Some of the best forward-thinking companies in the hunting and firearms industry are diligently building their digital footprint online that in the long run, will return immense dividends.
According to the latest Google algorithm, brands that:
- Create consistent, helpful content;
- Generate strong social signals;
- Have fast loading and mobile-friendly websites;
- and acquire good inbound links from authoritative websites;
…will outrank, outperform and outsell their competitors in the digital era.
What is a digital footprint?
Specifically listed with the firearms and hunting industry in mind—a digital footprint is the combination of seven digital assets that build website traffic, website authority, and a viable audience that:
- Builds your brand
- Increases revenue
- Creates an indomitable digital barrier to your competitors
Ever notice how some brands just seem to be everywhere? They’re number one on Google. You see their banner advertisement on Guns & Ammo. You find a link to their product review. You may also see a piece of content in your Instagram, Facebook or Twitter feed. And after a while you begin to notice your friends and family are talking about them as well.
If you’re serious about building your brand for the future, you must begin to consider how digital will play a role.
In this post, I’ve identified 7 elements that are widely used from the top firearms and hunting companies in the industry and how you can begin to build each into expanding your brand’s digital footprint.
1. 10x content
10x content can be a video that demonstrates your product, a blog, infographic or downloadable offer that informs or answers your buyer persona’s (target audience) questions in context with one small catch… It’s got to be ten times better than your competition. It’s not enough to create mediocre content anymore. If you’re looking to get into content marketing by banging out a blog post here and there, it isn’t going to work. A high level of quality must be established based around the buyers journey to cut through the millions (or billions) of other pieces of content to be effective.
According to Moz, the criteria for 10 times better content consists of the following:
- It has to have great UI and UX on any device.
- That content is generally a combination of high quality, trustworthy, it’s useful, interesting, and remarkable. It doesn’t have to be all of those but some combination of them.
- It’s got to be considerably different in scope and in detail from other works that are serving the same visitor or user intent.
- It’s got to create an emotional response. I want to feel awe. I want to feel surprise. I want to feel joy, anticipation, or admiration for that piece of content in order for it to be considered 10x.
- It has to solve a problem or answer a question by providing comprehensive, accurate, exceptional information or resources.
- It’s got to deliver content in a unique, remarkable, typically unexpectedly pleasurable style or medium.
The more your content aligns with the above criteria the more opportunities will be created to rank higher on search engines, garner more inbound links, social media shares, views and customer trust.
2. Display advertising
I’m not a big proponent of display advertising in the form of web banners, but I don’t see them going away anytime soon. The average click-through rate is less than 0.06% (Source: Hubspot). You’re more likely to complete Navy SEAL training than click on a web banner. SHOT Show sponsors this year only received between 0.1% and 0.08% CTR. I only suggest using banner advertising in conjunction with sponsored content, events and middle of funnel offers. With the rise of ad blockers and repeated market research data that shows user’s intolerance to ad banners, banners can be a risky marketing investment as a standalone strategy. The upside to banners is that they are a viable way to keep your brand image top of mind. This however is difficult to track and like its print advertising equivilant—should be directed to landing pages that are designed to convert visitors into customers.
3. Social media
Facebook and other social channels continue to give the firearm and hunting industry grief. As long as you’re not blatantly trying to sell firearms directly or posting your latest trophy, you’re supposedly safe—but how long is this going to last? Can you imagine reporting to your CEO that you just lost your Facebook account of sixty thousand followers because of an inadvertent post? Regardless, these roadblocks can be overcome with 10x content that can still produce desirable results when adding in alluring photography. We’ve all figured out that engaging photography with creative lighting and filters of MSRs and 1911s as well as beautiful hunting scenery amass likes and shares. The average Facebook post lasts 3 hours, 7 minutes (Source: Edgerank), while the average half-life of a Twitter post lasts 24 minutes (Source: Edgar). Invest in these aspects of your branding to continue expanding your digital footprint on a consistent basis by posting on Facebook three times a day and to Twitter at least ten times a day.
Search engine optimization ties in directly with point number one. With good SEO ingrained in your 10x content—your efforts will help you obtain top rankings. The hunting category and self-defense segments thus far are the most saturated—so if you’re in this class, you have your work cut out. However, opportunities still abound for brands who do it right among other categories (safes, hunting/tactical knives and ammunition to name a few) where there is still digital gold to be mined.
Google announced that with its latest algorithm release their search engines will now begin indexing app content. That means that the content you create within your app will be indexed in search engines. This also offers expanded opportunities to claim top search engine rankings.
6. Product reviews
Manufacturers have a love/hate relationship with product reviews. Some are good and can help move the sales needle, and others paint the brand and product in a less than ideal light. However, having your product reviewed can create a good amount of web traffic and sales. 61% of customers read online reviews before making a purchase decision, and they are now essential for firearm and hunting e-commerce sites (Source: eConsultantcy). Manufacturers will always be under the eye of vocal hobbyists, so make sure always to enlist the right reviewers and thank them whether they get it right or wrong while directing that traffic to your website.
The last and final element of your firearms digital marketing footprint is audience. One way to think of audience is by building your own private deer reserve. By creating a flourishing and self-sustaining habitat, you’ll have deer to hunt and eat for a very long time. The same analogy applies here.
Ever had to pay to hunt on private land? Right now, there exists opportunities to build your audience before your competitors do. Access to the audiences you seek will become harder to find, and will become price prohibitive—especially for start-ups. Where I live, access to good hunting grounds are vanishing as more and more hunters are forced to pay to access private land where the opportunities to bag a big one still exist.
Chad Pollitt says in The Native Advertising Manifesto, “For some, this may sound like doom and gloom for inbound marketers out there. The good news is that many of the innovators and early-adopters that started publishing for the buyer’s journey early in their industry have built a substantive enough audience and acquired considerable domain authority. Marcus Sheridan describes these brands as being part of the “Digital Land Rush.” He calls them “Digital Sooners” and they’re depicted as Innovators and Early Adopters below.
Facebook is another way to look at this. Facebook owns your audience. In fact, they charge you now to access it through their ad boosts. The cost that it took you to build that audience most likely reaches into the hundreds of thousands of dollars—yet they hold it captive! Brands that are working now to build their audiences outside of these fickle and increasingly anti-gun and anti-hunting networks will be better off. Those who are classified as the late majority in the above content marketing adoption curve will need to pay much more to access these audiences in the future. I predict large publisher sites like Ammoland, Truth about Guns, Recoil and Guns & Ammo to figure this out with native advertising.
In my opinion, the firearms and hunting industry lags behind other industries in regards to digital marketing. Many marketers and business owners in the industry are missing out on lucrative digital marketing revenue streams and audience-building opportunities. By building a solid digital marketing footprint now, your business will be ready for what inevitably lies ahead.
Free Ebook: The Essential Step-by-Step Guide to Inbound Marketing for the Hunting, Outdoor and Firearms Industry
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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.