How Kim O'Donnell went from feeling 'invisible' to having a global pet business

This time a year ago, Kim O’Donnell, founder of Leo, Charley and Me pet accessories, wanted to learn to get visible.She had a business making pretty collars and products for pet owners inspired by her rescue Cocker Spaniel Charley.But having spent her career working as a school nurse, when it came to standing out online and reaching new customers, she felt totally overwhelmed.Now, a year on, Kim has a global business, her website traffic has increased by nearly 700 per cent and she's had to bring in her daughter to help cope with demand.In this episode Kim shares how she did it and her tips on getting publicity for your pet business.Here are the key timings and topics covered in this episode: 1.02 - Kim's background as a school nurse.2.30 - How her Spaniel Charley being mistaken as a boy inspired her to create her products3.24 - When Kim realised she needed to be visible online4.02 - How Kim struggled to get people to her website7.30 - Boris Johnson's dog Dilyn wearing her product on election day9.01 - How Kim's website traffic grew11.21 - Feeling scared about blowing her own trumpet13.00 - Being part of a community and how that boosted Kim's confidence16.46 - Pitching to local publications17.46 - How this led to Kim being in the Daily Mail 20.19 - Pitching stories about her personal life including Leo going to a doggy boot camp which appeared in the Telegraph and Lifesaving Labradors in the Express21.54 - How using Twitter has helped Kim's pet business24.09 - Making masks to match her accessories in lockdown24.56 - How her business has helped Kim cope with shielding in lockdown by making NHS scrubs and masks29.30 - Making 250 masks and being on the first page of Google for hand made face masks!32.22 - How her website visits went up from 210 in three months to 1000 a month34.00 - Kim's increase in confidence 36.01 - How Kim is now concentrating on social media38.02 - The Daily Mail comments section and Kim's advice on how to cope!39.00 - Charley's background, how she was nearly put to sleep and why 15% of all sales go to Spaniel Aid42.19 - Taking her craft fairs from real life to online45.01 - Kim's advice for anyone starting outLinks and resources mentioned in this episode:Leo, Charley and Me: https://leocharleyandme.co.ukKim in the Daily Mail: The Dilyn EffectKim on The Paw Post: How to dress your dog like DilynBirmingham Mail: Meet the woman who dressed the Prime Minister's Dog!Stoke Sentinel: The Dilyn EffectSunday Express: Lifesaving LadbradorsTelegraph: We took our anxious dog to a boot campBlog on why Kim set up Leo, Charley and Me: Our BackgroundMembership programme: Publicity for Pet Businesses Membership.Download the press release series: Press Release Template