5 resolutions for your 2022 marketing plans

Making and keeping resolutions for a new federal program year is often more art than science. Federal marketers considering a new approach to their vendor partnerships with government agencies now plan to kick off in 2022. Our government marketing sector wants a reality check on what is valid, what will work in the future. 2022 and beyond.

Resolutions for 2022 – What’s next?

As the world’s largest consumer, the US federal government spends more than $650 billion on products and services each year. To ensure your business has the opportunity to excel in the government marketplace, Lisa Shay Mundt and Amber Hart, co-founders of The Pulse of GovCon, a consulting firm for government contractors, offered important considerations when from the Government Marketing University conference, WINNING 2021.

The best way to impress a potential client is to show off your company’s expertise:

  • Create white papers that highlight past performance and draw attention to successes and lessons learned.
  • Keep your website up to date highlighting the services you are currently bidding on based on the type of contract you are pursuing. You want to demonstrate that your company is qualified for the job you are pursuing.
  • Do not complicate your business communication. If your business sells heavy-duty flashlights, don’t say you sell tactical lighting devices. Keep it simple.
  • Use webinars schedule open demos
  • And finally, know your audience and appeal to them in their own language.

They recommend a tailored approach for each federal agency, program, initiative or decision maker you are targeting. You wouldn’t approach the US Navy the way you would target the State Department. Marketing materials should be specific to your audience. Make sure you know the appropriate keywords, jargon, and language for each agency before making a connection.

Increase sales and build your government career

Rao Unnava, Ph.D., dean of the Graduate School of Management, University of California, Davis, and board member of the American Marketing Association, shared his thoughts on what government marketers should to be recognized by business leaders and to be part of the important decision-making process that takes place in every company.

Unnava suggests marketers explain how their marketing strategies help the company achieve its strategic goals.

Once stakeholders see that they need your guidance and support to be successful, you will be seen as a team leader and an integral part of the decision-making process. He said government service marketing teams can gain both recognition and buy-in from business stakeholders by stepping outside their organization to consult with government marketing experts. An experienced government marketing consultant can give you much-needed outside perspective to identify strengths and areas for improvement in your strategic plan.

Do your homework with Market Intel

In just under two years, sweeping changes have occurred in the way government operates and in the way industry and government collaborate and work together to meet the challenges of delivering programs, benefits and services to citizens. Government agencies are on the front lines fighting multi-faceted crises ranging from the ongoing COVID-19 pandemic, natural disasters and the resettlement of Afghan refugees to cyberattacks on our nation’s critical infrastructure. As challenges grow more complex, the need for new and emerging technologies capable of solving problems in real time is urgent.

During the GAIN Conference 2021, a panel of experts discussed the trends shaping the public sector market, from policies and initiatives to procurement and technology. “Market Intelligence: A Deep Dive into the Public Sector Market” focuses on these moves. One of the big takeaways is that digitization is a big priority for the government.

“We need security built into solutions from the start, especially identity management with the distributed workforce,” said Troy Schneider, general manager of government technology brands at GovExec, the parent company of Washington Technology. “We need to do more digitally to manage users and secure their interactions with the government.”

Define marketing objectives

During the GAIN 2021 session, “Rethinking Your Playbook: 9 Steps to Defining a Cohesive Annual Marketing Strategy”, a panel of B2G marketing experts provided a roadmap for marketers to follow to increase their earnings within the public sector.

“Start with the end in mind and define what you’re trying to accomplish,” said Stacy Outlaw, senior vice president, marketing, Worldwide Assurance for Employees of Public Agencies. “Pick three to five main goals that you want to accomplish.”

When setting goals, it is important to ensure that they are realistic and measurable. Plan for the next six to 18 months. Set timelines for each objective and monitor your progress, and be ready to realign as government missions change course.

“Review the activities of the past year and do an audit of what worked, what you need to keep doing, what you need to stop doing and what you should start doing,” Lisa said. DeLuca, Senior Director of Public Sector Marketing at Cisco. . “I recommend going through this process on a quarterly basis.”

Make it personal – Focus on the joy of connecting

Marketing to the public sector is unique and complex. Agencies, constantly tackling society’s biggest challenges, need staffing levels and budgets that rival large private sector companies. They operate in a separate regulatory environment designed to ensure safety and open and fair competition, while maximizing taxpayer funds.

Each agency has a different organizational structure and mission objective. Government customers want to do business with a trusted partner who understands what they need. You will find joy in the public service mission and in knowing that your organization is solving some of our nation’s most complex problems.

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