The Great Outdoors Meets Digital: A Guide to Conquering Digital Marketing in the Outdoor Industry!

Welcome, adventurous marketers, to the untamed wilderness of digital marketing in the outdoor industry! As we embark on this thrilling journey, grab your compass, strap on your hiking boots, and let your creative ideas roam free. In this guide, we'll explore the uncharted territories of online marketing. Get ready to conquer the digital landscape and reach new heights of success!

Blazing Trails with an Online Presence

Like finding the perfect campsite, establishing a solid online presence is critical. Your website should be the basecamp of your digital marketing efforts. Make it an oasis of eye-catching design, user-friendly navigation, and compelling content that lures visitors like a s'mores scent on a cool evening breeze. Remember, a website is like a tent - if it's shabby and uninviting, your visitors will flee faster than a squirrel with a backpack full of trail mix!

Engage with outdoor enthusiasts by sharing stunning photos, informative articles, and exciting updates about your products or services. Remember, consistency is vital - just like following trail markers, regular updates keep your audience engaged and eager to explore what your brand offers. Start blazing those online trails to connect with your target audience and leave a lasting impression in the vast wilderness of digital marketing!

Yeti is a brand known for its high-quality coolers and outdoor gear. Their online presence is focused on storytelling and showcasing the durability of their products. Their website features captivating videos and customer testimonials highlighting real-life adventures and how Yeti products play a role in them. This brand effectively uses websites and engaging content to connect with its audience, promote its products, and inspire outdoor enthusiasts.

Mastering Social Media: Where Hikers Become Influencers

Harness the power of social media to spread your message like wildfire (minus the actual fire hazards, of course). Engage with your audience, share stunning visuals of breathtaking landscapes, and inspire wanderlust. Remember, a picture speaks a thousand words, but an awe-inspiring photo of a majestic mountain range will leave your followers speechless, reaching for the "like" button.

Capture the essence of adventure and the spirit of exploration in your social media posts. Share stories of outdoor adventures, highlight customer testimonials, and showcase the unique features of your products or services. Encourage your followers to share their experiences and use relevant hashtags to expand your reach. Remember, just like a well-prepared hiker, you need to be adaptable and responsive to changes in the digital landscape. Stay up-to-date with the latest trends and algorithms to ensure your social media strategy remains effective. With every post, you can inspire, connect, and build a community of outdoor enthusiasts eager to travel on their digital journey with your brand. 

Patagonia is an outdoor brand that has excelled in utilizing social media platforms to engage with its audience. They have a strong presence on platforms like Instagram, Facebook, and Twitter, where they share stunning outdoor photos, videos, and stories that resonate with their target audience. Patagonia also uses social media to promote its sustainability initiatives, environmental activism, and outdoor adventures, which aligns with its brand values and helps build a loyal community of followers.

SEO: Scaling the Summit of Search Rankings

When it comes to SEO (Search Engine Optimization), think of it as climbing a mountain. Conduct thorough keyword research to uncover hidden trails of online traffic. Optimize your content with relevant keywords, meta tags, and descriptions. Build backlinks like you're constructing sturdy ropes, connecting your website to authoritative sites. And voila! Your website will ascend the search rankings, reaching the summit and gaining visibility like a mountain peak bathed in sunrise hues.

As you conquer the SEO world, remember it's about reaching the summit and staying there. Continuously monitor your website's performance, analyze data, and make adjustments to maintain your position in the search rankings. Like a seasoned mountaineer, be patient and persistent in your efforts, knowing that increased visibility and organic traffic rewards are worth the climb.

The North Face is a well-known outdoor brand specializing in clothing, footwear, and equipment for outdoor activities. They have a solid online presence and invest heavily in search engine optimization (SEO) strategies. As a result, they often appear at the top of search rankings for keywords related to outdoor gear, hiking apparel, and camping equipment. The North Face established itself as a leader in the outdoor industry and has successfully optimized its online presence to rank highly in search results.

Gear Up with Captivating Content

In the vast wilderness of the internet, content is king, or should we say, the king of the mountains! Create compelling blogs, videos, and guides that provide value and entertainment, and inspire outdoor enthusiasts to explore the great unknown. Inject a dash of humor, sprinkle in personal anecdotes, and watch as your audience becomes as hooked as a trout on a fishing line.

Use captivating content and provide valuable information that inspires outdoor enthusiasts to explore the unknown. Whether through engaging blogs, informative videos, or comprehensive guides, make sure your content stands out in the vast wilderness of the internet. With each piece of content, you have the power to captivate, educate, and build a loyal community of adventure seekers who can't wait to get on their next digital journey with your brand.

REI is known for its captivating content that showcases outdoor adventures and promotes a love for nature. Their blog features inspiring stories, helpful tips, and stunning photography from various outdoor activities like hiking, camping, and cycling. They also produce engaging videos highlighting the beauty of the outdoors and encouraging people to explore and connect with nature.

