SEO
Digital Marketing in Defense and Security (DEFSEC) Sector
Jari Vasko••4 min read
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The defense and security sector differs from many other sectors that utilize digital marketing. Partially it is because of the sensitive nature of the business. There are also lots of limitations when it comes to advertising products related to the defense and security sector and this requires different approaches to digital marketing.
DEFSEC in general is a bit late to realize the potential of digital marketing, but now there is increasing pressure to reach wider audiences outside of traditional customer groups. In this post we point out some of the challenges and offer some ideas for marketing.
DEFSEC businesses often handle classified and sensitive information so security protocols need to be stringent and comply with all the necessary regulations. Target audiences can vary from governments to military personnel and private contractors. Some international organizations are potential customers as well and often long and thorough vetting procedures are required to be accepted as a potential supplier of goods and services.
Specialized platforms can be more effective at reaching target audiences than traditional media, but often a mix of both is the right approach. Reputation, credibility and trust are extremely important so careful consideration with marketing efforts is required
Perhaps most important aspect is the content. Content needs to be informative and engaging. It could include case studies, white papers and blog posts as an example. Once quality content is created it is also very important to choose the right channels to distribute the content.
Thought leadership is not easy to achieve, but it is something that companies should aim for as that helps to establish them as an expert in their field and add credibility and trust among stakeholders. Quality content plays a big role in this.
Once quality content is created it can be distributed using various channels such as LinkedIn or X(Twitter). By using the right social media channels it is possible to connect with the industry professionals. Sharing relevant news and information is a good way to stay relevant and build brand reputation. Some paid advertising options are also available, but careful attention should be paid with possible limitations and restrictions.
Email is often an underutilized way of advertising as many perceive it to be spammy or old fashioned. But carefully built and nurtured email lists can be a very effective way to send targeted messages about services, products and industry trends. It is also possible to utilize email automation to increase effectiveness
Engaging and informational content is crucial, but people need to be able to find that content. Technical on-page optimization needs to be done carefully to make sure that there is nothing blocking the visibility of the website from the search engines. And on-page optimization is also good for the visitors as that includes the correct use of headings and subheadings to make the page easy to navigate.
Content can be further improved with keyword research and using some long-tail keywords in the content should be considered. However, keyword stuffing will not work and keywords need to be used in a natural way. You can read more about SEO in here.
Customers can be reached using targeted ad campaigns, but it is good to remember that many platforms have restrictions when it comes to advertising certain products. Advertising for weapons and ammunition are often prohibited and even having them visibly on the website might lead to advertising bans.
Sometimes different landing pages or entirely different websites might be needed to successfully advertise on PPC platforms such as Google Ads. But as a general rule the usual optimisations can be used such as using negative keywords to exclude irrelevant traffic and improve efficiency.
Marketing for DEFSEC companies requires significant effort and strategic consideration.
As an example we can take responsibility for SEO and SEM. Helping with social media marketing campaigns is something we also do. You can focus on your core activities and let us help with marketing efforts.
Our work style is flexible, and if you need help with a particular task, do not hesitate to get in touch. We are happy to help with your marketing needs. We are happy to learn more about your marketing needs. Get in touch with us and let's see how we can help.