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Tag: LinkedIn

A great LinkedIn profile might land you a Government Contract

State and local government procurement specialists are increasingly relying on online platforms like LinkedIn to evaluate potential vendors. A poorly optimized personal profile could lead to missed opportunities for vendors aiming to secure government contracts. Lumino, a B2G marketing agency, conducted The Pulse of Procurement Report, surveying 100 state and local government and 100 federal government budget owners to understand their vendor selection process. (Government Technology April 1, 2024)

According to Lumino’s report, 35 percent of state and local government respondents exclusively vet vendors online. This statistic highlights the significance of maintaining a strong online presence. Jenny Karn, Lumino’s CEO, emphasized the importance of being easily discoverable online and ensuring that a company’s website presents a positive impression to potential clients. (ibid)

Establishing a robust web presence coupled with a solid SEO strategy is crucial, as revealed by Lumino’s research. Seventy-one percent of state and local agencies and 61 percent of federal respondents find vendors through company websites, often starting their search on search engines like Google or Bing. Karn stressed that being discoverable online is essential, as competitors with stronger online visibility are more likely to attract attention from government agencies. (ibid)

LinkedIn emerges as the preferred social media platform for government agencies to find new vendors, according to the survey results. Government budget owners often review not only a company’s main profile but also the personal LinkedIn profiles of its employees during the RFP review process. Karn emphasized the importance of maintaining a complete and keyword-optimized LinkedIn profile to demonstrate seriousness and professionalism to potential government clients. (ibid)

Although the Internet plays a crucial role in vendor discovery, Lumino’s survey also highlighted the continued value of in-person interactions, particularly at trade shows. While 83 percent of state and local governments attend trade shows to discover new vendors, only 74 percent of federal respondents do so. Additionally, trade shows serve as a platform for evaluating new vendors, with 37 percent of state and local respondents and 26 percent of federal respondents reporting that they assess vendors through these events. Thus making trade shows invaluable to being evaluated as a potential contract holder. (ibid)

Need some social media platform assistance or help figuring out which trade shows are best for your company? Give us a call.

Think you never win at the RFP game, here’s why

Does your business work on a response to an RFP for weeks, sometimes months, or years, and never win a contract? Was the contract influenced by another company or maybe the contracting officer had never heard of you? Let’s break down what you can do next time to ensure you are at least on the “shortlist” for the contract award.

According to Mark Amtower of GOVCON News, both are problems all contractors face and both are areas the contractor is in control of. In order to overcome both, a contractor must pursue procurement early in the process. Below are five steps every contractor should take. (GovConwire.com January 3, 2023)

  • Differentiate your company from the competition. Define your position by calling attention to your past performance, the time you have been involved in a defined area, and the agencies you are working with. Publicize your claims on your website and LinkedIn. LinkedIn is crucial because this is where your company and your subject matter experts are vetted. All key personnel profiles should clearly define your areas of expertise. (ibid)
  • Support your LinkedIn page through claims of your company’s differentiated position. (ibid)
  • Expand your network in targeted agencies, to those agencies that already know your company, and to agencies you want to work with. According to Mark Amtower, there are 2.72 million feds (DOD, IC, and civilian) on LinkedIn, therefore reaching out to agency leaders is not difficult. Look specifically for program managers, contracting officers, COTRs, and anyone involved in the RFP process. Connect on LinkedIn, with a personalized note. (ibid)
  • Develop and share content that reinforces your company’s differentiated position. People within your company, such as sales and subject matter experts and those involved in business development should be sharing the company content. Not only on the company’s LinkedIn page but on their personal LinkedIn profiles as well. There are GovCon groups on LinkedIn where you can and should post about your company (webinars, speaking engagements, white papers, etc.) Once an opportunity is identified, content should be sent directly to key influencers through LinkedIn. (ibid)
  • When you learn of a possible RFP or task order, increase your activity. This is the time to “step it up.” Increase content production and activity on LinkedIn. Use LinkedIn to set up meetings. LinkedIn has a meeting capability, use zoom or meet in person. (ibid)

Inflluencing a procurement and making your company known are both within your control. Start early in the process and share often.

Have questions concerning website and LinkedIn content and/or how to research GovCon agency decision-makers? Give us a call.

Selling to the Government in a digital world

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.