Introduction
Marketing to government agencies and prime contractors can differ slightly from marketing to other organizations or in the commercial space. In the government arena, winning can mean recession-proofing for a small business. When we think of doing business with “the government,” we sometimes envision this large, single entity.
The reality is it’s more like tens of thousands of smaller entities spread worldwide. Each of these has an entirely different team of stakeholders to get to know. This is why targeting is so very important to your strategy. By confirming through data that one agency or another buys what you sell, it avoids misallocating money and resources.
Here are 7 key strategies you can use to jumpstart your government contracting marketing efforts:
Understand the Procurement Process
Government agencies follow strict procurement processes and regulations, so it’s essential to understand how they make purchasing decisions. This includes learning about their bidding process, contract requirements, and other relevant rules and regulations. The Small Business Liaison Officers (SBLOs) can be instrumental in answering agency-specific buying questions for your products or services.
Build Relationships
Building relationships with key decision-makers and stakeholders within government agencies can be critical for success. This includes attending industry events, networking with key individuals, and regularly contacting them. Staying top of mind can be advantageous when collecting intel on upcoming procurements.
Highlight your Experience and Qualifications
Government agencies often look for companies with proven experience and qualifications in the areas where they want to purchase products or services. Be sure to highlight relevant experience and qualifications in your marketing materials and in your interactions with agency personnel. It’s likely appropriate for you to tailor your materials to the agency or prime you are targeting.
Offer a Solution to a Specific Problem
Government agencies are often looking for solutions to specific problems or challenges. When marketing to them, focus on how your product or service can help solve these problems. To do that effectively, you need to have intel on what pain points exist. This is where number 2 comes in.
Be Transparent
Government agencies place a high value on transparency and ethical behavior. Be transparent in your marketing and business practices, and make sure your company follows all relevant laws, regulations, and requirements.
Use Digital Marketing
With the increasing shift to digital channels, it’s important to use digital marketing strategies to reach government agencies. This includes developing a strong online presence, email marketing, and leveraging LinkedIn. Not every government employee has a LinkedIn profile, but if they do, there’s a good chance they will keep it updated. This is important when marketing to a space where decision-makers move around, as with the federal government.
Teaming and Partnering
Partnering with other companies can be a great way to gain access to government agencies, thus increasing value for your government customer. Consider forming strategic alliances with companies that complement your offerings and have a strong presence in the government market. I like using the SBA’s Dynamic Small Business Search (DSBS) to find small teaming partners for our bid strategy.
Conclusion
By combining these strategies, you can effectively market your products or services to government agencies and increase your chances of success. Having actual conversations is time well spent to increase your win ratio. If you need assistance with your operations in handling any of this, we’re only a virtual meeting away.
Duwel Dev is developing a marketing workshop to assist you in creating your assets, creating or adjusting your messaging, and developing your strategy. If you’re struggling with relationship development in government contracting, the workshop is for you!
