Marketing your equestrian business requires strategic planning and tactics designed to prompt recognition. The key is to be largely seen and known for what you do. So, how do you set yourself apart from all the rest?
Define Your Brand
Branding is where it begins, and no two brands are marketed alike. Your equestrian brand should differentiate from others in the industry. This is what will make it instantly recognisable.
Capitalise on what sets you apart from other brands. What does your business offer that makes it stand out?
How does your brand look when compared to others that are similar? Answering these questions will help you come up with a unique strategy for marketing your brand.
Know Your Audience
The equestrian industry contains many different types of sub-communities. Knowing where your brand fits in, and understanding how to communicate your products and services to those audiences will enable you to demonstrate your knowledge and experience in the equestrian business.
The key is to target your audience in a way that provides benefit to them. This is how you will achieve your desired marketing results.
Diversify Your Content
When it comes to advertising content, there are a lot of avenues you can choose. It’s important to use different types to ensure you are optimising your marketing reach.
Your adverts should be well-designed and directly reflect your brand. You’ll also want to utilise both print and digital advertising to maximise your efforts.
Consider marketing your business to relevant print publications like equestrian magazines and local papers. Your online efforts could include: writing articles for online magazines, starting an equestrian blog and of course, launching a social media campaign.
Becoming a guest blogger is also a great way to market your equestrian business. Writing posts for existing equine blogs allows you to share your knowledge and expertise with others while simultaneously marketing your brand.
Constantly Evaluate and Update Your Marketing Strategies
As the market changes, you must change with it. Continually evaluating the marketing strategies you utilise will help you better understand where to focus your marketing efforts at any given time.
You want exposure, and this is what will make that happen. Keeping up with trends is essential, as is also adjusting your marketing plan to meet them. Planning your strategies will help you remain effective in consistently reaching your target market.
Consider using the following tactics: plan, coordinate, execute and evaluate. The planning phase establishes the strategies you will use, while coordinating helps you figure out how to put them into action. Then, it’s just a matter of execution, and constant evaluation to see which efforts work and which need to be tweaked or changed.
Pay Close Attention to Image
Think of your brand as an image. It’s how others see your business. So, when it comes to marketing efforts, it’s crucial to ensure that image is consistent across all platforms.
Each facet of your marketing efforts should reflect the image you want your business to portray. This means implementing consistency over your various marketing channels: your logo, business cards, website, advertisements, social media profiles and all other marketing materials you use.
Incorporate Technology into the Mix
Whether you are marketing the equestrian business yourself or placing it in the hands of an agency, make sure technology is incorporated into the mix. Employing someone who is tech savvy will put you ahead of the digital trends.
Print ads, websites, company logos and all other marketing materials have become digital. Your print and digital ads will be quite similar, and you’ll likely use the same technology to create them.
There are plenty of marketing opportunities available, as well as great software for utilising them. Even if you aren’t doing it yourself, learning about what your agency is using will help you plan more successful strategies in the future.