Are you a public sector agency trying to expand your reach? By now, you’ve probably realized that you can’t apply private sector tactics to the federal space, but what can you do to overcome the wall of governance issues separating you from the public? 

Breaking into this field requires an ability to identify useful techniques that are sustainable. Here are 6 focus areas to expand your marketing efforts and excel in the public sector field.

1.     Cultivate Customer Relationships: Happy customers are the best marketing strategy. But, today, customers are overwhelmed with the endless strand of emails and social media posts. Sometimes, it can be hard to stand out in the crowd. Breakthrough the noise by building up a customer-base that is happy and vocal about your performance. Nearly 55% of customer decisions are made based on word-of-mouth. Key takeaway: Looking to attract public interest? Start by investing in your current audience.

2.     Elaborate on Public Sector Offerings: Ensure your website is well-organized and includes a detailed offerings page for prospective customers. A website is one of the first introductions the public has to an agency, make a noteworthy impression by creating an interactive and easy-to-use platform.

3.     Public Relations: To improve brand awareness, find the connection between your organization and certain hot button issues impacting stakeholders. Position executives as thought leaders to open the door for increased media opportunity and online engagement. This may require targeting placement in industry publications and blogs seen as staples in your industry. 

4.     Events: In order to reach people, you have to meet them where they are. That rule stands true in public sector marketing. There are plenty of opportunities intended for government professionals to share knowledge, discuss ideas, and network with colleagues and prospective business partners. Conferences, panels, webinars, and workshops are a surefire way to develop connections and stay involved in industry-specific events.

Take time to research potential speaking engagements, upcoming conferences and additional events that may help you to diversify. Bear in mind, not every event is a strategic opportunity, it’s important to sort through what is worthwhile from what may be wasteful.

5.     Content Creation: In addition to nurturing the growth of thought leaders, ensure that you have a clear understanding of the issue-areas your agency is best prepared to weigh in on. From those interests, craft personalized content to legitimize the brand.

The distribution of content is key because hard work should be given the opportunity to be visible. Part of the content creation phase includes an in-depth industry analysis, which will include publications and reporters already engaging with certain issues. The combination of original content and useful media alliances will help improve brand name recognition. 

6.     Paid Advertising Campaigns: Utilizing digital campaigns is a more intentional way to reach specific types of people or businesses. Opting for paid advertising can boost messaging and expand reach but only after a strong brand awareness foundation has been established.

These insights are the bare bones for creating effective strategy for federal clients but know that continued success relies on the ability execute all the above elements simultaneously and sustainably. Interested in learning more about how to fine-tune your public sector marketing strategy? Sage can help, visit: aboutsage.com/connect. 

Sage Communications is committed to investing in a variety of external sources to enrich the understanding of the industries we work in. From guest speakers to webinars, conferences and other learning opportunities, Fishbowl will bring you analysis of the behind-the-scenes experiences here at Sage.

Source: Dcode – https://dcode.co/your-cheat-sheet-for-marketing-to-government/