Perhaps now, more than ever before, B2G marketing is crucial. The government has committed to spending billions of pounds over the coming years in order to ‘level up’ and alleviate somewhat of the financial stress caused the by the ongoing pandemic, meaning there will be government contracts galore – welcome news for business owners around the country.

why b2g marketing is the perfect choice for businesses in 2022

That said, in order to win these contracts, you first need to know what the process is: and that’s where B2G marketing comes in!

What is B2G marketing?

The meaning of B2G is fairly simplistic in that it of business to government. The term is often used to refer to business to government marketing processes and strategies or public sector marketing.

But, what does it mean?

Well, B2G Marketing means the process of a private sector business marketing its products and services to government organisations such as local councils, police constabularies, the MOD, and various housing associations.

Now, this is where things get rather complicated and, in some respects, confusing. You may be wondering how does B2G marketing work if businesses need to respect relevant government procurement regulations?

Enter early engagement

The concept of early engagement with prospective buyers is not only permitted but, actively encouraged. The Government is eager to engage with the supply chain and there is growing evidence that suppliers that invest in building relationships enjoy greater success.

Then comes the task of discovering what opportunities exist and at this stage you may be thinking that the public sector has nothing in the way of relevancy to your business however, the beauty of government contracting is the fact, there is quite literally something available that suits the capabilities of every business.

Market Intelligence experts from Tracker highlighted framework opportunities as an excellent way into public sector procurement. Public sector framework agreements can help businesses become a preferred contractor.

“While framework agreements make up a relatively small proportion of contract opportunities published, they are very influential.

Frameworks are not only very valuable – sometimes their total value is estimated in the billions of pounds – but they offer opportunities to multiple suppliers to win places on the framework and, with that, potential work for several years. Frameworks are also an ideal way for new suppliers and SMEs to bring themselves to the attention of public sector buyers.

How to engage with key government decision-makers?

Is your business keen to win more business and grow with government contracting? If so, then early engagement is an essential tool to have in your armoury. By contacting public sector buyers and government employees earlier in the procurement cycle, ideally before they have published a contract notice, you stand to position yourself as an influencer and thought leader, instead of just another commercial supplier.

You will undoubtedly find that public sector business is particularly competitive. If key government decision makers have sight of what your business can offer them and you talk to buyers ahead of the official procurement process, during the scoping and preparation phase, you will position your business well and are likely to enhance your chances of success.

A successful B2G marketing strategy

Winning work in the public sector is no different to winning work in the private sector, in that your marketing strategy must involve meticulous planning that signposts your efforts. By utilising tools that support your ability to plan, you can ensure your business is adopting a more streamlined approach to business development, growth, and early engagement.

From the beginning of the pandemic the UK Government has been actively encouraging suppliers that can offer support in several areas to reach out. The Crown Commercial Service (CCS) website states that the public sector has: “received thousands of offers from suppliers across the UK to provide goods and services to the public and third sector during the coronavirus COVID-19 outbreak.”

Public sector buyers want to work with innovative, reliable, and trustworthy suppliers. Early engagement can support buyers that need to carry out an accelerated procedure, where quick decisions about suppliers must be made. For a potential supplier, it is an advantage if a buyer already knows and has a relationship with your business.

When marketing to the government it is of grave importance that you are proactive as opposed to reactive.

B2G content marketing

Again, in a similar fashion to B2B, it is well known that a content marketing strategy can support a supplier to improve lead generation.

Entrepreneur and marketing expert Neil Patel highly recommends integrating content marketing into your lead generation strategy. He explained: content marketing works because you’re not just attracting visitors to your site and leaving them alone to hopefully buy something. Instead, you’re sending a clear message that you are attuned to their needs and ready to help solve their problems.”

Through an effective content marketing strategy, you can successfully position your business as a thought leader within its industry and ultimately become a trusted voice, to which suppliers will listen to.

Your B2G content marketing strategy should be layered in the same respect as a traditional B2B or B2C approach, creating rich, value-added content at the top of the funnel and providing more product-driven content towards the bottom.

Influencer marketing for B2G

Did you know that influencer marketing content delivers 11X higher ROI than traditional forms of digital marketing? The goal of influencer marketing is advocacy; therefore, business to government needs to use this along with alternative marketing strategies.

Despite the fact this method is commonly used in the business to customer (B2C) marketplace, it works incredibly well for those working in B2G too. 90% of decision-makers initiate their purchasing process by researching opinions from industry experts and peers. The key to success in this marketplace is positioning yourself as an influencer and thought leader, instead of just another commercial supplier.

