Hunting and Fishing Digital Marketing | Customer Profiling for Greater Customer Engagement
By Jeremy Flinn, Chief Marketing Officer
Every day your target customers are bombarded with hundreds, if not thousands, of digital advertisements. Whether via website ad space, email marketing, social media ads, or AdWords, the irrelevant nature or broad generality have made that outdoor industry consumer nearly numb to the delivery. If you have run any ads like this you often scratch your head at the mass number of impressions and nearly pathetic click thru rates – usually way south of 1% (unless you’re talking about fat-fingered mobile ads). If you do get clicks, like with social media ads or AdWords, your analytics will often tell the story of high bounce rate and low time on site – meaning lack of quality visitors. With all the digital noise, you have to prepare your brand and product to stand out from the rest. The best way to do that is to present an ad of extreme relevance. Sure, the visual aesthetics and call-to-action (CTA) matter, but at the end of the day, if it’s not relevant, it’s not getting engagement. Delivering effective digital advertising is much more than buying run of site (ROS) display ads or throwing a “Don’t Miss Sale” email together. It takes an extremely strategic and refined plan of action to not only deliver the advertising, but get the engagement you are looking for whether that’s website visits, content delivery, contest entries, or direct sales. That’s where customer profiling becomes incredibly effective.
No, this isn’t the profiling of old where you get sold onto 50 different lists or receive 100 credit card applications in the mail because you are a managing member of one LLC. Actually, a major driver of our business is customer profiling not for the business, but for the consumer. Why? You do not want customers to waste precious seconds of the day engaging or searching aimlessly for something they need. By delivering hyper-targeted advertisements, you not only make advertising more effective for the business, but also the customer. For example, why would you send an ammunition ad to someone who is only a bow hunter or target archer? Those might be wasted ad dollars if you are on CPM impression-based model. Or why advertise your brand of “deer minerals” for someone to click, only for them to find out it contains molasses (a food) and is illegal in many states during some or all of the year? Customer profiling is a much more effective way to reach the right customer for your brand, product, or service. The days of bulk/mass targeting are over. It hemorrhaged budgets, and generated extremely poor results (if you forgot, look at a run of site click thru rate on display ads again). So how do you begin to customer profile?
It all starts with an email address. To me, and email address is their name. In fact, it’s also their location. With that one line that includes the @ symbol, I not only can know the person, but can deliver a message. The email address is the foundation of customer profiling and should be targeted long before you begin to build any information on that customer. Without the email address, the rest of the information is irrelevant. Why? How can you utilize the information gathered if the person is just a random visitor to the website? Retargeting code through Google AdWords is not going to separate them out very well. No, this requires special attention. The email will begin to build a database, in which you will grow the profile and begin to understand the consumer in much greater detail.
Once you have the email, acquired through any of several “moral” internet methods, you can begin to build the profile through questions and surveys. Why moral? The days of bulk buying email list will shut down your mass email account, like Constant Contact or Mail Chimp, so fast your head will spin. If you consistently get more than 1 spam report per thousand emails sent you can be subject to account suspension. If you bought a list, I can guarantee this will happen as those customers signed up for something that may be related, but is not specific to your brand or products. Building the profile will require a well thought out strategy in the email blast. This could be as easy as a contest, or as blended as great content and a survey or poll that lets a sportsman speak their voice. Either way, it is a great opportunity to target what is happening now. For example, you wouldn’t poll a deer hunter about what their favorite rut call is in the middle of turkey season. Odds are the response rate will be low as they aren’t thinking about that activity. You will often only get one chance to ask that question. Timing and presentation are everything so don’t throw out a 20 question survey unless you are offering one hell of a prize opportunity for those that complete it.
As you begin to collect customer profiling information, store it in a secure database that you can revisit, sort, and extract relevant contacts. That’s a lot of information to put into an email account management tool and sort through, so doing it in Excel and importing the target emails for a particular topic can be much easier. Once you have started to reach the targeted lists, study the analytics like open and click thru rate or even the sales derived from the eblast, as compared to those untargeted in the past. You should see significant increases in the KPIs you are most interested in. This is a great way for TV Shows looking to please sponsors, as they can show powerful and extreme targeted numbers for specific products. Again, why send the next best whitetail grunt call out to everyone when half your list lives mainly in western elk country? The choice is yours, but if you make a customer’s life more streamlined, your success will often follow the same suit.
