April 28, 2026

Influencer Marketing Strategies for Firearm Businesses | Insights from Murray Road Agency’s Tim Brandt

How firearm businesses can better leverage influencers, align marketing efforts and drive measurable results

In today’s rapidly evolving marketing landscape, influencer partnerships are no longer optional; they’re a strategic necessity. But as many firearm retailers, ranges and brands have discovered, simply “working with influencers” isn’t enough.

In this exclusive NSSF Industry Insights interview, Tim Brandt, Owner of Murray Road Agency, shared practical insights on how businesses in the firearm and outdoor space can better structure, execute and measure influencer marketing efforts.

His message was clear: success comes from intentional strategy, clear expectations and alignment across your entire marketing mix.

Set Clear Expectations from Day One

A recurring theme in Brandt’s discussion was the importance of setting expectations early and often.

Too many businesses enter influencer partnerships without clearly outlining:

• Deliverables
• Content guidelines
• Campaign goals
• Performance benchmarks

This lack of clarity leads to inconsistent results and difficulty measuring success.

Before launching any influencer campaign, document:

• What success looks like (traffic, conversions, engagement)
• What content is required (frequency, format, messaging)
• How performance will be tracked

Then communicate this clearly to both your internal team and your influencer partners.

Measure What Actually Matters

One of the most valuable discussions during the session centered around metrics and measurement.

Different companies track different data points, but not all metrics are equally valuable.

Brandt emphasized the need to go beyond surface-level metrics like likes and impressions and instead focus on:

• Website traffic
• Sales conversions
• Lead generation
• Customer acquisition

Ask yourself: What do we actually care about as a business?

Then build your influencer program around those key performance indicators (KPIs), not vanity metrics.

Integrate Influencers Across the Entire Marketing Funnel

A common mistake is treating influencer marketing as a standalone tactic. Brandt recommends a more strategic approach: use influencers across the entire customer journey.

• Top of funnel: Awareness and brand discovery
• Mid-funnel: Education and product consideration
• Bottom of funnel: Conversion and purchase

Map your influencer partnerships to your marketing funnel:

• Use larger creators for reach and awareness
• Use niche or trusted voices for conversion and credibility

This ensures your investment supports both short-term and long-term growth.

Align Influencers with Your Broader Marketing Strategy

Influencer marketing shouldn’t operate in a silo. Brandt highlighted the importance of alignment across all marketing channels, including:

• Public Relations
• Social media
• Affiliate programs
• Brand campaigns

When these efforts work together, results compound.

Make sure your influencer strategy:

• Reinforces your brand messaging
• Supports current campaigns and launches
• Reaches the same target audiences as your other channels

In some cases, this means repeating messaging. In others, it means filling gaps.

Be Ready for Both Strategy and Serendipity

While structured campaigns are essential, Brandt also shared that some of the biggest wins come unexpectedly.

In one example, a major influencer featured a product organically, without a planned campaign, resulting in a surge in traffic and sales.

Actionable takeaway:

• Build long-term relationships with influencers
• Stay engaged and responsive
• Be ready to capitalize on unplanned opportunities

Success often comes from a mix of intentional strategy and being prepared for the unexpected.

Why Agencies Can Accelerate Results

Brandt also addressed the role of marketing agencies in the firearms industry.

While many internal teams understand marketing fundamentals, agencies bring:

• Established relationships
• Proven systems and processes
• Cross-channel expertise
• Speed and efficiency

If your team is stretched thin or looking to scale:

• Consider agency support for execution and strategy
• Leverage their ability to move quickly and optimize campaigns

The value isn’t just knowledge, it’s execution at scale.

The Power of Industry Collaboration

Beyond influencer strategy, Brandt emphasized the broader value of industry engagement, particularly through organizations like NSSF.

From networking opportunities to data and market insights, these resources help businesses make smarter decisions.

Learn More and Become an NSSF Member

Take advantage of available industry resources:

• Market data and trends
• Consumer insights
• PR and crisis communication guidance

Even short, in-person engagements can lead to meaningful insights and faster decision-making.

Move with Intention

The biggest takeaway from Brandt’s insights is simple but powerful:

Influencer marketing works best when it’s intentional, integrated and measurable.

For firearm retailers, ranges and manufacturers looking to grow, this means:

• Defining clear goals
• Aligning influencers with your strategy
• Measuring real business outcomes
• Staying agile and open to opportunity

In a competitive and highly regulated industry, those who approach marketing with clarity and purpose will be best positioned to stand out and succeed.

Will you be at the 2026 NSSF Marketing and Leadership Summit?

Industry professionals are encouraged to mark their calendars for the 2026 NSSF Marketing and Leadership Summit, taking place on May 12-14 in Hilton Head, S.C. This premier event offers unparalleled opportunities for networking, learning and strategic planning. Attendees will gain invaluable insights from industry thought leaders like Brandt, contributing to the continued growth and evolution of the firearm industry.

Learn More and Register Today