You sell an assortment of outdoor sports gear aimed at making man’s life outside a big jol.
From camo clothing to hunting knives to airsoft guns to multi-tools to paintball equipment to binoculars to knife sharpeners to LED torches. Name it and you’ve got it.
But how can you move more of your products out of your store into the hands of outdoor lovers?
Is it even possible, with some of your competition running expensive online shops, seemingly outmaneuvering you in every way?
Are you missing out on clients?
Are you a social media user?
Do you share your products to a Facebook group or page?
Perhaps, when a new knife sharpener arrives (like the beautiful Work Sharp Ken Onion) you take a picture, upload it to Facebook and mention some key benefits.
You get some likes and shares and you’re happy that your product is seen.
And then that post disappears into Facebook’s black abyss after 5 minutes, never to be retrieved again.
Or perhaps you have a website.
But other than some large images featuring a bunch of indistinct products and maybe some brand logos there’s not much happening.
It just sits there. And sometimes someone happens upon it, almost like they accidentally went off a trail they were walking and came across this odd looking house in the middle of nowhere.
Your little website.
But they don’t know what to make of it. They go inside and have a look around but they’re not sure what’s expected of them.
Perhaps it’s time you invest in a website that’s geared towards helping you get more people onto it and taking action, like asking you to quote them on your products.
What can you do with an outdoor sports website?
If you run a brick-and-mortar shop, one of the most important things you need to consider is getting more people to it.
Therefore, your website must make it clear where you’re situated.
Contact details are a must. You want people phoning or emailing.
But you can take it a step further and set up your site to perform seriously well in search engines. (More on that, later.)
You could be adding articles to your website that tackle all sorts of issues related to your niche.
For instance, if you sell airsoft products you could be writing articles about airsoft.
You could create videos about your latest airsoft products, showing them off to viewers and giving them tips on how to care for their equipment.
Or if you stock a wide variety of knives, write reviews about those knives. Even creating simple videos around those knives should give you a boost in traffic.
You could run a fauxmerce section. Read on to see what that is.
One of the beauts of a Bay Marketing Co web design package is the automatic sharing you could opt for.
If you choose this option your latest products, news articles, blog posts or outdoor tips are shared to Facebook and an email newsletter automatically.
That means you focus only on creating more quality content on your own website. Why is this a great idea? Because you want to build your own castle, not someone else’s, which is what you’re doing if you’re constantly posting to Facebook at the expense of your website.
The idea is to get people to your website where you’ve got their full attention. Don’t settle for secondhand attention muddled by kittens and cute puppies and babies.
Can you think of anything more appealing than chatting with someone about your product right inside one of their most sacred spaces?
That’s what happens when you market via email.
Social media likes and shares are a dime a dozen. They’re like zimdollars. They’re readily available. But you’ve got to ask what they’re worth.
But when someone hands you their email it’s like a dad giving his son the car keys for the first time. There’s cautious trust there.
And if you opt for email marketing, you don’t have to create newsletters manually, because that takes a lot of effort.
No, you just keep posting articles and products to your website. That’s sent out to email subscribers and, if they’re interested, they can click through from the email to your website where you can sell to them.
If you choose the email marketing option we set up an email newsletter system to which you may add up to 500 suubscribers for free.
We also add a signup form to your website where people add their details. This automatically adds them to your newsletter.
Search engine marketing
One would think that, the way some people go on about social media, Google and friends should close their doors.
But despite the over-popularity of Facebook, Google still has a place of power in the online marketing game.
Very much so, actually.
People might ask about outdoor products on Facebook, but they’ll run to Google for more advice.
So you’ve got to ask yourself, “am I featuring in Google for the outdoor gear I’m selling?”
These are some of the searches people perform in your niche…
- hunting knives for sale in south africa
- fixed blade knives south africa
- knife collectors south africa
- self defence knives south africa
- buy knives
- push dagger south africa
- airsoft pistol south africa price
- airsoft classifieds south africa
- airsoft guns for sale gumtree
- asg airsoft south africa
- airsoft guns takealot
- airsoft guns for sale kzn
- airsoft boneyard south africa
- airsoft shop
There are thousands more. Are you featuring for any of those?
You should be and you could be.
With a carefully planned content strategy you could dominate search engines for a specific niche.
And don’t think, “but I don’t sell ASG!”
Think, “how can I drive traffic to my website using those search phrases?” (Without black hat SEO tactics or being dishonest, of course.)
There’s a ton of traffic waiting to be scooped up. You just have to get behind the wheel of the excavator.
Social media marketing
If you’re not paying for your social media marketing you’re not getting a good return on investment.
It doesn’t matter how sweet that Lansky sharpener is, getting a million likes and shares for it doesn’t mean you’ve got a million in the bank.
If you want to succeed at social media marketing, succeed at getting people off social media.
The longer they linger on social media, the harder it is for you to get them to buy those awesome Honey Badger knives you just received a batch of.
But Facebook ads are expensive.
I have a recommendation.
If you opt for the Bay Marketing Co social media sharing option, your website posts are automatically shared to your Facebook page.
Whenever you add a new post, be it a product, tip or outdoor article, it’s shared without you having to worry about it.
You keep focusing on adding great content to your website.
Ecommerce is fantastic, but in South Africa it’s also expensive if you’re a small outfit.
I have a solution. I call it fauxmerce.
We set you up with a “fake” shopping cart.
It looks like an ecommerce cart and it even feels like one. But instead of the hefty monthly processing fees, people can add your products to a cart and request a quote.
It’s a brilliant way to see if people are interested in your products.
Of course, if the sales start coming in you can switch to a regular shopping cart that offers checkout.
An outdoor gear shop with a Gmail address is OK, I guess. Probably won’t make people think you’re unprofessional.
But with one of our web design packages you can add as many email addresses as you like, your hosting space being the only limit.
Your outdoor gear site comes with Google Analytics. But you could opt for the weekly analytics report that shows you things like which keywords brought people to your site, where they’re from and which pages they used.
This is crucial info if you want your online presence to grow in the right direction.
Your site also comes with a search box that records what people are searching for.
So if you see someone searching for a specific brand, why not write an article about that brand? Or perhaps consider adding it to your online shop.
your site will look great on any screen size.
It’ll frustrate a paintballer if he sees your website in Google, clicks through and he can’t read what you’re saying without pinching and zooming.
What would an outdoor gear website with all of this functionality put you back? The price of a Fallkniven FNV1 fixed blade hunting knife (affiliate link)?
We want your outdoor gear shop to grow. And we want to grow with it. So we keep our prices low so you can have a sporting chance of getting ahead online.
You could keep posting to Facebook and Instagram and rejoice at the likes and shares you’re garnering.
Or you could get yourself a website that’ll help drive more traffic, more leads and consequently, more sales.
Book a consultation, get a Bay Marketing Co marketing package and start seeing a difference.