Digital Marketing for Firearms

Guns, gun components, AR-15 kits, custom Glock back plate engravings — if it’s related to things that go boom, we love it. However, as anybody in the industry will tell you, search engine ads, social media sites, and a hell of a lot of states don’t. That’s why we specialize in digital marketing for guns: so you can work around these draconian restrictions and help customers find you and your business.

QUICK SUMMARY

What’s Easy

Search engine optimization
Email marketing
Link building

What’s Hard

PPC ads on search engines and social media
Social media content restrictions
Navigating state- and federal legal restrictions

CHALLENGES

Anything that’s legally controversial is going to struggle online. In today’s political climate, there are few things more controversial than guns.

No PPC Ads

The first challenge a lot of online firearm businesses run into with digital marketing is with pay-per-click (PPC) advertising. While there are some platforms that will host gun-related ads, such as gun blogs, it isn’t so easy on search engines or social media sites. For example, firearm PPC ads on Google or Bing aren’t allowed at all. Search engine PPC ads are one of the fastest ways to get your site to the top of search results pages and in front of potential customers, so this is obviously a huge problem.

The restrictions go beyond ads. Most platforms have strict policies that prohibit the promotion or sale of firearms and related accessories, especially between private individuals. Even mentioning terms like “buy,” “sell,” or “trade” can get your content flagged. We’re walking a tightrope here, where we need to create engaging content that resonates with firearms enthusiasts without triggering the platform’s algorithms. It’s a constant game of cat and mouse, trying to stay one step ahead of the ever-changing rules and regulations.

Legal Restrictions

Then there’s the law. Online companies in the firearm industry not only struggle with the same legal restrictions that their brick-and-mortar counterparts do, but also restrictions on customer age and inter-state shipping. Every state has their own laws around the kinds of guns, gun parts, magazine sizes, and accessories that they allow in their state, as well as specific paperwork and licenses customers need to have to buy them. While a brick-and-mortar store only needs to know the laws of their own state, firearm businesses need to be familiar with the laws of all 50 states. Accidentally shipping a product to a state that prohibits it can land a business in some serious legal hot water.

Age Restrictions for Site Visitors

While it’s been the case for decades that customers have to be a certain age to buy a gun (either 18 or 21, depending on the state and type of gun), you’ll find age restrictions on site visitation and marketing. For example, SMS marketing for firearms relies on third-party services that typically require businesses to only allow of-age site visitors to sign up for their marketing lists.

SOLUTIONS

When it comes to generating traffic and getting consistent conversions, the three most effective forms of marketing for guns are social media activity, search engine optimization, and leveraging email and SMS marketing lists.

Instead of explicitly promoting firearm products, we can focus on building a strong brand presence and a loyal community by sharing engaging content that skirts those pesky restrictions. Think high-quality photos and videos showcasing the craftsmanship of firearms and highlighting their use in activities like hunting or sport shooting. We can post links to articles and blog posts about gun safety, training tips, and the latest industry news. Running contests and giveaways that don’t involve the direct transfer of firearms is another solid tactic. Basically, we’re playing the long game, building relationships and trust with potential customers. We are positioning your brand as a go-to resource for all things firearms-related, even if we can’t directly advertise sales on these platforms.

And while we can’t advertise firearms, we can advertise non-firearm products your company sells. Company merch (like shirts and hats) or gear that isn’t exclusively connected to firearms (like ear and eye protection) can be promoted. This is great for giveaways and

Search Engine Optimization

For products that aren’t on Amazon (like guns), most online shopping starts with a search engine. But here’s a secret: most online gun dealers haven’t optimized their sites for search engines.

The only reason these businesses rank for the search terms (also known as “keywords”) related to yours is usually because they started their website years ago. Search engines see them as the default. That means that if you invest in SEO, you can not only get on the front page alongside your competition, but also surpass them, steali- uh, I mean, redirecting the traffic they would’ve gotten to your site.

Email and SMS Marketing

Once you’ve gotten traffic (and customers) onto your site, you want them to keep coming back. One of the easiest ways to do that is with email and SMS marketing. Grow your marketing list and keep them updated on new products, limited-time deals, and any blogs or news you want to share. Unlike organic or social media traffic, this traffic is usually coming with the intention of actually buying something.

The only consideration is that many SMS marketing services require you to have an age gate preventing underage site visitors from signing up for your marketing list. However, that’s easy to set up: just a quick popup or disclaimer on the signup page, and you’re good to go.

OUR PROCESS

Implementing those solutions is our specialty. Here’s how we do it.

Establish Your Audience

Before we even think about your strategy, we have to figure out who we’re talking to. Are we aiming for seasoned hunters who know their way around a rifle like it’s an extension of their arm? Or are we wooing newbies who are just dipping their toes into the world of firearms? When you know your audience, you’ll know what marketing will work best for your company.

Build Your Strategy

We’ll sit with you to decide what services are best for your business before compiling a marketing strategy tailored for you. This strategy will lay out the steps we’ll take to improve your online presence and increase conversions, from on-site pages we’ll optimize to how we’ll grow your marketing lists. We’ll also establish clear key performance indicators (KPIs) and realistic timelines so you’ll know when to expect your ROI.

