The Outdoor Industry in the Online World
Working in a particular industry like that of Outdoor Gear may seem like the kind of niche that can ignore certain trends and still survive. Although that may be true for some market trends, it certainly isn’t for anything that has to do with the internet. In reality, there’s a very specific consumer base for army apparel, so it may seem like marketing outside of the internet is all that you need. That’s a mistake, at best. Online purchases, in general, have been on the rise in the past 10 years, and more and more people are flocking to search engines to research their products. Not only research, mind you, but these same people are buying a lot of products online, and that includes tents, hiking equipment, and even hunting/military equipment.
You may be thinking: “Oh, but Outdoor Gear is for the outdoorsy types, the ones who don’t bother with the internet.” Once again, this is not correct. In literally every industry, people are prone to hassle free transactions, and buying camouflage is no different than buying any other shirt. Every industry has had to shift towards online sales, and your’s is no different. What does this mean? It means that your online presence is one of the largest driving factors of widening your consumer base. It means that you need to be visible to your audience.
How to Increase Visibility
If you’re new to developing an online presence, here are some tips to get you started. The first thing that you want to think about is where people spend their time on the internet. Most people today have a social media account, and you should too! That’s right, every single time you post you’re likely to gain visibility and potential clients. That means that you should not only focus on Facebook, but even Instagram and Pinterest are great places to show your customers exactly what kind of company you are.
Another great way to increase your online presence is to ask for reviews. If you’ve worked with customers that have had a great experience, there’s nothing wrong with encouraging reviews! Every positive review that your site gets is going to attract attention, and even negative reviews can be a positive. If you publicly handle a negative review and satisfy an unsatisfied customer, that sends a message to new customers that your Outdoor Gear Store cares about its consumers and is willing to take extra steps to ensure a great experience.
Lastly, but probably the most important internet issue that you need to worry about, is search engines. Pretty much everyone who has used the internet has conducted an online search about a product that they’re interested in. Most people have conducted a search just to find a product that they may be interested in. That means that your site’s placing on the search results will dictate its visibility. The best way to solidify a nice spot in a search engine’s search results is with a rigorous SEO campaign.
What is SEO?
SEO, or Search Engine Optimization, is a process that increases your rankings on organic search results. Organic search results are the results that appear naturally on a search engine, as opposed to paid results (which are located above the organic results). Although a PPC (Pay Per Click) campaign will place you on the top of search results, it isn’t necessarily the direction you’ll always want to take. Paid results are trusted much less than organic, and that makes sense since the user knows that the link was paid for and not earned. These results also cease to exist the moment that payment ends, unlike organic results which last a long time.
How does SEO improve your ranking? Basically, in an SEO campaign, extra content is created in order to boost your relevance. Key words and phrases are used in this content, starting with less popular terms in order to build a foundation, and ending in popular terms in order to seal the deal. A campaign that is done right will slowly shift you up the organic search results ladder, and keep you up there for a long time. This is important to your visibility, as discussed above, and will lead to better sales and traffic to your site.
How 1Digital Agency Can Help
Here at 1Digital, we take pride in our ability to navigate the nuances of every industry we work with in order to bring success to our clients. Our content writers are highly trained in SEO and understand how to write material that your customers will love. When you come to us, you come to an agency that knows what they’re doing. We’ve had a vibrant history with SEO since our inception in 2012, and we continue to strive for excellence every single day. We won’t know what kind of campaign you’d like to run for your business until you contact us. Reach out today, and let’s work together to improve your Outdoor Gear Store.
- Dan Kogan
- September 7, 2017