Email Marketing: Forging Stronger Connections

Imagine your email list as a hiking party, and you're the seasoned guide leading them through breathtaking landscapes. Craft appealing newsletters, personalized offers, and exclusive discounts to keep your tribe engaged and excited. Remember, your emails should be as refreshing as a cool stream and as enticing as the smell of fresh coffee at sunrise.

Create more robust connections with your audience through the power of email marketing. Craft beautiful newsletters that provide:

  • Valuable content.
  • Personalized offers that make your subscribers feel special.
  • Exclusive discounts that ignite their excitement.

Like a seasoned guide leading a hiking party, your emails should be refreshing and enticing, keeping your tribe engaged and eager for more. So grab your backpack, gather your email list, and forge stronger connections on this digital adventure!

Arc'teryx is a renowned outdoor brand specializing in technical clothing and equipment. They have a strong email marketing strategy that emphasizes storytelling and community building. Arc'teryx's emails often feature inspiring stories of athletes and adventurers and breathtaking imagery from their expeditions. They also send newsletters with updates on new product releases, upcoming events, and exclusive promotions. By focusing on creating a sense of adventure and connection, Arc'teryx effectively engages its audience through email marketing. Arc'teryx demonstrates effective email marketing strategies by providing valuable content, personalization, and fostering community among its subscribers.

Influencer Partnerships: Joining Forces with Nature's Best Ambassadors

Collaborating with outdoor influencers is like having a native pathfinder escorting you in an uncharted forest. Find the outdoor enthusiasts who embody your brand's spirit and values. Partner with them to showcase your products or services, and watch as their followers flock to your campsite. Just make sure they don't get lost on the way!

Seek out those who embody your brand's spirit and values, and collaborate with them to showcase your products or services. As their followers flock to your campsite, provide clear directions and guidance so they stay aware of their location. Together, you can navigate the wilderness of digital marketing and create a powerful alliance that resonates with outdoor enthusiasts and drives success for your brand.

Black Diamond Equipment is an outdoor brand that utilizes influencer partnerships as a marketing strategy. They collaborate with professional climbers, mountaineers, and outdoor photographers who have a significant following on social media platforms. These influencers share stunning visuals and stories of their adventures using Black Diamond's climbing equipment and apparel. This partnership helps Black Diamond reach a wider audience of outdoor enthusiasts and build trust in their products through authentic endorsements from respected individuals in the outdoor community.

Analytics: Navigating the Digital Wilderness

As any skilled outdoors person knows, tracking progress is essential. Utilize analytics tools to measure the effectiveness of your campaigns, monitor website traffic, and adjust your strategies accordingly. Think of it as your trusty GPS, guiding you through the digital wilderness and helping you navigate and conquer new marketing summits.

And like any skilled outdoors person tracking their progress, use analytics to guide you through the vast landscape of digital marketing and conquer new summits of success.

Outdoor brands can utilize various analytics tools to navigate through the digital landscape. Here are some popular options:

  1. Google Analytics: This is a widely used web analytics tool that provides detailed insights into website traffic, user behavior, conversion rates, and more. It helps outdoor brands understand their audience, track marketing campaigns, and optimize their online presence.
  2. Social media analytics platforms: Tools like Facebook Insights, Twitter Analytics, and Instagram Insights provide valuable data on engagement, reach, demographics, and content performance across different social media channels. Outdoor brands can use these insights to measure the effectiveness of their social media strategies and make data-driven decisions.
  3. SEO analytics tools: Search engine optimization (SEO) is crucial for outdoor brands to improve their visibility in search engine results. Tools like SEMrush, Moz, and Ahrefs offer comprehensive SEO analytics, including keyword research, backlink analysis, competitor analysis, and site audits. These tools help brands optimize their websites and content for better organic search rankings.
  4. E-commerce analytics platforms: For outdoor brands with online stores, e-commerce analytics tools like Shopify Analytics, WooCommerce Analytics, or Magento Analytics provide valuable data on sales, customer behavior, product performance, and conversion rates. These insights help brands identify trends, optimize their product offerings, and enhance their shopping experience.
  5. Heatmap and user behavior analytics tools: Tools like Hotjar, Crazy Egg, and Mouseflow allow outdoor brands to visualize user behavior on their websites through heatmaps, click tracking, and session recordings. This data helps brands understand how users interact with their site, identify areas of improvement, and optimize the user experience.
  6. Email marketing analytics tools: Email marketing remains an effective strategy for outdoor brands. Tools like Mailchimp, Constant Contact, and Campaign Monitor offer analytics features that track email open rates, click-through rates, conversions, and subscriber behavior. These insights help brands refine their email campaigns and improve engagement.

Remember, the choice of analytics tools depends on each outdoor brand's specific needs and goals. It's important to select tools that align with their digital marketing strategies and provide actionable insights for informed decision-making.

