It’s not always easy to tell the future in the world of Internet marketing. New ideas, apps, and challenges can seem to spring up from nowhere in a heartbeat. However, there are some trends and ideas that are so clear and profound that you can’t help but notice them on the horizon. The rise of search engine optimization, pay-per-click advertising (firearms excluded), and social media (as examples) were all fairly easy to see coming for those of us working in the firearms and hunting industry.
And so, as we gear up for the end of an eventful year and head into SHOT Show, it’s worth taking a moment to look ahead and see which new ideas are likely to pick up steam in the coming year as you evaluate your marketing plan. If you want to get a jump on your competitors, and make your business as profitable as possible, here are three firearm digital marketing trends you should prepare for in 2017…
1. Mobile-First Web Design
In a relatively short amount of time, responsive web design became the accepted way to create new websites because it allowed companies to maintain one presence that would work for desktop, tablet, and mobile visitors all at the same time. Now, many businesses are thinking primarily of mobile web visits, since they make up a growing majority of all web traffic.
Responsive design still makes the most sense for the average firearm or hunting business. The big change, though, is the knowledge that mobile visitors are likely to make up the bulk of your visits within the next year or two. And now with Google adding a mobile-only index to mobile users, if you’re not responsive, then you’re basically non-existent.
2. Local And Niche Search Marketing for Firearm Dealers
Not so long ago, engaging in search engine optimization or pay-per-click marketing meant competing against other businesses in your market or industry from around the world. But, customers have gotten savvier – looking for both local businesses and those that can meet very niche demands especially when looking for the best deals.
The net result is that marketers have to be much more focused about the kind of visits they attract online. Targeting large groups of buyers might sound appealing, but it’s no longer efficient.
3. Conversion Optimization
Because the effort and expense associated with attracting visits to the website has gone up, the pressure on marketers to convert visitors into buyers has become greater, too. And so, companies aren’t just worrying about their search engine positioning, but also the rate at which potential customers are completing purchases and requesting information.
If your website isn’t efficient, then you’re leaving money on the table. Or, you might not even be making money at all. For those reasons, conversion rate optimization (which is the art and science of turning web visitors into buyers) is going to keep getting a lot of attention.
There’s no guarantee these will be the only three trends you have to worry about next year, but you can bet being ready for them will put you in a much better position than most of the other companies in your segment. Isn’t that worth aiming for?
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By Josh Claflin, Brand Development, Inbound Marketing & Creative Strategy
Josh helps brands in the hunting, outdoor and firearms industry who are struggling to develop their brand; grow, stabilize or increase profits through their websites; increase revenue through online channels and enter the digital era of marketing.