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Shooting and Tactical Marketing | Sniping Valuable SERP Real Estate

Sniping SERP Real Estate | Shooting and Tactical Marketing Plans

Photo By: Steve Smolenski – CEO/CTO
Graphics By: Deanna Riley – Web & Graphic Specialist
Article By: Weston Schrank -Content Marketing Manager

While it might be hard, I am going to try and refrain myself from going into the now scripted writing of talking about why content creation and content marketing is important. It in all honesty does feel scripted, like I am supposed to type those keys, those words, and those sentences in order on my keyboard to tell you the reader why content is important. Not today, I will not do it this time…By now, whether you are arriving at this blog from our own site or another blog, or if you have arrived from an organic search result, chances are you very well know how important content is. So saving time and space, I will move on to perfecting content marketing and moving on to the advanced stages by becoming deadly accurate with that content. This idea is how we have, and you can/should move on from basic digital marketing to full out sniping valuable SERP real estate. This is taking outdoor industry marketing, and more specifically shooting and tactical marketing to the next level, becoming a hardened content marketer, manager, or creator by creating top SERP ranking posts for anything you want…

“Each piece of content that is chambered into your content marketing machine should be primed with the proper optimization and value, dialed in with the correct keywords, and fired into the most effective location and position for your brand and product…resulting in leads and a lethal hit to your competition” – that is sniping valuable SERP real estate, that is effective shooting and tactical marketing…

SERP Real Estate?

Now when you’re going out to the field with a rifle, scope, and ammunition in hand, you have to know the lay of land and the terrain to determine what you are shooting at. You figure distance, wind, and factors that affect the flight to that target. In the case of your brand, product, or company this is learning what the real estate space is like on the Search Engine Results Page (SERP).  But it goes beyond that, you have to look into what you can expect, what keywords, and long tails you should rank for, their average search volumes, what traffic you will own with a 1-5 or a first page position on that SERP. This is going into an intense content strategy for some, but for others it’s simply learning how to dial yourself and the content in. The fact is now is the time to do it! Dialing yourself, your brand, and your company in now will seize that real estate up before the industry and your competition does or plans to do so.

If you have a sense of marketing you know about content, its importance, and why you should create and optimize it. But really how valuable is this SERP real estate and how much work is involved to get the content there? What kind of traffic are you looking at…why does it matter that you have a presence on the first page of a search related to you? These question being contemplated in your mind might help move things along.

Shooting-and-tactical-marketing-sniping-serp-real-estate_CTR-ranking-image

This graph derived from Advanced Web Ranking shows you a general idea of what kind of traffic the first page rankings will give you. Generally the numbers come to around 30-35% for #1, around 15-17% for #2, around 10% for #3, and around 3-8% for 4-10, and lower off of the first page. Now these numbers are extremely variable taking into consideration what type of keyword it is (unbranded vs. branded), long tail keywords, whether or not the SERP contain ads, and where they are located (top, bottom, or right side), and the search intent. In general the percentages and the graph will look the same. The real number we see off of this is that on average 70-75% of the clicks are on the first page…around 65-70% of those being #1-#5! This is no big trade secret, but knowing what to do with this information plus a few more tools is a skill and trade acquired with experience.

Is Ranking for Shooting and Tactical Marketing SERP’s Possible?

No, at least not without the knowledge, optimization, and power of literally perfect SEO tactics. So the real answer is most definitely YES, but only if you’re willing to put in the work. When it comes to firearms marketing, tactical marketing, gun marketing, and content marketing related to shooting and tactical companies, it is a tough and highly competitive field. You know this, and that is most likely why you are here in the first place.

Knowing this can almost seem entirely too daunting of a task to tackle. In this regard outdoor industry marketing, including shooting and tactical marketing officers and their campaigns just revert back to google ads. That is the easiest way to derive traffic from SERPs right? Yes and no, google ads have their place. In fact sponsored results account for 64.6% of clicks for high commercial intent keyword searches, while 35.4% of click are from organic unpaid search results (WordStream, 2012). But again, that is looking and considering search intent, product specific searches to be exact. When a user is searching product specific, a good strategy is being there with google ads, but SEO and organic search still does own informational searches, the information that consumers look for when educating themselves before they buy. In addition, your organic searches can own real estate right under ads, keep in mind much cheaper and more long term than those ads at that…For firearms marketing, tactical marketing, and gun marketing, and all forms related to the shooting and tactical marketing industry, this is an important concept to understand.

