Inbound & Content MarketingKevin Lancaster – Winvale CEO

March 3, 2015

When you break it down, the Government Marketplace is not that tough to crack!

Here’s what makes it challenging for most!

1. Knowing Where To Find the Data (GovSites)

• Budget

• Needs (Exhibits)

• Competition

2. Understanding Sales Cycles (Why they are Longer………)

3. Learning Rules of Engagement (Federal Acquisition Regulations)

4. Speaking Government (Yes, there are too many damn Acronyms)

5. How to get noticed in a noisy market (Get Found)

Thank you UC San Diego > 1000 Acronyms

http://ucsd.libguides.com/c.php?g=90902&p=584912

The Government Marketplace…It’s Really Not that Complex

Gone are the days of…

Mass Email Campaigns & Telemarketing

Traditional Outreach Tactics Just Don’t Work!

FedNews Radio

FCW GCN

GovTech FedScoop

GovLoop Bgov

NextGov GovEvents

The Rise of “Trusted Sources” for Content Distribution

Govies Are People Too…

… And most use Google!

You’ll Never Believe this…

Teams of people doing research… in every agency!

- Just Ask Chuck @ OPM!

They have to do it !!!!

Their Mission Depends On In

Today its all about CONTENT, FACETIME…

…TRUST and RELATIONSHIPS!

What You Do/ Content + Government Language =

GovAwesomeness How Noticeable Are You Online?

If they can’t find you, they can’t buy from you! It is vital to create a “Government” section

on your website. Government end users, contracting officers, CIO’s, etc. are just like you

and me - They use the internet to find for what they are looking for!

Do you have a “For Government” or “Public Sector” Section on Your Website?

• Government Offering “Have you Federalized Your Brand”

• Are you Seo’d For Government (FISMA Ya’ll)

• Differentiators

• Past Performance in Public Sector

• If No PP, how do you help solve government challenges!

• Case Studies and White Papers

• How Do You Make It Easy To Buy From

– GSA and Government Contract Info

– GSA Schedule/Contract number: GS-35F-0074S

– Published pricing and ordering information

– Links to Government Profiles… More on that!

Here is Your Wonderful Government Profile!

Good Luck With This… GSA Advantage… Lame!

Government Marketing Assets – Downloadable Content

Create “Federalized” marketing assets:

Capabilities Statements (Government Business Card)

White Papers

Case Studies and infographics specific to public sector.

Examples: (First 2 for New Entrants)

• Success story with commercial customer and how it would help

agencies solve their challenges

• Market trends in your industry and government (how they co-exist)

• Success story of government customer

• 10 problems agency solved by using your solution

• Infographic of ROI reported when agency implemented your solution

Downloadable Content - Government Capabilities Statement

Five key elements included of a

successful Capabilities Statement are:

1. Core Competencies

2. Past Performance

3. Differentiators

4. Corporate & Contract Data

5. Contact Information

When to use your Capabilities

Statement

• Post your Capabilities Statement on your

website

• Networking events

• Sales calls

• Matchmaker Events

• Meet and Greets

Downloadable Content – Customer Case Study - HUD

Differentiator DOs and DONTs

Differentiators…

• Speak exactly to requirements your targets mention

• Speak exactly to decision-makers: CO, COTR, PM, OSDBU, SBLO

• Benefit-focused

• Include metrics (VISUALS)

• Straightforward, easy to understand

• Branded to your company

• Better to have only 2-3 strong differentiators than a list of mediocre or poor

Differentiators are not…

• Socioeconomic certifications

• The fact that you have a GSA Schedule

• For God Sake, please stop saying this…

– “Market Leading in BS”

– “Quality” people, services, products – everyone say this…

– “100” or xx years of experience

– “Solutions provider”

– “Best in class,” “world class,” or other superlative language

Building Relationships People!!!!

What Government Events Do You Need to Attend?

• GovEvents – Great place to find other government focused events

• Join government associations focused on your industry

• Government Procurement Conference

• Government Technology Research Alliance (GTRA)

• OSDBU Vendor Outreach Sessions

– Can be found on the specific agency’s OSDBU website

• Association for Federal Information Resources Management (AFFIRM)

• Armed Forces Communications and Electronics Association (AFCEA)

Government Opportunities and Contact Directories

• We suggest subscriptions to the following services to help opportunity and

contact development:

– Bloomberg Government: Federal Opportunity Research

– SmartProcure: Competitor and Past Procurement Research

– Leadership Directories: Federal Contact Database

– Government Navigator: State and Local Opportunity Research

Building Trust & Relationships with Agencies

Social Media: How to leverage LinkedIn in the Federal Market

LinkedIn is 277% more effective for gathering leads than Twitter or Facebook.

Government Contractors and Government Agencies/Employees are active LinkedIn

users.

Increasing your LinkedIn Content & Network can lead to:

1. Developing your company's brand

2. Lead generation = more sales

3. Helps retain current clients

4. Accurate research, intelligence and insights

5. Online networking = More focused and time-efficient

LinkedIn Tips for Success

• Make connections after a call or meeting

• Join groups that focus on your targeted agencies

• Utilize for teaming/sub-contracting opportunities

• Engage in the conversation to drive value – don’t just solicit yourself!