When it comes to self-promotion, government contractors have a special challenge. Government procurement officers and program managers are a far more limited group to whom to sell compared to standard business-to-business or business-to-consumer marketing. Building relationships with all decision-makers and raising their awareness are necessary to win contracts. For small to mid-sized contractors, effective time management and resource allocation are key to government marketing success.
Business-to-government marketing is a cutthroat industry. And the reason for that is that companies frequently compete for the same contracts, and many of them have little to no experience with B2G marketing. For new businesses trying to enter this industry, this can be intimidating, but it doesn't have to be! You will have all the resources necessary to be successful with your business-to-government marketing strategy with the assistance of our team. From conventional advertising campaigns to digital marketing strategies like social media management, we provide a range of services. Whatever your requirements are for business-to-government marketing, we can help!
If you're serious about landing government contracts, you should use the following tactics.
1. Prioritize innovation
Government contractors are best served by employing internal technologies to target particular decision-makers with timely messaging when marketing innovations. It is also conceivable to use editorial organizations or magazines that might run award ceremonies with the express purpose of showcasing leaders in the local, state, and federal government. Since they do not constitute a direct vendor endorsement and have the added benefit of raising employee morale, innovator promotion programs sponsored by government organizations are frequently considered permissible. Concentrated public relations efforts may also be an effective way to position your company as a pioneer in your industry.
2. Knowledge of governmental ethics
Calls-to-action is a common component of marketing techniques; examples include phrases like "sign up for our newsletter and enter to win our goods." While a call-to-action is still required in government marketing, all personnel are subject to ethical guidelines that forbid the receipt of gifts or freebies. There are a few exceptions, such as instructional materials sent as part of a marketing campaign, but generally speaking, make sure your call to action complies with the ethical standards upheld by government organizations.
What qualities define a strong call to action? Without wasting any space, the wording is clear and succinct. It ought to inspire your audience to get in touch with you, whether it be by subscribing to your newsletter, downloading a white paper or case study, following you on social media, or any other means.
3. Making use of focused campaigns
Contractors are well aware that, compared to how many other firms operate, securing an agency contract typically involves a lengthy sales cycle. Your time is a valuable resource for smaller contractors, therefore you might only be able to focus on one federal agency at once. You must create targeted campaigns that can be crucial in gaining contracts in such a competitive market. Examining your branding and outreach initiatives is a crucial part of effectively selling to government entities.
4. Creating Online Experiences
These days, a decision maker may initially come into contact with your company through your internet presence. It is essential to have all of your service and product information online, but there are also numerous creative methods to provide your audience with distinctive digital experiences. A great method to showcase your company's culture and personality with relative ease is by creating virtual tours of your facilities. Another great method to stand out is by producing original material, such as tutorial videos. Remember that many conventional marketing strategies have been superseded by internet experiences, so consider what modern alternatives there are to tried-and-true techniques of connecting with your target audience. Find a captivating way to showcase your product online if you are unable to do so in person.
5. Making a Responsive Website
Speaking of online marketing, never undervalue the significance of your website. It's a good idea to include a section of your website devoted to government contracts. But it's also crucial to design flexible landing pages that function as you need them to; mobile users should enjoy an equally satisfying browsing experience as desktop users.
Not only do responsive landing pages improve user experience. These websites are more prominent in search engine results, which help your properly optimized website, stand out from the competition. This is so that Google can more easily scan your original content and give your website a higher search ranking.
Final Thoughts
Business-to-government (B2G) marketing is the area of specialization for Government Marketing, a full-service marketing firm. Having worked in both the public and private sectors for many years, our staff is well-versed in what it takes to develop effective B2G marketing initiatives.
We are also aware of the distinctive and frequently underappreciated nature of federal business-to-government marketing. But when done right, it can be quite profitable for enterprises. We are here to support your company's success in this market since we are familiar with the ins and outs of government marketing. Get in touch with us right now to find out more about our business-to-government marketing services and how we can support your company's objectives!
Comments