There are several ways to construct a marketing campaign for your hunting or firearms product. Most of the time, you gather your team in a room, pound out some ideas—based around a new product release—and figure out a way on how to best bring it to the masses. Sometimes this is driven by your ad rep at Guns & Ammo or Field & Stream calling to make you aware that their full-page Spring ad deadline is looming (that costs $5,000 bucks) and that “there’s still space available.”
So you get busy creating the messaging, source the photography and get the designer to pull it all together to submit your files 2 minutes before the 5 PM deadline.
Few weeks go by as you wait in expectation for the ad to drop expecting a sales boost and… nothing. You see a slight bump in website traffic, but little to no sales. Sound familiar?
In this post, I want to give you three quick points on how to combine traditional “outbound” marketing tactics with inbound marketing tactics to help you create more effective traditional marketing campaigns that optimizes your marketing dollars and sales.
1. Create a backbone strategy with inbound marketing
Inbound marketing is a long-term strategy that is formed around your ideal customer (or buyer persona) that focuses specifically on how to solve their problems or how to improve their job, hunting or shooting experience. This is a drastic departure from the typical marketing strategies were it’s all about how cool the product is, the latest review or how superior it is to other products. This kind of messaging is getting old and everyone uses it. Inbound is about building trust and being helpful. This allows your marketing and sales to stand out and has been proven to be more effective instead of the “say it and spray it” method of most “interruptive” traditional marketing methods.
An inbound marketing strategy then uses six web-based components that consist of: 1. Content (blogs, videos, webinars, ebooks and whitepapers), 2. SEO, 3. Email marketing, 4. Social media, 5. CTAs and 6. Landing pages. These components form the framework when marketing online. Since inbound is entirely web-based, it’s completely measurable. This allows your marketing team to analyze what pieces of content and messages are working and what are not.
Since inbound marketing revolves around goals, ROI and analytics—this gives your marketing team a highly effective strategy that becomes the hub for all your marketing activities, including print, T.V, trade show and radio.
2. Create relevant offers and include them in your ads
Buying ads or TV spots can build your brand’s awareness and can bring short-term sales, but often times it’s very hard to measure.
One of the ways you can gauge your ads’ effectiveness is by placing a free downloadable offer on it that drives your audience to your website.
By creating helpful downloadable offers like catalogs, spec guides, hunting tips or in this example: “The Beginner’s Guide to Pheasant Hunting” your personas will be enticed to exchange their contact information for your offer allowing you to communicate with them further. Use a vanity URL like www.yourfirstshotgun.com/hunt and a specialized call in number to track engagement.
3. Track ROI, analyze and adjust
So what did that $5000 full page get you? The chances are that if you properly identified your audience, utilized a targeted publication and included a downloadable offer, you will generate traffic and sales. At the minimum you grew your email marketing list from prospects who downloaded your offer for future lead nurturing.
If you did not achieve the results you wanted, you might need to go back and rethink your positioning, message and drill more into defining your persona. If it worked, rinse and repeat.
By combining the tactics of traditional “outbound” marketing with inbound marketing, you will find you have more data to rely on to make your advertising campaigns more effective. Use these three points for your radio, trade show and TV campaigns as well.