Addressing Customer Needs at Every Step in The Buying Process
I’m sure that as a gun store owner you have some ideas of the kind of customers that come into your store. From the first-time shooter to the experienced reloader.
Though I have a question, have you sat down and really thought about how these kinds of people come through your door? Do you have customer profiles for each kind of customer? Do you have an idea of what kinds of things they are going to be searching for online before they come into your store?
If not, you should be taking this into account as part of your larger digital marketing strategy. From identifying their needs as they are searching for information to giving them relevant and useful information and deals as you build a relationship with them
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Where This Can Have an Impact
Understanding your customer’s “buying personas” can help you with just about every aspect of your digital marketing.
With your content marketing you can more accurately sight in your written, video and audio content production.
With your email marketing you can more accurately segment your email lists and send out notifications that will convert higher and be more useful to your customers.
With your in-store interactions, you can easily train your employees in what common concerns and questions people will have when they walk in the door.
Hopefully this gives you some idea of how powerful this can be.
So, in this guide we’ll be breaking down some of the common buying personas in the gun world. From the novice to the competition shooter. We’ll walk you through these individual personas and for each of them see how a pain point develops where they find they have a need, what kinds of things they’ll be researching as they narrow down their product search, and how you can meet them at every step with quality content for their needs.
Making Your Own Buyer Personas
Of course you can, and should, create your own buyer personas. The one’s below are just starting points for you to get ideas.
When crafting your own buyer personas you don’t have any hard and fast things that you must have for each one, but here are some tips.
- Give your buyer personas a catchy name – alliterations can help with this
- Note key demographic details
- Age
- Sex
- Background
- Income or budget
- Education level with firearms
- Key product recommendations
- An experienced shooter might want recommendations on good die sets for reloading, a new shooter might want something that is easy to control with minimal recoil. A hunter might be looking for a high-quality scope for next season, etc.
- Pain Points
- What kinds of concerns or problems is this kind of customer looking to solve?
- A new firearm? Advice? Training? Specific gear for hunting or competition?
You can be as detailed as you would like, but these are going to be “categories of customer” not exact descriptions. Furthermore, people might shift from one to another. After a few years, a novice shooter might go from in experienced to detailed discussions of hollow point bullet designs with your staff.
So, with the basics of what makes up a buyer persona tacked out, let’s start discussing some potential buyer personas and how you can help them.
“New Shooter Nicole”
Profile
- Age Range: Early 20s to 30s. May be older than this.
- Background: Recently decided to purchase her first firearm for home defense or personal protection. Has minimal experience handling guns but wants to learn. Additionally, something may have happened to spur the decision to start learning how to shoot that “woke them up” or “scared” them into deciding they want to learn how to shoot.
- Budget: Moderate, but willing to spend on training and quality if it means added peace of mind.
Online Searches & Interests
- Basic Firearm Safety: Searches for “gun safety tips for beginners” or “how to store a handgun safely.”
- Local Training Classes: Looks up “firearm training near me” or “intro to pistol courses.”
- Beginner-Friendly Guns: Searches for “best first handgun for home defense” or “easy-to-use handgun for beginners.”
- Gun Store Locations & Reviews: “reputable gun store near me” or “best place to buy a handgun in [City].”
Pain Points
Overwhelmed: Feels lost with all the models and calibers available. Worries about getting the “wrong” gun.
Safety & Legal Concerns: Unsure about local firearm regulations or concealed carry permit requirements.
Confidence: Wants reassurance that she can handle a firearm safely and effectively.
What She’s Looking For
- Friendly, patient staff who can explain things clearly.
- A well-reviewed training program or recommendations for beginner classes.
- Assurance that the store can guide her through paperwork and regulations.
"New Shooter Nicole's" Searches
As a customer like “Nicole” is starting her firearms purchase journey, she’s going to go on a path of searching for information. At each of these stages she’ll be using search terms or “keywords” like the one’s below. If you can give a new gun owner like “Nicole” a great experience and make them, feel comfortable, you’ll get someone who will keep coming back to you as they grow as a gun owner.
Problem Identification Searches
- “Is owning a gun safe for families?”
- “Home defense tips for beginners”
These kinds of terms you can address with types of content such as:
- Article/Blog Post: “5 Family-Friendly Safety Steps Before Buying Your First Gun”
- Explores gun locks, safes, and responsible storage.
- Infographic: “Myths vs. Facts: Gun Ownership for Home Defense”
- Dispels misconceptions and offers reassuring data around defensive firearms use in the home.
Research Phase Searches
- “Best first handgun for self-defense”
- “Beginner gun safety class near me”
Adress these searches with things like
- Video Tutorial: “Handgun 101: A Beginner’s Guide to Caliber & Controls”
- Demonstrates differences between popular beginner handguns (e.g., 9 mm vs. .380).