Congratulations, fearless digital marketers! Armed with this guide, you're now equipped to venture into the wild world of digital marketing in the outdoor industry.

Video Marketing Trends for Outdoor Brands in 2023

As the world becomes more digitally focused, outdoor brands must keep up with the latest video marketing trends to stay relevant. Here are some of the top video marketing styles that outdoor businesses should consider using in 2023:

360-Degree and Virtual Reality Videos

360-degree and virtual reality (VR) videos are becoming increasingly popular among consumers. These videos allow viewers to experience a location or activity as if they were there. For outdoor brands, this is an excellent way to showcase their products and services in a unique and immersive way.

Several outdoor brands have successfully used 360-degree and virtual reality videos for marketing. Here are a few examples:

  1. The North Face created a 360-degree video that takes viewers on a virtual reality tour of Yosemite National Park. The video exhibits the park's natural beauty and features professional climbers scaling the park's iconic rock formations.
  2. REI created a virtual reality experience that allows viewers to explore Moab, Utah's stunning red rock landscape. The video presents mountain bikers riding through the rugged terrain, providing viewers with an immersive and exciting experience.
  3. Patagonia created a 360-degree video that takes viewers on a virtual reality tour of the brand's flagship store in New York City. The video displays the store's unique design and features interviews with Patagonia employees.

These examples demonstrate how outdoor brands can use 360-degree and virtual reality videos to advertise their products and services uniquely and engagingly. These videos can help outdoor brands stay relevant and top-of-mind for their target audience by providing an immersive virtual encounter for viewers.

Authenticity in Marketing Videos

Authenticity is vital when it comes to marketing videos. This can be accomplished by featuring real customers with product or service testimonials in professionally-produced marketing videos. By prioritizing authenticity in their video marketing strategies, outdoor brands can create a more genuine connection with their audience and stand out in an increasingly crowded digital landscape.

Several outdoor brands have successfully incorporated authenticity into their marketing videos. Here are a few examples:

  1. Yeti is known for its high-quality coolers and outdoor gear. They often feature real customers using their products for fishing or camping trips. Yeti can build trust and credibility with its audience by employing real people enjoying its products.
  2. Columbia Sportswear has taken advantage of user-generated content campaigns to reveal real customers using their products in their own ways. For example, they launched a campaign called "Tested Tough," where customers were encouraged to share photos and videos of themselves using Columbia products in extreme conditions.
  3. Osprey Packs is a backpack and outdoor gear company focused on genuineness in its marketing videos. They often show real customers sharing their impressions of Osprey products for outdoor adventures, such as hiking or backpacking. The brand can connect these authentic experiences with their audience on a deeper level and build trust and loyalty with their customers.

These brands successfully created a more relatable and trustworthy image for their company, which helped them stand out in an increasingly crowded market.

Mobile-First Video Content

With more and more people consuming content on their mobile devices, outdoor brands need to create video content that is optimized for mobile. This means creating shorter, more concise content that is easy to watch on a small screen.

By prioritizing mobile-first video, outdoor brands can ensure their marketing campaigns reach their target audience on their mobile devices. This can increase engagement and drive traffic to their website or social media channels.

Here are several examples of outdoor brands successfully incorporating mobile-first video content into their marketing strategies:

  1. The North Face has created several short, mobile-first videos that show its products in action. For example, they created a series of 15-second Instagram videos that feature athletes using their gear on outdoor adventures.
  2. Patagonia has also used mobile-first video content in its marketing strategies. They created a series called "Worn Wear Stories," which feature real customers sharing their adventures with Patagonia products.
  3. REI has used mobile-first video content to promote its outdoor classes and events. They created a series providing a quick and easy way for viewers to learn more about what REI offers.

By creating concise videos that are easy to watch on a small screen, outdoor brands can ensure that their videos reach their target audience where they spend the most time—on their phones.

User-Generated Content

User-generated content (UGC) is another trend that outdoor brands should consider in 2023. By encouraging customers to share photos and videos of their outdoor adventures, brands can create a sense of community and engagement around their products.

UGC can be used in various ways, such as featuring it on the brand's website or social media channels or incorporating it into marketing videos. Several outdoor brands, including GoPro, REI, and Patagonia, have successfully incorporated UGC into their marketing strategies.

Below are examples that demonstrate how UGC can be used to create a sense of community and engagement around brands:

  1. GoPro is a brand known for its action cameras and accessories. They have built their entire marketing strategy around UGC, encouraging customers to share their own videos of using GoPro products in action. GoPro then features this UGC on its website and social media channels, boasting the versatility and quality of its products.
  2. REI used UGC when they launched a campaign called "Every Trail Connects," where customers were encouraged to share photos and videos of themselves exploring the outdoors. The brand then featured this UGC in its marketing videos, illustrating the beauty and diversity of outdoor activities.
  3. Patagonia has also used UGC in its marketing strategies. They created a campaign called "The New Localism," which encouraged customers to share photos and videos of themselves enjoying local outdoor spaces. The brand then highlighted this UGC in its marketing initiative to demonstrate the importance of protecting these spaces for future generations.

