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SEO for bars and pubs helps you appear at the top of search results when people are looking for places to drink and socialize. Optimizing your website, Google Business Profile, and online listings ensures your bar stands out from the competition.

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The post Bars and Pubs appeared first on 1Digital® Agency.

But mostly, I’ve learned about copywriting; what works and what doesn’t work, and how to get my work to perform. The vast, overwhelming majority of my work gets posted to websites with low domain authority scores that don’t focus on the UX afforded by the blogs. 

Which means the work rests squarely on me to generate traffic for those blogs. I need to find the keywords, search terms, and topics that are associated with genuine interest, convince Google to index and rank those posts favorably, and then, to get a live reader to click on my result and actually read the post. 

Sometimes it flops. And sometimes I write a post so good it gets thousands, sometimes tens of thousands, of views per month. 

Here’s just about every little thing – call them copywriting hacks, if you will – that I’ve learned about how to get content to rank and get readers to show interest in my writing. 

Forget What You’ve Heard About AI 

AI is increasingly being leveraged by digital marketers, as well as by mediocre copywriters, because it is allegedly a panacea for all of creation’s woes. 

It is not. Granted, I have used and benefited from AI in the past but I have still not encountered a model that is effective at drafting copy that will perform. 

What AI does well is formatting; you can ask it to structure a blog and it will knock it out of the park. What it fails to do is get the information right. 

The problem, so far as I can see it, has nothing to do with “tone,” or “warmth,” although those are things commonly cited as issues with AI. Quite the contrary, large language models are becoming increasingly and convincingly realistic.

The issue is that it hallucinates. I’ve asked AI some pretty basic questions and been downright alarmed at how factually inaccurate the outputs have been. 

When we’re talking in generalities, this is not a big deal notwithstanding the fact that increased reliance on the outputs of AI models is probably going to bring down the collective intelligence of our species – but once we get to specifics, the issue is much broader, and much more serious. 

See, the majority of writing I do, I do for clients in the outdoor sphere. I have to furnish real information about shooting and fishing and outdoor sports in general. I simply can’t use AI for these things because (for whatever reason) it doesn’t give me accurate answers. 

I tell you the same thing. If you want your copywriting to rise above the rest of the average results in the search engine pages, write it yourself, the old fashioned way. 

Here, let’s put it this way. If you’re reading this post because you found it in the search engine results pages, that should substantiate my cautions against AI. 

I did not use AI at all for this post; not for keyword research, not for formatting, and certainly not for generative copy. 

Yet you, dear reader, found me in the search results and presumably are reading anyway. If that is not proof of my claim, I can say no more. 

The Value of Specificity  

Suppose you want to write a blog about – copywriting hacks. 

You need to give specific, actionable advice. Don’t speak in platitudes or generalities. You want to avoid telling people things they either already know in the backs of their minds or could figure out through minimal deduction. 

For instance, I’m not here to tell you that your copy needs to be personable and should be free of grammatical errors. Perhaps you weren’t actively thinking about that but even a little bit of cogitation would have brought you to that conclusion, with no help from me or anyone, else for that matter.

Taking this a step further, you need to actually write about something people need to know about and then tell them something they don’t know. 

So, for instance, let’s just say you wanted to teach your readers how to…clean a pair of leather boots. We’ll keep this in my wheelhouse since I specialize in writing about outdoor sports. 

I could tell you to brush your boots off and store them somewhere clean and dry. That’s true but it’s also kind of common sense. That means it’s probably going to be in every other article on the same topics. 

But, did you know that you should unlace your boots and meticulously clean out the tongue, where debris can hide? 

Did you know that if your boots are wet you should never place them next to a heat source like a furnace or a fire, which will dry the leather out too aggressively, and which can cause it to crack? 

Did you know that leather periodically needs not just to be cleaned, but conditioned with an oil like neatsfoot, which fills the leather’s pores, driving out water and keeping the leather fibers supple, so they don’t warp or crack? 

And did you know that compound neatsfoot oil should be avoided because it can be damaging not to the leather, but to the threads that hold the whole boot together? 

I could go on but I think you get my point. Whatever you’re writing about, make sure you are specific and carefully detail your observations. The more thorough you are in your exposition and explanation, the better your copy will perform organically, in the wilds of the internet. 

Understand Your Audience 

I won’t harp on this one too much because it’s a generality and I told you to avoid those. I will say a few words however since it is important to know your audience even though that’s sort of common sense. 

It’s often been said that an “SEO copywriter” can write about any industry, without any specific expertise. 

That is, lamentably, and categorically, true. I can write about theoretical physics or ballet, and I can structure that article according to best-practices for content marketing or SEO. What I can’t do is pass convincingly as though I know what I’m talking about – even if my research is good. 

Let me see if I can find an example. Take the following post on fly fishing basics. Here is an excerpt from this:

“These flies can be found in any specialty store in thousands of models. Knowing the right one to buy is related to the fish you are trying to catch and the type of water you are fishing.”

There are a few issues with this. One is that the writer calls fly patterns “models.” Anyone that knows a 3 weight from 5 weight will know that that terminology is staccato and, while not technically wrong, jarringly off-putting. 

Digging further, we have:

“Fishing freshwater fly requires you standing in the water, mostly in waders casting your rod in a way that imitates a dancing fly on the surface of the water.”

I’m not sure if I’ve ever read a worse, though technically not inaccurate, categorization of fly fishing. You most certainly do not need to wade in order to fly fish, and in some instances, it might be advisable not to do so – for instance, if you want to avoid spooking wary or skittish fish. 

Secondly, the manner of your casting, and the techniques you employ while doing so, have utterly less than nothing to do with the action of the fly once it hits the water. You cast to present (or place) the fly – what you do after is what gives the fly action. 

Anyway, I don’t want to get too deep into beating up a writer I do not know and probably never will. I’m just making a very important point that I hope you understand: if you want to understand your audience, you will need to do more than 5 minutes, or even an hour, of research. 

Here, let’s take a slightly different approach with a stock image that I found:

Look closely that image, and you’ll see that the “fisherman” in it is using a massive, conventional big game reel. Those reels are reserved for fighting the biggest and strongest of fish – sturgeon, tuna, swordfish, sharks, and species like that.

I don’t know what that guy in that image is doing on that little creek, but I know what he isn’t doing: fishing. To make matters worse, he has the reel basically inverted. It’s literally upside down. That’s the icing on the cake.

So you can see, lack of authority in a vertical doesn’t just come across in copywriting. Photographers are guilty of it too, and a photograph that doesn’t understand his or her audience will take glaringly unconvincing, even cringey, photos, like the one above.

Truth is, there is no substitute for experience, and this alone is the single best way to become a good copywriter. Know what you’re talking about; that’s how you’ll know your audience. 

Don’t Get Too Hung Up on Keywords

Let me be clear: keywords are important. They are still the single most important (and primary) way that Google determines whether to index a page and where to put it. That’s just the nature of the beast. 

But if you write something so damn good that readers find it, stay on the page, and even, dare I say, link to it, Google will get a lot more flexible with what it indexes that page for and where it places it in the rankings. 

Point is, if what you write is really good, it may eventually rank for keywords that aren’t even directly present in the article – or at the very least, which don’t appear in it as an exact match. 

Don’t get me wrong. Focusing on keywords is a good way to get started and it will help you build authority. But once you have a bunch of posts ranking on a domain, you can start to lay off the SEO-stringency a little bit. Write about what you want your readers to know about and what you know will provide interested readers with value. 

If you can do that, that post will most likely get indexed, most likely be ranked favorably, and if found, will more than likely generate positive interaction metrics like a high CTR and time on page. 

Here’s another proof-is-in-the-pudding moment. You found this post in the organic search results, right? I did no keyword research for it. Let that be a lesson.

