Defense contractors who master online marketing can reduce marketing costs, refine their targeting, make changes on the fly and track real-time results.
For many defense contractors, online marketing can be as overwhelming as when a new recruit first reports to boot camp.
The problem many companies experience with adopting online marketing is that it's constantly changing. Many don't know how to start building the foundation of their online marketing education.
Fortunately, Unbounce has produced the "Noob Guide to Online Marketing: A 6-Month Course to Take Anyone From a Marketing Zero to Hero."
The course includes step-by-step instructions on how to become an Internet marketer regardless of past experience. The course is broken into 9 broad areas, and explains how each area affects the others, as well as each area's impact on inbound traffic growth.
- Landing Pages - These are web pages that appear after clicking on an ad or call-to-action (CTA). It usually includes copy related to the ad or CTA. Landing pages are often linked to from social media, email campaigns or search engine marketing campaigns. The purpose of a landing page is to convert a visitor into a sales lead.
- Social Media Marketing - Includes strategies on how to convert your social traffic into sales leads, primarily with Twitter, Facebook and LinkedIn.
- Email Marketing - Once a visitor has been converted to a lead, there are a number of ways email marketing can be used to nurture the lead. Includes guidance on testing emails for continuous improvement.
- Lead Generation - Basically, getting site visitors to download valuable information, guides and reports (think eBooks and whitepapers), in return for providing their contact information. Once you have that information you can nurture the lead with additional valuable information.
- Organic Search Marketing - This covers how to get found online by ensuring your site is properly optimized for search engines, as well as getting links from other sites to yours.
- Conversion Rate Optimization - Converting visitors to leads is a continuous improvement process. This section shows you how.
- Analytics - Getting up to speed on data that can lend direction and insights to customer behavior and refinements that can be made.
- Content Marketing - "Content is the start, middle and end of your online marketing story and is critical to virtually everything you do." Includes tactics like blogging and eBooks.
- Paid Search Marketing - Also known as pay-per-click. It's the fastest way to get traffic to your site, but like heroin, it's expensive, addictive and the effectiveness ends when you stop paying for it.