So, there you have it – a quick delve into the world of B2G marketing. While the future remains uncertain, one thing we’re sure of is that public sector spending will remain high and if you’re wanting to grow your business, you can do it by winning public sector contracts, fuelled by b2g marketing.

TECH NEWS RELATED

Cybersecurity startups, once the VC darling, hammered by layoffs

On the face of it, the cybersecurity sector is doing just fine. Demand for cybersecurity products remains high as cyberattacks continue to blight both public and private-sector businesses, and investor enthusiasm for all things cyber-related remains strong. But while many expect the cybersecurity industry to weather the current economic ...

View more: Cybersecurity startups, once the VC darling, hammered by layoffs

Google and the Internet Archive are the first customers to pay for commercial access to Wikipedia content

Google is going to start paying for its use of Wikipedia information to help power its knowledge panels in Google Search. The search giant, along with the digital library the Internet Archive, are the first customers for the still relatively new commercial product launched by the Wikimedia Foundation — ...

View more: Google and the Internet Archive are the first customers to pay for commercial access to Wikipedia content

5 ways to seize the opportunities created by recent chaos in ad tech

Alex Song Contributor Share on Twitter Alex Song is the CEO and co-founder of Proxima, a data science company that helps brands better reach consumers across all major platforms. Every day, the advertising world faces new challenges and opportunities. New platforms, mediums, M&A activity, privacy rules and ever-changing consumer behavior ...

View more: 5 ways to seize the opportunities created by recent chaos in ad tech

Tech Nation launches new data-driven growth platform

In light of data outlining the challenge ahead for UK tech, Tech Nation launches its Growth Platform to guide over 6,000 UK tech startups and scaleups through their scaling journey at speed and creating more UK success stories, marking a new chapter for Tech Nation.

View more: Tech Nation launches new data-driven growth platform

Regard serves as a “medical co-pilot” for busy physicians

Legacy healthcare software systems are often complicated and cumbersome for providers to use, leading to less time with patients. That’s why Regard (formerly HealthTensor) developed a platform to help diagnose common medical conditions, like heart failure, COVID-19 and anxiety and depression. The Los Angeles-based startup announced today it has ...

View more: Regard serves as a “medical co-pilot” for busy physicians

When it comes to sanctions, PE firms must proceed with great caution

Snežana Gebauer Contributor Share on Twitter Snežana Gebauer, a partner with StoneTurn, has 20 years of experience in managing complex international investigations for major law firms, Fortune 500 corporations, government agencies and sovereign nations. The economic sanctions that have been imposed following the war in Ukraine pose an intricate set ...

View more: When it comes to sanctions, PE firms must proceed with great caution

Anonymous social apps shift their attention to Instagram in the wake of Snapchat’s ban

Anonymous social apps targeting teens haven’t gone away in the wake of Snapchat’s new policy, which earlier this year banned these types of social experiences from integrating with its developer platform. Instead, the apps have simply found a new way to reach young people: via Instagram. In recent weeks, new ...

View more: Anonymous social apps shift their attention to Instagram in the wake of Snapchat’s ban

One to Watch: Debut Capital’s Pilar Johnson works to augment funding for overlooked founders

There is a moment from around April 2021 that Pilar Johnson thinks about often. She was scared and nervous. The Houston native grew up in a low-income neighborhood and had no experience in venture capital. As she waded into the industry, imposter syndrome frequently crept in. Then, she and ...

View more: One to Watch: Debut Capital’s Pilar Johnson works to augment funding for overlooked founders

Amazon’s new physical retail analytics service gives brands insights about product and ad performance

Audience Choice: Vote for the roundtable sessions you want to see most at Disrupt

Boost for tech startups as competition to run support programme opens

Register for today’s TechCrunch Live featuring a talk on founder/investor relationships and product launch timing

How Can A Medical Startup Stand All Challenges

With $2.4M seed, Zing Data wants to put data analysis in the palm of your hand

Plug and Play UK adds partners for mobility innovation programme

Deputy Mayor of London for Business meets latest investees of the London Co-Investment Fund

Understanding the not-so-fine print of 2022 term sheets

Helios wants to tame the microservices development chaos

Today’s startup layoffs have nothing on the 2020 correction

Gmail’s redesigned interface including Chat and Meet is now the new default

OTHER TECH NEWS

Top Car News Car News