How does the government find vendors? How does anyone find anything these days? We Google – and so does our government!
While federal agencies continue to look at GSA Schedules (and others) to find contractors, that only accounts for about 10% of all federal procurement spending. That means 90% is being sourced elsewhere, and the nation’s most popular search engine is a top resource.
The bidding process is difficult enough for vendors to navigate, but your contracting or consulting firm won’t even be considered if it can’t be found. Government contractors need both an impressively designed website “experience” that connects agency needs with your offerings and a solid online marketing plan in order to succeed in such a competitive market.
We work with a lot of federal government consultants, and we have a few recommendations for creating and marketing a website geared toward closing those contracts.
Start with a great site. There’s no point driving agencies to a poor website experience. In fact, this could hurt your chances of winning new contracts. Anticipate the questions your target audience has and make sure that your site answers those questions. Make it easy to navigate, with clear menus and an easy way for visitors to contact you for more information. Then make it attractive. A custom website is a must. You know how much competition is out there, and a great first impression can set you apart from the rest.
Optimize your site for Google search. Federal agency employees are regular people, and they want to get their jobs done as efficiently as we all do. That means that when they’re looking for a contractor or consultant, they’re going to turn to Google to find vendors and start the bidding process. Optimize your website to target the keywords that potential federal customers will use in their searches, and you can expect to see results. SEO is complicated, so consider hiring a professional to handle this aspect of your marketing.
Become a leader in your niche with a content marketing plan. You’re the best at what you do, and you know it, but you need to let others know, too. Produce helpful or insightful content like blog articles, videos, and infographics. Participate in relevant social networks or LinkedIn groups for your industry. Establish yourself and your employees as thought leaders in your industry, and you’ll boost your credibility with potential customers. Marketing your content is a great way to foster the sort of reputation that will get you hired!
When in doubt, count on the experts to help you position your company as an ideal government vendor. ImageWorks has years of experience designing websites and marketing strategies for government contractors, and we can help you, too! Contact us at 800 308 8573 x102 or request a call here.