Post Structure Matters 

Keywords don’t matter that much. Post structure does. 

What I mean, specifically, is that the way your post is laid out will have two big impacts. One is on how crawlers interact with it and thereby how it gets ranked, and the second is on actual user behavior. 

In the first instance, a post that is laid out appropriately, sectioned off with headers that break up all the relevant sections, Google and other search engines will look on it more favorably than one that is just a solid wall of text. 

Granted, a solid wall of text can still rank well, if it contains good information. But if you write in stream-of-consciousness, you will be fighting against the current. 

Secondly, breaking up your post into short, digestible sections (as I have done here) and according to subtopics, readers will find the whole thing more palatable, too. The chances are that some of them only landed on your post looking for one small specific thing you were writing about and will skip reading the whole thing just to home in on what they want and read that section. 

Breaking up your posts makes them friendly to skimmers and also makes it easier for readers to find the most relevant (or just the most interesting sections). 

Pose Questions, and Answer Them, in Headers 

On the topic of post structure, the single most important piece of actionable advice I can offer is this: take advantage of headers by making them into questions, and, where possible, answers. 

For instance, let’s say I wanted to write a post about how to get an article to show up in the search results. 

My title might be something like:

• How to get your post to rank in the search results.

It’s simple, straightforward, and structured like something someone would actually type into the Google search bar. 

Then, in that same post, I might have some of the following as subheaders: 

• Insert keywords in your H2s and H3s
• Answer common questions in the headers 
• Take questions from the people also ask section 
• Skyscrape the titles of the top 5 entries in the SERPs 

In each case, the header is offering a small bit of digestible and highly actionable information. Direct and succinct, they are all perfect in their own way. 

Know What Tools to Use for Inspiration 

You can learn from what posts are performing currently in the search engine results pages, whether you wrote them or not, to make your writing better. 

Here are a few ways to gain some inspiration:

• Look at the top several posts in the search engine results pages. Look at the title, the topic, then dive into the post and see what sorts of topics they’re covering and questions they’re answering. Use that information to fill out your post. This will increase its chances of ranking well. 
• Look at the People Also Ask section of the search results. This will show you what questions you need to answer in your post. Answer as many of these as possible to increase the chances that you show up. 
• Log into Facebook or Instagram and see what posts a company you follow has created. Consider taking the subject matter of a post that got a lot of attention on social media and reconfiguring it into a blog to increase the chances that it ranks well and gets attention. If it did well on social media there’s a good chance there’s buzz on search engines surrounding the topic. 
• Use tools like “Answer the Public” and other social listening tools that will give you some insight into the sorts of topics that are trending around search terms, as well as what questions people have. 
• Look up a keyword you want to write something about, find a forum entry that’s in the search results, and reverse engineer a long-form blog post or news article about what you see people talking about in the forum. It’s effectively guaranteed to be interesting information since people are talking about it of their own free will and volition.

These are just a few of the tools that you can use to come up with questions that you can then answer in your copy surrounding a topic cluster. 

Use Facts and Figures 

I can write an article about basically anything without including any facts or figures, but the more figures you can include, the more convincing your article will be because it will be inherently substantiated by data. Just make sure you understand the implications of the data you’re publishing because, as they say, figures lie and liars figure. 

Anywhere you can get away with including data, be sure to do so. It will benefit your writing and Google will be more likely to respect your post as an authority. 

Fall-Back on Proven Post Techniques and Formats 

Sometimes, you need to write something that you expect to perform and are just fresh out of ideas and creativity. As a copywriter I can sympathize. I pride myself on interest and proficiency but I’ve still been there. 

On those days, I just use what I know works. Here are some ideas you can put into practice that don’t take too much effort. 

• Create a list of FAQs and answer them all in sequence as thoroughly as you can. This is a proven format that offers a lot of value and has a good chance of generating a lot of visibility. 
• Create a listicle of “best of” products, practices or ideas.
• Write a how-to on some process; it could be basic and high-level or highly detailed and specific. The concept is a proven performer in both cases even though specific is usually better. 
• Write a Q&A on the topic. 
• Do a review of a specific product or technique relevant to the topic. 
• Write a checklist for people looking to get started with something relevant to the topic about which you want to write. 
• Write a high-level “Everything You Need to Know About…” type of guide. 

This is of course just a short list of ideas, but they are all low-hanging fruit and proven to work by results. 

Learn from Your Past Posts 

As a copywriter, maybe you don’t spend too much time in Google Analytics or Google Search Console. Let’s change that. 

These are arguably your two best tools as a copywriter, hands down. In them, you can see which of your posts is getting visibility, what it’s ranking for, what its average position is, and how many clicks it’s getting. 

Through Google Analytics, you can glean even more information, such as the number of sessions and how long people are spending on the page. If you write for eCommerce clients, as I do, you can even see through GA4 if the blog page has any conversion value. 

If you see that a post has no sessions and no time on page, well, little explanation is needed there. For some reason or other, it flopped. I hate to be the guy to tell you this, but you’re going to have posts like this. Don’t let it discourage you. 

On the flipside, Google Analytics will also show you which of your posts are top-performers, how people are landing on those pages, and how they’re interacting with the page once they get there. 

Filter by time on page or sessions, then see which blogs have the best user engagement metrics. Those blogs are performing for some reason or other – visit them and see what you wrote about (if you can’t remember) and then structure a new blog on a totally different topic, but using the same format or technique. 

You will find that you can write more and more effective blogs down the line by learning from which of your past entries did not perform – and which did. 

Leverage the Authority of Those Previous Posts 

Here’s a quick copywriting hack, and one that I won’t beat to death. If you have a post that is performing well and are planning on writing a post for that same domain, go into that previous post and embed a link in there to your new post once you get it posted. 

That will leverage the authority of a post that is already ranking, and ranking well, to transfer some authority to the nascent post in order to give it a leg up in the world. 

Just use this copywriting hack sparingly, because you don’t want to ruin the UX of an old but good post with a bunch of outbound links to new posts that readers might not be too interested in – yet, at least. 

Be Sparing with Outbound Links 

Last but not least, here’s one more copywriting hack – not quite a copywriting technique – to apply to your articles. 

You can use outbound links to increase the credibility of your post, but be very sparing with them, especially if you’re taking ideas from the post to which you intend to link. 

Google will see that and then will sort of see your post like a copy, even though it might not be. Therefore, use outbound links as little as possible because you want your post (not some other) to be the authority. 

By the way, this does not mean not to use outbound links. Just keep them to a minimum and use only where they will make your post better and more believable. 

Want More Copywriting Hacks from Yours Truly?

There you have some of the best copywriting hacks – if I can call them that – that I’ve learned in my time as a professional copywriter. All I can tell you is I’ve leaned on all of them at some point or other and they have definitely helped me produce copy that generates sessions, time on page, and leads for my clients. They can do the same for you. 

If you’re looking for more actionable information, check out: 

• How to Get Images to Rank
• How to Write to Get Featured in a Google AI Overview
• How Do Blogs Help SEO?
• Answering User Queries for Better SEO
• How Many Blog Posts Does It Take to Get Traffic?

Alternatively, you could get in touch with one of our SEO specialists and they may be able to help you out.

The post 12 Copywriting Hacks to Improve the Performance of Your Work appeared first on 1Digital® Agency.

The competition online for the fishing industry is fierce enough, which presents not only a challenge but a unique opportunity through which we grew results more rapidly than typical for this client. 

Here’s how it all broke down. 

The Industry 

The fishing industry, unlike the firearms industry, and other aspects of outdoor sports, is not hindered by Google’s draconian and irrational restrictions. 

