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Tag: social media

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.

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.