Now that it’s officially 2023, you’re undoubtedly itching to get your internet marketing plan firing on all cylinders, especially now that we’re getting news of a coming recession with economists predicting a 70% chance of economic downturn this year.
According to our sources and network of clients, the outdoor, hunting and shooting sports industry experienced a significant boost in online revenue, with an increase of 30-120% in e-commerce sales between 2020 and 2022.
Suppose you’re like most outdoor, hunting, and firearm business owners we talk with—in that case, you’re hoping to keep some of these record numbers, get off on the right foot, and overcome the setbacks, distractions, and inconsistencies that might have kept you from achieving your goals now that boom years of the lockdowns are over.
In this article, I’ll give you five ways to kick-start your outdoor marketing this year and what you should focus on most to improve your online efforts.
1. Get A Website Audit
A website audit is an in-depth look into your site’s HTML that reveals issues like search visibility, security, device compatibility, page loading speeds, mobile, and so on. With a few simple diagnostics, you might be able to identify problems costing you sales and search engine rankings you didn’t know you were missing. Take a look at these tools to get started:
If you need a more in-depth review, our experts are here to help.
2. Review Your Web Traffic Sources
Google continues to throw out algorithm updates that can significantly impact outdoor, hunting, and firearm business. That’s why now more than ever, you need to pay attention to where your web traffic is coming from. Look at your analytics dashboard to see which sources send the most visitors to your website.
How many people are finding your business’ website? What are they looking for, and where are they coming from? You can’t optimize your site for sales and conversions without knowing the answers to these questions, but lots of business owners are afraid to dig into their analytics to find the info they need. Some don’t even know! An experienced outdoor marketing team can help you decipher this information and turn it into actionable next steps. The outcomes can mean more search engine visibility and hence more sales.
3. Update Your Text and Images
Is the content on your website out of date? Do you have duplicated paragraphs between pages? January is the perfect time to review your text and images, ensuring they are all unique, compelling, and current. The last thing you want is to give customers the wrong impression because your images and messaging are out of date.
4. Fix Your Messaging
As the economy slows, it will be essential to capture your website visitors immediately.
Without a clear message, customers will ignore you. When you clarify your message using the StoryBrand Framework, orders and revenue increase.
A clear message on your website (what you are selling and why someone should buy it) is key to success. Your website should be able to pass the “grunt test.” Someone should be able to grunt what it is you sell. We utilize a process called StoryBrand to help clarify our client’s messaging that can help you with this.
Want to see how your messaging and marketing stacks up? Take this assessment.
5. Put a Content Plan in Place
Internet marketing is all about growth and focus. It’s a day-by-day, brick-by-brick type of operation. If you genuinely want to make 2023 a productive year as far as your website is concerned, now is an excellent time to put a content/SEO plan and get an editorial calendar in place so you won’t have trouble generating blog posts, lifestyle photography, videos, social media posts and other forms of content once you get busy later in the year.
Before you know it, SHOT Show and another trade show season will be here—with it, another year of passed opportunities.
If you’re looking to make 2023 your best year ever—now is a great time to reach out to our team and schedule a free assessment. In just one short meeting, we’ll be able to show you what you need to put the power of the internet to work for your outdoor, hunting, or firearm business this year.
Photo credit: Chris Dorsey