Over the years working in the outdoor industry, we’ve gotten social. We’ve managed social media accounts for fast growing brands like Free Fly Apparel where we helped grow the brand from 20K followers on IG to over 60K in less than a year. We’ve put boots on the ground and have real time marketed events for brands like Marmot on their nation wide 25+ event road tour. There were times were we ran contests / giveaways with brands like Osprey and Chaco in key local communities. Some of the most fun has been creating social campaigns for key product drops for things like mobile apps and big seasonal clothing launches. And of course we’ve also just had good ole’ fashion conversations around the campfire and at shows like Outdoor Retailer. .
Throughout the years, we’ve learned a few best practices that have become our working guides as we think about how to approach social media in the outdoor industry. Whether you’re planning a seasonal marketing campaign or waist deep marketing on a daily basis, read on to learn how our 7 C’s to social media brand building can help you grow your business and strengthen your community.
Simply put, it’s not about you. The outdoor industry is a community and your social channels should amplify and reflect that. Today’s consumer wants to be heard, build relationships between like-minded followers, and values when they are involved with the brand’s story whether that may be having their content shared, their questions answered, or their voice amplified.
It’s certainly an arms race in today’s social content universe. There is no doubt that it is a challenge to create consistent content that you’re consumers care about, but it’s a necessity. In order to succeed, a brand needs to create and curate relevant content that provides value to the consumer and enhances their lives. Content that inspires them of places and connects them to activities where your product thrives.
Sharing content is one thing, but sharing content that people want to engage with is the next level. Social media is all about a dialogue. Post things that give your audience and opportunity to engage with your brand and community.
Everyday you’re customers are on social and so should you. It’s tough to admit, but today’s attention span of your target audience is as short as the next scroll or tap to the next story. Treat social media like it’s own office space, where you go everyday and work.
People want to follow brands that give a damn and have an opinion. Today’s consumer’s purchasing decisions are often influenced through brands that take a stance on a cause and are transparent with their business practices.
If people wanted a transaction they would shop on Amazon or at the Gap. Having a company culture that represents a lifestyle and something bigger than a product is extremely important in creating long standing and quality relationships with a consumer base. Brands need to walk the walk and lead by example and that starts within the office and the ambassador network.
Of course, in order to excel in today’s cluttered marketplace, you need to have a product that people want, provides value, and enhances their lives. It’s the old school phrase of “We got it, come get it.” Make sure your consumer knows what you’re selling and has an easy path to purchasing your product.