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Indiana farrier Cody Bogard shares his strategy for increasing hoof-care clients

Hiring a dedicated marketing person lets farrier focus on the equine foot while growing his business


Pictured Above: Developing a professional-looking website and an active social media presence are two marketing efforts that have helped Cody Bogard’s business grow.

Farrier Takeaways

  • Farriers should consider online marketing tools as well as traditional networking to find and hire potential clients.
  • Developing a mission for your business can help guide your policies and your marketing efforts.
  • The best free marketing farriers can do is conduct themselves professionally when interacting with clients and colleagues.
  • The financial measurement of successful marketing efforts can be calculated using return on investment or opportunity cost formulas.

When Cicero, Ind., farrier Cody Bogard started shoeing a little over 10 years ago, his mentors told him not to worry about getting clients. He would have plenty of work in a couple of years if he did two things: show up on time and return phone calls.

“The only problem with that plan,” Bogard says, “is the phone has to ring first.”

In Bogard’s first year out of horseshoeing school, he was one of six new farriers in Hamilton County — an area north of Indianapolis with a horse population of about 4,000. As a result, business was a little slower than he expected. Bogard felt fortunate to know established farriers who would let him ride along or share a client here and there. But he also knew waiting for the phone to ring was not a business strategy — and he would need to do some marketing to grow his client base.

Bogard shares how he…

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Kristen Kubisiak

Kristen Kubisiak has been a writer and photographer with newspapers and magazines for 15 years. A native of Wisconsin, she is the Managing Editor of American Farriers Journal.

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