Interactive Videos

Interactive videos are another trend that is gaining popularity with brands. These videos allow viewers to interact with the content by choosing different paths or outcomes. This could mean creating interactive videos highlighting different trails or activities for outdoor brands.

By providing viewers with an engaging and interactive experience, outdoor brands can create a more remarkable and impactful marketing strategy. Interactive videos can also help increase engagement and drive more traffic to their website or social media channels. Several outdoor brands, including The North Face and Columbia Sportswear, have already started incorporating interactive videos into their marketing strategies.

The North Face has included interactive videos in its marketing campaigns. They created a video called "The Pinnacle Project," which allowed viewers to choose their own adventure by selecting different paths throughout the video. This interactive campaign allowed viewers to feel like they were part of the journey and see The North Face's products in action.

Columbia's interactive video marketing content is another excellent example of how brands can engage with their audience in a more immersive and personalized way. By using action-based elements, Columbia has created a captivating and unforgettable experience for its viewers.

One of Columbia's most notable examples of interactive video marketing content is its "Tested Tough" campaign. This campaign features a series of videos about the durability and performance of Columbia's outdoor gear. Viewers can interact with the videos by clicking on hotspots revealing additional information about the featured products. The campaign also includes a quiz that tests viewers' knowledge of outdoor gear and provides personalized product recommendations based on their answers.

By keeping up with these emerging trends, outdoor brands can ensure that their marketing campaigns reach their target audience effectively and stand out in today's crowded digital landscape.

At HARNESS, we understand the importance of staying up-to-date with the latest trends in the outdoor industry. As an award-winning video marketing agency, we can help outdoor brands incorporate these trends into their marketing strategy to stay ahead of the competition.

If you want to incorporate video content into your marketing strategy, we invite you to contact us for a free consultation. Our team of experts can help you develop a customized plan that aligns with your brand's values and goals.

brand awareness strategy

Brand Growth: How to Develop a Powerful Brand Awareness Strategy

As a small business owner, you might be surprised to learn that more than 600,000 new businesses open each year in the United States. 

This statistic represents a lot of competition for customers seeking the products and services they need.

So what is the best strategy for reaching your target audience and building brand loyalty? First of all, you need to focus on building strong brand awareness. Fortunately, this article can help. Here we look at crucial elements of an effective brand awareness strategy that can help take your company to the next level. Keep reading to learn more.

Define Your Brand

Let's start by discussing the importance of clearly defining and understanding your brand. That is an essential part of reaching your target audience.

What is your brand's personality? The more you understand this, the more you will be able to exploit it. After all, you would use a different strategy to sell snack foods than you would use to sell luxury products like jewelry or yachts. 

Defining your brand will also help you identify the types of events, media platforms, and promotional items that will generate the most value for your marketing campaign.

Tell Your Story

Next, you need to understand the power of telling a story. After all, everyone loves getting hooked by a compelling narrative. Thus it would help if you remembered that every person and company has a story to share. The key is to craft a corporate narrative that will hook your target audience on an emotional level.

Optimize Your Use of SEO

There's no excuse for failing to invest in a professional website in the modern business world. And once you've built a website filled with quality content, SEO is the most effective way to drive traffic to your business blog or e-commerce platform.

A skilled SEO company will understand how to choose the best keywords to help users organically find your website as they search for the products and services they need. The key is to understand search intent so that you can get the most value from SEO.

Hire an Experienced Marketing Consulting Firm

When it comes to developing a solid marketing strategy, building brand awareness, interpreting marketing metrics, and choosing the right branded content for your company, hiring a skilled marketing consulting firm is one of the best investments you'll ever make.

These industry professionals are experts in every aspect of the marketing process. The key is finding a consulting firm that clearly understands your marketing goals and how to reach those goals as quickly and cost-effectively as possible. 

A Guide to Developing Your Brand Awareness Strategy

It's no secret that running a profitable business isn't easy. Fortunately, this guide to developing your brand awareness strategy will help your company stand out from the competition.

Don't hesitate to contact us to discover how we can help boost brand awareness for your small business.

digital marketing trends

Top 3 Digital Marketing Trends

Money spent on digital ads is through the roof, and it doesn't appear it will slow anytime soon. Digital ads are surging thanks to our addiction to digital devices, which creates a big opportunity for advertisers. Tapping into these audiences is best when you know the best digital marketing trends and digital marketing tips.

Some of the top trends in digital marketing are video marketing, market research, and email marketing. Adding these digital marketing techniques to your toolbox will prove to be invaluable.

Read more about these top three digital marketing trends for 2022.

