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Small Business Marketing Strategy: A Guide for Veterans
Veterans can use their military skills to build strong small businesses. Marketing plays a key role in this process by increasing visibility and attracting loyal customers. With over 1.9 million veteran-owned businesses in the U.S., leveraging your military background can give you a competitive edge. Hereās how:
Highlight Your Veteran-Owned Status: Many Americans prefer supporting veteran-owned businesses.
Use Military Skills: Leadership, teamwork, and strategic planning translate into effective marketing.
Leverage Veteran Networks: Organizations like NaVOBA and SBA offer resources, certifications, and mentorship.
Focus on Digital Marketing: Build a website, use social media, and start email campaigns to reach more customers.
Veterans bring discipline, integrity, and resilience to entrepreneurship. By applying these traits to marketing, you can grow your business and stand out in the market.
Using Military Experience in Business Marketing
Military Leadership in Brand Development
Veterans bring exceptional leadership skills to brand development. Their experience in building and leading teams provides a solid base for driving business success.
Magda Khalifa, a U.S. Army special operations combat veteran, highlights this unique advantage:
"Military veterans have already demonstrated willingness to take risks. Many Veterans have leadership skills and experiences that often far exceed their peers of the same age. They are trainable and have developed character and values. They have been tested and proven and have managed to solve problems with limited resources. They understand the culture of working in a team for a greater purpose and have demonstrated discipline and resilience. All of these things are critical in entrepreneurship and desirable in an employee." [3]
Hereās how key military values translate into brand-building strategies:
Military Value | Brand Application |
|---|---|
Loyalty | Building strong customer relationships |
Integrity | Maintaining transparent business practices |
Honor | Adopting ethical marketing approaches |
Selfless Service | Prioritizing customer needs |
Personal Courage | Taking bold steps in market positioning |
This foundation creates a seamless transition into applying structured military planning to marketing strategies.
Military Planning in Marketing
The PACE method (Primary-Alternate-Contingency-Emergency) offers a structured way to develop flexible marketing strategies. Chad Storlie explains its relevance:
"Marketing planning is constrained by both time and resources. P-A-C-E is a great tool for marketing teams to help drive creativity in the planning process to find alternate yet still effective methods to meet the business plan." [4]
Military values donāt just inform planning - they also shape how veteran-led businesses communicate their brand.
Military Values in Business Communication
Veteransā understanding of teamwork and discipline plays a crucial role in business communication. Marshall Morris, CEO of HomeLife Media, shares his perspective:
"Veterans understand what it means to be part of a collective - a group of people who have the same mission moving in the same direction. As a company grows, this becomes more and more important. Having that understanding allows them to be key team players as a company matures." [3]
Retired U.S. Navy SEAL Sean Matson underscores the importance of disciplined repetition:
"As a SEAL, we would do thousands of repetitions to ensure it was a muscle memory, that when it got squirrely, we fell back on the basics." [3]
Marshall Morris also stresses the role of personal accountability:
"Ownership of your output" is one of the biggest applications from his years in the Army. "Only when you truly own 'you,' all your decisions, successes and failures, thoughts and actions will you be able to really own the moment and make clear decisions." [3]
10X Veteran Marketing Strategies: Tips for Veteran ...
Veteran Business Networks and Support
Veteran business networks play a key role in helping former service members transition into entrepreneurship. With nearly 10% of small businesses being veteran-owned, these businesses collectively generate over $1 trillion in annual revenue [5] .
Veteran Business Organizations
The National Veteran-Owned Business Association (NaVOBA) stands out as a key resource for veteran entrepreneurs. Through its Certified Veteran's Business EnterpriseĀ® (VBE) program, NaVOBA connects veteran-owned businesses with corporate opportunities via initiatives like Operation Matchmaker.
