Landscape Business
Digital / Social Advertising has a strong acquisition channel and is cost-effective . You can closely quantify what you put in , measure who you ’ re trying to speak to at what time and location , develop what creative and copy to launch and quantify the impact of what ’ s converting . Ultimately , businesses can track consumers through the journey to determine the return on ad spend – if your analytics are set up correctly .
Organically it ’ s about crowd growth and ensuring your pool is relevant to who you are looking for as a demographic and from a geographic perspective . Building your presence across various social media platforms creates consistency and cohesiveness for your followers .
How to create content
Establishing consistent brand messaging and a solid look and feel is essential before building on the performance marketing program . From there , you must tweak the content created to curate quality content depending on the platform , including YouTube , TikTok , Pinterest , Instagram , Facebook or other social media .
What type of content performs the best on each platform ? That ’ s the million-dollar question . And the truth is it is constantly evolving .
Currently , raw content is trending . Consumers want to see the behind-the-scenes video clips instead of the pristine project photo with a promo on top . Homeowners want to be informed and inspired .
The overload of content on the internet means you can be in Houston but watching a live project being built in San Diego . Consumers are using this firehose of ideas and inspiration to justify starting their own projects . They will be more willing to select your company if your digital footprint is accessible and impressive .
Overall , rely on your strong brand identity and be nimble when strategizing content . Proactive planning is important , but it ’ s arguably more valuable to be reactive and adjust your content to the current trends and algorithms .
What ’ s next ?
We will see a continued evolution into what social media platforms such as TikTok have done for the world of content . The hunger for authentic and live content will continue , and the amount of static overproduced assets will continue to fade .
It ’ s exciting to think about where the outdoor living industry has come from , what we ’ re doing now and the undeniable potential for our future . If I revisit this conversation in a few months , my perspective could change entirely . That ’ s why staying on your toes and being agile as you navigate performance marketing in a traditional industry is crucial . Do so , and you will see the return .
J . P . Carter is senior digital marketing at System Pavers .
www . OPEBusiness . com March 2023 OPE Business 31