1. Video Marketing

Video marketing is a great way to add to your existing digital marketing efforts, creating more engaging content. People consuming videos online rises 100-percent each year, which means it's a big trend in digital marketing you must capitalize on!

Video allows you to be more entertaining in your presentation. You can also demonstrate how a product or service works.

Digital marketing techniques using video also allow you to humanize an experience. You can present product testimonials using videos where people show emotion.

Moreover, avoid creating video marketing content on your own. Hire a professional! You don't want a sloppy presentation, which doesn't look good for your business and its digital marketing plan.

2. Market Research

B2B digital marketing trends include market research to discover more about your potential clients or customers. Market research gives you insight into how they spend and their needs. Using this information can help you stay on top of other digital marketing trends in 2022, such as social media and video.

Market research also helps you tackle the competition and learn more about their strengths and weaknesses. You also won't waste money with outdated B2B digital marketing trends.

While you may know the best digital marketing trends in 2022, market research helps you plan for the future. Better marketing decisions also help you stick to the budget.

3. Email Marketing

Reaching people through email is a great digital marketing tip because you can repurpose content from your website or social media channels.

You can include just about anything you want in an email newsletter, including upcoming events, staff news, coupons, and links to content. Create a great 'call to action' to motivate readers to your product or service.

Email marketing is also easy on the budget. While it costs employee labor to produce, it costs nothing to send! There's no post office and no postage stamp.

Another benefit of email marketing newsletters is that the reader can forward them to a potential client or customer. The pass-along potential can be exponential.

Top Three Digital Marketing Trends

Consider the top three digital marketing trends in your upcoming marketing strategy, including video marketing, market research, and email marketing. Understanding how to use each of these techniques will help grow your business!

You can't afford to put lackluster into your marketing budget or plan. Contact us today and let us help you stay ahead of the latest digital marketing trends!

How to Create an Effective Small Business Digital Marketing Strategy

SEO Description: Is your small business digital marketing strategy delivering the results you expect? Check out our guide for tips to create a campaign that converts today.

Over 70% of leads aren't sales-ready when they first interact with your brand. In fact, 80% will never convert into sales. You don't have to struggle with a solid small business digital marketing strategy.

Instead, you can use the latest digital marketing tips to set your business up for lasting growth.

Not sure where to get started? Read on for the digital marketing advice you need today!

Understand Your Audience

Before applying the rest of these digital marketing tips, take a moment to research your target audience. Understanding your audience will ensure you appeal to their needs and interests. Otherwise, your content might not align with their goals or concerns.

Define who your customers are based on demographics and psychographics like:

  • Age
  • Gender
  • Location
  • Marital status
  • Household income
  • Buying behaviors
  • Online behaviors
  • Education
  • Career
  • Interests
  • Hobbies
  • Pain points

Break your larger audience into smaller buyer personas based on your research.

Then, gather keyword research to determine what they search for while online. 

Optimize Your Website

Optimizing your website is an essential component of your digital marketing strategy.

Make sure your site is mobile-optimized, fast, secure, and user-friendly. Add multiple conversion opportunities across your site, too. 

Create Content

Create high-quality, engaging, informative content based on your audience and keyword research. You can create blog posts, infographics, polls, quizzes, and videos.

Then, share your content through social media, email, and other digital marketing campaigns. 


Nearly 70% of all experiences online start with a search engine like Google. In fact, fewer than 1% of Google users check the second page. Add search engine marketing (SEM) to your digital marketing campaign.

With SEM strategies, you can appear in front of consumers as they search for your products or services.

You can rank higher for organic searches with search engine optimization (SEO). With pay-per-click (PPC), you can appear on search engines, other sites, and social media platforms. Both SEO and PPC can become time-consuming if you lack experience, though.

Consider working with an experienced digital marketing agency. They'll ensure you develop a robust digital marketing strategy. With help, you can use SEM to generate leads, sales, and a higher ROI.

Stay Social

Social media marketing is a great way to engage your audience in real-time.

Consider hosting live Q&A sessions, video content, contests, or influencer marketing to expand your reach. Keep up with the latest digital marketing trends for each platform to remain relevant. 

Hire Professionals

If you need help with your digital marketing campaign, consider hiring a digital marketing agency. You can leverage their digital marketing advice to create more effective campaigns. With help from an experienced team, you can generate leads and sales to boost your ROI.

Better Businesses: Build Your Small Business Digital Marketing Strategy

A strong small business digital marketing strategy can help you generate brand awareness, leads, and sales. Use these simple digital marketing tips to get started. Otherwise, hire an agency to create your digital marketing campaign. 

With help, you can set your business up for long-term growth and success. 

Need help getting started? We're happy to lend a hand.

Schedule an appointment today to learn more!

Top 10 Nonprofit Digital Marketing Tips

Nonprofits no longer need to rely on glossy mailings and expensive, labor-intensive galas to raise funds. Many nonprofits have embraced online marketing to reach audiences effectively and keep fundraising costs low. This way, you can have more resources going to your cause of choice!