https://www.stoneroadmedia.com/wp-content/uploads/2016/04/Hunting-and-Fishing-Digital-Marketing-through-Customer-Profiling.jpg557867Stone Road Mediahttps://www.stoneroadmedia.com/wp-content/uploads/2019/01/logo-demo.pngStone Road Media2016-04-27 17:46:412016-04-27 17:46:41Hunting and Fishing Digital Marketing | Customer Profiling
Hunting and Fishing TV Show Marketing | How to Show More “Digital Love” to Your Sponsors
By: Weston Schrank
Stone Road Media’s Content Manager
Frankly, this idea of digital content is changing the ballgame for Hunting and Fishing TV Show Marketing, and what is expected from the sponsored partnerships in the outdoor industry. If you’re not paying attention, “the train is leaving the station” so to speak. Brands and potential sponsors of your TV show, and now more than ever the actual TV shows themselves (your competitors), are realizing the potential for digital content marketing and acting upon their new found knowledge. In simple terms, it’s almost sickening how much a sponsor would spend with traditional ads and sponsorship for a TV show alone. What are they paying for? Honestly ask yourself. It would be the logo and mention in the sponsor reel, a couple of B-roll shots inter-cut with the main story line, and one link on their sponsors page of their website (this last one might even be a stretch for some). At best, a sponsor was receiving brand recognition, and a personality behind their product or company. What’s even worse about this situation, is that it is in fact still going on in today’s diverse marketing platform! There is a new bar of expectations between hunting and fishing TV shows and their sponsors/partners, being set by hunting and fishing marketing agencies seeking the most return for a sponsor or manufacturer’s investment into a show. The hunting and fishing marketing game is changing, the consumer is changing, and as a result the whole industry is seeing a shift.
I do it, you do it, and your fans do it…there is constantly second screen usage while watching your show, especially in the newer “millennial” generation. In fact 87% of consumers use more than one device at a time (Accenture 2015), and you guessed it, the smartphone is the most common device used. So what are they doing/looking for while on these devices? Well obviously their own social media sites, but more than half of consumers are inspired to seek out brand specific content during or after the show. Sixty-eight percent (68%) of consumers spend time reading about brands that interest them, and once found, 78% perceive a relationship between themselves and the brand after reading or watching digital content; 82% of which is positive feelings towards the brand – all of this by just giving them the content they seek (Demand Metric 2014). Honestly think about the end goal of your hunting or fishing TV show, it probably/should involve a large viewer base and fans with brand/personality loyalty. They love your show and they can’t get enough of it…right? So giving them custom content, on a digital platform, can reach them through other channels or devices, and give you better results, views, and loyalty right? Correct! Companies with blogs, and custom content especially in the form of video, generate 67% more leads per month (Demand Metric 2014). Now that we are talking actual result, the light bulb is starting to flicker in your head! So let’s just recap this before going further. Basically creating and promoting custom content on other platforms that are available online (digital content marketing) will give you more viewers, more loyalty, and more leads to your hunting and fishing brand and sponsors. This is still not to mention that consumers will be searching, finding, and engaging with this content on social media and other platforms if it is available 24/7. This is real time reach, and results that yield more than your scheduled and restrictive show times.
Increasing leads, viewers, engagement, and loyalty…that is what attracts sponsors, and what your sponsor and partnership is based upon. I’m not doubting your understanding of viewers and how you acquire sponsors, all I want to do is set the table for the main course of what I am trying to deliver. While the TV show has been, and still is a great outlet, outdoor content marketing and inbound marketing is by far the most effective marketing technique (monetarily and predictive) in the outdoor industry. The fact is that brands, potential sponsors, and partners are recognizing bigger returns on digital content marketing than the traditional ad spend and sponsor route. So how do you retain and gain sponsors? How do you jump on before you’re left behind?
By doing exactly what you are doing! Your biggest asset, and the sponsor’s biggest asset is you, an original content creator. You just need to be more efficient and diverse with that content. While outdoor content marketing is establishing itself in the outdoor industry and TV, overall, is falling behind, sponsors still need skilled content creators. You are a show, you have the video content, and you create more every single day! You are by definition a content producer and you are what google loves – up to a point. You have a TV show, so you have new shows and new seasons every month and every year. Now ask yourself what are you doing on the digital side? At most are you posting regularly on social media and updating your website with pictures, teasers, and information on show times? This is honestly as far as the majority of shows seem to get. What we are proposing is a completely different idea, one that changes the game of a partnership and the relationship between a hunting or fishing TV show and their sponsors. I want to warn you, however, you need to pay attention to how you are attempting this new standard. Some companies in this industry have started taking the hints, and have jumped…they are just off to a very rocky and unproductive start.
Hunting and Fishing TV – Content’s Full Potential?
