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Why Your Business Will Die on Social Media

Social Media Marketing | Death of a Hunting and Fishing Business

By: Jeremy Flinn, Chief Marketing Officer

If you haven’t noticed a drop in organic activity on platforms like Facebook, then you likely didn’t have a very active business page to begin with. For those businesses who grew large followings on social media platforms and possibly even their bank accounts via incredible branding and product sales, the “heyday” is long gone. All of those who laughed when Facebook valued itself in the billions of dollars, yet was making no money, now have seen the grand plan unfold with even the smallest businesses “boosting” posts in hopes of reaching more customers. You can shake your head at it, but the over quarter TRILLION dollar valuation of the ZERO profit Amazon that you likely use regularly will likely pull a rabbit out of its hat soon as well in order to justify the number. Regardless, the bottom line is social media marketing is critical to every marketing strategy, but if used incorrectly it can cost businesses in the hunting and fishing sector more than just “fans.”

For years, hunting and fishing companies have built their businesses upon the rapidly growing social media platforms. The problem is even though it is “your page,” you control very little. From the content, you can post to the people you reach, the platform determines your success and failure. For instance, many companies have been scratching their heads over the massive drop in engagement and reach on Facebook. You see Facebook delivers content via specific algorithms. In many cases, great content still does great. However, great content is rare, and what is posted is lackluster advertisements and promotions. So, it becomes a “pay to play” model. How do you think the social media giant was ever going to live up to such an insanely high IPO? Surely wasn’t through adding me into Farmville. The fact is they control the algorithm, which controls your reach. As you became more and more dependent on the platform, they began to squeeze the reach of your posts. Now you are likely in a position where much of your business banks on these platforms whether for sales, sponsorship numbers, or both. What do you do?

social media marketingThe Harsh Reality Social Media Marketing

Well, I can say this. If you aren’t planning on dumping a lot of spend money onto the platform it won’t be getting any better. And for many, even if they have the money, it will do nothing for them. Why? Facebook’s strict Community Standards and Policies, will prevent anyone pushing firearms, ammunition, bows, arrows, knives, and many more items related to our sector from “promoting” posts through paid advertisements. Not only that, but many pages are finding organic posts to their fans that violate policies are now getting pulled, and pages are being threatened to be deleted! Can you imagine losing that following base? Well you need to, because if you do or show any of the above, it’s coming. At some point having a harvested whitetail buck in the photo with your bow beside you will be enough to unpublish your Facebook business page, and force you to audit your entire page and clean it up of related posts.

When that is your business, what do you do?

Now is the time to take control. You need to grow the assets you control which includes your website, content, and email list. If you are neglecting these now, you better get to work. These are the only assets at the end of the day that you can fully control and guide to success. No, your TV show is not something you control, nor is the magazine ad you placed. You directly influence via your actions with your website, content, and email list. And your current social media platforms can help you grow those, you just have to know how to use them wisely.

What does this look like? Take a look…

About the Author: Jeremy Flinn is Co-Founder and Chief Marketing Officer at Stone Road Media, an outdoor industry marketing company focused on brands in the hunting, fishing, shooting, and outdoors. For questions about your own content marketing, drop him an email at jeremy@stoneroadmedia.com.

Stone Road Media’s Marketing Media Kit

Stone Road Media | Outdoor Industry Freelance Writing Opening

Outdoor Industry Freelance Writing Opening

Stone Road Media currently has several outdoor industry freelance writing openings.

We are looking for capable outdoor freelance writers that eat, sleep, and breathe all things outdoors to join our team of freelance writers at Stone Road Media! Following our blog: Growing Opportunities for Outdoor Freelance Writers we ourselves have many openings that have recently surfaced due to the growing need for digital content.

It is not often that you find an outdoor industry job with such a gateway into a “behind the scenes” look at the workhorses of the outdoor industry.

Stone Road Media is on the front lines of marketing for the outdoor industry. By attaining a freelance writing opportunity with this company you will gain the ability, knowledge, and experience to write superior, valuable content for brands, companies, manufacturers, and personalities in the industry.

Requirements

-Writers must possess the willingness, eagerness, and ability to learn.

-Writers must have a love for all things outdoors (Hunting, Fishing, Camping, and even Shooting/Tactical)

-Writers must be extremely knowledgeable of hunting/fishing tactics beyond the common level of the everyday hunter and must possess the ability to accurately display the tactic.

