Doing business with the government is unique. City, county, state, federal… they all have their own language, special processes and distinctive rules. And it’s up to you to figure it out and get the right messages to the right people in the right places at the right time. It’s hard work, but it is not impossible and the rewards can definitely justify your efforts.

Step 1: Determine your position in the marketplace

Understand your position, awareness and perception with key internal and external stakeholders (employees, partners, current/past customers, prospective customers, media, influencers). Even if you are 100 percent convinced you already know everything there is to know about your business and the industry, conduct audits, conduct surveys and analyze competitors. The absolute worst that could happen is confirmation of your expectations. The best that could happen is a clear and objective assessment of how you are seen and perceived in the marketplace. Knowledge is power.

Step 2: Perfect your branding

Get your branding – not just your name and logo, but your vision, mission, values, USP and messaging – right. If your audits and research indicate that you need to make adjustments, then get to work establishing a brand foundation that you can build on for success. If nothing else, remember that government has its own unique lexicon that you must understand and embrace. You are not marketing to consumers or other businesses; if you cannot talk the talk, you will never walk the walk.

Step 3: Develop a marketing plan

Get strategic and get a plan… an integrated marketing plan that uses every viable tool, tactic and channel to build brand awareness, engage key audiences and generate growth. The secret to success is never just one thing, it is many things working harmoniously to achieve critical goals. So, document measurable goals, document target audiences, document strategies and tactics, commit to a timeline and a budget… and then you have a plan that can be shared with and by key stakeholders.

Step 4: Execute your plan

Execute effectively and efficiently. Marketing to government – fed and SLED – requires a unique mindset and experience. Understand what works with government marketing, prioritize expenditures, test strategies and tactics, refine processes as you go along and carefully analyze results against expenditures. Create a team of government marketing experts – both internal and external resources. Fund your government marketing spend appropriately. And continuously evaluate and adjust.

Step 5: Be consistent and evolve

Rinse and repeat but evolve as you go. A consistent and persistent effort is essential, but things change. Government leadership changes, the market changes, the economy changes, technology changes, even your business changes, so your attitude and your strategies must also change. Marketing is a dynamic process. If something is working, keep it going, but don’t be afraid of altering your approach.

At Sweeney, our priority mission is to help companies win government contracts by building a strong brand, creating an integrated marketing plan, achieving a digital presence, leveraging content, establishing thought leadership, documenting success stories, developing strategic partnerships and engaging in targeted outreach with traditional and social media… and more.

 Call or email us today for a no-cost introductory/discovery meeting with our advanced government marketing team to learn how we can supercharge your marketing efforts.