Online tackle shops can, therefore, pay to advertise. But that is an expensive proposition; consider the fact that for “fishing tackle,” which gets nearly 15,000 searches per month, there are a hundred and ten million results.

So that should give you the sort of insight into how competitive the market is. Now let’s shift things up; no fisherman starts his search for an online sale by looking up “fishing tackle.”

He or she is either going to look up a particular product or a class of product, such as “Rapala jerkbait” or “Penn Pursuit.”

That narrows things down slightly. It also happens to be the case that the fishing industry in general offers visibility based on authority, and that requires content – and most fishermen are not tolerant of low quality fluff that isn’t actionable on the water. 

This in turn means that all copy produced for an eCommerce SEO campaign in the fishing industry must be content-marketing focused, with an emphasis not on promotion, but utility. 

For instance, online shoppers might be interested in an article or a CMS page about the best lures for bass in the summer, or how to clean a spinning reel after a day on the water, rather than vapid copy about a given reel’s features. 

Given these unique considerations as well as the other notes on the industry, our task was to create a custom eCommerce SEO package for this client that met the challenges head on and still promised to deliver. 

The Approach 

There were a few things we had to hammer out before we could put together a coherent approach for this client. 

• We needed to find the right keywords we wanted to target. These keywords needed to be associated with either commercial or transactional search intent, and have viable volume. They also needed to have attainable difficulty scores. 
• There had to be a reasonable number of competitors for those search terms, and they also had to be highly relevant to the business model of the client in question. 
• We needed to meet with the client to determine what sorts of challenges its clients faced regularly, as well as what was important to them.
• And we had to put together a content strategy that hinged not only on keyword strategy but also content-marketing level topics that were useful for the client’s audience. 

From there, we could scope the campaign and assign deliverables that we expected to have the most measurable impact. 

The Deliverables

As part and parcel of this custom eCommerce SEO campaign, we had to ensure we were delivering according to the greatest needs of the client website, with a focus on generating the most palpable organic ranking increases. We opted to include:

• A backlink strategy involving publication on a variety of high domain-authority third party websites. 
• On page optimizations for the campaigns target keywords, in on-page copy, metadata, and page titles. 
• A technical audit and regular technical sweeps to uncover and rectify technical rankings factors that might not be optimized to the fullest. 
• A content publication stream of both offsite posts (used for building backlinks and domain authority) and onsite content, mainly in the form of blogs, which improved the website’s overall visibility for the target keywords and search terms, and which increased engagement from key members of the target audience. 

On the latter end, we worked closely with the client to collaborate on the topics covered by the content stream, including not only new topics previously uncovered by their content streams, but adaptations from their YouTube channel. 

The Results 

We tell our clients not to expect any appreciable results before, at minimum, a 6-month investment in eCommerce SEO services. At the same time, we take wins where we can find them, and for the client that is the focus of this case study, we saw promising results fairly early on.

Specifically, we saw considerable growth in the organic rankings of some of the target keywords we selected for the campaign. 

You can see some of those featured in the image below:

While this image shows that some keywords have not come into ranking yet, it also shows that we took several keywords from page 2 to page 1, and increased the position of several other target keywords by increasing their rankings on the first page. 

Total revenue is another way to evaluate the summary success of an SEO campaign. Even though SEO cannot guarantee increases in revenue, by targeting appropriate keywords associated with intent to purpose, we can often move the needle. In this case we certainly did:

Comparing total revenue from the past month as of the publication of this case study to the corresponding previous period (indicated in the screenshot), revenue was up over 44%. That’s significant, considering December is customarily a big month for eCommerce ventures. Nonetheless, our efforts yielded considerably higher revenue in the last month than the one prior. 

Given the fact that this campaign is comparatively new, these are nothing more than the shape of things to come, though they presage good things. 

For More Information on the Potential Payoffs of an Investment in eCommerce SEO Services

In the event these are the sorts of results you’d like to see for your own eCommerce business, get in touch with one of our SEO specialists and we will be more than happy to talk over your goals as well as potential options for a custom SEO package. Also, for more success stories, check out our full collection of eCommerce case studies. 

The post Overcoming Fierce Competition in a Niche Market Through Targeted eCommerce SEO Services appeared first on 1Digital® Agency.

Why Marketing on X Still Matters

X remains a hub for active discussions and breaking news. Despite a 20% drop in engagement rates and brands tweeting 15% less frequently, the platform still boasts a highly educated and affluent audience. About 49% of users earn more than $70,000 annually, and nearly 30% are college graduates. If your target customers fall into these demographics, marketing on X can still pack a punch.

That said, standing out requires adapting your content strategy to the platform’s evolving dynamics. It’s all about fostering meaningful interactions—not just broadcasting updates into the void.

What Works for Marketing on X (Twitter)

1. Engaging, Platform-Specific Content

The days of cross-posting generic content are long gone. Audiences on X crave posts that feel authentic and are designed specifically for the platform. Whether it’s a witty one-liner or an eye-catching image, your content should encourage retweets and replies.

Pro Tip: Use polls and Q&A threads. Interactive content drives higher engagement and keeps your brand top-of-mind for your followers. Twitter Spaces—a live audio feature—also opens up opportunities for real-time, interactive discussions.

2. Lean Into Timely Promotions

X thrives on immediacy. Use trending hashtags or cultural moments to position your products or services as relevant and relatable. For instance, an eCommerce store selling fitness gear could jump into conversations around #MondayMotivation with a discount code.

Pro Tip: Monitor trending hashtags and current events to align your promotions with ongoing conversations. This approach enhances your brand’s visibility and relevance, making your content more engaging and shareable. For example, if a significant sports event is trending, a timely promotion related to that event can capture the audience’s attention and drive engagement.

The Cost of Advertising on X

Advertising on X is a budget-friendly option for businesses testing the waters. With a cost per click ranging from $0.26 to $0.50, X’s ad prices are competitive, especially compared to LinkedIn. Promoted accounts cost around $1.01 to $2 per follow, making it a viable platform for growing your audience without blowing your budget.

However, keep in mind that ROI varies based on your campaign goals. X is excellent for brand awareness and engagement but less consistent for direct conversions compared to the top converting social media platforms of 2024 like TikTok and Pinterest.

Who’s on X: Demographics at a Glance

To fine-tune your B2B social media marketing strategy, understanding the demographics on X is crucial.

1. Gender: 60.9% male users.
2. Age: Most popular among users aged 25-34.
3. Income: 49% of users earn $70,000+.

If these numbers align with your target audience, marketing on X should remain a cornerstone of your strategy.

Threads or Twitter? Which is Better?

While X excels in real-time engagement and concise messaging, Instagram Threads focuses on building tighter-knit communities. Threads allows brands to create extended narratives that complement visual storytelling. Threads might be worth exploring if your eCommerce business thrives on aesthetics and long-form engagement.

On the other hand, if fast-paced conversations and trending topics define your marketing goals, X continues to be the go-to platform. Each serves a distinct purpose—it’s all about aligning your strategy with the platform’s strengths.

X vs. Other Platforms: Where Does It Fit?

TikTok and Pinterest

While X is perfect for real-time updates, TikTok and Pinterest dominate in driving conversions. TikTok’s industry-wide conversion rate of 1% and Pinterest’s impressive 8% conversion rates in certain industries make them standout choices for direct sales campaigns.

Facebook and Instagram

If your target demographic prefers a mix of video and static content, Facebook and Instagram remain versatile options. Their larger user bases and advertising tools allow businesses to diversify content formats for maximum reach.

LinkedIn

For B2B eCommerce owners, LinkedIn offers access to decision-makers and niche professional communities. It’s a slower burn than X but yields high-quality leads over time.