Here are ten digital strategy tips to help you target donors, convey your messages, and encourage people to give.

Use Clear Messaging

People have very short attention spans. Marketers estimate that people will spend no more than 20 seconds on a website before moving on. You have very little time to grab them and keep them there. Your messaging needs to be clear and compelling. You need to state upfront what you do and what you want. You need to let people know why they should help immediately.


Make Your Website Visually Compelling

With so little time to make an impression, you have to use more than words. Visually arresting images will make someone stop more quickly than even the most beautifully crafted sentence. Use vibrant photos and graphic design to illustrate your mission.


Incorporate Video

Video can tell your organization's story in a fast, attention-grabbing manner. It also uses emotion to tug the heartstrings and purse strings. Video can quickly convey where you are looking for support and how people can provide that support. It can also demonstrate results: projects done, lives changed, awareness generated. By showing how effective your nonprofit is, you can solicit more support.


Encourage Microdonations

Sometimes people hesitate to donate because they cannot give large amounts. Let your audience know that every bit helps, and encourage small one-time or regularly scheduled microdonations. A brilliant digital strategy will allow donors to click and give easily.


Know Your Audience

Your digital presence must appeal to the people you know are following your cause. Web design is never one size fits all. Environmental nonprofits must be attractive to outdoors enthusiasts. Medical research nonprofits may want to emulate the branding of respected healthcare facilities so that audiences find the site familiar and trustworthy.


Make it Easy to Donate

If it is hard to figure out how to donate, you can lose followers quickly. Invest in technology that will allow donors to use credit cards, and remember their information when they return next year. Many cost-effective digital tools can help your organization and members solicit and track donations efficiently.


Distribute Regular Newsletters

Keep your audience informed of what you are doing with the money they give. Collect your contacts in a database and communicate with them consistently (but not so often that you become a pest).


Get Professional Assistance

If you are building or upgrading your website, bring in the experts. It is worth the investment. Marketers can help you use the same tactics big corporations use to raise funds for your cause. Find an agency that can advise on SEO, video, and other online options to increase your reach.


Leverage Social Media

Enable your supporters to follow you on social media. Determine which platform they are using (LinkedIn for more corporate types, Facebook for the 30-60 year old demographic) and keep them up to date with posts that drive them back to your website.


Draw Them In

Your digital strategy should get your supporters to engage with your site. Invite comments and questions—post polls or questionnaires to better get to know your audience. The more you draw people to your site, the more likely they will begin to care, agree, and ultimately decide to give.


Digital Strategy Can Boost your Nonprofit to the Next Level

People order their pizzas and transportation on their phones nowadays. Why shouldn't they expect their favorite nonprofits to keep them informed that way too?

By integrating a digital strategy into your overall outreach efforts, you can expand your nonprofit's reach. Online tactics will help you grow your audience, increase donations, and raise your brand awareness.

Contact us for more information on building the perfect digital strategy, including video, for your nonprofit.

How to Quickly Energize Your Inbound Strategy with Video Marketing

As video consumption continues to rise year after year, getting your brand on board to using this medium as a viable marketing strategy will prove to be a winning move for your business.

You see, video is one of the most powerful tools to fostering engagement and building a true connection with your audience. Brands who successfully implement video experience traffic to their websites, improved lead conversions, better follower engagement on social media, and increased sales. It’s simply a win-win!

Executing a video strategy for your brand can position you to accomplish these coveted goals for your business. Here are 4 unique ways on how you can energize your inbound marketing using video!


#1 Repurpose Popular Blog Posts

An underused content strategy but incredibly effective, repurposing your blog articles allows you to work smarter in your marketing. It offers your audience different ways to indulge in your content to expand your reach and influence. With repurposing, you’re simply taking one content piece and converting it into multiple forms to market on various platforms.

In this case, you’re converting your content into video. Visit your website analytics to find out which blog posts are generating the most traffic. Create a video for each, highlighting your major key points and expanding a bit on the topic. Include any recent information that applies to your content. End your video with a call-to-action sharing the blog link where viewers can check out the original post.


#2 Publish Social Videos

Social media videos are a big hit. In fact, social videos generate 1200% more shares than text and image posts combined! With these videos auto-playing right into newsfeeds, followers are compelled to stop and stare to see what interesting things you have to say.

Facebook Live, Instagram Stories, and Periscope are driving tons of engagement as well. People are spending more time watching these videos than ones that have already been recorded. Videos simply create that impact!

