15 Reasons Why More Aerospace & Defense CEOs are “Liking” Social Media

A growing number of aerospace and defense CEOs are embracing social media because it makes business sense. They are not alone in their thinking.

Raytheon's Bill Swanson Twitter Cufflinks

Shown here is a Twitter logo on the cufflink of Bill Swanson, Chairman and CEO of Raytheon.

According to Wikipedia, “Raytheon Company is a major American defense contractor and industrial corporation with core manufacturing concentrations in weapons and military and commercial electronics.” The company has 68,000 employees and revenues of $24.857 billion.  It is #5 on the Defense News Top 100.

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Why Content is the Marketing “Silver Bullet” for Defense Contractors

With content marketing, defense contractors can increase awareness and demand for their products and services in a way their prospective buyers actually like.

Defense Contractor Silver Marketing BulletAccording to Wikipedia, “‘silver bullet’ refers to any straightforward solution perceived to have extreme effectiveness.”

Most of the time, when the term “silver bullet” is used, it is prefaced by the words “there is no” [silver bullet]. But if a defense contractor were to deploy only one marketing tactic that would have the most impact, it would be content marketing.

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How Defense Contractors Can Find New Customers

Defense contractors can find new customers by adopting demand generation tactics such as providing educational content, making their website an educational hub, using marketing automation software and nurturing decision makers until they are ready.

Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company’s products and/or services. Commonly used in business to business, business to government, or longer business to consumer sales cycles, demand generation involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process. WIKIPEDIA

Demand generation as a marketing approach is becoming more popular because of the changing nature of the buying and decision-making process.

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