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Defense Contractors: 8 Steps to Successful Internet Marketing

Defense contractors who master Internet marketing can increase their credibility, awareness and leads.

As traditional marketing methods become less effective and more expensive, defense contractors are beginning to take advantage of the powerful business results afforded by a smart Internet marketing strategy.

To some defense contractors, the idea of Internet marketing might seem foreign and overwhelming.  But as with executing a military strategy, breaking it down into individual tactics can make the task more manageable and start generating results.

Here are eight steps which can serve as building blocks in order for defense contractors to quickly achieve success:

  1. Create a Keyword Strategy - Focus your website around the words most commonly used by your end users, prospective customers or contract partners to find a firm like yours. You can test and analyze how effective different words are for drawing visitors to your site.
  2. Optimize Your Website - Once your keywords are developed, increase your site's chances of ranking for those keywords. This involves preparing your site's content in a search engine-friendly manner. For a quick, easy and free assessment of your site's optimization, visit Hubspot's Website Grader
  3. Create Blog & Other Content - Blogging and other content (e.g. ebooks, webinars) are powerful ways to help more of the right people find you online. Your content should not be promotional, but instead share your expertise, much in the way an article in a defense industry magazine would.
  4. Promote Content & Participate in Social Media - Defense contractors who can leverage social media to help distribute their content and increase their overall community of advocates can experience significant growth. For defense contractors, Twitter and LinkedIn are two of the most useful social media tools.
  5. Convert Site Traffic Into Leads - Develop a compelling offer for your customers, create a call-to-action to promote your offer, and launch a landing page with a form for visitors to submit their information to obtain the offer. An example of a compelling offer is a research report, a white paper or an ebook.
  6. Nurture Leads With Email Marketing - According to MarketingSherpa, 70% of your leads will buy, but not immediately. Lead nurturing helps develop relationships with potential customers by sending targeted, relevant, and valuable messages in a timely manner.
  7. Be Mobile-Friendly - This means optimizing your site for mobile devices such as smartphone and tablet computers. Mobile platforms are playing a larger role in internet marketing.
  8. Analyze & Refine Strategies - That which can be measured can be improved! With so many metrics available, the opportunity for continuous improvement is abundant.

What do you think? What areas of Internet marketing are most challenging for you? Please leave your comments below.

The Principal and Founder of Artillery, Douglas Burdett is a former artillery officer and Madison Avenue ad man. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.

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