The COVID-19 pandemic brought about a major change in the way consumers make purchases. What was once a predominately in-person purchasing scenario has moved online. The Business to Government (B2G) segment has not moved as easily into the digital marketplace.
From a social media standpoint, government marketing spending is likely one of the lowest in the world. Therefore, it is not feasible for social media platforms to segment their offerings to accommodate B2G audience segmentation. LinkedIn however, is the one social media platform that does offer government-industry segmentation and programs, making it a powerful tool for those in the federal government acquisition arena.
Small and medium-sized contractors, however, should consider getting in on the ground floor of other social media outlets, before the digital environment begins to get crowded. When setting up your digital marketing plan, keep in mind the most used digital tools are search engine marketing, social media marketing, and programmatic marketing.
A procurement team or official might search for organization information such as past performance and proof of competence when evaluating bidders for requests for proposal compliance. As a contractor, this makes a contractor’s digital strategy extremely important.
The most effective B2G digital strategies include:
- Consistent brand message across all social media platforms
- Content compatible with SEO strategy.
- Expanded or enhanced digital footprint/leverage content to stay “on brand.”
- Powerful organic content – the original content copy and image posted on social media platforms.
- Visibility – growth of followers by paid media within specific audiences.
Contractors’ digital content can bring their message to key influencers and decision-makers. Visibility during the RPF or RFQ phase is crucial, especially for small businesses and those on the ground floor looking to start or further their work with government agencies.
Digital strategy questions? Give us a call.