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How Defense Contractors Can Build a Social Media Marketing Campaign

Defense contractors who use social media marketing are able to reach current and prospective customers more efficiently, and track the effectiveness of their marketing dollars.

photo credit: Rosaura Ochoa via photopin cc

Defense contractors are increasingly aware of the benefits that can be gained from engaging in social media.

In a recent DefenceIQ report on defense industry social media, over 60% of defense contractors indicated that it is "essential" or "very important" that they step up their social media presence.

Similarly, 58% of the defense contractors surveyed indicate that they will be taking action toward "increasing your social media and online presence."

A lot of defense contractors (and other businesses) have told me that, honestly, one of the biggest barriers to stepping up a social media presence is not knowing how to get started. Some of that is due to a lack of personal and institutional knowledge of social media best practices.

Getting started setting up a social media campaign should not be a problem thanks to Optify's 21-page e-book "How to Build a Social Media Campaign."

What is Social Media Marketing? Conducting a social media marketing campaign means actively starting conversations online, pushing content, asking questions, driving traffic and expanding visibility. As you create links and blog mentions, interested consumers see these and click through.

Despite being only 21 pages, the e-book covers a lot of ground and is more a primer on Internet marketing than just social media.  The guide consists of 7 chapters and can be a great start for defense contractors new to social media as well as a good refresher for the more experienced.

Step 1 - Plan Your Campaign - Surprisingly, this is the part that many social media campaigns don't seem to have. In just one page, the guide shows you how to address your goals, audience, message points, social media channels, timing, measurement and crisis planning.

Step 2 - Create Great Content - This is the most important part of any social media marketing campaign. Social media expert Jay Baer has framed social media and content this way: "Content is the fire. Social media is the gasoline."

Step 3 - Set Up Landing Pages - This covers where on your site to place all the content that the social media will help generate, as well as how to ensure the content can be easily found by search engines.

Step 4 - Create Optimal Lure Language - Each social media channel like Twitter or LinkedIn requires different types (and lengths of messages) to invite visitation to the content on your site.

Step 5 - Distribute Links via Social Media Channels - Covers onsite and offsite optimization. Onsite refers to what you do to optimize your social media presence on your website, whereas offsite optimization is everything that helps with your different social media channels.

Step 6 - Track & Monitor Your Campaign - That which can be measured can be improved! The guide includes a concise matrix of measurement and analytics that should be considered, along with the tools that can help accomplish that.

Step 7 - Iterate and Refine - Social media marketing should not be a "fire and forget missile." Given the rich measurement data generated by social media marketing, you should constantly measure and do more of what's working. And less of what's not working.

What challenges have you encountered in establishing a social media marketing campaign?

Click here to download a copy of "How to Build a Social Media Campaign" or view the SlideShare deck 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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