9 Essentials to Marketing Outdoor Brands

Outdoor brand marketing teams are struggling to innovate, create cohesive customer journeys, and engage customers in real time. These challenges could impact your ability to attract new customers to your small business. In fact, over 70% of leads won’t feel ready to make a purchase after being introduced to your brand for the first time.

However, the use of proper marketing for your outdoor brand can attract interested, motivated consumers to your business. You can then generate fresh leads to help your business get ahead of the competition.

Read on to discover how to use digital marketing for your outdoor brand today!

Establish Your Branding​

First, take the time to establish your company’s brand identity. A distinct brand will help you stand out from other businesses so consumers don’t confuse you for other outdoor brands within your niche.

Your branding includes your:

  • Vision Statement
  • Mission Statement
  • Logo
  • Color palette
  • Font styles
  • Voice
  • Tone
  • Personality
  • Imagery style

It’s important to note that 59% of shoppers prefer shopping with familiar brands. Once consumers begin to recognize you, they might  shop from your brand more often.

Further, make sure to keep your branding consistent once you establish your standards. About 90% of consumers expect brands to remain consistent across all channels and marketing platforms. Consistent visual branding will help brand awareness grow, thus increasing sales.

However, it can take over five impressions for a single individual before you begin building that awareness. Using omnichannel marketing to appear in front of consumers on multiple channels is a great way to ensure you remain top-of-mind.

When the consumer needs your products in the future, they’ll recall your online marketing. Then, they might choose your brand over any other.

In time, you should begin generating brand loyalty. Brand loyalty can yield 10 times more than profits from a single purchase. Even a 2% boost in customer retention will lower costs by 10%, allowing your ROI to improve.

Still, keep in mind that your brand’s vision, goal, and direction can change over time. If you haven’t assessed your brand in a few years, take the time now! Evaluating and understanding your positioning can help you identify new growth opportunities.

Then, you can use the rest of these online marketing tips to chart a better path toward success!

Outline Your Values and USP

When developing your brand identity, you must consider your values and archetype. Establishing brand values is the basis on which you determine your positioning and narrative. You’ll have an easier time connecting with consumers who share your values and with whom you understand how to communicate most effectively.

Try to determine the purpose your brand fulfills in the consumer’s life. How are you improving their life or routine? Conveying your purpose will help build more value for your brand.

You can also strengthen your digital marketing strategy by developing an emotional connection with customers through relevant posts that are inclusive and invite engagement.

Next, consider your unique value proposition, or unique selling proposition (USP). Your unique value will distinguish you from other brands and convey to customers why they should choose your business over another.

You can lure consumers away from competitors by differentiating yourself.

Gather Extensive Research​

Before continuing through the rest of these online marketing tips, gather extensive audience research.

First, establish who you’re trying to reach online. Consider the consumer’s demographic and psychographic information. If you’re targeting a large audience, create buyer personas.

For example, you might consider:

  • Location
  • Age
  • Buying behaviors
  • Online behaviors
  • Gender
  • Salary
  • Education
  • Career
  • Hobbies
  • Interests
  • Pain points

When determining the consumer’s pain points, consider how you can solve the problem they’re facing. Then, you’ll have an easier time illustrating your value.

Gather keyword research, too. Use Keyword Planner and Google Trends to determine what search queries consumers use to find your products. You can use your keyword research to build your content and search engine marketing (SEM) strategies.

Otherwise, consider:

  • Audience analysis
  • Focus groups
  • Product/service viability testing​
  • Conjoint analysis​
  • Competitor keyword analysis​

This information will help you determine what drives consumer purchasing decisions. Then, you can make more informed decisions regarding your online marketing strategy.

Update Your Website​

Over 70% of companies invest in design to differentiate their brands online. Your website’s appearance can have a substantial impact on your brand’s credibility, too. You can help your small business grow by simply updating your website.

First, make sure your site is:

  • Secure
  • Fast
  • Mobile-optimized
  • User-friendly

A user-friendly website is easy for visitors to navigate and use. Otherwise, visitors will leave without exploring additional pages. Your bounce rate might increase, impacting search engine rankings.

Your website definitely has an impact on your ability to generate quality leads and sales

Make sure there are multiple conversion opportunities across your site. For example, you can add a call-to-action button to the navigation. Add forms above the fold or in the footer of each page, too.