Optimize your social media marketing by publishing videos on your pages. Use the following tips to get started or to improve your current strategy:

  • Upload videos directly to your social media page from your mobile or camera device especially on Facebook. This network tends to favor organic videos and will give you greater exposure
  • Report breaking news or host live Q&A sessions using live streaming video. Get your followers involved by encouraging them to ask you questions in the comments for quick responses
  • Add value to your follower's timelines by sharing product demo and informational videos (more on this later)
  • Take your audience behind the scenes to give them an inside peek at how you do business
  • Curate video content particularly ones that are trending or relate to your industry


#3 In-Depth Product Tutorials

A huge advantage to inbound marketing is the ultimate focus of converting your customers into loyal raving fans of your brand. Happy consumers share their positive experiences with others. They will promote your brand sending new referrals your way.

One way to delight your customers is by offering video tutorials that show them how to achieve the best results from your product. Videos are easier for users to understand versus text instructions. People can grasp the concept quickly and move forward to accomplishing that said goal.

Create a video tutorial for each of your products highlighting the benefits and giving clear directions on its use. Include the video in your email strategy by sending it to new customers who’ve recently purchased your product. Helping your customers get results fast increases your chance of keeping them around for the long run!


#4 Advertise Your Content

Including a video on your landing page can significantly boost lead conversions. Landing pages are vital content marketing tools that focus on one goal: capturing your visitor’s contact information for the opt-in. Your landing page highlights a content offer (i.e. eBook, free template, coupon discount, checklist, free workshop event, etc.) that aligns with the ad users clicked on to get to your page.

The beauty of using a video to advertise your content is that it gives you a chance to build a relationship with those just getting to know your brand. With no previous connection established, a video can bridge the gap of being unknown to now being a trusted brand.

Simply put, people love videos. Use them to your advantage to improve conversions and grow your list.



Videos add zest to your inbound strategy. The benefits you gain from using them are too compelling to ignore. Incorporate a few of the suggested tips to see improved results in engagement, conversions, and retention. Leverage an editorial or content calendar to help you maintain consistency with your video strategy. You’ll stay current with today’s consumers as more begin to use video to engage with brands online.

Are you ready to amplify your video marketing? We're equipped to help you get in front of your audience and create results in your digital marketing with video. Reach out to us here and let's chat!

digital marketing funnel

5 Ways Your Business Can Benefit From a Digital Marketing Funnel

As counter-intuitive as it might seem, a direct line to a client might not be the best tactic. When operating a small business, a common mistake that most individuals make is trying to make a sale to a potential client.

By using a digital marketing funnel, you can actually boost your sales and create more points of contact with customers before making the sale. A digital marketing funnel is a development of steps that complete a sale. Creating this sales funnel template takes some work, but don’t fret.

Here are a few ways your business can benefit by using a digital marking funnel.

Devise a Plan of Action

Creating a sales funnel template can benefit any first-time small business owner.

A digital marking funnel will use specific marketing strategies and tools you have in place to attract clients to the website. After this, persuasion comes next. You’ll do this through a simple email sign up or another form of information distribution.

Give them time to test the product. This might entice then to purchase based on the trial run. A happy customer will recommend your product and website to friends. It’s the nature of business.

Four Steps to a Digital Marketing Funnel

There are four things you should center your digital marking funnel around; attract, convert, close and delight. These were sort of browsed over above, but how can you use this to improve your business?

Breaking down your marketing strategy and funnel approach beforehand can help you spot gaps in these four key concepts. Once you’ve done this, enhance what is known as your conversion path on your website.

A conversion path is the steps on a website that are used in your digital marking funnel and lead to a sale.

Know Your Audience

When starting small, you want to know your numbers so you can keep track of the growth of your business. Page views are great, but getting paid at the end of the process is the goal. With the use of a digital marking funnel, you’ll receive information with the exact number of customers paying you.

By calculating these buyers, you’ll be able to predict the sales volume from the top of the funnel down. Once you've gathered this data, your focus can be on manufacturing and improvement across your products.

Adapt to Customers

If questions are being asked about your product, odds are these are things people want to see change.

Changing your direction doesn’t need to happen often, but if you see a trend in a certain direction through market research, a digital marketing funnel can highlight it. Consider posting in a blog to get customers talking about their concerns and similar questions.

This will act as a hub for the answers and you may find that your answers attract new customers.

Keep Them Looking

Once you have a few customers, the goal is to keep them on your website and get them purchasing not once, but often.

As they move down the digital marketing funnel, a customer becomes more and more likely to purchase. By increasing your conversion rate you can actually see who is more likely to pay for your products.

Non-targeting individuals will filter themselves out thanks to your digital marking tunnel and you’ll see more customers interested in your business.

Harness Business Potential

Formed under a creative and data-driven marking goal, HARNESS is working to make companies and the world around them a better place.

With over 10 years of experience in the field, HARNESS is focused on you and your business. We create compelling video marking campaigns that make your vision come to life. People buy from people not from businesses. We’re here to make sure your marking matches your goal through video.