Let’s say we look up “holsters”. If someone is looking for this, they are undoubtedly looking to buy in most cases. More often than not the consumer will get much more specific than this, such as a search for “IWB holsters”. But the general search for holsters reveals top ads, right side ads, and bottom ads. In a SERP like this, organic is receiving a beat-down from sponsored results. But before the search for “holsters” might take place a majority of consumers will search with informational queries. Informational queries? In this case it might be a search such as “top concealed carry holsters” where a consumer might be looking for reviews, opinions, and a detailed article ranking concealed carry holsters. In this case, when looking for information, the consumer often skips right over the top sponsored results, and goes directly to the organic results. They are skipping the ads and going to your content.

So again going back to the real question, is trying to rank for shooting and tactical marketing SERP’s possible? Absolutely, the unquestionably great thing for content managers, strategists, and creators like me, (with any size company, budget, and resources) we can rank and compete with even the largest players in the shooting and tactical marketing industry. Know how, quality of content, consistency, and relentless creation of content can become a form of domination over competition. Content marketing and organic search results are an even playing field.

Shooting and Tactical Marketing Plans and Sniping SERP Real Estate

When and if you have a thoroughly trained asset behind a well-made and optimized machine, they can and will make devastating blows. These assets will begin knocking down rankings, any and all, whatever they choose, and the “hunting ground” is google…it is open season! We see these results everyday with our own content. We decide what keywords are most advantageous to own real estate and knock down the low hanging but valuable fruit down first. This highly specific sniping of real estate gets the ball rolling so to speak, establishing constant traffic across the content, landing pages, and shop from queries made monthly, weekly, and daily! Actually getting there with this content is an entire other discussion, again I am really trying to refrain from talking about the actual content itself, and trying to be more specific to this more advanced stage of content marketing. Sniping real estate is dialing in your content strategy, keyword and long tail keyword focuses. When this processed is refined into a well-oiled content machine, you will gain steady, reliable, and dominating flow of consumers across your website and pages, creating very valuable leads.

As you dive further into looking at inbound marketing, and trying to perfect your shooting and tactical marketing plans, it may be fitting for you to look into the assistance of an outdoor industry digital marketing firm like Stone Road Media. The least you can do is dive further into the topic of trying to develop you own content. Finding your content sweet spot, and sniping valuable SERP real estate will have great returns in the long run!

About:

Photo: Steve Smolenski has worked in the graphics and web design field for over 19 years. His expertise is in the areas of product development, R&D, graphic design, web development, SEO, and Social Media. He thrives integrating his technology background with 27 years of hunting and wildlife management. 

Graphic: Deanna Riley grew up in western PA with a love for the outdoors, which lead to her drive to capture the essence of what’s around us in her nature photography and design work. She holds a BFA in Graphic Design, and is excellent at web, logo, and print design as well as social media.

Article: 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, benefitting the company’s many outdoor industry partners, and outdoor freelance writers.

 

Finding the Content Sweet Spot for Your Outdoor Industry Marketing

The Content Sweet Spot | Hitting the Mark and Becoming Effective At Outdoor Industry Marketing

Graphics By: Deanna Riley – Web & Graphic Specialist
Article By: Weston Schrank -Content Marketing Manager

Having a strong content game is difficult. Any content manager, producer, and marketer will attest to this statement if they have been in the grind for a while. It is quite easy to hit a block, seem repetitive, and can at times feel like a struggle to think of, create, and manage effective and interesting content. Luckily for content creators, freelance writers, videographers or marketers in the outdoor industry, it’s addicting for us to do our jobs as it one of our deepest passions and obsessions in life. Our own team at Stone Road Media, lives and breathes the outdoors, we know, even better WE ARE the audience, the customers, and the consumers we target. However, even with this intense drive and understanding, it can be quite easy for content to come up short and miss the mark. The fundamentals of your content should have 3 goals in general, and understanding the goals and where to place the content should be key for any brand, marketer, content producer, or freelance writer in the outdoor industry.  Missing the mark is wasting time, resources, money, and more importantly valuable content. When it comes to outdoor industry marketing, hitting the content sweet spot is demanding, but particularly effective when done correctly.

So what is the content sweet spot? It is the point between the 3 general focuses and goals of content, balancing each goal perfectly to achieve maximum effectiveness. While this might sound a little bland and honestly un-informative, it all makes sense when you have a deep understanding of what the goals of your content should be. To start, do you even know? Sure one of your goals is to drive people to the website, create leads, be successful at conversion, and drive sales. But that is only one goal, and without focusing on the other two, you will never get there.

Honestly when I was forming the idea for this blog, I was trying to figure out the best way to explain how to structure content around these goals. I know this same principle has been taught or explained for content marketing before with this, and it really is quite simple…elementary school simple, but in my mind pretty effective. It’s a 2nd grade lesson for today, a Venn diagram!