-Writers must be familiar with the term SEO

-Writers must be familiar with the majority of brands, manufacturers, and personalities in the industry

– Must be able to meet necessary deadlines

-Must be passionate about writing

-Must have a computer/laptop of your own

-Must have a reliable access to internet

-Must have a reliable access to a cell phone for phone meetings and conferences

-Must have excellent skills in written communication, grammar, blogging, etc…

-Must understand the difference between representing a brand vs. representing a personality

-Must be somewhat knowledgeable and proficient at gathering related to content, videos, and photos for the pieces written

-Must be able to receive constructive criticism when needed

* Must possess the ability to write a blog that offers more than the blog it stands next to on a SERP (does not simply copy and paste another blog that currently stands on a website). Is familiar with Plagiarism.

How to Apply

If you are interested in gaining ann outdoor industry freelance writing position with us.Please email info@stoneroadmedia.com for serious inquiries.

PLEASE INCLUDE:

  • Resume
  • Links, docs, or pictures of 3 previous blogs, articles, magazine pieces

Note: Upon initial contact and review, you may be asked to provide 1-2 blogs given with specific topics, for a specific client, and must be able to complete in a reasonable time. For one or both “tryout” blogs you may or may not be paid, depending on quality and value of writing.

2 Need to Know Lessons in Fishing Marketing and Fishing Social Media

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.

Fishing Marketing and Fishing Social Media

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.

Stone Road Media | Media Kit

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.

Hunting and Fishing Digital Marketing | Customer Profiling

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.

Hunting and Fishing TV Show Marketing | How to Acquire and Retain More Sponsors

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.

How to Acquire and Retain More Sponsors with Hunting and Fishing TV Show Marketing 5Increasing 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.

Hunting and Fishing TV Show Marketing 11Here is a taste of what should be going on between hunting and fishing TV shows and their sponsors.

Links

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.

Embedding Content

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 info@stoneroadmedia.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.

Hunting and Fishing Marketing │ Why Creative Services Aren’t Always Marketing

All Marketing Is Creative, But All Creative Is Not Marketing

By Jeremy Flinn, Chief Marketing Officer

It seems more and more I hear about “creative agencies” handling marketing for companies. While being creative is one of my foundational premises for successful marketing in any industry, the fact is creative agencies rarely have the full scope of skilled staff necessary to drive a marketing campaign, let alone marketing division, for a company. It’s no knock on the “creative sector” that is out there. I have some unbelievable creative designers on my staff, and many campaigns would not have been nearly as successful without their outside the box vision and drive. However, a true marketing agency will carry the full array of skills on staff, and creative is just one piece of that puzzle.

I’m not sure at what point being a creative agency became labeled as marketing. Sure, it’s absolute a part of the marketing genre. For many creative agencies they do just that, execute strongly a part of the marketing strategy. However, I have run across many creative agencies attempting (that’s key) to execute full tradition and inbound marketing strategies, only to fall short of success or miss critical deadlines.

It’s not as puzzling as it sounds. Creative people on staff are the group that gives life to a marketing vision. For the first time, a bunch of random brainstorming is harnessed and placed into a drafted, organized vision. It’s pretty cool when it turns out “exactly as I was thinking.” But here is where things get out of control for the creative side. There are now a series of revisions to get it to where it is acceptable (key term). See my company motto is to always do better. There is always room for improvement in the effectiveness and success of an inbound marketing campaign we run at Stone Road Media. Creative people also think this way, and at some point a project strategist or manager has to cut them off. Why? Timelines, cost, new projects, basically a whole host of reasons. At some point “perfection kills profitability,” and all businesses like profit. When a creative agency embraces a start to finish campaign the drag on of changes and perfection can be painful. But that’s an easy oversight for a company (although I hate missing deadlines!), where the real test is at for the creative is the success with consumers. The absolute best creative, outside the box, dynamite idea is only as good as the execution of marketing exposure. Whether that is social media, web, TV or print, the fact is it doesn’t matter how great the campaign idea and creative are if it doesn’t effectively reach the target, it will fail!

This is why a diverse, full-service agency team is needed from start to finish. Everyone on the team has their certain strong points. A strategist builds the campaign framework and goals, a project manager organizes and initiates the teams to complete deliverables, creative will focus on forming the vision into something tangible, and implementers will begin preparing web, social media, TV spots, and print for maximum exposure. Our team at Stone Road Media focuses primarily on the digital side so we are more concerned with our digital implementers having all channels of syndication “tee’d up” for delivering the campaign message. The strategist and project manager come back around to assure execution at the final level, and more importantly to gather analytical results from the success or failure of the campaign. This is a marketing agency that can take your idea, needs, or goals and run from start to finish. It’s a team of complements that work as one unit to deliver a successful end result.