Trends Shaping Marketing on X (Twitter)

A solid B2B social media marketing strategy—like SEO, takes time to show results. Quick wins are rare, but consistent effort builds momentum. On X, trends like interactive content and data-driven decisions highlight the importance of staying adaptable while nurturing genuine connections with your audience. Let’s look at why patience and persistence are critical to making your X strategy work.

Interactive Content is Key

Polls, live Q&A sessions, and Spaces are helping brands drive deeper engagement. These tools foster a sense of connection, especially for businesses that want to appear approachable.

Data-Driven Decisions

Use analytics to tweak your strategy. Monitor metrics like engagement rates, impressions, and follower growth regularly. Staying agile ensures that you remain relevant amidst ever-changing platform dynamics.

Why Patience Pays Off

Think of your X strategy as a long-term investment. Engagement won’t skyrocket overnight, but consistent, targeted efforts will pay off in brand loyalty and audience growth.

When to Explore Alternatives

If engagement on X doesn’t align with your marketing goals, consider redirecting efforts to platforms like Instagram Threads or TikTok. While X shines in real-time interactions, some businesses find better ROI on platforms more suited to their content style or audience.

For instance, TikTok’s short-form videos are perfect for brands targeting younger demographics with creative content, while Instagram Threads fosters close-knit community engagement. Assessing where your audience spends their time and how they prefer to interact can guide you to the platform that best fits your marketing objectives.

Marketing on X—How Hard Can It Be?

Success on X isn’t about flooding timelines with promotional tweets—it’s about creating conversations that matter. A well-thought-out content strategy, budget-conscious advertising, and regular adaptation to trends can help your eCommerce business stay ahead in the fast-paced social media landscape.
Start small, measure your success, and always keep the conversation flowing—because that’s what X does best.

The post Marketing on X (Twitter)—Real-Time Strategies for Real Results appeared first on 1Digital® Agency.

That article has got me thinking, even though I put good information in it, I could have gone a lot deeper with what online gun shops could actually do – like actionable steps – to market their store or services. 

So I’m following up with a part two that has some specific techniques and topics that I’ve seen work for clients during my tenure so far as a copywriter. Here they are. 

Social Media and Influencer Marketing

If you can afford to work with an influencer to drive organic revenue for your online gun shop, that can prove lucrative, as long as you recognize there is sometimes a disconnect between organic leads and the ultimate profit they turn. It’s not like paid marketing, and it’s usually slow to build. 

Still, there are some very popular outdoor influencers out there on Instagram, Tik Tok, and other platforms that post visual and video based content that is both informative and engaging. 

If you plan on running your own social media campaigns in-house without relying on the leverage of an influencer, you’re going to have to get creative attracting followers. Remember, no one really wants to see a “buy now” or “we sell this” post (as a general rule). They want to learn something, be challenged, or be entertained. 

You only need to look at some of the social media channels for some of the greats in the industry, like CCI, Federal, Remington, Winchester, MidwayUSA, or Cabela’s to see what I mean. Yes, there is some product-based mercantile promotion on their social channels, but by and large they’re teaching you something. 

It could be the history of a cartridge, how one performs next to another, what the relative virtues of an action type are, hunting tips based on the season, or some other sort of tutorial. Tik Tok, YouTube, and Instagram reels let you leverage the power of video to engage and captivate your audiences by driving engagement through content on these platforms. 

PPC for Online Gun Shops and Other Firearms Retailers 

Yeah, you read that right. While you can’t use PPC to sell firearms (or any other products that are restricted) if there is anything else your company sells that is not restricted – think hunting clothing, holsters, stuff like that, you can use those to build a mailing list. 

Notice I didn’t say to drive revenue. Even if you can find a marketing loophole, the goal here is to think bigger. You’re never going to make it in PPC as a gun shop, but you can use PPC to market unrestricted goods for the purposes of building a mailing list.

Think about it, if you capture leads using PPC you can then build out that mailing list and market directly to them with your other promotions. Remember, people buying hunting calls and holsters also have and use other restricted goods that your shop sells. You need to get creative here. 

Email Marketing 

Now that I’ve detailed the importance of building an email marketing list, you have to capitalize on it. 

Email marketing is one of the best ways for online gun shops to market online since they can directly advertise to their existing customers and solicit sales right through that channel.

But not all email marketing has to be executed with an eye on turning a profit. You can also use your email marketing list to drum up interest in your content and social media channels (see below for content ideas). 

Believe me, while it’s important to sell (that’s what keeps the lights on, right?) distributing interesting content through your email marketing channel will make you more credible and make customers more likely to open your email in the first place.

You want to position yourself so that your customers don’t see your emails as solicitous spam, but actually look forward to seeing that message in their inbox. 

So what are the sorts of content ideas that really attract interest? I’ll go through some of them below.

SEO for Gun Shops: Content That Generates Leads 

Now we’re going to get into the real meat and potatoes of this article. As I mentioned in my last article on the same subject, SEO (and content marketing, which is ultimately SEO anyway) is the single best channel for generating leads and keeping afloat when you’re selling firearms and other restricted goods online. 

Hunters and shooters are passionate about their sport, in some ways so much more so than other athletes and fans of other pursuits. This makes the customers in your target market especially hungry for good content, and if you publish it, they will come to you. Many will then convert into customers. But you can’t fake it. The people in this industry can sniff out inexperience so you need to be able to talk the talk. 

In my experience, here are some good ways to generate interest and “sell” content that will engage your audience. 

• Gun cleaning tutorials 

Every gun owner needs to know how to clean his or her arms, and let’s be honest, not everyone knows how to do it right. How many do you think know they shouldn’t be cleaning from the muzzle end? Or that you need to take special considerations when cleaning a rifled vs. a smoothbore firearm? What about the fact that cleaning a black powder arm requires substantially different acumen and experience from cleaning a modern breech loader that shoots smokeless powder cartridges? How many of your customers remember to remove their choke tubes and clean and lube the threads when cleaning their shotguns? 

These are the sorts of things you can write about, along with how to disassemble, clean, lube, and reassemble firearms, especially since all platforms are different. That sort of maintenance related content is a gold mine. 

Plus, your shop sells gun cleaning kits and essentials, right? So there’s a cross-selling opportunity built right in. 

• Historical content 

Does your shop sell or specialize in historical and military platforms? There is a surprising paucity of good information out there on old guns. I know firsthand as it is conventionally one of the areas in which I have a hard time when researching. If you have someone on staff that is particularly interested or knowledgeable about historical arms, do a video interview or have him or her write a post about the history and influence on some platforms or action. That sort of thing will get attention. 

• Educate on erudite gun terminology 

Believe it or not, not every gun owner knows that much about how their gun works, or the parts it contains. Think about it; some gun owners are just like car owners. They know how to use it but don’t really know what’s going on under the hood. 

Writing or posting a guide on gun parts, what they do, or how to replace or upgrade them, can be particularly valuable, especially if you post it with a video or a helpful visual aid. 

Of course, this goes far beyond gun parts. There are other terms you could explain along with their implications. How many of your customers do you think really understands the difference between direct impingement vs. gas piston actions? What about rate of twist? Types of shotgun chokes? Different types of bullets? Those are the sorts of things you should be writing about for the edification of your clients. 

• Write evergreen content like guides 

Evergreen content is content that is going to remain as relevant in ten years as it is this year. Basically, it’s content that doesn’t go out of date. News rarely qualifies, but fortunately this industry is very forgiving of old content. For instance, the rules of gun safety have not changed and never will. The barking calls that the squirrels respond to in the woods will be the same in 50 years as they will be this fall. These are the sorts of things you can write about to attract readers in your niche, which will not only not become irrelevant with time, but which will probably pull views and leads years down the line, if they are accurate, informative, and well-written. 

