When to DIY Marketing and When to Call in the Pros
for Outdoor Industry Start-Ups and Small Businesses
Credit: Kernow Coasteering
Starting your own outdoor brand is no small feat. Whether you’re crafting high-quality gear, offering guided adventures, or providing sustainable outdoor solutions, your passion for the outdoors is at the heart of your business. But turning that passion into a thriving business requires more than a great product or service—it requires a solid marketing foundation.
For startups and small businesses, marketing can feel overwhelming. You may not know where to start or how to make the most of a limited budget. The good news? You can do a lot on your own to get started. Here is a guide to get you through those first steps and help you understand when it’s time to bring in a professional to take your marketing to the next level.
Step 1: Define Your Brand
Your brand is more than a logo or a color scheme—it’s the story and values that make your business unique. Before you start any marketing efforts, take the time to define your brand identity. Ask yourself:
What is my mission? Why does my business exist, and what do I want to achieve?
Who is my target audience? Who are the people most likely to benefit from and connect with my product or service?
What makes my brand different? What sets me apart from competitors in the outdoor industry?
Use these answers to craft a clear and consistent message that reflects your brand’s personality and values. This will serve as the foundation for all your marketing efforts.
Step 2: Start With the Basics
Once your brand identity is solidified, it’s time to get the word out. Here are some beginner-friendly marketing steps you can tackle on your own:
Build an Online Presence
Create a website: Your website is your digital storefront. Use platforms like Squarespace, Wix, or Shopify to build a professional-looking site that showcases your products or services.
Set up social media profiles: Focus on the platforms where your target audience spends time (e.g., Instagram for visuals, LinkedIn for B2B, or TikTok for younger audiences).
Claim your Google My Business listing: This is especially important if you have a physical location or offer local services.
Develop Content
Start a blog: Share valuable, engaging content that speaks to your audience’s interests and needs (e.g., gear tips, trail guides, or sustainability insights).
Create high-quality visuals: Outdoor enthusiasts love stunning imagery. Use your phone or an affordable camera to capture product shots, landscapes, and lifestyle photos.
Engage on social media: Post consistently, use relevant hashtags, and interact with your followers to build a community.
Leverage Email Marketing
Build an email list: Offer a discount, free guide, or another incentive to encourage sign-ups on your website.
Send regular updates: Share new products, stories, and special offers to keep your audience engaged.
Step 3: Use Data to Improve
Even at the start, data can help you understand what’s working and what’s not. Use these free or affordable tools to track your progress:
Google Analytics: Monitor website traffic and user behavior.
Social media insights: Use built-in tools like Instagram Insights or Facebook Analytics to see which posts perform best.
Email marketing metrics: Check open rates, click-through rates, and conversions to refine your email strategy.
Keep experimenting and adjusting based on what the data tells you. Marketing is an ongoing process of learning and improving.
When to Call in the Pros
While DIY marketing is a great way to start, there will come a time when bringing in a professional can help you scale and achieve your goals more efficiently. Here are some signs that it’s time to reach out for help:
You’re not seeing results: If your efforts aren’t driving traffic, leads, or sales, a professional can help identify gaps and optimize your strategy.
You’re overwhelmed: Running a business is time-consuming. If marketing tasks are taking you away from other priorities, outsourcing can free up your time.
You’re ready to scale: When your business is growing and you need advanced strategies (like automation, SEO, or partnerships), a professional can take the reins.
You need a cohesive strategy: If your marketing feels scattered or inconsistent, a professional can create a comprehensive plan that ties everything together.
How Sapling Can Help
At Sapling, we specialize in helping outdoor startups and small businesses like yours grow through smart, data-driven marketing. Here’s how we can support you:
Marketing Strategy: We’ll work with you to develop a comprehensive marketing plan tailored to your goals and audience.
Brand Development: We’ll ensure your brand stands out and resonates with your customers.
Website Optimization: We can enhance your website’s user experience, improve SEO, and drive more traffic to your site.
Digital Marketing: From social media management to your e-commerce storefront, we’ll help you reach the right audience and generate results.
Email Marketing: Let us build and manage email campaigns that convert leads into loyal customers.
Data-Driven Insights: We’ll analyze your marketing performance and provide actionable insights to optimize your efforts.
Whether you need help with a one-off project or ongoing support, Sapling is here to grow your marketing capabilities so you can focus on what you do best—running your business.
Final Thoughts
Marketing your outdoor startup or small business doesn’t have to be daunting. By taking small, intentional steps, you can build a solid foundation that drives awareness and growth. And when you’re ready to take things to the next level, partnering with Sapling can ensure your marketing efforts are as impactful as possible.
Whether you’re just starting out or looking to scale, the key is to stay true to your brand and connect authentically with your audience. The outdoors is about community, and your marketing should reflect that spirit.
Ready to elevate your marketing game?
