Marketing your veteran-owned business: 11 Tips for success

If you’re a veteran who owns a business, you already know the importance of hard work and dedication. But no matter how great your business is, people need to know about it for it to succeed. Marketing is a key part of that, and as a veteran, you have unique opportunities to help your business grow.

Here are 11 simple and effective ways to market your veteran-owned business and get your name out there. ♫ As you read, listen to our dedicated veteran-themed Spotify playlist, "Heroes in Harmony: A Veteran's Tribute".

1. Get certified as a veteran-owned business

Certifying your business as veteran-owned opens doors for special opportunities, including government contracts. Many government agencies and larger corporations actively seek to work with veteran-owned businesses. The Small Business Administration (SBA) can help guide you through the certification process.

2. Use the veteran-owned business logo

The U.S. Department of Veterans Affairs offers a special logo for veteran-owned businesses. This logo shows customers that you’ve served your country and are now serving your community as a business owner. You can display this logo on your website, social media, business cards, and other marketing materials. To apply for the logo, visit the VetCert website and follow the steps to get certified.

3. Join veteran business networks

Veterans have a strong sense of community, and being part of veteran business networks can help you meet others who are on similar journeys. Organizations like the National Veteran-Owned Business Association (NaVOBA) offer networking opportunities, advice, and even marketing help. Attending networking events for veterans is also a great way to connect with potential partners, clients, and mentors.

In addition, check out Warrior Rising, an organization that works with veterans and their immediate family members to start and run sustainable businesses. Read more about this incredible organization in an interview with the Chief of Staff, Ken Vennera.

4. Attend veteran-focused business events

Veteran business events are excellent places to meet people who understand your story and want to help you succeed. Look for conferences, workshops, or local events that are focused on veterans. These events can provide learning opportunities and help you connect with others who can help you promote your business. The Veterans Business Outreach Center (VBOC) offers workshops and resources to help you start, grow, and market your business.

5. Highlight your military service

People appreciate businesses with a story, and your military service is a big part of yours . Share your background on your website’s "About" page or in social media posts to let customers know about the values and experience you bring from your time in the service. Be honest and authentic, and let people know how your military experience helps you run your business today.

6. Offer veteran discounts or specials

A great way to support the veteran community while attracting new customers is by offering discounts to veterans, active-duty military personnel, or their families. This small gesture can make a big difference and generate loyalty among military-connected customers. Be sure to promote these discounts on your website, in emails, and through social media.

7. Use social media to highlight your veteran-owned status

Social media is one of the most powerful tools for marketing. Use platforms like LinkedIn, Facebook, TikTok, and Instagram to proudly promote your business as veteran owned. You can also use hashtags like #VeteranOwned or #SupportVeterans to reach a wider audience. Engaging with your followers and sharing content that reflects your values can also build a loyal customer base.

8. Collaborate with veteran-friendly organizations

Look for larger organizations that actively support veterans or have veteran hiring programs. You might consider partnerships or collaborations that can lead to marketing exposure or business opportunities. For example, partnering with the American Legion or local Veterans of Foreign Wars (VFW) posts for events or promotions could bring you more visibility in the veteran community.

9. Seek out government contracts

Many government contracts are specifically set aside for veteran-owned businesses. Marketing your business to government agencies can lead to long-term contracts that provide steady income. To get started, you can register on SAM.gov and look for contract opportunities specifically for veteran-owned businesses.

10. Emphasize your skillset

As a veteran, you have skills that are valued in the business world, like discipline, leadership, and trustworthiness. Make these qualities part of your brand and marketing. For example, you can highlight these values on your website and include testimonials from clients and customers who appreciate your reliability and attention to detail. People want to do business with someone they can trust, and your military background naturally sets you apart in this area.

11. Engage with the community

Get involved in your local community by partnering with veteran organizations, sponsoring events, or hosting workshops. By being active and visible in your area, people will start to associate your business with supporting veterans. This local engagement helps build relationships and increases brand recognition. Participating in local events like Veterans Day celebrations is a great way to connect with potential customers and show your support for the community.

Protecting your veteran-owned business

While marketing is important, it’s just as critical to protect what you’ve built. Running a business comes with risks, and veteran-owned businesses are no exception. Make sure you have the right business insurance in place to cover any unexpected events. Business insurance can protect you from liability claims, property damage, or even legal expenses. Having comprehensive coverage gives you peace of mind, knowing that your business is safeguarded as you continue to grow and thrive.

From service to success

Marketing your veteran-owned business doesn’t have to be complicated. By using these 11 tips, you can effectively promote your business, connect with your community, and build lasting relationships. Whether it’s using your veteran status to your advantage or getting involved in local events, there are many ways to get your name out there. Now is the time to take action and start growing your business with confidence. 

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