There is a clear understanding that custom content produced and provided to your consumers on the digital platform, alongside and beyond your TV show, will generate desired results. So how do you create and use your content to its full potential. Honestly, that is probably the biggest question partners come to us with and what we address at Stone Road Media. There is no lack of understanding behind the premise; executing it, however, and getting the maximum benefit out of your marketing and content is our department. We are starting to see a new progression in this industry, companies are starting to hop onto the right path but they are driving it with the wrong vehicle. The “first timers” or “innovators” of this outdoor digital content real estate for the taking, are not what they perceive themselves to be. There are some companies in the outdoor industry that have attempted to take the jump to digital content marketing. The sum of their actions are basically taking the hunting and fishing shows that have aired, segmenting them into bits and pieces, and have placed them on YouTube or another platform such as online TV or an online web show site. They are all striving for it to be reachable digital content that attempts to get ahead of TV shows and the shifting outdoor industry, and in turn be a better option for a partnership. Don’t get me wrong, they are creating content that the fans are searching for and eventually watching, but it is not producing the results it should be. What I am trying to say is this digital content real estate is still open, the players in this game have a foot in the niche but are far (extremely far) from dominating it. The content they are using lacks optimization, customization, originality, and as a result…traction! It is the right path to the digital content we are talking about, just poorly executed and as a result, concludes without the organic effect that we have proven ours can create with our partners. In turn this digital content, that in some situations can be moderately valuable content, ends up like every other useless piece of digital trash, stored on the far reaches of Google’s results with minimal reach. Now before we dive into how your content, the open real estate, and how digital content marketing changes the game for the sponsor-TV show relationships in the outdoor industry, we need discuss how we can successfully execute what the falsely acclaimed “first timers” attempted.
Content is King – It’s All About the Fans!!!
The reason these “innovators” or falsely perceived “top dogs” of the digital content, online TV, web shows, or YouTube channels are failing, is they are not giving their fans and consumers enough thought – or worse ignoring Google’s algorithm desires. Sure, they produce content viewers want, but they are not paying attention enough to take full advantage of it and reach everyone that could potentially be interested in their brand (syndication). There are no shortcuts when it comes to digital content and its marketing, it’s the cold hard truth of Google. Especially now, with the release of Google Hummingbird algorithm. If you want the desired results of the organic effect and a top spot in the ranks of relatable content to your brand, you have to be an authority on that content and optimize it as such. Speaking in clear English, a video on YouTube, an online web show, or other similar platform with the single title “John Doe’s 180-Inch Whitetail”, and no description or tags, will go absolutely nowhere. It was a complete waste of a hunt, editing time, and the 30 minutes it took to upload. This is the current standard of the outdoor industry. Get some subscribers and viewers, put up a video, and you have a web show. What’s even worse is these shows claim to be on the forefront of the industry, and the very same shows are going to sponsors with this junk. So like all things in life, to be successful learn from the mistakes! Overall we see 4 mistakes made by companies claiming to be the niche dominator when it comes to online and digital content.
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 help. If you’re the sponsor you might have a better idea of this, but the maximum benefit will still be out of your reach.
Showing Love to Your Hunting and Fishing Sponsors
With that out of the way we can progress into what you came here for…your hunting or fishing TV show sponsorships. Once you have jumped the hurdle of not only producing custom content for your fans, optimizing it, and giving it legs, but you can begin to show sponsors “digital love.” When you begin to see the results, the “organic effect” as we call it, of your content marketing…the sponsors will also notice. They do not only see the viewers and reach potential that is seen through traditional sponsor eyes, they see further into the value of your content from the digital perspective. The potential of how the relationship should work is simply explained, take advantage of every piece of custom, original, and relatable content. This will be the new standard for hunting and fishing TV show – sponsor relationships. Honestly getting to the point of producing or receiving the content is the easiest part of this process, knowing what to do with it and using it to its full potential is by far the hardest part.
Here is a taste of what should be going on between hunting and fishing TV shows and their sponsors.
The bare minimum of relationship should not only be to think in terms of sales or reach but help each other maximize digital presence. This means syndication and linking. The smallest amount of this should be at least blogs, forums, and discussions with backlinks between companies and products. Links built the right way is a small portion of the big picture, but it helps to build online presence and authority on the relevant subject of the relationship.
The lifeless YouTube videos you have on your channel are a shining examples of knowing you came to the right place. A couple thousand views is pitiful, and relatively speaking completely wasting the content. This goes both ways. Whether it is a how to, tips and tactics, a hunt, or a fishing webisode from the TV show or a product video, review, or teaser from the sponsor company, the content, in this case a video, should be embedded again with a chunk of relatable copy, optimized, and syndicated across all available platforms in the relationship.