- Local Events Page: “Upcoming Beginner Safety & Handling Workshops”
- Lists course dates, instructors, and sign-up information.
Solution Stage Searches
- “Where to buy a Glock 19 near me”
- “Best gun store in [City/Neighborhood] with training”
Create pages on your website such as:
- Product Spotlight Page: “Our Top Picks for First-Time Handgun Owners”
- Showcases your recommended models, pricing, and store location.
- Store Locator & FAQ Section: “Visit Us in [City]: What to Expect at Your First Purchase”
- Provides store hours, address, and what to bring when buying your first gun.
“EDC Eric”
Profile
- Age Range: 30s to 50s
- Background: Holds a concealed carry permit and occasionally visits the range to maintain proficiency. Focuses on self-defense.
- Budget: Moderate to high, depending on gear quality and concealed carry-focused accessories.
Online Searches & Interests
- Concealed Carry Holsters & Accessories: “best concealed carry holster,” “appendix carry comfort tips,” or “tactical belt for EDC.”
- Ammunition Types: Wants reliable ammo for concealed carry; searches for “best defensive 9mm ammo.”
- Legal Updates: Checks local or state laws regarding concealed carry.
- Training & Drills: “concealed carry advanced training” or “how to improve shooting speed and accuracy.”
Pain Points
- Comfort & Practicality: Seeks gear that’s both comfortable for daily wear and easily concealable under normal clothes.
- Reliability: Needs a firearm that’s dependable with minimal malfunctions.
- Staying Informed: Concerned about keeping up to date with changing state or city regulations.
What He’s Looking For
- A knowledgeable staff that can suggest the best EDC setups.
- High-quality, self-defense ammo recommendations.
- Ongoing training classes or private coaching to sharpen skills.
“EDC Eric's” Searches
A customer like Eric is probably going to be your “average” customer. Carries regularly, if not every day, shoots “not as much as he should”, but still likes to stay up to date on changes to state and federal firearms law and wants to know if that new “wonder bullet” is really worth the price.
Problem Identification Searches
- “How to carry a gun comfortably all day”
- “Concealed carry laws in [State/County]”
Content Ideas
- Blog Post: “Concealed Carry 101: Understanding Local Regulations”
- Explains key laws, permit requirements, and safe handling practices.
- Short Video: “Top 5 Holster Styles for Everyday Carry”
- Quick overview comparing IWB, OWB, ankle, shoulder holsters. Showing comfort pros/cons as well as what to look for in a quality holster.
Research Phase Searches
- “Best concealed carry handgun for reliability”
- “How to choose the right holster size”
Content Ideas
- Comparison Guide: “Glock 43x vs. M&P Shield: Which is Best for Concealed Carry?”
- Breaks down specs, weight, capacity, and concealability.
- How-To Article: “Fitting Your Holster: 5 Tips for a Comfortable EDC Setup”
- Covers belts, holster angles, adjusting retention, types of holster construction, etc.
Solution Stage Searches
- “Glock 43x for sale near me”
- “High-quality concealed carry gear bundle”
Content Ideas
- Product Bundle Page: “Concealed Carry Essentials: Gun + Holster + Belt Package”
- Lists product details, prices, and in-store availability.
- Online Store/Checkout Page: “Ready to Carry? Order Online, Pick Up In-Store!”
- Guides customers to your e-commerce section, explaining in-store pickup process.
“Hunting Henry”
Profile
- Age Range: 40s and up.
- Background: Experienced outdoorsman focusing on hunting deer, elk, or other game. Likely has multiple rifles but may be looking for a new addition or upgrade.
- Budget: Varies, but tends to splurge on reliable, well-reviewed gear.
Online Searches & Interests
- Rifle & Optics Reviews: “best scope for deer hunting,” “comparing .308 vs .30-06,” or “long-range hunting rifle reviews.”
- Hunting Gear: “lightweight hunting backpack,” “warm hunting clothing,” or “best game calls.”
- Local Hunting Regulations & Seasons: “hunting season dates in [State],” “bag limits,” or “how to apply for tags.”
- Ballistic Info & Handloading: Possibly curious about “handload recipes for .270 Winchester” if he’s into customizing ammo.
Pain Points
- Performance Under Tough Conditions: Needs gear that withstands harsh weather and rugged terrain.
- Finding Specific Calibers or Ammo: Certain cartridges can be hard to find locally.
- Regulatory Compliance: Concerned about hunting licenses, tags, and local firearm restrictions.
What He’s Looking For
- Quality gear that will last multiple hunting seasons.
- Knowledgeable staff to provide advice on ballistics, scopes, or custom ammo.
- Possibly in-store services for mounting optics or bore-sighting.
