As we enter a new decade, the firearms industry is under fire in an ever-changing political landscape. In an industry where we could once sell anything, we have to work even harder to sustain success and continue to make profits. Google and Facebook have alienated our market and it can be convoluted and hard to navigate the new restrictions.

Google suppresses marketing and advertising relating to firearms and ammunition per their restrictive “Dangerous Products or Services” policy. According to Facebook’s prohibited content policy, “Ads must not promote the sale or use of weapons, ammunition, or explosives. This includes ads for weapon modification accessories.”

Needless to say, these as well as other companies’ restrictions preclude a lot of advertising opportunities for firearms companies. Here are 5 ways you can market your firearms business without using Facebook or Google Adwords.

Increase marketing spend to place more emphasis on accessories

Placing an emphasis on other products can get customers in the door or on your website where they can see the full extent of your product offerings. Not only does this help to continue making sales but also presents new opportunities for partnerships with companies that are mutually beneficial as well.

Engaging new demographics

Finding new audiences to market to means potential new demographics. A lot of firearms and tactical companies are marketing more to women in recent years. This presents a great opportunity to pull in new customers and reignite interest with old ones.

Merchandise and other methods of brand awareness

Using your brand logo on merchandise is one of the best things you can do for brand recognition. Someone wearing your t-shirt or ball cap is a walking advertisement and a good conversation starter.

Content Marketing

SEO (search engine optimization) determines how well your website or blog ranks on search engines such as Google or Bing. One of the best things you can do for website traffic is to constantly put out engaging and informative content. There’s nothing saying you can’t write about your company’s products on your website.

Social Media Marketing

Although Facebook does not allow companies to use paid advertising there are no restrictions against organic social posts from FFL licensed retailers. Use social media to your advantage and reach your audiences where they are the most. 

Do you need help putting together a digital marketing strategy? Contact the Black Rifle Team and get started on a custom-made digital marketing plan today.