The process of marketing businesses that provide services to government organizations is unique. It requires a different strategy than marketing to other businesses (B2B) or consumers (B2C).
To succeed in B2G marketing, you must understand the structure and hierarchy of government organizations, know how decisions are made, and clearly communicate the benefits your product or service offers.
This blog post shares five essential marketing strategies for businesses that provide services to government organizations.
1. Understand the Decision-Making Process
Government organizations are complex, with many layers of bureaucracy. To succeed in marketing to them, you must understand who the decision-makers are and their motivations.
There are usually three types of decision-makers in government organizations:
They are interested in problem-solving, cost savings, and increased efficiency.
They are concerned with public perception, constituent pressures, and re-election prospects.
They are focused on following procedures, maintaining order, and reducing risk.
Each type of decision-maker has different motivators and concerns. It is important to craft your marketing message accordingly.
For example, if you are selling a new software application that can save the government money, you would focus your pitch on the cost savings aspect when speaking to technical decision-makers.
But suppose you were selling the same software to a state government. In that case, you should focus on the risk reduction aspect when speaking to political decision-makers, as they may be concerned about negative media coverage if there were a data breach.
2. Develop a Differentiated Value Proposition
Your value proposition sets your product or service apart from your competition. For it to be effective in B2G marketing, it must be clear and concise and address the specific needs of government organizations. It should also include your company’s experience working with other government projects.
3. Build Credibility
Build credibility with potential clients by sharing information about your company’s success with past government contracts and any relevant certifications or accreditations. You should also hire a digital marketing agency experienced in B2G marketing strategies to help with thought leadership content marketing, like blog posts, whitepapers, and case studies, to establish yourself as an expert in your field.
4. Use Relevant Keywords
When optimizing your website and online content for search engine ranking, it is vital to use keywords relevant to government agencies. This includes using terms like “government contracting,” “GSA schedule,” etc. By partnering with a knowledgeable SEO (search engine optimization) agency, like Ocean 5 Strategies in Washington, D.C., you will improve your chances of showing up in search results when government employees are looking for products or services like yours.
5. Get Listed in Relevant Directories
Are directories outdated? By no means. Government agencies often use online directories when searching for vendors. These directories usually require registration, but they can be well worth the effort because they provide an easy way for government employees to find companies that offer products or services that they need. Before registering your business, visit the site and see if it is easy to navigate and mobile-friendly.
Marketing to businesses that provide services to government organizations requires a different approach than what is typically used for B2B or B2C marketing. For a successful B2G marketing strategy, you must understand the structure of government organizations, know how decisions are made, build credibility, partner with the right digital marketing agency, and get listed in relevant directories. By following these tips, you will be well on your way to success in B2G marketing.