• Publish something controversial 

I’ll never forget some of the things that have been recommended to me. One had to do with recommended shot size for a particular species of small game in my state. Needless to say, that caught my attention, even though I won’t disclose what the actual advice was. It will catch your customers’ attention, too. Here’s another instance: I read an article in Field and Stream a little while back in which the writer claimed he’d “never hunt deer with .30-06.” What a claim – it got the hate I’m sure the author was expecting, but you know what they say, any publicity is good publicity, right? 

By the way, you don’t just need to publish controversial hot takes in your blog, you can also do that on your socials. Run a poll asking users what their favorite cartridge is for hunting a specific species or for defensive applications. That sort of thing will get you a lot of attention. 

• Do a review 

Every year, there are new models and gear that hit the market. There’s a smattering of new cartridges, too. Getting in on the ground level is a way to ensure positive optics for your business in both the short term and the long term. 

Besides, reviews are the sort of thing that people are looking for before they make a purchase. The overwhelming majority of shoppers read reviews before buying and hunters and shooters are not in any way different. 

Take pictures, take video, tell what you do and don’t like about it and be honest. Not every gun or game call is going to be a winner, and that’s OK – as long as you are the authority on why. 

• Do a comparison 

Comparisons get people really heated, especially when the subject matter is something people are really interested in. For instance, you could do a comparison on the performance of a select 12 gauge load vs. a 20 gauge load for clay shooting or hunting pheasants. Put the 870 head-to-head with the 500 (that’s something that’s been done before, plenty of times). How about wheelguns vs. semi-autos for defensive applications? These are the sorts of things you can write or make videos about that will get people interested. 

• Ballistic breakdown 

What’s better for plinking? An air gun or a rimfire? There are arguments for both, right? What’s the best shot size for turkey? Which handgun caliber offers the best balance of stopping power and recoil for defensive applications. Everyone has a thought on these sorts of questions, and certainly you do too if you’re reading this. Answer the people with a post or a video exploring the performance of a specific cartridge or even a specific load, as well as its appropriate intended uses. 

• Keep up with gun news 

I admit this runs counter to my suggestion above to write evergreen copy, but keeping up with news is another way to draw leads. Also, what is news today may become evergreen in the future. For instance, Remington just recently released a new straight-walled cartridge, .360 Buckhammer, intended to appeal to hunters in states with straight-wall-only restrictions. If you did an exposition on that cartridge and its development a year or so ago when it came out, it would have been news at the time, and useful on social media and in email marketing. However, if you made that copy a blog, a news article, or a CMS page, it would still be getting views today (and in the future) as long as you adhered to SEO best practices, anytime someone looked up information on the cartridge. 

This is just one hyper-specific example, but you get the gist. If you have employees that attend or follow the SHOT Show and other industry events, key on their expertise to help craft copy for marketing that is informative, follows the news, and which can be utilized further down the line. 

• Do guides on customization with upgrade parts/shooting accessories 

Do you know how many gun owners want to cut recoil but haven’t heard about muzzle brakes, or how to adjust buffer weights? Do you know how many clay shooters don’t know the difference between a full choke and an I/M? 

There are all sorts of upgrades and customizations you can make to all different platforms, and plenty of shooters know next to nothing about them. By writing about upgrades and customizations with which you have experience, you can position yourself as an authority. 

• Post about drilling/training 

Range time is where true skills are developed, whether the goal is improving sporting clay scoring, long-distance shooting, or filling a deer tag. It’s the time spent training at the range that gets sportsmen where they want to be. 

Drilling is one big aspect of it. Does anyone on your staff have experience with dry-fire training? Drilling to counter flinching? Reload drills? Anything of that nature? 

Write about what you know. This will serve as evergreen content that will generate leads down the line. 

• Hunting content 

This is a broad category that may be irrelevant to your particular shop. Then again, it may be its bread and butter. 

I want to say this with a caveat, as well, because it is an extremely competitive market, with a lot of really big, really trustworthy authorities that have been in the business for a long time, in some cases more than a century.

At the same time, outdoorsmen are passionate about their sport and hungry to learn more. One way is to get super specific instead of writing about “turkey hunting tips” write about specific calling techniques and environments to look for in your state. The more specific you can get, the better. 

• Other interesting “stuff” 

I’ve already gone over several concrete examples of the sorts of content you can write about and distribute through your marketing channels to captivate attention in your industry. The rest is on you. Just remember this, if a topic is interesting to you, it’ll likely be interesting to others in your industry. 

How to Advertise in the Gun Industry: Put Some of These Techniques into Practice Today

I hope you can put some of these practices to work for your business soon. The last thing I have to say is that the organic marketing required in the gun industry is intensive and takes a long time to generate a head of steam, but it is well worth the payoff because at the end of it your business will become recognized as an authority in the industry. It does take a long time. Just don’t get discouraged. 

The post How to Advertise in the Gun Industry Part Two: Actual Techniques That Work appeared first on 1Digital® Agency.

To capitalize on this, eCommerce businesses must employ effective marketing strategies that resonate with their audience. This blog explores various summer marketing strategies that can help eCommerce businesses boost their sales and engagement during the sunny months.

Seasonal Promotions and Discounts

Flash Sales and Limited-Time Offers

Flash sales and limited-time offers create a sense of urgency that can drive impulsive purchases. Consider running 24-hour flash sales on popular summer products or offering weekend discounts to encourage quick buying decisions. Promote these sales through email marketing, social media, and on your website to ensure maximum visibility.

Bundle Deals

Creating bundle deals for summer-related products can increase the average order value. For instance, a travel store could offer a summer vacation bundle that includes a suitcase, travel accessories, and a guidebook. These bundles not only provide value to the customer but also help clear out inventory.

Free Shipping

Offering free shipping during the summer months can be a significant incentive for customers to complete their purchases. Promote free shipping on orders over a certain amount to encourage higher spending. Make sure to highlight this offer prominently on your website and in your marketing communications.

Summer-Themed Content Marketing

Blog Posts and Articles

Create engaging blog posts and articles that revolve around summer themes. For instance, if you sell outdoor gear, write articles on “Top 10 Summer Hiking Destinations” or “Essential Gear for a Perfect Beach Day.” Providing valuable content can attract more visitors to your website and establish your brand as an authority in your niche.

Video Content

Video content is highly engaging and can effectively showcase your summer products in action. Create videos that demonstrate how to use your products, customer testimonials, or behind-the-scenes looks at your company. Share these videos on your website, social media platforms, and YouTube channel to reach a broader audience.

Social Media Campaigns

Leverage the power of social media to run summer-themed campaigns. Use popular summer hashtags, run photo contests, and encourage user-generated content. For example, ask your customers to share photos of themselves using your products with a specific hashtag for a chance to win a prize. This not only increases engagement but also provides authentic content for your brand.

Collaborations and Partnerships

Influencer Marketing

Partnering with influencers can help amplify your reach and build trust with their followers. Identify influencers who align with your brand and have a strong presence in your niche. For a summer campaign, collaborate with travel bloggers, fitness enthusiasts, or fashion influencers to promote your products through sponsored posts, reviews, and giveaways.

Cross-Promotions with Other Brands

Collaborate with complementary brands to run cross-promotions. For example, if you sell swimwear, partner with a brand that sells sunscreen or beach accessories. This allows both brands to reach a wider audience and create a mutually beneficial marketing campaign.

Email Marketing

Personalized Campaigns

Segment your email list based on customer behavior and preferences to create personalized campaigns. Send targeted emails featuring products that align with the recipient’s interests. For instance, if a customer frequently purchases outdoor gear, send them emails about your latest summer hiking collection.

Summer-Themed Newsletters

Design eye-catching newsletters with a summer theme. Include product recommendations, exclusive discounts, and engaging content such as summer recipes or travel tips. Ensure your newsletters are mobile-friendly, as many people check their emails on their smartphones during summer vacations.