Outdoor Industry MarketingThe 3 goals of your content with the content sweet spot being the intersection at the perfect balance. In other diagrams on the subject, it’s all about dialing into the sweet spot between the consumer and your expertise, but in this niche, the outdoor industry, fishing marketing, hunting marketing, shooting and tactical marketing, we know the general topics and direction of the content we produce. This is understanding where the sweet spot is between the customer, Google search, and your website. It’s easy to only concentrate and get carried away with only one aspect, but this makes the content miss the mark at achieving your goals…if you even know what they are?

 


Content Goal Number 1: The Customer

Outdoor Industry Marketing“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.” – Customer Profiling For Greater Customer Engagement

When it comes down to finding your brand/company’s outdoor industry marketing content sweet spot, your first goal should, and always be the customer. When Stone Road Media’s Chief Marketing Officer Jeremy Flinn wrote the above quote, he meant it, and hit the nail right on the head. This kind of hits home doesn’t it? Our passion is and will always be the outdoors, whether that is hunting or fishing, the sad reality is that we have learned (rather have literally been forced) into being numb to the delivery of outdoor industry content. Some fans and consumers would even say it has ruined the industry. Season after season, any click would take us to bland, lifeless, uninformative product focused content.

Literally it has been forced down our throats, and it makes a lot of people sick. The moment really hit home when I was discussing SEO, Google, and outdoor industry marketing, with my father over lunch…literally taking a break from writing this very article. Now remember he (an old guy) is the generation that grew up on the good ole days of print and magazines. His words were, “even if I did get on the internet and look up something on hunting or fishing, I wouldn’t click on anything, at least not the first things to come up”. The second thing he mentioned was “if I do happen to click on something, it isn’t what I thought I was going to read and a lot of stuff pops up that I don’t want to see”. While he really doesn’t operate a phone that well, and never touches a computer, he knows a surprising amount, at least something important enough to put in a blog, about content marketing in the hunting and fishing industry!

What my father was basically saying is that the consumer has learned to avoid ads, really again been forced to avoid those first (paid for) results with the green ad box. When a SERP pops up in front of him, an advantage for those that can reach the consumer with content organically. But it has to be content for the consumer…VALUABLE content. This has forced your customer to only steer to the content that they want to see and are searching for. Real information not slandered in buy this and click this…but engaging, interesting, informative and consistent content.

In this reality, your number one goal for any content produced should not be a repeat, or a broad generality like so many other blogs, videos, and sites have produced over and over again. You have to strive for the content that the consumer is really searching for, what they want to see. So what? Honestly up to this point a whole bunch of smoke has been blown without some real numbers to show you why giving consumer’s content for them is worth it. I’ll admit it, it does need some numbers.

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)….  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).”  – Hunting and Fishing TV Show Marketing | How to Show More Digital Love” To Your Sponsors

Content customized for your consumer is powerful, anything less than that minimum is wasting time, resources, and money. It should be specific and be given enough power to be the authority piece on that topic. If it is not then there is no use creating it. Ask yourself or your content creators and free-lance writers if it is something you or they would read, something informative that is interesting, that gives a return to the reader. This is your content’s first goal, capturing the audience, readers, viewers, and fans.

There is an endless amount of content for your brand to create that can achieve this goal. There is always another subject or detail to dive into, and there are an endless amount of ways and combinations to make it attractive to the consumer! Here are a few ways…


Content Goal Number 2: Google Search

Outdoor Content Marketing with Google SearchAfter you have thought of a very valuable piece of content for the customer, you need to relate it to your website. While the website is your first content goal it is your last…make sense? I know it doesn’t, it barely makes sense to me why I would even rank them like that, but at the same time it is correct. The fact is that you, me, bob, or whoever, it doesn’t matter, if they are reading this article they are looking into content marketing, and have a brand or they are a content creator for a brand. So? Well you or they are already in the mindset of driving people to your/their website. While the consumers and customers are set as your first goal for your content, the first thought it your head is and will always be your website. To be effective at digital, inbound, and content marketing, you have to put the website as the first initial unspoken goal, but the last overall concrete goal. Is that clear? I didn’t think so… hopefully this will clear it up.

The Google Search is your next content goal, it is your delivery system. “No social media is my delivery system” is what you probably thought. It is initially, for a short time, but google is long term, organic, continuous, domination type lead delivery!

“Your customer will unknowingly seek your brand, TV show, company, and product or service 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, and if they do it consistently will beat out the competition. How?

The fact is that custom content alone, no matter how attractive it actually is will not go anywhere without proper optimization for the google search. Optimization? Search Engine Optimization (SEO) to be exact, and if that is new to you then read up!

More often than not, literally we see this all the time in this industry, a piece of content is slapped on YouTube, Vimeo, and/or the blog page of a website with no optimization.

