Military Advertising Agency Digital Marketing

An average Military business should spend between $112500000 and $225000000 a year on marketing and advertising expenses, or roughly 7.5% – 15% of annual gross revenue. The total amount may be higher if you are in a highly competitive industry, want accelerated growth or your business generates high revenue during the holiday shopping season. 

Military business owners are often heavily involved with the day to day operations of their business. Some of the most common challenges for a Military business include: 

1. Complex Regulatory Environment: 

Military business companies must adhere to stringent government regulations. Ensuring compliance is about abiding by the law and maintaining the trust and credibility that the Army, Navy, and other defense bodies place in them. Non-compliance can lead to hefty penalties and the potential loss of contracts.

2. Technological Advancements and Adaptation: 

Keeping up with rapid technological changes is paramount. Whether it’s next-generation aircraft for the Air Force or advanced naval systems for the Navy, defense contractors must stay ahead of the curve. This constant push for innovation requires significant R&D investments and the agility to adapt quickly.

3. Supply Chain Vulnerabilities: 

A globalized world means that components for a single defense project might originate from multiple countries. Any disruption, whether due to geopolitical tensions, economic sanctions, or natural disasters, can impact the timely delivery of crucial equipment to entities like the Marines or Coast Guard.

4. Budgetary Constraints and Political Decisions: 

Defense budgets fluctuate based on political decisions. For instance, companies serving the Army or Space Force can face financial challenges when there are unexpected budget cuts or shifts in defense priorities. Planning for such uncertainties is vital, but it’s also challenging.

5. Talent Acquisition and Retention: 

The specialized nature of defense projects, whether for the Air Force’s high-tech avionics or the Coast Guard’s maritime systems, demands skilled talent. With private tech companies offering competitive packages, attracting and retaining top professionals becomes challenging.

Because Military businesses are so focused on these challenges, it often becomes very efficient to bring in outside experts to help manage and ensure specific tasks are done correctly. Marketing and advertising are two of the most commonly outsourced areas businesses use because they are critical to their success. 

Military Lead Generation 

Many Military companies are focused on generating leads. This can include building an internal email list for marketing purposes or generating high-value leads that can be quickly contacted to grow revenue. Lead generation typically involves creating a specific incentive, offer, or informational guide and then driving prospects to a landing page to collect their information. You can also collect the prospect’s information on a lead form hosted by the ad platform. Both options can be connected with your CRM or email marketing system so automatic calls, emails, and SMS messages are sent directly to your new prospect. If you want to help set up a lead generation for your Military office, please contact the team at AdvertiseMint to discuss your options. 

Increasing Military Sales 

The most popular of all advertising objectives for Military companies is sales. Increasing revenue is essential for every Military company to succeed. Many ad platforms have new tools that allow you to pass through values for each customer, which means they associate more weight towards the customers spending the most. This allows them to find more customers like your top spenders. If you want to help grow your Military, please contact the team at AdvertiseMint to discuss your options. 

Military App Installs

Perfect for any Military business that has a mobile app. The mobile app objective allows you to run ads either for new app installs or for app events, which are specific events set up inside of your app, such as account creation, payment method added, or transaction completion. It can also monitor usage inside the app or if users reach a certain area. This allows you to display highly targeted ads relevant to each user who sees your ads. The most common types of apps are games, utilities, or informational mobile apps. If you want to help grow sales or usage from your Military mobile app, please contact the team at AdvertiseMint to discuss your options.  

Military Local Traffic 

Many Military companies have locations they are looking to drive local foot traffic to. This can be for a special event, promotion, grand opening, or daily usage. Local ads can be targeted down to a single zip code or a 1-mile radius around a spot on a map. This ensures you can reach the individuals close to your Military location and get your ads in front of them. If you want to increase foot traffic for your Military location,  please contact the team at AdvertiseMint to discuss your options. 

Military Brand Awareness 

As your Military company grows, it will become essential that you stay ahead of your competition. This is generally done by Brand Awareness campaigns, which focus on reaching a wide number of targeted users consistently over a long period of time. This ensures that your Military company stays at the top of mind for your consumers, who continue to purchase your products and services. If you want to increase your Brand Awareness, please contact the team at AdvertiseMint to discuss your options. 

