Some would have you believe that the biggest mistake companies make when targeting government contracts is underestimating how different – and difficult – government operations can be. They point to longer timelines, more decision-makers and special regulations that impede or complicate the purchasing process.

And look, I get it, marketing to government is not the same as marketing to business or consumer audiences. But it is not that different… it’s not like comparing baseball to hockey or water polo; it’s more like comparing baseball to softball. They are different, but many of the same skills, principles and rules apply.

The Realities of B2G Marketing

So, yes, marketing to a government agency – FED or SLED – is a slog. It takes a long time to understand the agencies, understand the rules and regulations, identify the right contacts, make introductions, build relationships, bid on projects and eventually secure contracts.

Foundational Needs for Success in B2G

And to do all that, your brand positioning and identity need to be in order, your website needs to be current, you need a lot of content telling your story and building your reputation, and you need to be communicating consistently across multiple channels – email, telemarketing, video, social posting, direct mail, advertising, blogging, podcasting, media coverage, in-person.

Tailoring the Message for Government Audiences

And yes, messaging to a government audience is nuanced. You need to be addressing compliance and reliability and public impact and effectiveness and efficiency… and cost. And more often than not, you are responding to an RFP versus proactively communicating to target audiences.

The Long Game: Building Government Partnerships

And maybe the biggest difference is the length of the game. Most government relationships – once you finally break through – are long-term, so digging in and building real partnerships is essential.

But let’s be transparent, marketing to business and consumer audiences is equally challenging for different reasons. It requires the same education, training, skills, tools and experience, just a different perspective and approach. In the end it’s all hard work – B2G, B2B and B2C. But it is worth the effort when you realize success in the form of a new partnership.