Tips for a Successful B2G Marketing Strategy
When it comes to business to government marketing- or b2g marketing– not every marketing company has the skill set or connections that make for a successful campaign. And with the digitally driven world that we live in it can be hard to create a b2g marketing strategy that sets you apart from your competitors.
An innovative b2g marketing strategy will play a vital role in helping your company stand out in the b2g world and grow your public sector revenue. If you aren’t familiar with business to government marketing, it is a form of marketing that involves marketing products and services to different government agencies through integrated digital marketing techniques. So what makes a b2g marketing strategy successful?
Ingredients for a Successful B2G marketing Strategy
When it comes to creating a successful B2G marketing strategy there are a few different components that our team at Focused Image pays close attention to.
Understanding your customer and updating your products
The first step that we take is defining your company’s mission and the government audience you are looking to target. This involves identifying what they are searching for online, what they are sharing, liking, and even what they are watching. Once those elements are identified we are able to determine the business opportunities that are available for your company.
A large component of a successful B2G marketing strategy is being able to provide solutions to problems that the government agency is facing currently and how your business will be able to solve future problems that may arise.
An SEO Friendly Website
Having a website that is optimized for search engines will help your website attract more visitors directly from search engines such as Google, Yahoo, and Bing. A professional SEO strategy works to improve your website’s rankings and list you at the top of the search engine results page which in turn will increase traffic to your website.
A search engine optimized website that is also user-friendly, helps organizations both big and small rank high in their industry. These relevant keywords will help users find the information that they are looking for easily and quickly. Our team at Focused Image works with a reputable SEO company to achieve high ranking SEO results.
Using CRM Tools and Marketing Automation
Email marketing is a vital component when it comes to disturbing content in a B2G marketing strategy. CRM and Marketing Automation tools are a great way to reach your audience and it also allows for you to collect feedback and information about them. This data will help you hone in on your potential clients and customers in the B2G marketing world.
Meeting the Educational Needs
Contractors in the public sector are able to stand out in the marketplace because they provide government audiences with content that keeps them updated about challenges in the digital world. Content such as online courses, training sessions, conferences, and webinars can set you up as the experts in your field and also provides you with a great way to meet more potential clients and customers.
Attending Events to Foster Public Relations
Along with creating educational content, fairs and other events will put you right in front of your potential customers and clients. During these events, both you and your potential customers have the ability to meet one another and learn more about each other. Government contracting is mainly about creating and fostering relationships with key players in your industry.
Paid Advertising and Targeted Ad Campaigns
In a successful B2G marketing strategy a great way to win a contracting bid is by creating compelling digital experiences that are targeted towards specific decision makers. You can do this by applying account based marketing and concentrating your efforts on a very defined and specific set of targets.
You may also want to test more advanced technologies like geofencing advertising- a location based digital technology that allows you to select a geographic region where your ads are displayed. Ads delivered through geofencing methods can help you reach a specific account or people that are attending a specific event
Using Social Media to Build Relationships
Social media marketing is a great way for government agencies to interact with the public and it is much cheaper than traditional public outreach methods. Creating an interactive social media campaign will help your business reach your target audience quickly while also building credibility and establishing an online presence and customer base. Social media platforms also serve as a form of crisis communication tool for various government agencies. It can aid in maintaining public safety in emergency situations like wildfire’s or flash floods.
Developing Content Marketing Programs
Another great way to build credibility for your business is by offering valuable content that highlights your company’s expertise and knowledge about your industry. Having great content on your website and social media platforms works to educate your potential clients and customers and provides value to your audience.
Content like blogs, email newsletters, infographics, e-books, podcasts, and other news can be distributed through multiple marketing channels. This allows for you to reach prospects at different stages of the buying process and gives them a reason to pay attention to your business, engage, and share the information that you are providing.
Just like any other potential customer or client, government decision makers look for creative, personalized, and compelling content that is able to blend facts with emotions. By offering great content you are creating a way to engage your prospective clients before you even start to sell to them.
Creating a Successful B2G Marketing Strategy with our Team
Our team at Focused Image has a vast amount of experience when it comes to creating a successful B2G marketing strategy. We work with your business to create a strategy that is customized to your business and sets you apart from your competitors. Our experience combined with your unique services are sure to win competitive bids for government projects. If you are interested in learning more about creating a successful B2G marketing strategy contact us today!