how people respond to your business.

This episode is a must-listen if you’ve ever felt stuck, overwhelmed by marketing, or frustrated that your work isn’t translating into consistent bookings.

1. Why incredible photography alone doesn’t build a successful business
2. The biggest mistake pet photographers make with marketing
3. Why organic marketing foundations matter before running ads
4. How to stop confusing potential clients with too many offers
5. What “hustle” actually means in the early stages of business
6. Why going viral doesn’t always help your business
7. How to attract the right clients instead of more followers
8. The difference between awareness, consideration, and conversion
9. Why email marketing still outperforms social media for sales
10. How to think like a business owner, not just a creative

1. Simplify your offers and sell one core service clearly
2. Use stories to sell through pain point, solution, and outcome
3. Stop waiting until everything feels perfect before putting yourself out there
4. Focus on consistent action instead of chasing quick wins
5. Build marketing systems that support your life, not consume it

Instagram: @thesocialdogcompany

Website: https://www.thesocialdogcompany.com

Tatum also offers free social media audit and regularly runs practical social media challenges for pet business owners who want better visibility and clearer messaging.