by Brian Chidester, Manager, Strategic Accounts & Content Marketing
In The A-Z Guide to Government Marketing – Part One, I covered letters A-M, and while most sequels tend to underwhelm, i.e. Ocean’s Twelve or Caddyshack II, I believe the sequel to my A-Z Marketing – Part One will be equally as impactful.
So, here they are, letters N-S of the ABC’s of Government Marketing:
by Brian Chidester, Manager, Strategic Accounts & Content Marketing
Any marketing campaign has several factors, from strategy to execution that can make or break the campaign; this is especially true in the realm of B2G. In an environment where interactions are regulated and touch points are at a premium, every detail must be considered for your campaign to be effective.
Therefore, what better way to focus on those details than to go back to the basics — the ABC’s of government marketing.
So, here they are, letters A-M of the ABC’s of government marketing:
Content may be king in the world of business-to-business (B2B) marketing, but getting it produced, distributed, and consumed can be a royal pain for marketers. As I prepare to lead a panel discussion on business-to-government (B2G) content marketing and social media at the upcoming Government IT Sales Summit, I’ve started digging into how marketers are using these tools to reach their customers and influence sales. So I wanted to gather some data on content marketing to see if it’s really worth the effort.
by Brian Chidester, Manager, Strategic Accounts & Content Marketing
One common trend we have expounded upon in length recently is the shrinking number of touchpoints with both C-level and end-user government personnel, due in large part to the reduction in travel to conferences and events. Understanding where these “govies” go for information is one great way to ensure that you are reaching them and that your message is being seen or heard.
Following a review of the 2014 Federal Media & Marketing Study, which highlighted key trends for where and how
Federal government employees consume content and information, some interesting information came out of it. For one, statistics from the report noted that print is not dead in the Federal market. While circulations have decreased in the past decade, publications including Government Executive and Federal Times are still being heavily read. In fact, nearly half of all surveyed read both of these publications. Additionally, with 80% of “govies” utilizing their mobile device for information, this can be a unique way to reach them like never before.
Here are five other creative ways to reach the Federal government audience in places they are engaging within.
by Brian Chidester, Manager, Strategic Accounts & Content Marketing
Channel partners can grow a manufacturer’s sales and spread its message about products or services. But to have an effective channel partner program, manufacturers must recruit the right channel partners to achieve their goals.
As a technology manufacturer, you may know what you require in a channel partner. But how do you find the right partners for your program?
Like most marketing activities, you need a list of potential prospects. There are two primary ways to get there: generate your own list from research and recruitment activities, or obtain an existing list from someone else.
by Brian Chidester, Manager, Strategic Accounts & Content Marketing
No matter who you are targeting within the Government, there is a diminishing availability of reaching your audience, which makes every touchpoint you have with them important. Figuring out the type of information these prospects are looking for can be tricky, but if executed effectively can go a long way to optimizing your marketing efforts.
Here are five content marketing tips to consider when trying to enhance your marketing efforts:
What a winter. DC is shutting down more frequently. Regular routes are impassable. The people you need to reach are unable to travel, meet face-to-face, or interact without the use of electronic or telephonic means. And those lines of communication are getting more and more overwhelmed.
Oh, I’m not talking about the current snowstorm that’s pummeling the Washington metro region (again) or the institutional government shutdown we faced in October. The storm to which I refer is equally treacherous for government marketing and sales professionals. It’s the one that keeps our prospects and customers from attending conferences, speaking at your events, accepting meeting requests, or interacting with you in a consistent, predictable, and productive way.
Washington Technology recently published its Insider Report on 2014 Trends in Government Purchasing. The report is based on an extensive survey of government officials in which they were asked about purchasing plans in areas such as cyber security, infrastructure, and mobility, as well as anticipated challenges for the coming year.