A good piece of content for the consumer with no optimization is like showing up to a job fair, you have the experience, the skills, and the education, but have no name tag, no resume, and you are afraid to speak….you are basically non-existent to employers”

This about sums up the majority of outdoor industry sites and content posting.  They are non-existent to google and as a result the customer as well.  Literally hundreds of great pieces of content over trail cameras, tree stands, fishing rods, baits, guns, ammo, tips, tactics, and videos, you name it, it all has been posted for readers and viewers that never can find them. Why? They lack optimization. To start they have horrible titles, more artistic or dramatic  more often than not, or my personal favorite example of what not to post in the outdoor industry “BOB’s 180 inch 2010 buck” video on YouTube.

The title is just the start, getting that right is pretty basic and common sense. Title generally, your contents title should be exactly what your consumer is looking for! After this, sub headers, keywords, LSI keywords, density, hyperlinks, backlinks, multimedia use, content length, pictures, picture titles, and much more have to be considered and optimized. Getting that mastered takes work…I promise you.

That is the basic framework behind achieving the content goal of the “google search”, it is printing that resume, grabbing a name tag, and being vocal at your job fair…

After this syndication, advertising, and social media takes place, but other than that the content you have created is out of your hands and into the consumer’s hands. Google takes into account many things, I have no 100% idea of what it does, no one does and it is always changing, they keep marketers guessing. What we do know is that it listens to the consumer. Dwelling time or average time on page in Google Analytics, bounce rate, exit rate, all of these analytics google takes into account as should you as they are key performance indicators or KPI’s for your content.

Content Marketing KPI Goals With google lending an open ear to consumers and letting the indicators speak for themselves about the content you create, it only enforces that creating optimized content for the consumer will set the base for achieving the third goal, your website.

 

 

 

 

 

 

 

Content Goal 3: Your Website

Your website Content marketing goals

Your final goal is bringing it all around. You have achieved your first goals. You have captured the consumer through a top ranking organic search, you have kept them engaged with the content, and they are reading and watching the whole piece, now what? How does it benefit your site, your brand, how do you get a return on your investment?

How do we consider “success” and achieve the goal of “Your Website” for our hard work and the content we are creating and delivering?

Here is a great excerpt from a past article, something SRM’s Chief Marketing Officer, Jeremy Flinn wrote:

“If the digital, inbound, and content marketing is not directly generating dollars in the account; how can we really say we are succeeding, let alone say there is a ROI, on the inbound marketing services implemented? You’re right, at the end of the day you aren’t paying the office rent/mortgage with page views, and last time I tried, my employees were not a big fan of direct deposit of visitor sessions. OK, maybe that was a horrible attempt at digital marketing comedy, but the fact is cash is king, right? It is, but all of those KPIs lead to money in the bank! In other words, all of the indexes (in the form of KPIs) that we are tracking and working so hard to improve are the means to an end. That “end” is a customer for our service or product. The more customer visits (sessions) to a website, the more they look at the brand, services, and products (page views), and longer they are impacted by our company content and products/services (time on site) the more likely they will become a customer! In the end, the stronger your digital KPIs are, the stronger revenue flow will be. It doesn’t matter if you make revenue via advertising, eCommerce, or at retail, the bottom line is nearly 70% consumers are starting the buying process online. This initial step may be a long (or short) way from the end (buying) depending on the purchase, but it very much is true about “the first impression is everything.” Those with little unique content to engage with, will lose customers on the brand, products, and services and fall short…” – Content and Digital Marketing Results

Again this is where you can get lost or become too focused, the first and last step is your website, traffic, sessions, and in the end a ROI for the content you produce. There is a fine line to forcing the issue, in other words slandering your content up with buy this, click this, and ads. Your end goal for the content, as far as your website goal, shouldn’t be to make that reader buy that product on the spot, it should be a lasting impression that slowly creates consumers and their trust for your brand, product, or service. Converting one reader or lead out of 100 is not as valuable as creating a base of addicted consumers, there addiction being your site and your content.

The world of hunting marketing, fishing marketing, and inbound marketing is unbelievable, if you know what you are doing. No matter the size of your company in the outdoor industry, you can be competitive if you are dialed into your content sweet spot. It’s so much more than who has the most ad presence, it’s about who is the authority in their niche with the content they create. Don’t try to be everything to everyone. Focus on your consumers, optimize the content, and generate website traffic. As you dial into your content sweet spot, just remember and then record and analyze your digital marketing KPIs. Let the numbers do the talking, and lead you to greater revenue in the bank account.

About:

Graphic: Deanna Riley grew up in western PA with a love for the outdoors, which lead to her drive to capture the essence of what’s around us in her nature photography and design work. She holds a BFA in Graphic Design, and is excellent at web, logo, and print design as well as social media.

Article: 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, benefitting the company’s many outdoor industry partners, and outdoor freelance writers.