Digital marketing took a long time to enter the marketing lexicon of government contracting companies.
For several decades, most GovCon businesses had little need for marketing and advertising programs. Today, however, government contractor companies face a growing need for effective marketing strategies.
The Unique Marketing Needs of Government Contractors
To build brand awareness, traditional B2C and B2B businesses must identify their target prospects and find the best ways to reach them.
In comparison, Government contractors already know who their target prospects are and know exactly where to find them. The question is how best to reach those prospects in a way that engages them, opens a dialog, and, ideally, triggers the series of steps that leads to a government contract.
Although traditional marketing strategies were effective in the past, they are no longer the best way to provide the information your prospects need to become customers.
Federal buyers are now researching vendors through more channels than ever, including AI-powered search and answer tools like ChatGPT and Google’s AI Overviews, alongside the search engines and websites they’ve come to rely on.
Want more attention from federal buyers?
Making the Shift to Digital Marketing Strategies
Although government entities were slower to embrace the digital revolution, it’s safe to say they’re well entrenched in the online space now. Government contractors know they need to meet prospects where they are.
Although digital marketing strategies will differ from company to company, government contractors need an engaging, actionable website that is professionally optimized for search engines. You need a solid digital strategy to generate prospect leads and nurture client relationships. Whether that involves social media, email marketing, content marketing, or other strategies, having a comprehensive plan is the key to launching your growth strategy.
Optimized for Search Engines & AI Tools
“Professionally optimized for search engines” used to mean one thing: Search Engine Optimization (SEO). Today it means something much broader. Two new disciplines are increasingly part of the conversation:
- Answer Engine Optimization (AEO) – structuring content so AI tools can pull clear and accurate answers from it
- Generative Engine Optimization (GEO) – optimizing content so generative AI tools are more likely to reference and cite your company when summarizing a topic for a federal buyer.
SEO, AEO, and GEO work together rather than competing. All three depend on the same foundation of clear messaging, well-organized content, and a technically sound website. For a deeper understanding of how AEO and GEO differ and where they overlap with SEO, read our AEO vs GEO: What Content and Digital Marketers Need to Know.
Developing a Comprehensive Digital Marketing Strategy
Implementing a well-thought-out digital marketing strategy doesn’t mean abandoning all of the tried-and-true marketing strategies you’ve used in the past. No, you probably won’t be doing much in the way of print or broadcast advertising, but you will still make those phone calls and engage government decision-makers through your business development outreach.
Several other elements of non-digital marketing are still important today, including trade shows, seminars and conferences. Creating in-person and digital hybrid events can expand your reach even further, allowing attendees who can’t attend in person to participate remotely.
Partnering with an experienced GovCon marketing company is a great way to implement the strategies you need for growth. Choosing a digital marketing agency with GovCon experience is key to achieving your revenue and growth goals.
Here are a few resources to learn more:
4 Contract-Winning Tactics for Website Design (article)
The Biggest Reason Federal Buyers Can’t Find You …And How To Fix It! (quick guide)
Website Checklist for Government Contractors (downloadable checklist)
How To Lead Your Federal Buyer To Your Door So They’ll Buy From You (recorded webinar)
How to Choose a Website Company (in-depth guide)
AEO vs GEO: What Content and Digital Marketers Need to Know (article)
Government Marketing Best Practices for Government Contractors (article)
In Washington, DC, Ocean 5 Strategies is the go-to marketing agency for government contracting companies. We specialize in helping GovCon businesses grow and thrive. Contact us today to learn more about how we can help you develop and implement a comprehensive digital marketing program for government contracting.
Want to see how your website measures up on SEO, AEO, and GEO discoverability, along with messaging, trust signals, and technical performance? Download our Website Checklist for Government Contractors
Related Blogs:
- 8 Technical Elements of Website Design and Development
- 5 Keys to Excellent GovCon Website Design
- Best Government Contractor Website Design Companies and Content
- Government Marketing Best Practices for Government Contractors
- 5 Marketing Strategies for B2G Businesses
- AEO vs GEO: What Content and Digital Marketers Need to Know
