The new decade is here, and what a ride it has been with the social media platforms. Just when you think you have unlocked the secret to success, they change the game. With that said, staying on top of the latest trends and platform offerings is critical moving into 2020. What does this mean for outdoor brands? A dedicated staff, research and an increased investment will be needed to continue to move the needle.
The days of a half-assed effort on social media and getting results are over. The space is crowded, and the audience is easily distracted. The average outdoor consumer spends more than 2 hours a day on social media, and it is quickly becoming the shopping channel of preference. Social media represents a major revenue stream for outdoor brands, and if you’re not 100% committed to this marketing channel, you better get onboard! For most of our e-commerce clients, revenue from paid social media has increased over 100% year over year, and it continues to grow. It’s time to bite the bullet and dig in!
Having a full-time team immersed in the social scene is a must and the only way a brand can stay connected with the ever-changing platforms and demanding consumers. The days of the loyal brand follower are all about over, and brands must continue to win over followers day in and day out.
How does a brand begin to conquer this daunting task? It all starts with research and doing your homework. You must make sure your team is up to date on all of the latest tools on each platform and maximize the opportunities to optimize each and every post. This requires discipline, weekly review of platform updates and industry trends, and building on past successes.
The next critical piece is truly understanding your followers, your competitors’ followers and what drives them to engage. Yes, we are talking about follower research! Many outdoor brands overlook this very important step in the social media marketing process, and if you are not doing research on your followers, you will miss the subtle clues that will allow your brand to connect at a new level. This does not have to be a complicated survey or a long, drawn-out process. Sometimes just a simple question on your social platforms can provide that valuable insight.
Once the research process is put in place, you can begin to provide authentic content and messaging that is meaningful for your followers. Using brand ambassadors and loyal follower content should be key parts of a brand’s social media content strategy, as well. Let’s not forget the real goal here. How are we making our followers’ lives better? Great products and services are just not enough anymore. Providing followers with a vision and a road map to successfully enjoying the products and services is a must.
The final piece of advice that will move the needle for outdoor brands in 2020 is to reward your followers. Giveaways and rewards programs do wonders for engagement and loyalty. Invest in your followers, and thank them for the time they spend with your social channels and for referring their friends. Sometimes it’s just a simple message saying we appreciate you for following our brand. Just responding to the comments on your brand’s posts can really make a difference and provide a connection for your followers. Remember, your brand followers are real people, and the more you can communicate with them and appreciate their time as well as their business, the more connected they will become with your brand.
If you’re interested in more information on TBA Outdoors and our social media services, shoot us an email or give us a call at 321-412-3438. We are ready to move the needle for your brand in 2020.