How to Balance Paid vs. Organic Marketing on a Small Budget

(and Still Keep Up with the Big Guys)

for Outdoor Industry Start-Ups and Small Businesses

If you’re running a small outdoor brand, you’ve probably felt the pressure of competing with big brands that seem to have bottomless marketing budgets. They can throw cash at every channel, while you have to be a little more scrappy and strategic. The good news? You don’t need a massive budget to make a big impact - you just need to know where to focus your efforts.

Why Organic Marketing is Your Best Friend

Organic marketing (SEO, content, email, and social media engagement) is all about playing the long game. Unlike paid ads, which stop working the second you pull the plug, organic marketing keeps bringing in traffic and building brand loyalty over time. Here’s how to get the most out of it:

1. SEO: Get Found Without Paying for Clicks

SEO is one of the best ways to get long-term traffic. Here’s how to do it without losing your mind:

• Find the Right Keywords: Use tools like Google’s Keyword Planner or Ubersuggest to see what your audience is searching for. Think terms like “best ultralight backpack for thru-hiking” or “how to layer for winter camping.”

• Write Helpful Content: Blog posts, product guides, and FAQs that answer real customer questions will pay off over time. Consider articles like “How to Choose the Right Sleeping Bag for Your Next Adventure.”

• Optimize Everything: Make sure your titles, descriptions, and images are working for you, not against you.

• Build Links: Partner with outdoor bloggers, thru-hikers, and climbing guides to get quality backlinks and boost your authority.

2. Social Media: Community Over Clout

You don’t need a million followers to have an engaged audience. Here’s what works:

• Tell Real Stories: Share behind-the-scenes moments, founder stories, and customer experiences from the trail.

• Encourage User-Generated Content (UGC): Your customers are your best marketers—feature their photos and videos from their adventures using your gear.

• Use Hashtags & Engage: Hashtags help with reach, but real engagement builds loyalty. Think #hikertrash, #getoutside, or #ultralightbackpacking.

• Lean Into Video: Reels of gear in action, packing tips, or “day in the life of a small outdoor brand” get way more organic reach than static posts.

3. Email Marketing: Your Highest ROI Channel

Email is still king when it comes to ROI. Even with a small list, you can drive serious revenue. Here’s what to focus on:

• Welcome Emails That Wow: Make a great first impression with a killer welcome sequence that shares your brand’s story - maybe even the origin story of your first product.

• Segment & Personalize: No one likes generic emails - send content that feels tailored to your audience, like trip reports for backpackers or gear maintenance tips for climbers.

• Keep It Consistent: A steady newsletter keeps your brand top of mind. At least monthly updates with adventure inspiration, gear care tips, and customer spotlights work wonders.

Where to Put Your Paid Ad Dollars

While organic marketing sets the foundation, paid ads can give you a boost - if you spend wisely. The trick is to invest where you’ll see the biggest impact.

1. Retargeting: Convert the “Almost Buyers”

Retargeting ads on Facebook, Instagram, or Google let you re-engage visitors who checked out your site but didn’t buy. Perfect for those folks who looked at your ultralight backpack but hesitated at checkout.

2. Google Ads: Capture People Ready to Buy

Instead of broad awareness campaigns, focus on high-intent keywords. For example, instead of running ads for “camping gear,” target searches like “best lightweight tent for solo backpacking.”

3. Social Media Ads: Boost What’s Already Working

Don’t just throw money at random ads—put budget behind posts that are already performing well organically. If a post featuring a customer’s thru-hike story is getting traction, boosting it can extend its reach.

4. Influencer Collabs: Get More Bang for Your Buck

Micro-influencers (under 100k followers) and nano-influencers (under 10k followers) can give you solid reach for less money. Their content also feels more genuine than traditional ads. Look for adventure photographers, trail runners, or van-lifers whose audience aligns with your brand.

Striking the Right Balance

Every business is different, and there’s no one-size-fits-all approach to balancing paid and organic marketing. Some brands will thrive with a heavy focus on SEO and content, while others may need to invest more in paid social or influencer partnerships. The key is to test, analyze, and adjust based on what works best for your audience and budget.

A good starting point for small outdoor brands is a 70% organic / 30% paid split, but that might shift depending on your goals and growth stage. If you’re unsure where to start, or if you need help fine-tuning your strategy, Sapling is here to help.

You don’t have to outspend the big guys—you just have to outsmart them.

By focusing on organic strategies that build long-term success and being strategic with your paid efforts, you can grow your brand without burning through your budget.

Need help figuring out the right mix for your brand? At Sapling, we help outdoor brands stretch their marketing dollars further. Let’s chat!