Expert Panel

Focus on these things to succeed in Marketing & Communications

Must-Know Marketing Strategies for Government Contractors


Businesses that want to work with the government quickly realise that doing so is very different from working with other businesses or selling directly to the consumer. This is because there is a finite number of government agencies, program managers and procurement officers they can market to or get in touch with. This is why it is so important that businesses that want to work with the government rethink their marketing strategies to cater to this market segment. The following strategies are worth considering if you are serious about getting a government contract.



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Understand the Rules

It is normal for a business to use a call to action in its marketing campaigns. However, government agencies must follow ethical rules that prohibit them from receiving any gratuities, gifts or similar items. It is therefore important that you ensure your call-to-action follows the rules of the specific government agencies you want to engage with.


Create Amazing Digital Experiences

In this digital age, your online presence may be the first way that a decision-maker learns about your business. While having all relevant information about your products and services is a necessity, it is always a good idea to go further to provide a great digital experience.


You could create virtual tours that showcase your business and its culture and identity. You could also create unique, original content, including informational videos, which is another great way to get noticed.


Remember that online and digital experiences have replaced traditional ways of showcasing your business and its products and services. You should therefore think about how you would have done it using traditional media and find ways of translating that into a digital experience.


Utilise Targeted Campaigns

Contractors who have already worked with the government understand that winning a federal or a state agency contract is a long process. Smaller contractors are usually limited in both their reach and the amount of time they can spend per agency. This is why it is a good idea for them to target one government agency at a time.


Targeted digital marketing campaigns are the best option and are critical in such a competitive space where a business needs to reach specific decision-makers. Also, digital marketing remains the best way to reach federal decision makers because it helps you identify and engage with these decisions makers directly. Digital marketing also makes it easy to reach these decision makers in the channels they already use making your marketing campaigns not only highly targeted but very effective too.


Have a Responsive Website

Although it has become a cliché, a website is still important for your business. If you want to get government contracts, it is always a good idea to have a section dedicated to government contracting. Having a responsive website is a must these days. Responsive websites work well no matter the device your visitors use to view your website.


Responsive websites provide a better user experience and also rank higher in search engines. This gives you a massive advantage over competitors who have not made their websites responsive.


Getting a government contract is a massive achievement for any business. It could transform your business by providing the propulsion for exponential growth. This is why it is so important to fine-tune your marketing campaigns and other areas of your business that would make it easier to get a government contract.



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