Specific Hunting and Fishing Brand Based Content
Once you start specifically going into the relationship and maximizing every piece of content, you can start to fall into a pit. This pit is going too far into specific brand-based content. All too often a TV show will get set into trying to sell the product. This is about as boring, and unoriginal as you can get. I’m not necessarily talking about reviews here, but blogs or video paired content that focusses to heavy on the relationship itself (linking and embedding the company or product) and not thinking about the customer. It still needs to be entertaining or informational, it needs to benefit the viewer.
This is just a taste, the entry-level basics of what is rapidly becoming the new standard in the relationships between hunting and fishing TV shows and their partners/sponsors. Outdoor content marketing will be, and is developing, as the future and focal point of the outdoor industry. Whether you are a sponsor or a TV show, no matter the size of your company or your budget, outdoor content marketing can boost your company in the industry. As you plan for 2016 marketing of your company and beyond, remember that a lot of companies are already investing into outdoor content marketing. There is only so much space in this competition, and once you get ahead in the game it could be easy to stay ahead.
For more information on Stone Road Media’s digital media assistance and multi-faceted team, contact us today at email@example.com.
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 benefitting the company’s many outdoor industry partners.
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Outdoor Industry Marketing | The Authoritative Gap of Hunting, Shooting, and Fishing Content Marketing
By: Weston Schrank Stone Road Media’s Content Marketing Manager
The tables have turned, the smallest TV, manufacturing company, or web series show can beat out the big dogs of the hunting, shooting, and fishing industry with hard work rather than large budgets. They key to this is focused on digital media and inbound marketing. The playing field is level with these considered and it is a race for the authoritative title on any given topic, product, and sector in the industry. This is a big chance for anyone in the outdoor industry.
This is old news for hunting, shooting, and fishing content marketing. This gold nugget has been discovered and out for a while, but if this is news to you, unfortunately you are already falling behind, and the gap that is forming may be too big to jump.
So what’s the latest from our friend and your foe google? The hummingbird update, the fast, agile, in, and out pivotal change. Without paying attention to this many hunting, fishing, and shooting companies and brands that were once authorities, WILL BE ousted. Those not taking notice and applying to their digital media and digital content marketing will begin to free fall in reach, audience building, audience retention, engagement, and eventually sales.
Let’s hash this wound open again, content is king, but authority is that “higher power in the sky”, it rules the content.
Content creators, their businesses, and brands that take note of the changes will take advantage of this, and an authoritative gap will be form. This gap will not be insignificant, but enormous, and once you are ahead it could be easy to stay ahead.
Which side of this gap will you be on?
What Your Business Needs to Know
What Is the Gap and Why is it Important?
The facts behind this claim is that the hummingbird has asked for a lot more from your content creators and creative sector. The latest blog, article, web purposed TV episode, or you tube video have new requirements to give them power online to reach the audience. The purpose of hummingbird? When you begin to dissect and understand it the reason is clear.
It is separating the lifeless regurgitation posts from the spot-on authority on any given subject. Did your deepest fear just come true? If your content and content marketing strategy is this, basically your entire “Blog” or “Video” content of the site is nothing new or unique, it will lack authority and you will fall behind.
Why does all this matter to your business, brand, and/or product?
The world and this industry have gone digital, the most significant sentence of this article is this. “Your customer will seek you out online, so you need to give them exactly what they are searching for.” It is the premise behind the BE SEEN. BE FOUND. BE DIFFERENT of Stone Road Media. Customers will educate themselves before the buy, whether that buy is online or in the store. Those businesses and brands that give the information, detail, expert opinion, enjoyment, and influential piece on the subjects and topics related to their goals and objectives will beat out the competition. The actual change of hummingbird and its requirements and guidelines for new content will eventually create an authoritative content gap. This will stack your content as the top results for every search a customer types, related to your business. Those top results will place your expert content in front of the competitions, causing a free fall.
We see immeasurable blogs, articles, and videos that are completely lifeless. They are sloppy regurgitations of an authoritative piece from another site, slapped on their site or You Tube channel, and posted on Facebook to be subsequently ignored by the intended audience.
What did they think would happen?
Fans, customers, and Google knows who and what the experts are. Those that are not will be slapped. Every piece of content needs to be correct, well executed or written, optimized, and syndicated.
If you only knew how much was and is changing and how fast this change and gap will occur, you would be embarrassed at the current content you are putting out and how you are marketing it.
