Holster Builders, Do You Make This Mistake on Your Website?
Don’t let your website take a nose-dive with the wrong content marketing strategy.
Fix your content and you’ll get 67% higher website traffic.
Hit the pause button.
Take a second out of your busy day to imagine something with me.
You know that 2020 saw nearly 5 million new gun owners. Each one of them needs a holster. And add to that, current gun owners are trying to get those “grail” guns they’d been holding out for.
They need holsters too.
If you aren’t taking advantage of this opportunity by reaching out online, you’re missing your shot. Americans are looking for anything they can get their hands on. You need to be there to provide it for them.
Americans spent $60 billion on firearms and ammunition in 2019, according to nssf.org. Imagine what those numbers look like for 2020. What they will look like in 2021.
Now imagine if those people understood what your company could do for them. Imagine if they went online and typed in “pistol holster” and your site popped up.
Suddenly, you’re getting a slice of that $60B, and you’re improving countless lives as they seek gear for self-defense. But you aren’t seeing that right now.
Maybe you even spent a big portion of your business loan on web-development and you’re still not getting those clicks.
So what’s the solution?
Well, Facebook has proven to be a dead-end, and Google Adwords can only get you so far.
Short of handing out pamphlets on the street outside your business like a Doomsday Prophet, begging passersby to listen to your words — just listen to your words, for the love of God! — what can you do to get your name out to the masses?
Don’t stress over analytics. Good web copy with targeted SEO will do the work for you.
Blogs. They’re more than an online diary for verbose holster builders.
Blogs are the easiest way to get information out to your customers and they have a wide reach. (I’m not just saying that because I’m a copywriter.)
It’s true — 77% of all internet users read blogs. And the more information you put out there, the more you’ll let those millions of new gun owners know they have options for great holsters.
Blogs can do more than spread information.
If you bring knowledge, expertise, and experience when you decide to post that article, it’s going to have an impact. When it comes to building authority with your customer base, blogs are the way to go.
Blogs build more trust with your audience than ads do.
People believe what they read in a blog 70% more often than what’s said in an advertisement. That’s invaluable when it comes to persuading your audience that your holsters are a step above the competition.
When you write from your knowledge base and experience and bring valuable information to your audience, you’ll trust you can help them with their problem.
That will have an impact for your holster business.
Here’s a big number: 82% of internet users enjoy reading blog content that’s relevant to them. And when it comes time to spend money, 61% of them make a purchase based on information they learned in blogs.
That’s because — if you write with facts first and a concern for your readers — people trust blogs. The proof? 81% of American internet users trust information in holster blogs.
Informative content drives traffic to your website too. Websites with blogs have 97% more inbound links than websites that don’t post at all. That means you can reach twice the audience with a holster blog than by relying on your website copy by itself.
All that interest comes together to form a powerful statistic:
Websites with a holster blog generate 67% more leads on new customers than ones that don’t have one.
Knowledge is power. So give your audience power with killer information included in hard working holster blogs.
Sounds like a magic wand.
Step 1) Blog
Step 2) Rake in the cash.
It sounds easy because there’s more to it than just slapping a blog or two on your holster website and calling it a day.
The first reason?
Websites that publish 16 blogs or more each month see 3.5x as much traffic as ones that don’t. You need consistency, quantity, and quality.
But writing good content takes time. And when you’re running your own business in the firearms industry, time is valuable. So — like your money — spend it where you’re going to see a return on investment.
Blogging will drive that return. (Who doesn’t want to see 67% higher interest from your audience?) You can even save time by following advice from gurus like Neil Patel. He’s got an article full of hacks on how you can write a blog for your website in 45 minutes! Link here.
Some things you’ll want to keep in mind when you’re putting a blog together are:
Pick keywords your audience is looking for on Google.
Write about what they care about.
Speak to them like you would your brother or sister or closest friend.
Give them good information they can reference and share.
And give them a solution that offers freedom from their woes.
Put those things together and spend some time writing out thoughtful holster articles, and you’ll see the return on your time in the form of $$$.
The downside? It can be a serious time commitment. But as the numbers show, blogging pays for itself. Even if you hire a copywriter to create that content for you.
Many in the firearms industry choose to save time by hiring a copywriter. The challenge — if you choose to go that route — is finding someone who shares your values.
Quality content takes time. But just because it’s a commitment, doesn’t mean you should waste the opportunity. Outsourcing the work may be the right choice.
Bottom line: If you aren’t blogging, you’re throwing away a big opportunity.
The internet is more powerful than ever. Every day, 81% of the US population gets online according to a Pew Research study from 2019.
23% of that internet time is spent reading blogs.
If you aren’t taking advantage of that incredible figure, you’re wasting a powerful opportunity to help out thousands of new gun owners. Education is your most powerful tool.
Once those people are educated, they can actually be informed about their options. They don’t have to rely on what the guy behind the gun counter told them about the fanciest new nylon holster on the shelf.
New gun owners are rarely informed and they go with the first solution they’re offered. So get out there and give them your solutions.
Show them they have other options aside from the cheap junk behind the gun counter.
And maybe you’re convinced and you want to extend your reach online, but you balk at the idea of spending all that time cranking out holster blogs every other day. Look for a copywriter.
We can be hard to find at times. But we’re always happy to help.
Reach out to me on my website at loganamesagency.com.
