Reaching the military market is one thing. Converting them into customers is another. Here are five tested tactics that improve conversion rates with military audiences.
1. Lead with Value, Not Patriotism
The mistake most brands make: leading with flags, eagles, and "thank you for your service." Military families see through performative patriotism instantly.
Instead: Lead with the specific value you offer.
Weak: "We honor our heroes with this special discount!"
Strong: "15% military discount on every order. Verify once, save forever."
Military consumers want to know what you're offering and how to get it. Save the sentiment for supporting copy.
2. Verify Simply, Verify Once
Every step in verification is a drop-off point. The best-performing military programs:
- Use one-click verification (ID.me, SheerID)
- Remember verification status (don't make them re-verify)
- Verify at the start of the journey, not checkout
- Accept multiple proof types (active, veteran, spouse)
Brands that simplify verification see 40-60% higher program enrollment than those with complicated processes.
3. Speak to Specific Life Moments
Generic military messaging converts poorly. Specific life-moment messaging converts well.
Generic (low conversion): "Great deals for military families!"
Specific (high conversion):
- "PCSing to Fort Liberty? Here's your complete checklist."
- "VA loan rates just dropped. See what you qualify for."
- "Deployment coming up? Flexible plans for military families."
Meet them where they are in life, not just where they are in identity.
4. Use the Right Channels
Military audiences cluster in specific media channels. High-performing channels include:
Digital:
- Installation guides (MyBaseGuide, MilitaryINSTALLATIONS)
- Military lifestyle sites (VeteranLife, MilSpouses, Military.com)
- Military spouse Facebook groups
- Military-focused podcasts
Traditional:
- On-base publications and directories
- Newcomer welcome packets
- Installation events and sponsorships
Avoid over-indexing on general patriotic content. "Veterans love our country" content doesn't convert; "Veterans get 20% off" content does.
5. Build for Word of Mouth
Military communities share information aggressively. A single satisfied customer can generate dozens of referrals through:
- Spouse Facebook groups
- Unit recommendations
- Base newcomer advice threads
- Family readiness groups
Design your program to encourage sharing:
- "Share with a military friend" referral bonuses
- Easy-to-forward offer emails
- Shareable verification success pages
- Review prompts that mention military-friendly service
Measuring What Matters
Track these military-specific conversion metrics:
- Verification completion rate: What % of starters finish verification?
- Military customer conversion rate: How does it compare to general audience?
- Referral rate: Are military customers bringing friends?
- Repeat purchase rate: Is loyalty higher than average?
- Channel efficiency: Which military media drives best ROI?
The Conversion Formula
Military advertising that converts follows this formula:
Clear value + Simple verification + Specific relevance + Right channels + Shareable experience = Conversions
Skip any element and performance suffers. Nail all five and you'll build a military customer base that grows itself.