With its complexity and competitiveness, the world of government marketing can be scary. Companies with a GSA Schedule contract have easy access to a network of federal, state, city, county, and municipal agencies that are looking to buy products and services, but they must compete for the business with several other GSA Schedule contractors.
1. Focus on your value to government agencies.
You must aggressively do government marketing your business to government customers in the same way that you market your commercial firm. The first thing you should do is define a marketing strategy for the audience you wish to reach. Where do you begin, though?
When attempting to comprehend your usefulness to government entities, consider the following questions:
Who needs your products or services within the government?
What can your business do to assist the government in achieving its goals, objectives, and mission?
Which features of your company's products or services have sparked customers' curiosity in the past?
Is there a specific market for your products or services?
2. Improve Your Online Presence
Before considering the growth of your company’s profile you must assess your worth. It's critical to be able to provide a web link where potential buyers can look at your government marketing-focused products or services directly.
This particular section of your company's website should be dedicatedly focused on the government, and it should feature the following:
Information on the contract
Competencies essential to success
Previous results
Differentiators
Information about a company
Information about how to contact us
Case studies and/or white papers are available for download.
Statements of government capabilities that can be downloaded
Your GSA eLibrary and GSA Advantage!
Logos of agencies that have been backed up
3. Make a Statement of Capabilities
A government marketing-focused capabilities statement should be part of your company's strategy. A capacity statement should be short (less than two pages), direct, and specific to the needs of the individual agency. This capabilities statement should ideally be a live document that changes with the target agency.
Contracts that are well-informed recognize that each organization has its mission, vision, and objectives. The capabilities statement for your organization should be able to directly address those objectives.
Are You Prepared to Sell to the Government Successfully?
It's critical to develop a government marketing plan, consider a value-based understanding of your company's scope and abilities, establish a government-specific web presence, and have government-focused capabilities statements for each agency when marketing your products or services to the government. Using this knowledge and these technologies, the government and government marketing agencies will be able to better target their needs.
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