“Hunting Henry's” Searches
A customer like Henry is going to be looking for quality gear, scopes, rings, quality ammunition, as well as outdoor gear. He might be looking for the same kinds of things as Eric but will be much more focused on the gear that he needs for his hunting adventures. Firearms focused stores, that lack much of the additional gear that serious hunters need may have difficulty capturing these kinds of customers. However, if you are able to demonstrate that you have specialist knowledge that they can’t find at the big sporting goods stores you can create life long customers.
Problem Identification Searches
- “How to hunt elk in tough terrain”
- “Best caliber for deer hunting in [State with specific terrain]”
Content Ideas
- Blog Post: “5 Tips for Elk Hunting Success in Mountainous Regions”
- Discusses gear, rifle/cartridge selection, scouting methods, etc.
- State-Specific Guide: “Deer Hunting Calibers that Excel in Dense Forests”
- Highlights each caliber’s pros/cons for your local environment and game.
Research Phase Searches
- “Bolt-action vs. semi-auto for big game hunting”
- “Top-rated scopes for long-range hunting”
Content Ideas
- Detailed Comparison Article: “Bolt vs. Semi-Auto: Finding Your Perfect Hunting Rifle”
- Outlines reliability, accuracy, and maintenance.
- Scope Buyer’s Guide: “Choosing the Right Optic for 300+ Yard Shots”
- Reviews key features like magnification, reticles, and lens coatings.
Solution Stage Searches
- “Remington 700 with scope package near me”
- “Deer hunting rifle deals in [City]”
Content Ideas
- Product Page/Bundles: “Our Best Hunting Rifle + Optics Combos”
- Showcases various rifle-scope packages with ready-to-go setups.
- Special Promotion Announcement: “Seasonal Hunting Discounts: Save on Ammo & Gear”
- Advertises limited-time offers, in-store events, or services like bore-sighting.
“Competition Cathy”
Profile
- Age Range: 25–45
- Background: Actively involved in handgun competitions (USPSA, IDPA), or 3-Gun matches. Needs specialized gear and parts to stay competitive. Willing to invest in high quality gun smithing work.
- Budget: Moderate to high, especially for performance-boosting accessories and modifications.
Online Searches & Interests
- Performance Upgrades & Modifications: “best trigger upgrade for Glock 34,” “competition sights or reflex optics.”
- Reloading Supplies: “buying powder and primers in bulk,” “reloading tips for 9mm major.”
- Competition Tips & Drills: “USPSA stage breakdown,” “IDPA competition gear checklist,” or “how to improve draw speed.”
- Event Schedules: “upcoming handgun competitions near me.”
Pain Points
- Equipment Limits: Competitions have strict rules about what’s legal in each division. Needs store staff that understands these regulations.
- Gear Reliability: Can’t afford malfunctions during matches; invests in top-tier parts and ammo.
- Finding Compatible Upgrades: Searching for specialized triggers, mag wells, or extended base pads that fit competition requirements.
What She’s Looking For
- A store that carries or can order specialized parts.
- Expertise in advanced tuning and modifications to keep guns competition-ready.
- Access to reloading supplies or advice for creating custom loads.
“Competition Cathy's” Searches
A “Competition Cathy” can range from an experienced competitive shooter to someone who is just starting out with shooting competitions. Either way, a customer like Cathy is going to be looking for highly specific guns and will often be looking for quality gun smithing services. Being highly invested in competitive shooting, they’re going to be shooting regularly, and they may even be reloading their own ammunition. They’ll probably be looking to add extended magazine releases, trigger upgrades, and much more if not buying a “competition ready” gun from a manufacturer. If you and your staff are familiar with and able to speak to the needs of customers like this you can create an invested evangelist for your brand.
Problem Identification Searches
- “Why is my USPSA score low—tips for faster draw?”
- “Best upgrades to improve shooting competition performance”
Content Ideas
- Skill-Building Article: “5 Common Mistakes in USPSA and How to Fix Them”
- Addresses trigger control, draw time, stage planning, etc.
- Upgrade Overview: “Top 5 Competition-Ready Mods for Handguns”
- Summarizes triggers, sights, mag wells, or extended base pads.
Research Phase Searches
- “Best reflex sight for IDPA competition”
- “Where to buy reloading supplies for 9mm major”
Content Ideas
- Comparison Post: “IDPA Legal Reflex Sights: A Buyer’s Guide”
- Breaks down rule compliance, budgets, and performance.
- Reloading Supplies & Tutorial Section: “Essential Reloading Components for Precision Ammo”
- Explains powder types, primer selections, and safe reloading practices.