Go Beyond the Content
Redesign and rethink your strategy. The first step in the creative process and to any content creation is deciding on the topic. My main duties at Stone Road Media’s content manager completely focuses on content, obviously right? But this goes far beyond the piece of content and topic. I have a need to understand every other team member’s role, our company’s goals, the clients, their brand, their objectives, their customers and audiences, and ultimately put all of it into every single piece of content I create or review.
Every piece is tailored with a specific goal. This goes beyond brand-focused content and the sale. Is the piece designed for a company’s, client’s, or brand’s prospects (audience building) or actual customers? Am I framing the piece for seekers, or for retention? It will be small and broad, or specific and detailed, in either case the piece will be from an expert, well written, and optimized. Every piece is diverse, will include altered keywords, search terms, and objectives, but all structured around the overall end goal.
The Content Goes Beyond You
Once the content is teed up and out the door, it is posted and unleashed on the site and to the audience. The next crucial step is social media marketing. This is not advertising but syndication. Content that is written or executed well, by an expert, syndicated across several social sites (not just Facebook and Twitter) but a continually growing number of platforms will be noticed. Once the process is repeated (literally weekly) over and over again, the authoritative-gap will form.
You will be ahead, and stay ahead.
2016 has come with some big changes that will be noticed by this industry! Do not fall behind, every company, brand, and product has competition, the top spot for every search related to your business is key. Do you have the content to bridge the gap?
An authoritative content gap will begin to form for every topic, subject, and product in the industry. You need to ask yourself,
“Which side of the gap you will be on?”
For more information on Stone Road Media’s digital media assistance and multi-faceted team, contact us today at firstname.lastname@example.org.
Weston Schrank holds a BS in wildlife science and management. 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 the content manager for Stone Road Media’s partners.
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https://www.stoneroadmedia.com/wp-content/uploads/2016/03/Content-Marketing-Stone-Road-Media.jpg10091919Stone Road Mediahttps://www.stoneroadmedia.com/wp-content/uploads/2019/01/logo-demo.pngStone Road Media2016-03-02 23:40:552016-03-02 23:49:17Content Marketing for Hunting, Fishing, and Shooting | The Future of Outdoor Industry Marketing
There is much more to content creation and its marketing than the point, shoot, and post method, or worse complete regurgitation of others’ content. Often the high-quality video or photo, worthy of attention, is sitting unwatched and unseen on YouTube, Facebook, or other social media platform. It has little to no value in terms of marketing or website traffic because it lacks the engagement level and power to be found by Google and the new generation of customer.
Sound familiar? Well here is why…
Every customer whether working from the office, boating at the lake house, or working out in the gym is looking to be engaged by the internet, and for the first time customers are engaging more on internet devices than other modes previously advertised and marketed. The expensive commercials and print advertisements aren’t cutting it anymore. Searchers have a need to be channeled to the content they seek. It’s simple – for every query made, there is an answer delivered by the search engine. The shift of this new generation of customer has sparked the need for a shift in thinking behind digital content creation and marketing. The key to reaching these customers for your business and brand is to produce the answers they need, via the digital content you create and optimize.
To perform efficiently, a “machine” of sorts is required. One that can handle an extreme workload without sacrificing quality, and more importantly understands your business and the target consumer. This means every gear, piston, nut, and bolt of a machine is important. Knowing the consumer and how to reach them is simple with a right machine programmed for your niche digital content creation and syndication. The creators or key components of this machine are consumers of your business, but now expanded their interaction into passionate professionals brought together for the purpose of driving others like them to your business. But, unlike a simple production line with one product (a simple photo, blog, or post), this digital content marketing machine produces unique, powerful, original content with each unit. Innovative digital content marketing specifically designed to your niche, and more specifically business. Non-regurgitated, never seen before pieces with a unique fit for maximum efficiency in driving website traffic.
Each component coming from a “professional” is not just the mindless blog or photo. It’s packaged with the ability to be found. With a strategy in mind that will reach out and engage with a specific searcher’s query relevant to your business.
There is a three in one system to this digital content marketing. Each piece is generated with creative thinking, professional knowledge, and minimal budget. But more importantly a photo or video is generated with written content, injected with search engine optimization (SEO) by one valuable individual, and then placed into the hands of a firm with the ability to get it found on Google by your target consumer.
It’s time to rethink digital content creation and what it can do to drive inbound marketing and your business growth. It’s time to #BeDifferent with Stone Road Media.
Weston Schrank holds a Bachelor Degree from Purdue University. An advocate of communication and driving information to engagement, Weston has developed an understanding of specialized digital content creation and SEO into exciting business relations with Stone Road Media clients.
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