Re-engagement Campaigns

Summer is an excellent time to re-engage with inactive customers. Send re-engagement emails with special offers or incentives to entice them back to your store. Highlight new summer arrivals and emphasize what they’ve been missing out on.

Optimize for Mobile

With people spending more time outdoors during the summer, mobile shopping becomes increasingly important. Ensure your website is mobile-friendly and provides a seamless shopping experience on smartphones and tablets. Optimize your site speed, simplify the checkout process, and make sure your mobile site is easy to navigate.

Use Data Analytics

Track and Analyze Customer Behavior

Utilize data analytics to understand customer behavior and preferences during the summer months. Track which products are most popular, monitor the effectiveness of your marketing campaigns, and adjust your strategies accordingly. Use tools like Google Analytics, heatmaps, and customer feedback to gather insights.

A/B Testing

Conduct A/B testing on different elements of your marketing campaigns to determine what resonates best with your audience. Test variations of email subject lines, ad creatives, landing pages, and call-to-action buttons. Use the results to optimize your campaigns for better performance.

Leverage User-Generated Content

Encourage your customers to share their summer experiences with your products. User-generated content (UGC) is a powerful form of social proof that can influence potential buyers. Feature UGC on your website, social media, and email campaigns. Run contests and offer incentives for customers who create and share content featuring your products.

Seasonal Product Launches

Limited-Edition Products

Launch limited-edition summer products to create excitement and exclusivity. These can be seasonal variations of your bestsellers or entirely new items that cater to summer needs. Promote these products heavily through all your marketing channels to build anticipation and drive sales.

Pre-Order Campaigns

For highly anticipated summer products, consider running pre-order campaigns. This allows you to gauge demand and generate buzz before the product officially launches. Offer incentives such as early access or discounts for customers who pre-order.

Localized Marketing

Geo-Targeted Ads

Run geo-targeted ads to reach customers in specific locations where summer activities are popular. Use platforms like Google Ads and Facebook Ads to target users based on their geographic location. For example, if you sell beachwear, target ads to coastal areas or popular vacation destinations.

Local Events and Sponsorships

Participate in local summer events or sponsor community activities to increase brand visibility. This can include sponsoring a local sports team, participating in a summer fair, or hosting a pop-up shop at a popular summer event. These activities help build a local presence and connect with the community.

Customer Experience

Excellent Customer Service

Provide exceptional customer service to enhance the shopping experience. During the summer months, people are often in a relaxed and happy mood, making it a great time to exceed their expectations. Offer quick responses to inquiries, hassle-free returns, and personalized assistance to build customer loyalty.

Loyalty Programs

Reward your loyal customers with a summer-themed loyalty program. Offer exclusive discounts, early access to sales, and special gifts for repeat purchases. Promote your loyalty program through email marketing, social media, and your website to encourage participation.

Summer is a prime time for eCommerce businesses to engage with their customers and boost sales. By implementing these summer marketing strategies, you can create a memorable shopping experience that resonates with your audience. 

From seasonal promotions and influencer collaborations to personalized email campaigns and optimized mobile experiences, there are numerous ways to make the most of the sunny season. Embrace the summer spirit, get creative with your marketing efforts, and watch your eCommerce business thrive.

The post Summer Marketing Strategies for eCommerce Businesses appeared first on 1Digital® Agency.

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Platforms that were once thought irrelevant for advertising are now changing the landscape, and other platforms are losing their effectiveness. If you want to make money on social media this year, the following guide on the top converting social media platforms of 2024 should tell you where you need to put your advertising budget.

Social Media Platforms With the Highest Conversion Rates This Year

As always, each social media platform has its strengths and weaknesses as far as advertising is concerned. That’s doubly true in eCommerce, where shoppers are heavily relying on trust signals and value propositions both on the ad and in your store, in order to checkout successfully.

That being said, we have last year’s data and it paints a pretty clear picture as to the platforms that are converting the best:

TikTok

With its massive user base and respectable 1% industry wide conversion rate, TikTok looks like the place to be in 2024 as far as social media advertising is concerned. While it still lags behind in certain select niches (typically ones that lean commercial or industrial), normal retail businesses are thriving on the platform.

Why does TikTok convert so well? It’s a combination of factors really.

In the past I’ve written extensively on TikTok’s AI algorithm, and while some would say the platform is getting a bit more “corporate” and saturated, it still enjoys probably the best organic content serving system of any social media right now, and that intuitiveness extends to its ads.

Ads on TikTok look natural. They are often fun and engaging and aren’t trying to be overly salesy. Many feature ordinary TikTok users and are casual, which is attractive to younger buyers specifically. With the help of its algorithm, broad match targeting becomes extremely effective, which means you can create relatively “top of funnel” ads on TikTok that still get really high conversion rates, which flies in the face of the traditional marketing funnel system.

Do yourself a favor and make TikTok advertising part of your 2024 marketing strategy.

Pinterest

I’ve gone to bat for Pinterest for years. As a long time user of the platform, I always believed it had a lot of potential, specifically for eCommerce.

A few years ago, when its organic algorithm was still very favorable, I considered it one of the best places online for raw organic marketing.

It seems Pinterest invested a lot of time and money into shifting things in the other direction, and while I was at first dubious, it seems to have paid off. Pinterest is enjoying record growth right now, and is now considered one of the best places to advertise for eCommerce brands in 2024.

For eCommerce businesses, Pinterest ads get a wild 1% to 8% conversion rate across all industries on average. This is a far, far cry from only a few years ago, when Pinterest was the industry laggard at a measly .3% conversion rate on average.

Why the stark about face?

First, Pinterest has gone to great lengths over the last couple of years to improve its basic feed, prioritizing quality content and seamless visuals over everything else. While it did try and trend hop a little with its own version of Shorts / Reels, it has remained largely true to its original intent of being an image board website with social elements.

However, as eCommerce has exploded, its natural features have lent itself well to being a shoppable platform. Pinterest has its own kind of SEO (much like TikTok…), which means users can optimize pins in order to get found in the organic searches within the platform.

As we know with Google, where there’s an organic search component there is plenty of room for advertising.

However, unlike Google, Pinterest’s user base (and searches) seem to revolve around shopping. This means that virtually all user related data on the platform has some kind of eCommerce bent to it. Thus, to do ad research one need only look at the free Pinterest Trends tool, find some high volume keywords that are going parabolic due to a trend or seasonality, and run ads to products that match those trends.

This simple formula is giving Pinterest a massive leg up in the industry. As a business, Pinterest grew over 10% year over year in 2023, while many tech companies were shuttering their doors. In 2024, make Pinterest advertising a part of your strategy if you are in a Pinterest-friendly niche.

Twitter (X)

Historically, Twitter (X) has not been a great place to advertise. However, since Elon Musk took it over and shifted the focus of the platform (for one, to actually make it profitable), there has been a change.

Right now, Twitter is actually beating out Facebook on average conversion rate.

There are likely several reasons for this. First, there is a very specific kind of user on Twitter and therefore brands that are still willing to advertise there likely have a strong grasp of what their users are looking for. Recent changes in the way ads are served also means users are much more likely to see ads that resonate with them, whereas in the past Twitter had some of the worst ad targeting of any social media platform.

The second key reason why Twitter is improving here is its shift in user demographics and purpose. For many years Twitter was more of a social app where news, politics, and sports were some of the dominant topics of conversation.

Since Musk’s takeover and transformation to X, the entire platform has changed significantly. There is more of an emphasis on brands and brand interaction, entertainment, videos and other media, and fun in general. While the platform has lost users, the users it has gained are more likely to purchase and trust X as a platform more than the previous user base. This leads to a higher chance of clicking on ads and converting.

