Learnings From 2024 Marketing Trends for Outdoor Living Companies
As 2024 comes to a close, it’s a perfect time to reflect on what worked in marketing this year. Outdoor living companies have faced both challenges and opportunities in reaching and engaging with clients. Whether you’re in the business of designing custom decks, patios, or luxury outdoor spaces, understanding the most effective marketing tactics of 2024 can help you fine-tune your approach for the coming year. Here are some key marketing lessons from 2024 and how outdoor living companies can apply them in 2025.
1. Personalization is Key to Customer Engagement
2024 highlighted the power of personalization in marketing. Customers expect tailored experiences across the board, from custom product recommendations to content that speaks directly to their needs and preferences. Outdoor living companies that leveraged personalized marketing saw higher engagement rates and a stronger connection with clients.
What to take forward: Use personalization tools within your email marketing, website, and social media strategies. For example, segment your email list based on customer interests (e.g., decking vs. landscaping) and deliver content that matches each group’s needs. On your website, AI-driven personalization tools can recommend services or products based on a visitor’s browsing behavior, creating a more customized experience that resonates with each potential client.
2. Short-Form Video Content is Still a Winner
This year, short-form video dominated social media, driven by platforms like TikTok, Instagram Reels, and YouTube Shorts. Outdoor living brands that embraced this format saw a boost in reach and engagement. Quick, engaging videos showcasing project transformations, behind-the-scenes clips, and client testimonials created authentic and relatable content that resonated with viewers.
What to take forward: In 2025, continue creating short-form video content to reach potential clients and build brand awareness. Share time-lapse videos of your latest projects or quick tips on outdoor living care and maintenance. The key is consistency—post regularly to keep your brand top of mind and experiment with different types of content to see what your audience responds to.
3. Social Commerce is Gaining Ground
In 2024, social media platforms further integrated shopping features, enabling users to explore products and services without leaving the app. Outdoor living companies that embraced social commerce made it easier for potential clients to discover and engage with their services directly on platforms like Instagram and Facebook. This approach reduced friction in the buyer’s journey, especially for initial inquiries and consultations.
What to take forward: Set up shoppable posts on Instagram and Facebook to allow clients to view services and request consultations directly through social media. Integrate these features with a strong call-to-action, encouraging clients to book appointments or send inquiries in-app. Social commerce not only provides convenience for potential clients but also shortens the lead conversion process.
4. Authentic Content Through User-Generated Content (UGC)
User-generated content (UGC) proved invaluable in 2024 for building trust and authenticity. Outdoor living companies that encouraged satisfied clients to share photos, videos, or testimonials about their completed projects found that these authentic pieces of content boosted credibility and attracted more leads. UGC serves as social proof, showcasing the quality of your work through real client experiences.
What to take forward: In 2025, encourage more UGC by creating incentives for clients to share their experiences. Offer small rewards, like discounts on future services or entries into a giveaway, for clients who post about their completed projects and tag your business. Sharing this content on your own social channels and website will help build trust with new audiences and create a more relatable brand image.
5. Local SEO is Essential for Increased Visibility
With more customers turning to search engines to find local services, local SEO became a cornerstone for small businesses in 2024. Outdoor living companies that optimized their online presence, including their Google My Business profiles and local keywords, saw an uptick in local inquiries. Strong local SEO can help outdoor living companies dominate search results in their area and attract more nearby clients.
What to take forward: Continue to focus on local SEO by updating your Google My Business profile with photos, accurate contact details, and service offerings. Encourage happy clients to leave reviews, as they boost credibility and visibility. Also, integrate location-based keywords on your website and blog to increase your chances of appearing in local search results.
6. Sustainability is an Increasingly Important Selling Point
Sustainable practices gained attention across industries in 2024, and outdoor living companies were no exception. Many clients are now looking for eco-friendly designs and materials for their outdoor spaces. Companies that promoted sustainable materials, energy-efficient designs, or eco-friendly landscaping found that this messaging resonated with environmentally conscious clients.
What to take forward: In 2025, highlight any sustainable practices you employ in your projects. Whether you use recycled materials, promote drought-resistant plants, or design for energy efficiency, make sure to communicate these elements in your marketing. Clients increasingly value environmental responsibility, and this focus can differentiate you from competitors.
7. The Power of Customer Experience (CX)
2024 emphasized that exceptional customer experience isn’t just good service—it’s a crucial part of marketing. Outdoor living companies that prioritized CX saw higher client retention and more referrals. A smooth, enjoyable process from the first consultation to the final reveal can lead to satisfied clients who are eager to recommend your services to others.
What to take forward: Evaluate every step of your customer journey to identify areas where you can improve the experience. Be transparent about project timelines, provide regular updates, and offer easy ways for clients to reach you with questions. By focusing on CX, you can turn satisfied clients into brand advocates, who will naturally promote your services to friends and family.
8. AR and VR Are Slowly Becoming Mainstream
While still emerging, augmented reality (AR) and virtual reality (VR) tools gained traction in 2024. These technologies allowed clients to visualize outdoor living projects before committing, helping them make more informed decisions. Some outdoor living companies offered VR walkthroughs or AR tools to preview designs in real time, setting themselves apart from competitors.
What to take forward: Consider incorporating AR or VR tools if your budget allows. These tools don’t have to be overly sophisticated to add value—simple AR applications can allow clients to visualize different layouts or furniture arrangements in their space. Offering a virtual preview can make clients feel more confident in their choices, ultimately leading to higher satisfaction.
Conclusion
2024 offered valuable lessons for outdoor living companies, emphasizing the importance of personalization, social commerce, UGC, and sustainable practices. By taking these learnings into 2025, you can position your business to attract more clients, foster loyalty, and stand out in a competitive market. Remember, effective marketing in the outdoor living industry goes beyond just promoting your services—it’s about building trust, showcasing expertise, and delivering a memorable client experience. Adapting to these trends will not only keep your marketing fresh but also strengthen your brand’s reputation and client relationships. Here’s to a successful 2025!
If you’re ready to propel your small business to the top using proven email marketing strategies, Higgins Marketing Group can help. Contact us for a pressure-free chat about how we can help you reach your goals.
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