COVID-19’s Impact on the Firearms Industry and How You Can Take Advantage as a Firearms and Ammunition Supplier

Americans have a funny way of reacting to disasters. Some people are choosing to stock up on toilet paper and hand sanitizer, while others are heading straight to their local firearms dealer and loading up on guns and bullets. It’s no surprise that Americans are practicing their right to the 2nd Amendment amid this pandemic. It seems as if we’re headed into a zombie apocalypse and the only means of survival are toilet paper and guns. Consequently, the firearms industry is monopolizing on consumers’ growing concerns and fears of the worst to come.

Since, the government has issued a lock down and deemed gun stores nonessential, it has forced suppliers to rely on a eCommerce platform. So, how can you, a firearms and ammunition supplier, take advantage of that platform effectively?

As a supplier, it is essential to respond to the increase of demand by hiring an experienced digital marketer to help generate in-bound traffic to your website. A digital marketer will utilize keyword research to create strong paid search advertisements to successfully influence the rank of your products on search engines. Google Ads is a popular online advertising platform developed by Google that advertisers use to display paid advertisements and product listings. Advertisers can use Google’s keyword planner tool to discover keywords and phrases with high volumes that they can bid on. Some examples of strong keywords/phrases are “guns for sale” and “firearms and guns.”

Advertisers can also work on reaching first-time buyers by creating content that monopolizes on the concerns and fears of consumers through off-site SEO. An example would be to curate social media posts that stress the importance of protecting family and gaining security and safety by purchasing firearms and ammunition. In addition, advertisers can purchase display ads on websites, social media platforms, or other digital mediums that discuss COVID-19 to entice first-time buyers to click on your product listings. Display ads are used to attract a certain audience and encourage users to click on the ad to take action.

Visit this page, for more information on effective strategies and biddable media techniques that you can use to boost your sales.

Marketing & Advertising Tactics that the Travel & Tourism Industry Can Use to Help Offset the Economic Consequences of COVID-19

It’s no surprise that the travel and tourism industry is facing a huge economic setback amid the global crisis due to COVID-19. This disaster has pushed the industry to cut jobs and forced small-businesses to close their doors. It is estimated that this industry alone will negatively impact the global economy and increase the unemployment rate world-wide. Of the corresponding industries impacted, the airline industry proves to be the most hard hit. Experts estimate that it will take years for this industry to recover. With that being said, the American airline industry has requested a bail-out that ranges from $29 to $58 billion from the U.S. government, but it is unclear if such a bail-out will be granted.

With all this in mind, new strategies must be developed to help counteract the financial damages occurring in the major industry. Companies should consider adapting to the current circumstances by modifying their marketing and advertising strategies. One method that could be used is off-site SEO. Off-site SEO are actions taken outside of the companies direct website to improve ranking and visibility on search engines. For example, utilizing multi-media and social media platforms like Facebook, YouTube, Instagram, and Twitter. Marketers and advertisers should create more meaningful content that persuades consumers to make use of the incredibly low airline ticket prices for future use. They can develop a positive brand image by exploiting the theme of unity in response to COVID-19. A perfect example of this is Emirates’ Do you remember advertisement. This video has wholesome content that conveys a positive outlook, while advertising travel through their company.

Other methods that can be used are display and social advertising. Marketers and advertisers should enhance social media marketing because there is an opportunity to take advantage of the increase in social media usage due to COVID-19. Display advertising can help influence demand, which is the industry’s main challenge to overcome. However, it is in the best interest of the industry to spend more time and resources into social advertising. Social advertising is arguably the most effective avenue to reach a wider audience, which drives leads and revenue.

A Beginner’s Guide to Keyword Research

Keyword research is the process of identifying key words or phrases that users are inputting in search engines, in order to create content that involves those terms with the intention of ranking well in search engines. This key process is the first step in search engine optimization (SEO). It is essential to begin SEO with keyword research because it impacts every other SEO task that needs to performed. It helps advertisers understand and reach their audience better.