Let’s chat!

best digital marketing tools

Got the Tools For the Job? 5 of the Best Digital Marketing Tools to Use in 2020

Whether you're operating entirely online or you have a physical store (or stores), it's impossible to ignore the massive reach of digital marketing, as 87% of people research a business or product before making a purchasing decision.

At the same time, it's all too easy to spend a small fortune on your digital marketing campaign only to see less than stellar results. If that sounds familiar, it might be time to reassess your resources.

You've got the market research, now get the tools needed to get the job done. Here are five of the best digital marketing tools that your business won't be able to live without.

1. Google Analytics

Google owns over 3/4 of all search engine traffic. Moreover, they own YouTube as well, which is often regarded as the world's second-largest search engine.

As a result, making sure you're doing everything in your power to stay at the top of Google should be a priority.

Google Analytics makes that easy, delivering in-depth analytics to your account. It even features Adwords integration!

2. MailChimp

The majority of email ads go unopened. To make your email marketing stand out, you'll want to sign up for MailChimp.

MailChimp is easy to use, allows you to test emails before sending them out, and features templates so you can make the process faster and easier.

Plus, it's free for those with up to 2,000 contacts which is great for smaller businesses looking to save a bit of money.

3. Hootsuite

Your social outreach can make a world of difference, especially if you're using multiple platforms. However, keeping up with multiple social media accounts can be a chore.

That's where Hootsuite comes in!

Hootsuite collects all of your social channels in one easy to digest dashboard. Create, manage, and publish posts to all of your platforms with a simple system!

You can even designate tasks to certain team members, giving you further control of your social strategy.

4. Slack

Speaking of delegation, Slack is one of the most accessible and helpful tools for business owners, merging instant messaging with digital meeting spaces. Creating a Slack channel for your business lets you easily communicate with your team 24/7 so you can ensure that everyone is in the loop.

Slack is particularly useful for companies that utilize remote teams or lack a reliable meeting space.

5. WeVideo

Video marketing is a great way to bring your content to life, as people spend an average of six hours per day watching videos online.

WeVideo allows you to collaborate with your video marketing team, quickly and easily making edits, leaving notes, or publishing videos. This helpful app even features optimization for Facebook and YouTube.

Check out the Best Digital Marketing Tools and Help Your Business Succeed

For our money, these are the best digital marketing tools out there. Make sure to check them out to give your business a leg up on the competition.

Speaking of which, did you know that we offer extensive marketing services? To learn more about how we can help your business grow, get in touch today!

social media video

5 Reasons You Need Social Media Video Content in Your Marketing Strategy

Almost half of the people (45%) watch around one hour of video on either Facebook or YouTube every week.

The number of people watching videos on social media is growing. Twitter, Instagram, and Facebook are no longer just for posting your status.

They have become video streaming websites that appeal to millions of people from around the world.

If you have failed to include social media video in your digital marketing strategy, you certainly missing out on the opportunities to reach a bigger audience.

Check out the below to discover why you need to start making videos urgently. Let's go!

1. People Remember Visuals More Than Words

If you want your brand to stick in your audience's head, then you stand a much better chance if you produce a video to convey your message.

Sure, blogs are awesome. Building up your SEO strategy and providing great content is always important for developing your social media presence.

And yet, you cannot beat videos. People only remember around 20 percent of an article that they read on the internet.

Since around 43 percent of people skim blogs anyway. You need to find ways to get people to concentrate on your content.

When you put out a video on your social media for people to watch, they actually absorb more than 80 percent of the content.

2. Your Audience is More Likely to Share Videos

You need to encourage your audience to share your content on social media. If you can convince your fans to organically share your posts, you'll expand your reach even more.

You want to find ways to get people sharing your videos, commenting on what you say and retweeting everything on their social media.

Around 92 percent of social media users say that they would share a video with followers if they found it useful themselves.

If you get thousands of people to share your content, this can significantly improve how many people engage with your brand.

3. Your Videos Can be Short and Simple

You may think that the prospect of producing a social media video is overwhelming. But, you should realize that it doesn't have to be too complex.

Actually, social media videos can be really short and simple. People don't want to watch a video on Twitter that lasts more than a few minutes.

4. You Can Engage Audience In Real-Time

Engaging with your social media audience is really important. When you post on social media, people may see your post a few minutes later.

But, when you produce a video live on Facebook, you'll be able to communicate in real-time with your audience.

This is an excellent way for your prospective customers to connect with your brand. They'll be able to ask your questions and make requests on video.

5. Increase Your Sales With Social Media Video

You may be surprised to hear that social media videos can actually increase your sales. Around 90 percent of consumers say that product videos are helpful when making a purchasing decision.

Therefore, producing a video could make the difference in making a sale or not. You could find that your videos significantly bolster sales.

More Digital Marketing Advice

If you haven't already started to produce social media video, it's time to start now if you want to show that you can reach your audience.

Do you want to know more about how to run a successful digital marketing campaign? Check out this blog!