Traditional advertising methods might seem like the go-to strategy in defense contracting and military business. However, as the marketing landscape evolves, even sectors as niche and specialized as the military are starting to realize the benefits of content marketing. Here’s how military business companies are leveraging content marketing strategies to boost their advertising efforts:

1. Building Trust Through Authentic Content: 

In an era where trust is paramount, military businesses can craft content that underscores their commitment to safety, innovation, and support for the forces. Whether detailing the rigorous testing of equipment for the Army or sharing behind-the-scenes insights into the production of high-tech gadgets for the Air Force, genuine content can bridge the gap between manufacturers and end-users.

2. Spotlighting Unique Features with Storytelling: 

The military world is vast, with each branch – the Army, Navy, Marines, Air Force, Coast Guard, and the budding Space Force – having specific needs. Through content marketing, businesses can create tailored narratives highlighting how their products or services cater to these unique requirements. A narrative about a Navy ship’s resilience in turbulent waters or a feature about a new satellite system aiding the Space Force can engage and inform potential clients or partners.

3. Educational Webinars and Workshops: 

The technical nature of military equipment or strategies can be complex. Companies can host webinars or online workshops explaining the intricacies of their offerings, be it for the Coast Guard’s surveillance system or the Marines’ communication devices. This positions the company as a thought leader and educates potential stakeholders.

Leveraging Testimonials and Case Studies: Real-world applications of products and services can serve as powerful testimonials. Documenting how a particular technology-enhanced operations for the Army or a training module improved the efficiency of a Marines unit can resonate with prospective clients and boost credibility.

3. Engaging with Interactive Platforms: 

With the rise of digital platforms, military business companies can engage audiences through interactive content. Virtual tours of a new Air Force jet or AR-based equipment demonstrations can offer stakeholders a closer look, fostering engagement and interest.

The world has changed for the Military, looking to increase their marketing and advertising efforts using AI. Various new tools enable automation and AI to be used in areas like sales, graphic design, video production, content creation, voiceovers, spokesperson, video creation, blog writing, and more. 

The current average cost per click (CPC) on Google ads for the term “Military” is $2.50 and is expected to increase over time. SEO generates these same clicks from targeted keywords for free. There is tremendous value from SEO as you can generate a high volume of traffic for your key business segments. However, SEO is a long-term investment. We recommend that Military companies should be willing to plan for 6-12 months of SEO services before expecting an increase in results from these efforts. Please know that with SEO, the work is foundational, which means each task builds on top of each other. Each action ads more credibility to your website in the eyes of Google and other search engines. AdvertiseMint only believes in high-quality SEO, or long-game efforts, when building SEO. Most SEO tricks or gimmicks often work for a bit but later hurt your Military company when updates are made to the search engines. The only way to move forward regarding SEO is by doing a lot of the right things and doing them faster than your competitors. Military SEO involves three main areas. The first is onsite optimization, which means the pages of your website contain content and are optimized for the search engines. The second step is to build more topical authority around your business to help Google understand that you are an expert in the Military area. This is done by writing consistent blogs between 500-2000 words on core topics relating to your business. The final area is off-site linking, meaning other websites link back to your site and use specific anchor text. This can be achieved by public relations, outreach, and building relationships with other websites. When these three are done together, the result is that your Military SEO will improve, and your organic ranking will start to increase, thus sending more traffic to your website. If you are looking to improve your SEO, please contact AdvertiseMint. 

Yes. Every Military should have email marketing and SMS marketing for their company. Email marketing has continually been proven to be one of the most profitable marketing channels for Military companies. Email marketing allows you to reach your prospects and customers with specific messaging based on their location in your customer journey. These “flows” can be set up so that every person experiences the same informational process regardless of when they join. This ensures your company communicates 24/7 with the people most interested in your Military services and products. SMS messaging is also becoming highly profitable for breaking through all the noise and reaching your most valuable prospects via text. There are many rules regarding SMS marketing and how to add and remove people from your Military SMS marketing. If you want to learn more about optimizing your Email and SMS marketing for your Military Company, AdvertiseMint is here and ready to help. 