Remove any unnecessary fields to ensure your forms are easy to complete.

Consider working with a web design and development agency to make the necessary improvements to your website.

Create Content​

As you begin using marketing for your outdoor brand, make sure to develop a content marketing strategy. Content will help consumers recognize the value you’re offering. First, use your keyword research to determine what topics to address within your content.

Then, try creating high-quality, unique blog posts, as well as:

  • Interactive content (polls, quizzes, etc.)​
  • Videos (testimonials, product demos, how-tos, etc.)​
  • Articles
  • eBooks
  • Webinars
  • Infographics

Diversify your content to appeal to different consumers.

Begin sharing your content across different platforms. For example, you can send an email newsletter or share your posts on social media.

Generate Earned Media​

Earned media includes content you didn’t create yourself or pay for. To begin generating earned media,  connect with other writers on media outlets or hire a marketing or public relations firm.

Write a short email to introduce yourself to the writer, editor, or company. Let them know you’re able to speak on subjects related to outdoor trends or related areas of expertise.

You can also start guest blogging to generate backlinks. Quality backlinks can boost your search engine rankings.

Collaborate With Bigger Brands​

Collaborating with other brands can also help you expand your online reach.

Look for other organizations or industry experts. You can speak up about an issue, educate readers, or collaborate on campaigns. All of which will generate more brand awareness through appearances on various outlets.

You will automatically expand your reach by tapping into the existing audience of your partner.

Develop an SEM Strategy​

Search engine marketing can help you appear on search engine result pages, social media platforms, and other online outlets. SEM includes video ads, remarketing, search engine optimization (SEO), and pay-per-click (PPC) advertising.

Use your keyword research to optimize your blog content for SEO and improve your rankings on SERPs. Reaching the top of a search page will ensure consumers see your website first during a search.

Then, you can generate more brand awareness and website traffic before generating quality leads.

You can start creating PPC ads using Google or Facebook Ads. These ads inform consumers of your brand or products and can direct consumers to a landing page before converting them into a sale.

You can also create a remarketing advertising campaign to appear in front of previous website visitors, giving you a second chance to convey a compelling message and gain a conversion.

Consider working with an experienced digital marketing agency before using SEO or PPC. They can ensure you use the best strategies to boost your ROI.

Look for DTC Opportunities​

Direct-to-consumer (DTC) opportunities can help you cut out the retail middleman. As a result, you can boost revenue while reducing costs for a better ROI. DTC sales can also help you expand your target market using digital marketing.

You’ll have more control over your messaging and brand image, and you will most likely see a boost in customer engagement and loyalty, too.

For example, you can add eCommerce to your website to generate direct sales without a middleman. Use SEO and PPC to direct more people to your eCommerce pages to generate additional sales.

Stay Social​

Once you begin using these digital marketing strategies, start engaging consumers on social media. Social media marketing is one of the best ways (if not the best) to engage consumers in real time. Immediately begin directing more people to your website to generate leads and sales.

Start by reformatting your blog content for each social media platform. Have a plan to post content regularly. Create a content calendar to remain organized.

Consider hosting a contest or virtual event. Begin reaching out to and working with influencers to attract new customers to your brand.

Make sure to respond to any comments or direct messages you receive. Show your customers you’re available to help.

Share UGC​

Create a branded hashtag and encourage consumers to create posts featuring your products. User-generated content (UGC) can help future customers discover your brand. It also helps build trust in your brand.

Once consumers see people like them love your products, they will be more likely to give you a try.

Create a Loyalty Program​

Remember, brand loyalty can help you generate repeat sales, improving your ROI. Consider creating a loyalty program for consumers who love your brand.

Creating brand ambassadors can also help you leverage word-of-mouth marketing to reach new customers online.

Outdoor Brand Marketing: Use These Tips for Success​

Using marketing for outdoor brands will help your business grow. Appear in front of new customers, boost your ROI, and generate repeat sales. Now, you can get started with these essential digital marketing tips.

You don’t have to begin using online marketing alone, though. Instead, consider hiring an experienced team and advancing your brand now. Learn more about our team at Evergreen Results today to get started growing your business.

Write a short email to introduce yourself to the writer, editor, or company. Let them know you’re able to speak on subjects related to outdoor trends or related areas of expertise.

You can also start guest blogging to generate backlinks. Quality backlinks can boost your search engine rankings.