When identifying keywords it’s really important to understand what your audience wants to find and how they are looking for it. So, it’s necessary to ask questions about the business, their customers, and their goals to successfully create brand awareness and in-bound traffic. For optimal results, you must figure out how the audience is searching for the product or service you provide. This is done by using a keyword research tool to discover highly related and relevant terms to your product or service. For example, typing in “trucks” into a keyword research tool will most likely uncover other relevant terms or phrases such as “best trucks 2020” or “used trucks for sale.”


I have a personal example of using keyword research in an academic/professional setting. In my marketing class, we were expected to curate a keyword research strategy for Ford Motor Company. The project background was as follows:

“You are tasked to assume the role of a Digital Marketing Manager at Ford and present a keyword strategy to Ford’s Director of Marketing. This keyword strategy should include your recommendations about how to acquire relevant and cost-effective traffic through search engines, using relevant keywords as the basis. The goal of this report should be to boost Ford’s revenues and stock price through the marketing opportunity provided by search engines. You will be preparing this keyword strategy primarily for the US market, but will also want to consider the UK as well to identify any notable differences in keywords and behaviors.”

– Professor Sutton, MKT 363

Below are my findings and recommendations:

Findings

Sedans

My findings related to sedans indicate that the high-performing keywords in this category are “sedan,” being the obvious choice, “best mileage cars,” and “best mpg cars.” The maximum search volume for these three categories is 100,000. Ford should have its sedans included in articles that rank sedans based on mileage. This is lucrative to promote in-bound website traffic. 

SUVs

The high-performing keywords related to SUVs are “SUV,” “best SUV,” “best small SUV,” “best mpg SUV,” and “best gas mileage SUV.” The maximum search volumes are 100,000. It is also important to note that Ford’s main competition for SUVs is Jeep. The Jeep Grand Cherokee and Jeep Compass have a maximum search volume of a million each. So, it should be in Ford’s best interest to devise comparisons of its SUV vehicles to Fiat Chrysler’s SUV vehicles through third-party websites.  

Trucks

I collected data pertaining to all categories of trucks. I found that size was a major factor and that some high-performing keywords related to size are “best midsize truck,” “best small truck,” and “best full size truck.” All of which had a maximum search volume of about 10,000. I also noticed that keywords that included “reliability” and “fuel efficiency” have high search volumes as well. Ranking according to these keywords can prove to be beneficial when consumers are looking for trucks that relate to these categories. 

Vans 

Although Ford does not manufacture traditional family vans, it does produce utility/cargo vans. The top two keywords that relate to this are “cargo van” and “cargo van for sale.” Both have a maximum search volume of 100,000. Including these terms in our strategy can help cover consumer searches for transit vehicles. 

Financing/Leasing

The top keywords found are centered around “calculators.” For example, keywords that include the word “calculator” have maximum search volumes of a million. Some high-performing keywords are “car loan calculator,” “auto loan calculator,” and “car payment calculator.” The other, more obvious, top keyword is “car leasing.” Ford should push for high rankings in these categories to boost sales. 

United Kingdom

United Kingdom’s market is important to evaluate as well. There are key differences to note between the U.S. and the United Kingdom’s markets that relate to consumer vehicle searches. The most popular car models appear to be small compact vehicles, which makes sense because of its infrastructure. Ford’s Fiesta and Focus are some of the most popular models competing against European brands. I found that general vehicle-related keywords included “small,” “hybrid,” “electric,” and “leasing.” Some examples that have maximum search volumes over 100,000 are “car lease deals,” “best electric cars,” and “best hybrid cars.” Ford should focus on improving rankings in these categories because of the differences in consumer demand. 

Conclusion

Ford can expect cost-effective traffic through the search engines using the keywords suggested above. The application of this strategy will help improve Ford’s revenues and stock price. This strategy can also help Ford maintain its competitive edge in not only vehicle sales and service, but through its digital practices.