Solution Stage Searches
- “Sig P320 X5 Legion competition package near me”
- “Advanced competition gunsmithing services in [City]”
Content Ideas
- Product Highlight Page: “Turnkey Competition Pistol Packages”
- Showcases pre-upgraded firearms that meet common match regulations.
- Services Page: “Custom Gunsmithing for Competitive Shooters”
- Outlines your custom trigger jobs, stippling, and other performance enhancements.
“DIY Dave (The Reloading & Gunsmithing Enthusiast)”
Profile
- Age Range: 35–60
- Background: Comfortable around firearms, likely has a workshop at home. Enjoys tinkering, building AR-15s, or customizing handguns. May also be reloading his own ammo.
- Budget: Willing to spend on quality tools and parts.
Online Searches & Interests
- Build & Customization Guides: “How to build an AR-15 upper,” “customize 1911 trigger,” or “Glock stippling tips.”
- Reloading Equipment: “best progressive reloading press,” “powder comparisons for .45 ACP,” or “reloading bench setups.”
- Gunsmithing Tutorials (General Concepts): Even if he’s experienced, might look for advanced techniques or new product reviews.
- Tool & Parts Availability: Looks for local stores that stock specialized parts, jigs, and top-grade components.
Pain Points
- Finding In-Stock Tools & Components: Shortages of certain items (like primers or specialized jigs) can derail a project.
- Local Regulations on Modifications: Doesn’t want to accidentally veer into restricted territory (e.g., building something that violates NFA rules).
- Quality Over Quantity: Prefers well-reviewed, durable tools and materials that don’t break or warp easily.
What He’s Looking For
- Guidance on ensuring projects remain compliant with law.
- Local availability of hard-to-find parts or components.
- Possibly in-store gunsmithing services for tasks requiring professional equipment or know-how.
"DIY Dave's" Searches
A customer like Dave will be looking for parts, uppers, lowers, and all of the necessary tools to work on his firearms himself. He’s probably not just building his own AR’s but also reloading as well. If you are able to be a source of information and guidance as he tackles a project, then you’ll have a customer that keeps coming back over and over.
Problem Identification Searches
- “Why is my AR-15 not cycling properly?”
- “How to reduce trigger creep on a budget build”
Content Ideas
- Troubleshooting Guide: “Common AR-15 Malfunctions & How to Address Them”
- Step-by-step solutions referencing safe, legal modifications.
- Beginner Gunsmithing Article: “Improving Trigger Feel: The Basics of Polishing & Springs”
- Ensures readers understand the legal lines they shouldn’t cross.
Research Phase Searches
- “Best progressive reloading press for .45 ACP”
- “Where to buy quality lower parts kits”
Content Ideas
- Reloading Equipment Review: “Top 3 Progressive Presses for Speed & Accuracy”
- Compares price, output rate, ease of setup.
- Parts & Kits Buyer’s Guide: “Choosing the Right AR Lower Parts Kit: Brands & Quality Checks”
- Highlights reliability vs. cost, shipping restrictions, etc.
Solution Stage Searches
- “AR-15 custom build shop in [City]”
- “Gunsmith near me to install match-grade barrel”
Content Ideas
- Service Overview Page: “Build, Upgrade, or Repair: In-Store Gunsmithing Services”
- Details scope mounting, barrel fitting, or custom finishing.
- Appointment Booking/Consultation: “Get Expert Guidance on Your Next Build—Schedule Today”
- Encourages direct action, offering a phone or online scheduling system.
How These Search Terms & Content Benefit Your Store
By mapping out search intent for each persona across problem identification, research, and solution stages, you can create a content strategy that answers questions at every step. This approach:
- Captures Top-of-Funnel Leads who are just starting to explore firearm ownership or improvements.
- Guides Mid-Funnel Prospects through more detailed product comparisons and tutorials.
- Closes Bottom-of-Funnel Sales by offering clear next steps—like store visits, product pages, or service bookings.
In essence, matching your content to the specific needs and motivations of each buyer persona transforms casual browsers into confident buyers—ultimately boosting your store’s authority, search visibility, and revenue.
However, you can go beyond just the initial sale. By using buyer personas like these you can segment your customer base into relevant segments in an email list.
At time of sale, and though your website you can ask them to sign up to your email list. Through this you can get an idea of what kinds of content and promotions they are clicking “open” on and send them more, related offers.
For instance, say you run a specialty store that focuses on custom AR’s and 2011’s and CCW training. You could segment your list into those who are interested in your custom builds and those that are interested in every day carry tips.
This, tailored to the customer’s interests, approach gives customers what they want, making them more likely to become repeat customers.
Policing The Brass
Hopefully this guide has given you some ideas on where to start building your store’s buyer personas and how to use those in your digital marketing efforts. From keyword research to content creation and more. The time spent building these out will net you targeted returns for your business.
