Fishing Marketing and Fishing Social Media | Inbound Marketing
By: Weston Schrank
Stone Road Media’s Content Marketing Manager
In the most recent news for fishing marketing, as it holds true for the outdoor industry in general, the tables have turned. The smallest fishing TV show, fishing manufacturing company, and/or even the startup fishing brands can oust out the big dogs of the fishing industry. Oust them out? What do we mean? Should you be concerned? It all depends, especially if you have not noticed, a major, huge….COLOSSAL shift has happened in your industry. The shift is from traditional fishing marketing to digital media and inbound marketing. The playing field is level with these considered and what has formed is a very real race and competition for open real estate. This is old news for fishing marketing, or at least it should be…
To catch up on what you need to know, or to test yourself on how much you really understand when it comes to fishing marketing, dig through these two lessons and see how you fare.
Fishing Marketing Lesson 1: Digital Marketing and Content
This is digital marketing, and if it is not something you’re fishing marketing plans and budget strives for then you need a quick lesson to help you understand how you are missing the boat and how your business will start drowning. The focus here is content, and it’s obligation for lead generation, customer acquisition, consumer engagement, and brand awareness. When discussing digital marketing, especially content it can begin to sound complicated, and to a point it is, but to really grasp what the terms associated with it like search engine optimization (SEO) is, you can actually just Google it. No seriously, Google it. This will be the best lesson and best advice you will probably hear today.
“As soon as you type the phrase “What is SEO,” SEO is occurring? Google is reaching out to find the most authoritative site on the terms you are looking for and will rank them in the search engine result pages (SERPs). This complex algorithm from Google is revised and released a lot. It is often too much to comprehend for most business owners, thus the advice provided by digital marketing firms like Stone Road Media…The term Pay-Per-Click or PPC is thrown around a lot, and often can be a quick way to drive traffic to your business. But if not managed correctly it can also be a quick way to drain the bank account. PPC, like Google AdWords, allows you to create a targeted ad for your business to “jump ahead” of the organic results on a SERP. This sounds great in theory and can be very effective, but lately, Google has found that over 80% of the clicks on the SERPs occur on the organic search results. Why? Basically the consumer has evolved and knows that the top and right columns are for “paid ads,” and tend to lean more towards the organic area more it’s ranked highly for a more definitive reason than “the highest bid.”” – There’s more to Digital Marketing than Social Media
The last bit of that is key. Basically you have to work hard and know what you are doing to own the very valuable fishing marketing web real estate on a given SERP related to your business and brand. This is the tip of the iceberg for digital marketing and fishing marketing as all of this revolves around what your focus should be and where your content should be. Written, video, and pictures are the critical component to successful digital marketing, it is digital media, and chances are you have been wasting all of it up to this point. Don’t keep making the same mistake! Some of the big players in the fishing industry, and we all know who they are, make very simple mistakes when it comes to this aspect of fishing marketing. The second part of this lesson in fishing marketing content are the lessons not to make! Here are the four mistakes when it comes to fishing marketing, and more specifically content in digital marketing by this industry.
- Not Original– their content is regurgitated common sense blogs, or reused and segmented TV show footage put online. This content is old, it’s bland, tasteless, it’s short (200-500 words, if any), and it’s not relevant. In order to get Google’s organic effect you need to first start with original, new, custom, never seen before content.
- Not Optimized –This is by far the most lacking in the industry. Once you have an original piece it needs to be “teed up”. This means optimized attributes including title, Meta description, Meta tags, keywords, and the list goes on. Even the best magazine and print freelance writers are behind in this aspect. For video content, the process is even more meticulous as it needs an authoritative chunk of relatable copy for Google to know what it is.
- Not Repeated –This is not just a week-long, month-long, or even year-long process. New custom content that is optimized needs to be continuous, relentless, and anticipated by your fans and audience. The biggest mistake we see made beyond these first two points above, is putting up the first season or round of your content, and being dormant for 6-7 months. Hunting and fishing is seasonal, your content shouldn’t be.
- Not Syndicated –Your content is king and you are on the right track if it is custom, if it is optimized, and it’s on-going. The next step is getting this content out and available to your fans. This is where marketing, social media platforms, and syndication comes into play. If you are the content producers, you can reach the first three steps with some hard work, but the last step may require some. If you’re the sponsor you might have a better idea of this, but the maximum benefit will still be out of your reach.
- Hunting and Fishing TV Show Marketing | How to Show More “Digital Love” to Your Sponsors
The problem in avoiding these mistakes is it really does take work by a dedicated team of individuals. Sure you have content flowing into the company from “pro staff”, “field staff”, or sponsored personalities, but that is honestly the start of your problems, the big question and solution is learning what to do with it…
Fishing Marketing Lesson 2: Fishing Social Media and Social Trotlining™
When it comes to fishing marketing and more specifically fishing social media the best way to describe the social media platform to aim for, the platform that will actually show results is best explained with something we all know well…the trotline.
“Social Trotlining™ utilizes the exact same principles of the fishing technique. A brand (Main Line) determines its target consumer and then sets up a myriad of social media accounts (Leaders) including Facebook, Twitter, LinkedIn, YouTube, Google+, Pinterest, and Instagram. These accounts lay out a variety of digital content (Bait) that a potential lead can come through or “be caught.”
When an outdoor industry company makes a social media post on Facebook or Twitter, it’s like casting out a single rod. Although multiple outdoorsmen can be caught over time with the digital content it is very one-dimensional, and often limiting in impressions… Social Trotlining™ not only increases the effectiveness of a company engaging with targeted consumers, but it also builds the companies standing as a whole in the internet universe.” – Engage With More Outdoorsman on Social Media | the Art of Social Trotlining™
When Stone Road Media’s Chief Marketing Officer Jeremy Flinn developed the idea of Social Trotlining™ and has put it to work with our clients, the results are astonishing. The reason for your social media platform is to reach and engage with consumers. This is where the custom, optimized, authoritative content we create and/or optimize with a client really comes to full force. Engaging users on all social media platforms, by using custom compelling original digital content is often where businesses miss key opportunities. Not with a lack of effort but rather understanding of how it all works and how to get all of it in front of the consumer.
As you plan for 2016 and 2017 fishing marketing of your company and beyond, remember that most companies are already investing into digital, content, and inbound marketing. From the lessons you learned today on fishing marketing you now know the worldwide web is not as endless as it seems, and there is a definite amount of real estate to be grasped. Content is critical and your fishing social media platform is critical, stop wasting time, money, and resources. Whether you are a small or large company, seize the chance now while the industry is still shifting to make sure you and your company make the cut.
Weston Schrank is Stone Road Media’s Digital Content Manager. He has turned the obsession of outdoors and hunting, expertise in wildlife and land management, and understanding of specialized content creation and SEO into an excelling and devoted career as a content manager and strategist, benefiting the company’s many outdoor industry partners.