If you’re a contractor for the government, you already know that delivering exceptional services to local, state, or federal government entities requires finesse. It’s almost an art form. Contract negotiations, compliance requirements, and operational excellence are the name of the game for you and your firm.
But what about your marketing? Are you giving it the same kind of attention and detail? Without a solid strategy, you may be leaving money on the table.
So, What is Business to Government (B2G) Marketing?
Put simply, B2G marketing is like any other marketing, except it’s geared to promote products and services to government agencies. However, the resemblance ends there. B2G (unlike B2C or B2B) is an entirely different landscape, with distinct procurement processes, structures for decision-making, and compliance requirements.
B2G marketing is similar to a bridge between government procurement officers and what you have to offer. Your USP must be communicated to highlight your understanding of their challenges, use language that resonates with government stakeholders, and line yourself up as the perfect solution.
Why You Should Care About B2G Marketing
Now more than ever, a solid B2G strategy is key. Relationships still matter, just in a different way. The shift isn’t about eliminating relationships but building credibility through your online presence. Procurement officers now spend more time researching vendors and forming opinions long before issuing RFPs or engaging in formal interactions.
Here are a few realities to think about:
- In the B2B context, research shows that nearly 70% of a buyer’s purchasing process is completed before they engage with a vendor.
- More broadly, 81% of folks research a product online before they decide to make a purchase.
This means that without a strong, dedicated approach to B2G marketing, no matter how amazing your services, you risk being invisible to potential government clients. So, you could be the bee’s knees, but if no one knows about you… well, no one knows about you!
Strategic B2G Marketing Benefits
More contracts, for one thing. When you execute a B2G marketing strategy well, you stay top of mind. This means more opportunities, better proposals, and higher chances of contract wins.
Then there’s trust and credibility. B2G marketing helps you stand out in a competitive market. If you can’t strategically differentiate yourself, you become nothing more than a commodity provider. But if you can clearly and succinctly communicate why you’re different, that can make all the difference to government stakeholders.
Good News: You’re Not Alone
Though it’s great to understand why a B2G marketing strategy is so important, it’s only the first step. You need specialized expertise to craft and implement a comprehensive and effective strategy. After all, buying behaviors, channels, and language in government markets differ from those in commercial markets.
Fear not, that’s where we come in! We’ve helped countless government contractors develop and implement marketing strategies that get results. Instead of piecing together a marketing plan through trial and error, we can guide you on what works.
Ready to strengthen your position? Let’s chat.