As you begin to develop a strategy it’s often hard to ignore the creative bells and whistles. It is the first place rand ideas get a vision. Steve Smolenski, the other co-founder of Stone Road Media, and I are huge Apple fans. Not necessarily the apple products of today as much as the story of the company and its founder Steve Jobs. Steve was a strategist at heart, but he often was overcome creatively developing a vision that he would lead to fruition. As Jobs worked on the Macintosh in the 1980s, he fell victim to the “perfection kills profitability.” Missed timelines and overpriced parts made the Macintosh a much more expensive and delayed product to market. That collapse of “creative control” led to him being ousted from his own company. Now that is obviously a much more serious example but had there been a project manager or strategist counterpart to funnel his creative genius to abide by timelines and cost restraints the Macintosh could have changed the entire outcome of the Apple we all know today, for better or worse.

Lastly, companies that have already formed a vision and goals looking for an agency should consider creative agencies, or a full-service agency. Often the blinders are put on internally and the vision is inadvertently molded into what everyone expected it to be. Using a 3rd party allows an outsiders take to construct the vision often utilizing components that are learned in the industry outside of the four walls of the hiring company. This allows for a much more “free” conversion of the company’s vision to a complete campaign for the consumer it intends to reach.

As you being to lay out inbound marketing campaigns or divisions for your business, consider the strengths of your own company and areas that you need help. Look to employ a group that has a long history of successful work in your industry, as it will convey that they already have a grip on the target consumer. Sometimes bringing in multiple agencies to diversify and handle different aspects can be good. But always remember that the more agencies and people involved, the more difficult the communication wire will be. Communication between all parties will be the final straw to determine ultimate success of the marketing campaign, or just another good creative vision.

Outdoor Industry Marketing | How to Spend your Money Wisely

Outdoor Industry Marketing | All advertising is marketing, but not all marketing is advertising

By Jeremy Flinn, COO/CMO – Stone Road Media

“All advertising is marketing, but not all marketing is advertising.”

The statement is a type of logic called transposition. Simply it says if you have advertising then you are marketing, but if you are marketing that does not mean you are advertising. This is actually a good thing for your business!
Why?
Well, advertising traditionally cost money. Historically, the large, dominating forces in the outdoor industry were typically the ones with the largest advertising budget. This money was spent on TV, Radio, Print, Trade Shows, and the like. Because of its “free reign,” the budget was not closely monitored for literal Return on Investment (ROI), but simply to make sure a “consistent” flow of business came in.
Today’s “consumer engagement” specialists are evolving at a rapid pace, and those resistant to change will likely be spent faster than their annual advertising budget. No longer is it appropriate to consider advertisers and marketers one in the same.

Advertisers tend to spend money, whereas marketers tend to make money.

Big difference? Absolutely. But that isn’t to say that advertisers don’t have a role in the consumer engagement process. In today’s outdoor industry, TV, radio, and print are very powerful modes of marketing. However, for the first time in history use of internet driven devices exceeded the use of any one of those platforms. In order to succeed in marketing effectively through the internet, it takes a new wave of thinking…organic.
Like the food, organic in the internet has the same base term – natural. Organic internet marketing, often termed Inbound Marketing, reaches the targeted consumer through natural search methods. Those companies stuck in their ways with paid advertising, have no shortcuts here. Research from Google, who currently owns 90% of annual searches, recently showed over 82% of clicks on their Search Engine Result Pages (SERPs) were on organic links, with the small balance on those paid “Pay per Clicks.”

It’s all about relevant, unique content. If you create content the user is likely to look for, then the odds of directing them to your website, and subsequently services and products, is astronomically higher. The traditional advertisers that plan to use “available content” from other feeds and blogs will often fall short again, as content is connected to the original source and your posting is simply a “backlink” for the original page.
In the end it’s simple. Embrace the fact that advertising still has its place; but be fully aware that it WILL NOT provide you a complete marketing strategy.

Advertising spends money, marketing makes money….end of story.

