Is DIY Marketing Actually Hurting Your Horse Business?
- 1 day ago
- 5 min read
Welcome to the show notes! Remember, this is a brief summary from the How to Market Your Horse Business podcast. You'll want to listen to the entire episode for all the good stuff!
You built your equestrian business on grit and hustle. You showed up, did the work, figured things out. So when it came time to market your business, of course you DIY’d it. Congrats!
But as you continue to grow, could it actually be hurting your business more than helping it?
You already know that marketing isn't negotiable if you want to build a sustainable equine business (and, you do, of course). Whether you lean into organic content, advertising, podcasting, or good old-fashioned print materials, you've got options for how.
The real question I’m encouraging you to ask is if DIY marketing is still working for you, or is it actually hampering your growth?
When DIY Goes Sideways
I've watched this play out with clients more than once. One had a video go viral. Sales came in, momentum was high, everything felt like it was working. But when the virality faded (and it always does), there was no marketing system underneath it to catch the fall. No strategy to stand on. So, of course, sales plummeted.
Then there's Amy, who you might remember from episode 223. She built a full client roster through DIY marketing, which is genuinely impressive work. But when it came time to expand, to connect her services to a growing education arm and launch an online program, the lack of a clear strategy and message caught up with her fast.
Hear me loud and clear: this is not a dis to DIY marketing. It’s an applause for what you’ve created to get you to this point, and an invitation to take your equine business to the next level.
Because the real cost of a lot of DIY marketing is not just wasted time. It's time and energy poured in with no clear success markers, no way to measure ROI, and no idea if you're actually moving forward or just staying busy.
The 3 Options You Actually Have to Market Your Horse Business
When most equestrian entrepreneurs hit a wall with their marketing, the instinct is to hire it out — hand off the social media, the content, all of it. But that's just one option. There are actually three.
Option 1: DIY
You're watching the YouTube tutorials, listening to the podcasts, piecing together a system on your own. It's accessible and often free, which is exactly what makes it appealing.
But if you're spending five hours a week on this, what's your time actually worth?
And a quick note: using AI tools falls into this category too. AI is a tool, not a marketing strategist. It shouldn't be the one steering your business.
Option 2: Done For You
You hire someone to manage your social media, create your content, run your email marketing, often for $500 to $700 a month, which lands around $8,400 to $9,000 a year.
If you take this route, remember you're still in the driver's seat. Nobody knows your audience like you do. Nobody knows what actually drives success in your business like you do. Handing it off completely is a mistake, even when you're paying someone else to do the work.
Option 3: Done With You
This is coaching. Getting expertly guided through a framework, then equipped with tools and templates to run it yourself long-term. The two words that make this option different? Support and accountability.
None of these options is wrong. Every equine entrepreneur will likely use each one at some point in their journey. DIY can be exactly right when you're just starting out or working with a tight budget. But how do you know when it's time to make the shift?
3 Signs It's Time to Ditch the DIY Marketing and Hire an Equine Business Coach
1. Lack of strategy.
You're copying what everyone else is doing without a clear plan for who you're trying to reach or how you'll turn them into paying clients. (I've seen a riding school get plenty of clicks on ads, only to lose every one of those leads because the website was outdated and the messaging was unclear.)
2. Lack of consistency.
Posting on social media once a month won't build momentum. Emailing your list every few months won't either. Consistency is what turns a marketing effort into a marketing strategy; and, a coach helps you build a plan you can actually stick to.
3. Lack of accountability.
If nobody's asking you the hard questions or pushing you past your comfort zone, you're going to stay exactly where you are.
Of course, you'll want to listen to the full episode to dig into each of the insights shared and discover how you can apply each one in your horse business!
Ready for Real Strategy and Support?
If you read those three signs and resonate, I'd love to talk. Take the Reins is my six-month, one-on-one coaching program built for equine entrepreneurs who are done piecing together random marketing advice and ready to build something sustainable.
You've already built a business around what lights you up. Now it's time to build the strategy, systems, and support that let it grow without burning you out.
The first step is simple: apply for Take the Reins here, and we'll hop on a call to talk about where you are, where you want to go, and whether coaching is the right fit for this season of your business.
Links Mentioned In This Episode
Take the Reins: 1:1 Business Coaching for Equine Entrepreneurs: Craft and implement a clear strategy for your brand messaging, website, social media, and email marketing in my 1:1 coaching container.
Clarity Coaching Call: You bring the questions, and I'll bring the answers to your 60-minute, book-anytime call. Email marketing, brand messaging, launch guidance—nothing’s off the table. Leave with clear next steps & recommended resources to help you grow.
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