The outdoors are a sanctuary for many, and for businesses that exist in the outdoors industry, creating a marketing strategy that effectively attracts new customers and converts them into leads can be a challenge, especially within such a saturated market space.
In order to create an effective marketing strategy, brands have to leverage the platforms in front of them to effectively communicate their value. As marketing evolves into a predominately digital landscape, here’s some of the 2020 trends shaping the outdoors industry that you can leverage to grow your business:
Video marketing is one of the most effective marketing tools you can use.
70% of consumers have shared branded video content.
72% of businesses claimed that video content increased their conversion rate.
52% of consumers say that watching product videos makes them more confident in online purchase decisions
New technologies and strategies can include live streaming, augmented/virtual reality, vlogging, tutorials, and other forms of content that engage and inform your audience. Take advantage of social platforms like Youtube, TikTok, Twitter, Facebook, and Instagram and use them to share your content.
With the competitive landscape of content, organic results are losing traction in favor of paid ads. Paid advertising not only guarantees your content gains exposure, but it allows you to create ads specifically targeted to the user based on demographics and other factors.
Every brand needs a content strategy, a medium for telling their story. Stellar imagery, tutorials, video content, magazines, blogs, and many other forms of media can all serve as effective mediums for telling your brand story. Content strategies allow your brand to control your narrative, focus on user interface and brand experience. When developing your strategy, consider your audience’s values, your story, and how you can effectively create engagement and a sense of community by relating to your community.
Invest in Millennials
Millennials are slowly becoming the majority of the working population and their values, purchase decisions, and lifestyles differ from those of previous generations. For example, millennials tend to value experiences more so than material items. Outdoor brands can customize their strategy by amassing dedicated social followings, connecting with influencers, and by building communities around a lifestyle rather than their products.
The outdoor industry historically has lacked diversity, which can make it feel foreign, overwhelming, and unwelcoming to people that aren’t traditionally brought up in it. Traditional ethnic, gender, and societal norms in the outdoor industry stand in the way of attracting many people, and modern brands are looking to change that by spreading messages of inclusivity, community, and change.
Strong brands are founded on the basis of a strong team. Join our CEO, Michael Doyle, at SIA 2020 Outdoor + Snow Show as he unveils what it takes to build your own team of Brand Champions in “7 Secrets of a Brand Champion.”