NEW YEAR’S RESOLUTIONS

There are likely to be lots of changes and challenges this year for our trade, but there are enormous opportunities, too. Though having the time and focus to do some marketing might seem impossible for you, there are some resolutions that will easily weave into your day to day and help you bring the best to your customers this year, writes digital expert Philip Montague.

Have you been feeling like you could be doing more with your company over the past 12 months? Here are four New Year’s resolutions that will help you to grow your business…

1. THE POWER OF STORY TELLING

Our industry struggles to use direct advertising online. With the exception of wearetopple.com, and a few others, all the household names curtail our ability to do so. This is where storytelling is a powerful tool. Instead of trying to sell a product, try and share stories from your business and customers. Describe the heritage of your brand, the experiences your customers have, the traditions that you’re supporting. All these things are devoid of guns, and yet they will attract people interested in guns.

Use your website, newsletters, and social media to share the journey and not the destination. For example, if you wanted to promote the new Browning 825, you might share testimonials from people that have recently changed their approach to training, describe the troubles someone is experiencing that might lead them to want what the 825 has to offer. All this instead of posting a picture of an 825.

2. PERFECT YOUR PRESENCE

Your website, your business profiles in Google and Apple tools, your online reviews, up-to-date directory listings; there is no excuse in 2025 for these not to be right. And I’m going to keep banging on about it until I stop seeing examples of great businesses doing it badly.

Make sure your website works well on mobile, that it’s easy to get in touch with you, and that it clearly shares the things you have to offer. Make sure your business listings, location, and operating hours are correct in Google and Apple. I’ve seen one recently where they said different things about the same business. Ask the people that are truly delighted with your service to write you a review online. A lot of the time people would gladly do it, they just haven’t realised that has value to you. It’s just a gentle reminder, not a plea.

Even little things like making sure the images on your directory listings are appropriate and high quality will make a difference to people considering whether or not to buy from you – these changes can have a lasting impact, too.

3. EMAIL MARKETING

Shout out to the marketing team at Ian Coley Sporting. Great email marketing coming out of your business this year. For those of you that are interested in what they’re doing, you can head to their website and sign up at the bottom of every page. The only way this could be better is with a timed pop-up to make an offer in exchange for people’s contact information. Maybe even an offer specific to the page they’re on. And then more personalised emails based on their interests. An automated flow.

What you do with your own email doesn’t need to be this sophisticated, it just needs to be of value. Marketing to your own audience instead of via other people’s platforms like Meta is going to become more and more important. Start asking for email addresses if nothing else. When you have an audience sizeable enough to make it worth your energy, you have a better justification to start using email. No excuses, it’ll make a huge difference to your business.

4. OUTSIDE THE SOCIAL MEDIA TRAP

Follower numbers on your social media channels aren’t half as valuable as having a way to communicate with your most loyal customers outside of hours. You don’t need to put guns and shooting on social media, those customers know what you do and what you have to offer.

Add value to your niche audience, particularly if you’re concerned about Facebook strikes, or Instagram bans. It’s worth noting that all your historical content is subject to any of their new regulations, which is very frustrating, but don’t let it catch you out if you’re going in a new direction.

Focus on content that showcases the lifestyle and tradition of shooting rather than the products themselves. For example, you could share: •Behind-the -scenes glimpses of your craftsmanship •Photos of customers enjoying themselves (with their consent) •Updates on shooting events or conservation projects

LinkedIn, often overlooked in this sector, can be a goldmine for networking and B2B marketing. Use it to connect with suppliers, industry partners, and shooting enthusiasts, and share industry insights to establish your expertise.

It’s not a mountain to climb, it’s a few things that if you do them right will make a meaningful difference.