Mimi Lohm, NaVOBA's VP of Corporate Relations & Chief Development Officer, highlights the program's impact:
"Our corporate partners are genuinely committed to creating opportunities for our Certified Veteran's Business EnterprisesĀ® to compete for contracts. Operation Matchmaker guarantees that discussions stem from shared interests, ensuring that we respect everyone's time by focusing on genuine opportunities." [5]
Several businesses have achieved notable success through NaVOBA programs:
Company | Achievement Through NaVOBA |
|---|---|
Secured Walmart "Golden Ticket" at Open Call | |
Selected for Chobani's Supply Chain program | |
Won 2024 Women's Veteran's Business EnterpriseĀ® of the Year | |
Gained valuable corporate connections |
These examples show how programs like Operation Matchmaker create meaningful opportunities for veteran entrepreneurs to grow their businesses and expand their networks.
Veteran Business Events and Programs
Veteran Business Outreach Centers (VBOCs) offer a range of support services, including:
Business training workshops
One-on-one counseling
Referrals to resource partners [6]
The Small Business Administration (SBA) also provides targeted programs like Boots to Business (B2B) and specialized support for women and service-disabled veterans [7] .
Looking ahead, the Vet Ohio Expo, set for September 2025 at the National Veterans Memorial and Museum in Columbus, Ohio, will feature 55 veteran-owned businesses. This event will provide direct access to potential customers and partners [8] .
In addition to formal events, building direct partnerships through these networks can further accelerate business growth.
Building Veteran Business Partnerships
Teamwork, a cornerstone of military life, is equally important in the business world. Strategic partnerships can drive success when partners share common goals and values.
Partnership Activity | Implementation Approach |
|---|---|
Joint Marketing | Develop shared campaigns and materials |
Combined Resources | Merge talents and assets for new offerings |
Cross-Promotion | Collaborate on sales calls and referrals |
Reputation Management | Partner with organizations that share your standards |
Brenden Blair, CEO of St. George Equipment LLC, underscores the value of these connections:
"NaVOBA's Operation Matchmaker has been one of the most valuable resources for St. George Equipment LLC. NaVOBA is our EASY button for connecting with decision makers in our industry." [5]
Low-Cost Online Marketing Methods
Digital marketing offers a budget-friendly way to reach your audience. In 2020, 47% of internet users spent more time on social media than the previous year [9] . For veteran business owners, this presents an opportunity to make a big impact without spending a fortune.
Website Development and SEO
Your website serves as your online home base. To make it effective, focus on these critical elements:
Key Website Features | How to Implement |
|---|---|
Homepage Value Statement | Clearly explain your services with strong calls-to-action. |
Contact Information | Include business hours, location, phone, email, and social links. |
Product/Service Pages | Offer detailed descriptions for each category or service. |
Mobile Optimization | Ensure your site is responsive and works on all devices. |
Regular Updates | Publish blog posts or updates to improve search engine visibility. |
"Let me say this, there is no magic in the system, not anymore, there's no secret formula for ranking on Google. It's simply a matter of creating useful content, making it easy for people (and Google) to find, and spreading the word to show Google that people actually care about it." [10]
Once your website is ready, use social media to connect with your audience and drive more traffic.
"Social media drives significant sales. Most customers say they discover us on Instagram and didn't realize we had a content site or a store until we promoted them on social." [9]
Veteran entrepreneurs can get the most out of social media by focusing on these strategies:
Choose the Right Platforms: Focus on platforms where your audience spends the most time. It's better to engage deeply on one or two platforms than to spread yourself too thin.
Create a Content Plan: Post consistently and use your background and expertise to make your content stand out.
Review Metrics: Pay attention to engagement, click-through rates, conversions, and how quickly you respond to customer inquiries.
"Social media is a totally invaluable channel for us. Before I joined the company, Steve let the creativity part of social media slide. It wasn't authentic, and business fell away." [9]
Email Marketing Guide
Email marketing is another affordable way to connect with your audience. Hereās how to build a strong email strategy:
Step | What to Do |
|---|---|
Build Your List | Gather emails through website sign-ups and in-person interactions. |
Segment Your Audience | Group subscribers by their interests and behaviors. |
Plan Your Content | Schedule newsletters that provide helpful and engaging content. |
Track Results | Measure open rates, click-through rates, and conversions. |
Veteran Business Support Programs
Support programs play a key role in helping veterans grow their businesses by connecting them with federal and private resources tailored to their needs.