Facebook

In any conversation of social media advertising, you can’t ignore Facebook. While its user base is slimming down and its conversion rates are not as stellar as they were in past years, the platform still has a solid shoppable intent. Facebook users are well accustomed to ads at this point, as well as browsing through Facebook Marketplace to find odds and ends.

Facebook’s strength is still in its robust targeting options and ability to reach certain demographics that other platforms can’t touch. Specifically, Google and TikTok.

Even with its decline, the platform still enjoys one of the largest social media user bases, and much like Google itself, Facebook (or Meta, rather), enjoys a wide distribution network. Facebook ads can be seamlessly served on Instagram and WhatsApp, with all that implies in terms of stories, reels, and in-feed ads, and everything else.

The fact that Facebook Shop is still widely used and trusted, and that you can advertise your product catalog, makes this an attractive option for eCommerce businesses. Of course, Pinterest and TikTok have shop catalog functionality too now, however Facebook comes with the largest suite of targeting options and a user base that, on average, enjoys more disposable income.

Unlike Pinterest and TikTok, Facebook is also the place to be for B2B advertising on social media as well. There’s still plenty of reasons to utilize Facebook advertising if you are in the eCommerce space.

Is Conversion Rate The Right Key Performance Indicator?

It’s difficult to say, as everyone’s goals are different when it comes to advertising. Let’s compare some of the most important KPIs in order to see why platform conversions are typically among the most valuable:

ROAS: While ROAS, or return on ad spend, is often looked at as the definitive metric in terms of ad performance, it can vary wildly across industries and even across ad groups within the same campaign.

Here’s how you interpret the value of ROAS:

• ROAS > 1: You’re earning more revenue than you’re spending on the ads, indicating a profitable campaign.
• ROAS = 1: Your revenue is equal to your ad spend, meaning you’re breaking even.
• ROAS < 1: You’re losing money on your campaign, as the cost of the ads is more than the revenue they’re generating.

The problem with going with ROAS as your definitive metric is a couple large purchases can heavily skew ROAS. It’s not a bad thing of course to make a few thousand dollars off of only like a $50 spend, but the question is, can you consistently drive that kind of return or was it just a one off?

When ROAS is the key metric, it helps to observe it month over month for at least a few months running. That way you can better gauge if the campaign is profitable or not.

Revenue: Another important KPI is revenue, naturally. However this also can be somewhat misleading because the revenue you generate is heavily tied to the amount of ad spend you are using and your ROAS as well. Just because a campaign isn’t driving a lot of revenue doesn’t mean it’s not working. You simply may need to up your ad spend.

Conversion Rate: Looking at your rate of conversions can tell you a lot about how a campaign is performing and whether or not it is valuable for you. Number of conversions and the rate at which those who click on your ad convert will not only show what channels are performing the best for the amount you are spending, but where you might want to think about increasing budgets (or in some cases pulling back). The same ad won’t convert the same on different platforms, and some platforms seem to have a limit to how well they convert because of the shoppable intent of the platform.

What is shoppable intent? Basically, it’s the likelihood that someone on the platform will click on an ad and buy. Last year, platforms like Facebook and TikTok had high shoppable intent – these platforms are seen as places to be social but also places to shop, in other words. This influences how well someone will convert regardless of what’s being sold or how nice the creatives are.

Engagement rate, click-through-rate, and other KPIs are also important, but it’s easy to see why social media conversion rate is the industry standard for judging whether or not a social media campaign is truly successful.

What About Other Social Media Platforms?

There are plenty of places online to advertise. If you want to focus on a large amount of conversions and a high return, the options above are going to be your best bet.

However, depending on your niche and target user base, there are other platforms that are worth considering. Instagram of course is still viable, as is Linkedin, which is also growing as a platform.  YouTube and Twitch are great places to advertise if you are selling personal tech items, however you have to weigh the costs of higher CPCs and also the need for higher quality creatives here.

If you’re looking for an easy to manage place to advertise where you are likely to see great CPCs and plenty of conversions, TikTok and Pinterest are your go-to platforms this year, depending on your niche of course. As always, do your homework and look at all of your KPIs, and formulate a smart targeting strategy before throwing ad spend at anything.

The post Top Converting Social Media Platforms of 2024 appeared first on 1Digital® Agency.

Be Authentic

This is the biggest piece of advice I can give you — be authentic. Every social media post, blog entry, and advertisement has to genuine. Gamers can sniff out “cringe” and fake energy immediately and your brand will be called out. Don’t try to talk about topics you know nothing about and don’t use old, aged memes.

Instead, focus on your own strengths and create campaigns and content that uses a genuine voice and shows how you truly fit into the industry. This works whether you sell gaming PCs or jewelry — as long as you tell a real story and create authentic connections.

Learn the Demographic

The gaming industry is full of a very large fanbase and the truth is you won’t relate to everyone. It’s important to find a specific demographic within the gaming industry that will be most responsive to your brand and products. This will make it easier to create authentic and impactful campaigns and content for a certain group since you’ll understand what makes them tick.

Here’s an example from my own experience at a past gaming marketing company. A non-endemic brand focused on crptyocurrency came to us wanting to inspire awareness in the gaming industry. I presented them with a content and engagement plan focused on Dota 2. Why? Dota 2 players and esports viewers are usually older, with their own money to spend. They would be more likely to care about cryptocurrency than, say, a 14-year-old Fortnite player. Then, the experience I created involved letting Dota 2 players have a say in the results of a project, something that works for Dota 2 players since they often feel they are not listened to despite being very passionate about the scene.

Another time, a toy company came to us wanting some creative content aimed at gamers. We paired them up with a Call of Duty team to create some fun, viral video content. This made sense since Call of Duty players are often younger and we wanted to provide them with fun, genuine content that showed them the toys in action, used by pros that inspire them.

Stay Up to Date

You will need to be internet-savvy if you want to succeed at advertising in the gaming industry. This includes understanding internet culture as well as the latest video game trends. That’s because you want to create genuine content that really relates to gamers and doesn’t feel “try hard.” For example, keep track of the newest games that gamers are talking about and create content and ads based on these titles. Or check out the latest viral TikToks in the gaming community to learn what social media content will feel authentic and create connections with gamers.

Contact our social media experts to learn more about using trending topics and social media to get the most out of your advertising.

Use Alternative Platforms

Unlike more traditional industries, the largest social media platforms for gamers are a bit different. One big site that’s often looked over is Reddit. This is a site where gamers come together to discuss the latest games, memes, esports news, and controversies. You can add to the conversations in authentic ways and create content based on the discussions you see. Another important site is X (formerly known as Twitter). This is where big gaming and esports news is shared first and it has become where the community gathers to share their thoughts and stay up to date. TikTok and Instagram are also great places to share social content.

Have Fun

Lastly, just have friggin’ fun. Honestly. If you are enjoying the content you create — whether it’s fun videos of people at your company playing horror games or providing young gamers with online tournaments or just simply writing fun blog posts about the latest games — it will come across to gamers. Instead of screaming corporate, it will seem like you truly want to make gamers laugh and enjoy your content and products. Just be yourself, share your brand’s true story, and stay up to date with all things gaming and gamers.

The post Advertising in the Gaming Industry — The Importance of Authenticity appeared first on 1Digital® Agency.

Paid advertisements, both on Google and social media platforms like Facebook and Instagram, are forbidden. 

This eliminates a whole series of digital marketing channels for businesses in this industry. 

Does this mean these companies are out of luck with respect to digital marketing? 

Far from it. Here’s how to advertise in the gun industry – albeit in some less-than-traditional ways.

