Question

When it comes to marketing and communications, government contractors and public sector IT providers face a set of unique challenges. The authors present 6 innovative B2G marketing strategies. Select one of the six strategies and discuss your thoughts on the approach and how you feel the strategy would or would not be effective.

Answer 1

Develop a compelling website that will help your plan and position your brand

It's not enough to have a successful product if you can't express it with every breath the company takes. You can start to define your identity and branding with a focus on optimizing your website around your potential government customer's needs, especially in terms of SEO and user experience. Your website is the key marketing tool and it may seem insignificant to say but too many companies still rely on bad website designs, ambiguous product or service offers, and misleading claims of capabilities.

B2 G businesses are unable to rely on website brochures, rather they should create engaging and interactive landing pages, capable of telling a story, a issue, or an opportunity to use compelling call-to-action content. Videos and infographics are excellent types of visual storytelling and also excellent ways of presenting useful content

Another great way to create reputation and distinction is to deliver useful content that is capable of demonstrating the experience and knowledge of your organization in an environment that is important for the customer. Great content capable of informing and helping them overcome their main problems often helps to provide some value in return for their interest, contact details, and ongoing dedication. In addition, well-placed content will shape the thinking of a prospect about an issue (often before they even realize they have one) and show them what is possible, and how you can solve their dilemma.

Content such as news, forums, videos, e-books, infographics, email newsletters, and podcasts can be delivered through a complex mix of marketing platforms reaching prospects at different points in the purchase process giving them a reason to pay attention, connect, share and even provide you with valuable information about themselves.

Like any other audience, policy decision-makers need imagination, unique and convincing stories that are capable of combining facts with feelings and explaining the problems they face and the opportunities they want to seize.