Federal Support Programs
The Small Business Administration (SBA) offers a range of resources for veteran entrepreneurs, including training programs, funding opportunities, and federal contracting support [7] .
Program Type | Benefits | How to Access |
|---|---|---|
SBA Loans | Competitive rates and flexible terms | Use the SBA Lender Match tool |
Federal Contracts | Access to exclusive set-aside contracts | Register on SAM.gov |
VBOC Support | Workshops, concept assessments, training | Contact your local VBOC office |
"SBA offers support for veterans as they enter the world of business ownership. Look for funding programs, training, and federal contracting opportunities." - U.S. Small Business Administration [7]
The Veteran Institute for Procurement (VIP) has shown measurable success in helping veteran entrepreneurs. In 2023 alone, VIP trained over 500 veteran-owned businesses in federal procurement. Participants reported an average 20% revenue growth within their first year (Source: Veteran Institute for Procurement, 2023).
Beyond funding and contracts, obtaining certifications can elevate your business and open doors to exclusive opportunities.
Veteran Business Certification Guide
Certifications for veteran-owned businesses provide access to federal contracts and specialized market opportunities. To qualify, you typically need to meet the following requirements [11] :
At least 51% veteran ownership
Honorable discharge status
Active involvement in daily business operations
Proper documentation of veteran status
Hereās a quick look at the certification options:
Certification Type | Best For | Primary Benefits |
|---|---|---|
VOSB | Federal Contracts | Access to VA contracts |
SDVOSB | Disabled Veterans | Priority consideration for federal contracts |
VBE | Private Sector | Participation in corporate diversity programs |
Certified businesses can also take advantage of mentorship programs to sharpen their marketing and operational strategies.
Business Mentorship Options
Veterans Business Outreach Centers (VBOCs) provide personalized counseling, workshops, and ongoing mentorship to veteran entrepreneurs [6] .
"Veteran Business Project's staff and Business Mentor provide hands-on guidance and mentoring to Military, Veterans, and Spouse small business owner-operators including, but not limited to, entrepreneurship training, business opportunity referrals and more." - Veteran Business Project [12]
These mentorship programs give veterans access to actionable marketing advice while helping them leverage their military experience as a unique advantage in the business world.
Conclusion: Next Steps for Veterans in Marketing
Main Action Items
To succeed in marketing, veteran entrepreneurs should focus on clear goals and measurable results. Hereās a breakdown of key areas to prioritize:
Focus Area | Action Steps | Expected Impact |
|---|---|---|
Target Audience | Develop detailed buyer personas, conduct surveys | Better ad targeting |
Market Research | Study website analytics, interview customers | Make informed decisions |
Brand Strategy | Clarify business category and key benefits | Stronger market positioning |
Digital Presence | Monitor metrics like traffic and conversions | Trackable business growth |
"Focus is almost always the difference between a business that grows profitably and one that never seems to gain any momentum." - Greg Head [1]
With these steps in mind, begin crafting a strategy that aligns with your business goals and leverages targeted resources.
Getting Started Guide
Use these action items as the foundation for a focused, results-oriented marketing plan. Start by creating a clear marketing strategy statement. Hereās a helpful formula:
"[Your Company Name] is the leading [Category] for [Target Customers], providing [Unique Benefit]. Unlike competitors, [Your Company Name] stands out for [Unique Differentiator]." [1]
Veteran entrepreneurs have a unique advantage. With 18 million U.S. veterans and 72% of consumers preferring veteran-owned brands, the potential is enormous [2] .
Here are some resources to help you get started:
Resource Type | Purpose | Access Point |
|---|---|---|
VBOC Support | Workshops, mentorship for business planning | Local VBOC office |
SBA Programs | Training and funding opportunities | SBA website |
Market Research Tools | Tools for analytics and customer surveys | Digital platforms |
"Having adequate knowledge of your target audience helps make your marketing more effective and cost-efficient." - Debbie Gregory [13]
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