SEO and Content Marketing 

Given the fact that SEO is considered by most digital marketers to offer the best ROI of all marketing channels and that organic search still drives more than 10 times more traffic than social media, this hardly seems like a concession.

For our purposes of exploring how to advertise in the gun industry, I’m including content marketing and SEO under the same umbrella, since the lines have blurred and there’s hardly a difference between the two nowadays. 

But, to break it down somewhat, SEO, or search engine optimization, is the process of optimizing a website to make it favorable to search engines so it ranks better in the results pages. Content marketing is the process of creating content (written blogs, videos, podcasts, etc.) for the purposes of building awareness, credibility, brand loyalty, and of course driving sales. 

It can take a long time with both SEO and content marketing to generate increases, but the gains a business makes are long-lasting and hard to unseat. The results also tend to compound on themselves. 

Building an SEO-Friendly Website 

There are four main pillars of SEO, being off-page, on-page, technical SEO, and content (which is why there is so much common ground between SEO and content marketing). 

There are also over 200 ranking factors that Google uses to assign authority to a website, but with that said, here are some top tips for building an SEO-friendly website. 

• Make sure you have an SSL certificate
• Compress all images before uploading. Uses Google’s Page Speed Insights to determine areas where your page speeds can be improved and take those suggestions. 
• Add alt text to all of your images.
• Allow browser caching and remove outdated/unused/unessential plugins that will slow your website down.
• Replace stock/manufacturer images with images you take yourself. These are better for SEO and credibility.
• Write meta descriptions and product/category descriptions for all product and category pages. Do not copy manufacturer descriptions.
• For any keywords for which you want to rank, include those keywords in your product descriptions, in URL slugs, and in page titles, headers, and subheaders.
• Answer commonly asked questions in product/category page copy. 
• Where you can, include internal links on product pages to relevant categories, or to products that are often bought in tandem. This improves technical SEO, enhances user experience, and creates cross-selling opportunities.
• Ensure all pages can be indexed in Google Search Console. Submit your sitemap regularly. 
• Regularly check for toxic backlinks and disavow them; remove 404 errors or add redirects. 

You’re also going to need to invest in content marketing, which is a huge component of SEO, so I’m going to dedicate the entirety of the next section to content marketing/content in SEO.

Content Marketing Tips 

One whole pillar of SEO, and the entire one that matters in terms of developing credibility and authority among your potential customers, is content. 

To draft any sort of quality content for SEO, you’re going to need to develop a keyword strategy. Identify keywords in your target market using a keyword research tool like SEMRush to find keywords that have decent volume, attainable competition/difficulty scores, and relevant search intent.

Then you’re going to need to start creating CMS pages and drafting blogs and articles that are useful to your readers. These will benefit you both for content marketing purposes and for SEO. 

Good strategies include: 

• Creating evergreen CMS pages dedicated to frequently asked questions. 
• Creating dedicated pages for gun maintenance, shooting techniques, reloading, and relevant topics.
• Writing releases/introductions when you bring new items into your online store or when a manufacturer releases a new firearm line.
• Creating blogs and other articles about relevant or trending topics in your niche. Popular topics include ballistic comparisons, cartridge/platform histories, shooting tips and techniques, firearm laws, and other relevant topics. 

Optimize content both for SEO keywords as well as for readership, and you will be able to use it both for SEO and content marketing purposes. 

For the purposes of advertising in the gun industry, content is your most important asset for several reasons. 

For one, it is the central pillar of SEO, and an asset you will own for many years, that will build your credibility and authority long after other trends come and go. 

Another important reason is that content is one of the main ways to reach your target audience, especially in the gun industry where paid techniques are not permitted. 

Your content is also your voice for creating authority in your niche. This is something that bears a lot of weight in this industry. 

Most shooters and hunters can tell low-quality content a sentence or two into reading it and are unforgiving of factual inaccuracies or content that betrays a writer that is not familiar with the shooting sports. 

Whatever you do, do not populate your website with fluffy content that is basically valueless for readers. Elementary information is acceptable, but don’t be afraid to write about niche topics that may be unfamiliar to beginning shooters. They’ll get there. The more you can cultivate an air of expertise, the more you will develop domain authority that will help buoy up your rankings in the long run.

This makes content one of the best ways to differentiate your business from competitors. The best content wins. 

Organic Social Media Marketing (Including Influencer Marketing)

One other huge prong of organic marketing is organic social media marketing. 

While paid advertising in the gun industry is mostly forbidden, for now, organic avenues remain excellent channels for reaching your target audience. 

Also, social media platforms – such as Instagram and Facebook (especially Instagram) – offer firearm companies a highly effective channel for reaching new users and engaging with existing customers. 

While SEO is a great way to reach a target audience passively by capturing them when they search, social media algorithms will actively pitch accounts and posts to users based on their past interests and history. 

So the more active you are on your social platforms, and the more followers you gain, the more likely you will be to capture new leads. These platforms will actually help you find them. 

One of the keys is to remain active. Post regularly about new products, specials, and articles your website publishes. Instagram is also a great platform, as you can use images to promote products and reels to demonstrate techniques, tricks, and skills. 

It’s equally important to engage with your customers on your social media accounts. Scan the comments and respond where appropriate. It will improve your organic presence and will help humanize your brand. 

Another great way to capitalize on organic social media marketing is with the help of brand partners, or through influencer marketing. 

Influencers, who in this space are typically dedicated competitive shooters and hunters, amass followers through credibility and demonstrable expertise, rather than through image alone (although that doesn’t hurt). 

Influencers in the outdoor market typically have extensive firsthand experience with firearm maintenance, handloading, competitive disciplines like clay shooting and 3-gun, and even hunting and trapping. 

Partnering with these influencers can help you generate additional exposure and will show your users that you are committed to furnishing them with valuable content. 

Take MidwayUSA.com as an example. They’ve relatively recently launched a partner program by teaming up with accounts they call “Brand Ambassadors.” 

By working with industry experts like Scott Linden, Brandon Lester, and the Lever Action Kid, they’ve substantially increased their brand reach and improved their credibility in one fell swoop.

If your business follows a similar model and can find influencers willing to promote your product, you can improve your reach and credibility, too. 

Email Marketing 

Email marketing, though still a viable channel for players in the firearm industry, is more of a marketing strategy than traditional advertising. 

Be that as it may, since it can be used to improve recency and stay visible in front of your target audience, it can still be considered advertising for our purposes. 

There are no secrets here, though. The advantages of email marketing for companies that sell firearms and parts are the same as those for other industries. 

Namely, email marketing enables the business to send personalized messages to warm leads, improves customer interaction, can produce opportunities for upselling and cross-selling, and can extract a greater overall customer lifetime value (CLV).

There are two main types of email marketing formats for companies in the firearms industry: transaction-based emails and offer-based emails. Both are direct-marketing strategies and both can capture new revenue. 

In both cases, in order to be effective, email marketing messaging should be personalized based on customer interest or past purchase behavior. It’s also critical to segment your audience according to interest, for instance, hunters vs. competitive shooters vs. casual shooters and plinksters.

Another great thing about email marketing, and not just in this industry, is that you’re already marketing to customers that know your business and its model, so when run properly, and when your messaging is personalized and well-targeted according to interest, email marketing can be much more profitable than the other strategies mentioned here – even though it doesn’t technically capture new business most of the time. 

Not Sure How to Advertise in the Gun Industry? Contact Our Digital Marketing Experts

Not sure how to advertise in the gun industry, but want to start attracting new leads to your business? 

We’ve developed a wide range of marketing strategies for businesses in this industry. If you’re interested in how you can improve your marketing efforts through our advertising and marketing services, feel free to get in touch with us and we’d be glad to help.

The post How to Advertise in the Gun Industry appeared first on 1Digital® Agency.