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How Defense Contractors Can Enhance their Marketing with Twitter

Defense contractors who use Twitter can greatly enhance their marketing, lead generation, public relations and search engine optimization.


Defense contractors who think Twitter is only for teenagers to keep track of Justin Bieber could be missing opportunities to grow their business.

According to Hubspot, the benefits of using Twitter are enormous:

  • Companies that use Twitter average 2x more leads than those that don't.
  • Companies with 1,000+ Twitter followers get 6x more traffic.
  • 42% of companies that use Twitter for marketing have acquired a customer through it.

For defense contractors, Twitter can help with marketing in a variety of ways.

  1. Increased website traffic - If you tweet about interesting content on your site and include a link, more people will follow the link to get the information.  Additionally, they might tweet to their followers about the content, thus driving even more site traffic.
  2. Monitoring your brand - Using the Twitter search tool, you can monitor what's being said about your company and its products and services, as well as that of your competitors.  You can also respond to people who are looking for a solution that you provide.
  3. Promoting events, webinars and campaigns - Twitter can help promote any kind of event, especially when they are directed to an event sign-up page.
  4. Establishing thought leadership - By tweeting about valuable resources (both on your site, blog and elsewhere), your company will start to build thought leadership and be perceived as an expert.

Additionally, Twitter can be used to enhance lead generation.

  1. Landing pages - By building landing pages for Twitter followers that contain useful content such as a whitepaper, and then tweeting about it, prospect information can be captured.
  2. Monitor industry terms - by following industry terms relevant to your defense industry sector, you can find people who might be a good prospect and start a relationship with them, when possible by answering questions and directing them to your blog.
  3. Participate in Twitter chats - There are a number of micro-communities on Twitter who discuss industry issues at a predetermined time.

For public relations, Twitter offers some important tools:

  1. Develop relationships/watch for editorial opportunities - Reporters and influential bloggers are generally quite active in social media, especially when gathering information for stories. This is an opportunity to become a useful resource to the reporter.
  2. Contact reporters directly - Some reporters prefer a direct message on Twitter instead of an email because of the required brevity of a tweet, and because of the less formal environment.
  3. Pre-pitch research - Before pitching a reporter, you can research their tweets to find out what they've been researching and writing, as well as to make sure they are available.

Finally, Twitter is becoming more influential with search engines because of the growing importance of "social search."  Search engines like Google and Bing are beginning to track things like the number of social media shares of a link to better refine their search offerings.  So in addition to directing traffic to your website, Twitter is going to become a more important signal to search engines.

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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