Outdoor Industry Marketing Secrets | Using Inbound Marketing

Outdoor Industry Marketing Secrets | Using Inbound Marketing Strategies to Exploit Small Business Growth Potential

By Jared Prusia, Sr. Manager of Business Development

It’s no secret that the business world is always changing. What is often current or important one day may be completely irrelevant and outdated the next. In some ways, change sets us back; in our progress, our passions, and even our beliefs. In other ways however, change creates opportunity; the opportunity to try, to fail, and sometimes succeed. The outdoor industry has been seemingly-static for several years, but that is changing faster than you can read this blog. While some are able to sense the inevitable change, very few will be able to optimize it. Adaptive inbound marketing strategies that revolve around consumer demands, and create meaningful brand experiences are the secret to gaining a significant competitive advantage. Through search engine optimization, impactful social media presence and content marketing, your growing business can increase sales, improve customers’ experiences and pave the way for a new generation of outdoor enthusiasts in the midst of change. Time, Content, Less Money, Inbound Marketing | loyal Hunting and Fishing CustomersA key component in the current industry shift is the new generation of outdoorsmen and -women rising up to fill the place of those before them. This generational difference is more significant than ever before for one reason: technology. Understanding how consumers use new technologies everyday provides the roadmap to customer satisfaction. Studies show that about 27% of time spent online is on social networking sites; followed closely by entertainment and shopping. Even in the deer stand or turkey blind, almost every hunter has a cell phone in their pocket where social media, Google, and YouTube are just a click away. Effective inbound marketing strategies use technology to build a relationship with the customer via providing exactly what they are looking for, which is much more meaningful than a commercial on TV or an ad in a magazine. For this reason, it is becoming more critical daily to incorporate inbound marketing because it gets your company or brand in front of potential customers each time they use technology. Undoubtedly, as technology continues to progress and become more integrated into our everyday lives; inbound marketing will also progress and become the undisputed marketing technique in not only the outdoor industry, but every marketplace. It was because of these changes, that Stone Road Media was created. The company is the forefront of inbound marketing in the outdoor industry niche. Recognizing the amazing potential for sales increase, website traffic and overall online presence, our team of dedicated professionals is passionate about helping start-ups, small businesses, and growing companies looking to expand their online footprint. We do this by working closely with clients to create a thriving social media presence, optimize search engine results and produce captivating marketing content. As outdoors enthusiasts, our team understands the industry, and customer needs better than anyone else. So before you throw money away on expensive commercials and ineffective magazine ads, consider where inbound marketing can take you and how Stone Road Media can help you get there. It’s time to #BeDifferent! Jared Prusia is the Sr. Manager of Business Development for Stone Road Media. Soon to possess both B.A. degrees in Management and Entrepreneurial Studies from Duquesne University in Pittsburgh, Penn., Jared excels in creating effective strategies for outdoor industry businesses, particularly with innovative inbound marketing aspects. Stone Road Media | Sr. Manager of Business Development

Inbound Marketing for the Outdoor Industry | Stone Road Media

Inbound Marketing for the Outdoor Industry

It’s no secret. No matter how great your product or service is, if you don’t have quality marketing then you won’t have a successful business. For years this meant having a hefty budget. However, with nearly everyone having the internet at the tip of their fingers with smartphones and tablets, the times are changing.

For the outdoor industry, marketing is often the difference between the top products and businesses and those that struggle to break even. For the longest time, only the deepest pockets reached the mass numbers of hunters and fishermen. That time has ended. The traditional marketing techniques of direct mail, TV ads, telemarketing, and other traditional advertisements are weakening every day. Think about it, how much does the average outdoorsman watch targeted TV stations each day? With a typical 8-hour work day, that’s maybe 3-4 hours. But how long are they around an internet device? For most it’s nearly every hour awake!

Inbound marketing uses avenues such as search engine optimization (SEO), social media, blogs, and content optimization to draw potential customers IN to the website, as opposed to reaching out to them. The best part is, this nearly puts all businesses on same level since it doesn’t take money to make it to the top…it just takes knowledge and effort. Know who your customer is and what they want. For instance, if you are selling high-end, fly fishing rods then you wouldn’t necessarily be targeting those who customers who have an interest in catfishing. The best part about inbound marketing is the ability to finely tune your target audience. Do you get that with a TV commercial? Not so much. Although you may be able to pay the extra premium to air during a white-tailed deer hunting show for 30 seconds, how many people got up to get a drink on commercial break? Online marketing using tactics like SEO and search engine marketing (SEM), allows you to out the bait (content) to attract the fish (target consumer).

Though social media, SEO, and SEM are the methods, the true power for inbound marketing is content. Without content there is nothing to use to drive consumers to your site or products. Original outdoor industry content is not that hard to find, but content that is compelling to the target customer can be, and very time consuming at that.

So as you plan your new company, or strategy to reinvigorate your existing company, avoid the pit-falls of standard marketing. Inbound marketing is the future of the outdoor industry; those companies that think outside the box are destined for great things.