The Best Government Marketing Strategies
Government marketing is a difficult task. It requires government contractors to focus their efforts on an audience that is oftentimes hard to reach, and truthfully it is hard to find a way to stand out from the other companies vying for the contract. It is because of this that the government market is tough, but government marketers can learn from the successes of private companies that have already figured out how to win the hearts and minds of consumers through business-to-government marketing strategies.
Our team at Focused Image has helped many government contractors grow their presence with innovative campaigns that are tailored specifically for government audiences. And it is because of this that we want to go over some of the most effective government marketing strategies out there.
However, it is important to understand that when it comes to marketing and communications, government contractors and public sector IT providers face a set of unique challenges. The first is that the customer base of federal, state, and local decision-makers represents a finite group that can oftentimes be extremely difficult to reach. This is in addition to the fact that government contractors must not only market their brand, products, and services but also in a timed and strategic way.
While there is no limit to government marketing strategies that contractors can employ to reach the key decision-makers need to win business the same can’t be said when it comes to budgeting. Because of this taking the time to prioritize your strategies is extremely important. Our team at Focused Image has compiled a list of some of the most effective government marketing strategies to use in order to position your company above all the others competing for government contracts.
Effective Government Marketing Strategies
One of the most effective government marketing strategies is to align your brand with a relevant government issue or initiative. This can be extremely helpful when trying to reach local decision-makers who are more likely to respond favorably toward issues that affect their community directly. Some other strategies government contractors can use include:
Focusing on Agency Challenge
Many government agencies are looking for new solutions to old problems. And it is because of this that government marketers should be able to find ways to align their products and services with the specific challenges faced by government decision-makers every day. These agencies don’t want to hear about your products, they want to hear about the trends and challenges that are being faced and how your company is able to provide solutions to these challenges.
Leveraging Responsive Landing Pages
One of the most important and effective government marketing strategies that our team utilizes for our clients is a responsive design. This is critical for providing your target users, which in this case are government decision-makers, with a seamless experience across all devices. This is extremely important in government marketing because federal, state, and local government decision-makers are increasingly accessing government websites on their smartphones or tablets.
Responsive websites also rank higher in search engine rankings because having a single URL for both desktop and mobile sites makes it easier for Google to discover content for their ever-changing algorithms.
Developing a Targeted Campaign for a Specific Contract
One of the government marketing strategies our team at Focused Image uses to help clients win government contracts is developing a targeted campaign for a specific contract. Since government decision-makers receive hundreds of emails and letters every day, it can be difficult to get their attention and stand out from all of your competitors without taking this route.
Developing an effective government marketing campaign for a specific government contract can be broken down into three main steps:
- Understand the government agency and government contractors that we’re targeting. For example, if you were trying to win a government IT services contract with NASA, your company would want to develop messaging and creative materials around highly technical or scientific contracts
- Determine what government contractors are doing to win government contracts. For example, if you were targeting government IT services decision-makers at the Department of Defense your company would want to know what government marketing strategies other government agencies are using within DoD
- Create a plan for winning over these specific government contract decision-makers with an effective campaign that aligns directly with their government marketing needs
Highlighting Customer Innovation
Showing government decision-makers how your company is staying one step ahead of the competition and providing value to other government agencies can be an effective government marketing strategy. This will help you position yourself as a thought leader within government circles, which in turn helps elevate your brand above the rest. For this strategy to work effectively for government marketers it is critical that government decision-makers are able to see the direct impact and value of your company’s work within government marketing circles. However, there is a very fine line to walk with highlighting and showing off your other contracts because you never want to endorse a specific person or vendor.
Creating Compelling Digital Experiences
Everyone has been on a government website that looks like it was built in the early 2000s and contains nothing but blocky text and images. One of the government marketing strategies we’ve found to be effective is creating compelling digital experiences with modern design elements such as responsive layouts, interactive web graphics, and video content.
When government marketers are planning their online marketing strategy, they need to ensure that all of the digital experiences they are creating have clear calls to action and offer valuable information for government decision-makers. This will help drive leads through your government website and turn them into qualified government opportunities.
Let Focused Image Help Execute Your Government Marketing Strategies
Government marketing strategies are essential to compete for government contracts. Developing a targeted campaign that is aligned with government decision-makers ‘ goals and needs can help you stand out from the competition. If you are looking to win government contracts, Focused Image can help your stand out and drive leads through various government marketing strategies. Contact our team today for more information about our B2G marketing services and how we can help you obtain the most sought-after contracts!