The defence sector is a highly sensitive market that traditionally has very much relied on personal relationship building and word-of-mouth as a key marketing tool. However, with the impact of COVID-19 on industry events, face-to-face meeting and the decline of print media, digital channels have become an increasingly important platform for communicators to promote their company’s activities, expertise, technologies, and people.

According to W7Worldwide, an effective defence sector communications strategy in the digital age needs to provide audiences with informative, trustworthy and value adding content, using a mix of thought leadership articles, authoritative White Papers, and explainer videos.  The main channels to focus on are the company website, digital media outlets and LinkedIn as the preferred social media platform for defence industry decision makers and professionals.

Written content, whether on your website or distributed via digital channels, is a primary way to get your message across to influence how your company and technology is perceived.  This includes blog posts, press releases, case studies, C-Suite executive profiles and even recruitment campaigns. Content needs to be engaging whilst also instilling trust in your brand. Position yourself as expert in a specific subject or market segment, educate your target audiences on topical issues affecting the industry and the solutions your company can offer.

An effective content marketing strategy, coupled with keyword focused SEO tactics will significantly boost traffic to your website and with those inbound leads.  Align your communications strategy with your key messages and business objectives to reach specific geographies, announce new technologies and product launches.

Due to the often-sensitive technologies defence companies offer and confidentiality imposed on them to openly talk about their contracts and business activities, communicators have been slow in adopting digital marketing techniques.  However, companies that don’t adapt to the new digital environment will be left behind, as customers increasingly seek out information online as part of their procurement process.