Start Optimizing Your Site for Search Engines

Search engine optimization is all about making sure your website shows up when people Google things like “best rifle for deer hunting” or “how to clean a handgun without accidentally shooting your foot again.” I know from experience that you will get some really weird search queries, so you have to have your bases covered.

Keyword Research: We’ll figure out what phrases your potential customers are typing into Google or Bing.
On-Page Optimization: We’ll sprinkle those keywords throughout your website content, titles, and descriptions like magic fairy dust.
Technical SEO: We’ll make sure your website is fast, mobile-friendly, and easy for Google and Bing’s robots to crawl.
Local SEO: If you have a physical store, we’ll make sure you show up in local searches and on Google Maps.

Social media is where we get to show off your brand’s personality. Are you all about serious, tactical gear? Or do you have a more lighthearted, “let’s go plinking this weekend” vibe?

Content Strategy: We’ll help you plan a mix of engaging content, including photos, videos, and articles that are compliant with their strict content restrictions.
Platform Selection: We’ll focus on the platforms where your audience hangs out the most. Facebook, Instagram, Twitter, YouTube — we’ll be there, ready to engage.
Community Building: We’ll plan contests, polls, and Q&A sessions to build a loyal community of gun lovers.

Start Email Marketing

Email marketing is still one of the most effective ways to reach your customers directly. But forget those boring, spammy emails that end up in the trash. We’re talking about personalized, valuable content that people actually want to read.

Segmentation: We’ll divide your email list into different groups based on their interests and past purchases.
Automated Sequences: We’ll set up automated email sequences to welcome new subscribers, nurture leads, and recover abandoned carts. People forget about products in their cart all the time.
Promotional Campaigns: We’ll send out targeted email campaigns to promote new products, special offers, and events.

Start SMS Marketing

SMS marketing is like email marketing’s cooler, faster cousin. It’s a great way to send out quick updates, reminders, and exclusive deals.

Opt-In Compliance: We’ll make sure we’re following all the rules and regulations when it comes to getting people to sign up for your SMS list.
Short and Sweet Messages: We’ll keep our messages concise and to the point. No one wants to read a novel on their phone.
Time-Sensitive Offers: We’ll use SMS to send out flash sales, limited-time discounts, and other offers that create a sense of urgency.

Analyze and Report on Key Metrics

We won’t just throw a bunch of stuff at the wall and hope it sticks. We’ll track everything we do, measure the results, and make adjustments along the way.

Website Analytics: We’ll use tools like Google Analytics to track website traffic, user behavior, and conversions.
Social Media Analytics: We’ll monitor your social media performance, tracking metrics like engagement, reach, and follower growth.
Email and SMS Analytics: We’ll track open rates, click-through rates, and conversions for your email and SMS campaigns.
Regular Reports: I’ll provide you with regular reports that show you exactly what’s working and what’s not, so you can see the value of your investment.

Keep Up With the Legal Landscape

The firearms industry is heavily regulated, and we need to make sure we’re following all the rules. We stay up-to-date on all the latest laws and regulations, so you don’t have to worry about getting into legal trouble.

HOW TO GET STARTED

Digital marketing for firearms can be a wild ride, but it doesn’t have to be frustrating. With the right strategy and a bit of creativity, we can help you reach your target audience, build a strong brand, and sell more guns, parts, and gear. Contact Libre via email or phone today to set up your free consultation!

FREQUENTLY ASKED QUESTIONS

Unfortunately, you can’t advertise firearms on most social media platforms. That’s not just PPC ads — even promoting firearm products in a social media post can get your post and account flagged. Social media companies have strict content restrictions on anything related to firearm commerce, so you have to tread carefully with your activity online. That goes for ammunition, accessories, and attachments, too.

Generally speaking, it isn’t illegal to show a gun on social media — but it can be depending on the gun or the person holding it. For example, if the gun is improperly registered or prohibited (such as a short-barreled rifle or sawed-off shotgun), the posted photo can be used as evidence of your violation. Or, if an individual with an expired or revoked FOID posts a photo with them holding a gun, that can lead to a fine, arrest, or both.

How big is the gun industry in the United States?

The gun industry is huge in the United States, with the National Shooting Sports Foundation reporting an estimated $90 billion in 2023. It’s consistently growing, too. Despite the legal and digital content restrictions that make this industry challenging, the firearm industry isn’t going anywhere anytime soon.

What time of year do guns usually go on sale?

There are two times of year that are when most gun stores put their guns on sale: right after fall’s hunting season ends and at the end. With Libre, we help you launch promotions that make your products stand out from other gun stores.

Is digital marketing for guns worth it?

Yes, digital marketing for firearms is always worth it. With most buyer’s journeys beginning online, getting their attention and their money is the fastest way to grow your business today. And with so many gun companies leveraging social media, search engine optimization, email marketing, and more, you can’t afford not to. Libre helps you set up your marketing efforts on all channels you’re active with.