Military business companies operate within a unique market niche, which encompasses entities providing goods, services, or support to institutions like the Army, Navy, Air Force, Marines, Coast Guard, and Space Force. Given the sensitive nature of defense and national security, there are specific restrictions these businesses must adhere to when advertising their offerings. Here’s an exploration of these constraints:

1. Sensitive Information: 

Paramount in this field is the protection of sensitive or classified information. Businesses cannot advertise or disclose details of projects that might compromise national security. This rule applies across the board, whether the company’s products are intended for the Army’s ground operations or the Space Force’s extraterrestrial missions.

2. Endorsements and Affiliations:

While a company might have contracts with the Marines or the Navy, direct commercial endorsement from these institutions is typically prohibited. Advertising that suggests such an endorsement can be misleading and is generally restricted.

3. Accuracy and Authenticity: 

Accuracy is vital when referencing military operations or capabilities, such as those of the Air Force or Coast Guard. Exaggerated claims or misrepresentations can lead to reputational damage and potential legal repercussions.

4. Use of Symbols and Insignias: 

In advertising, unauthorized use of official emblems, seals, or uniforms of entities like the Army or Marines can infringe upon intellectual property rights and mislead consumers about official affiliations.

5. Target Audience: 

Some products or services, especially those tailored for the Space Force or specialized Navy operations, may be intended for a specific audience. Advertising these specialized tools or services to the general public might not only be ineffectual. Still, it could also be viewed as a breach of protocol, mainly if it provides insights into specialized military capabilities.

6. Regulations on Export: 

Military business companies often deal with products and technologies subject to export restrictions. Advertising these products to international audiences without clear disclaimers can lead to regulatory violations.

You can find examples of Military competitor ads online in several places. Here are the instructions for how to view competitor ads running on Facebook, Google, and TikTok ad platforms. 

View Military Competitor Facebook Ads 

1. Go to Facebook Ad Library 
2. Select the country where the ad appeared. 
3. Select ad category (All, Politics, Housing, Employment, Credit).
4. Search by keyword or advertiser.
5. Review Facebook ads.

View Military Competitor Google Ads 

1. Go to Google Ads Keyword Planner
2. Sign into Google Ads.
3. Click ‘Tools and settings’ in the top nav.
4. Click ‘Keyword Planner’ under the ‘Planning’ heading.
5. Click ‘Discover new keywords’
6. Type a relevant keyword into the box.
7. Click ‘Get Results’
8. Review Top of page bid and Google ads. 

View Military Competitor TikTok Ads 

1. Go go TikTok Ad Library 
2. Select ad target country 
3. Select ad type.
4. Select ad published date.
5. Enter in the desired keyword or advertiser.
6. Hit search. 
7. Review TikTok ads. 

For most companies, revenue is the KPI (key performance indicator) we monitor when determining whether marketing and advertising efforts are successful. The revenue can be used to determine the ROI or ROAS for your campaigns over a set period of time. ROI (Return on Investment) is calculated by subtracting the initial cost of the investment from the final value, then dividing this new number by the cost of the investment, and finally, multiplying it by 100. ROAS (Return on Ad Spend) is determined by dividing the total revenue by the total ad spend for a specific period of time. 

In addition to revenue, other companies may use metrics such as CPL (Cost Per Lead), CPA (Cost per Acquisition), or CPI (Cost per install) for mobile apps. Monitoring these costs over time can help understand factors increasing or decreasing these numbers. They can be affected by various factors, such as landing page optimization, time of the year, and competitors. 

Many digital ad platforms offer a tool called the brand lift study for companies interested in branding and spending over $100,000 on advertising. This study is used to measure the impact on the perception of your brand when running ads. A brand lift study splits a specific audience into two groups. The first group is shown your ads over a specific period of time; the second group sees none of your ads. At the end of the study, users in both groups were shown a survey by the ad platform. The difference between the first and second groups is called the brand lift, or the increased consumer awareness of your brand due to running advertising.