Don’t know what B2G Marketing is? Check out our blog: B2G Marketing: What you need to know
The UK economy is on the road to recovery. Now’s the perfect time to re-engage with the public sector.
The opportunity is clear: £290Bn has been earmarked for public procurement in 2021/22. But whether you’re an experienced supplier or an emerging SME, B2G marketing is a tricky proposition. How do you differentiate your business, build brand awareness and generate actionable leads in one of the UK’s most diverse (and competitive) marketplaces?
In response, Cadence Marketing has identified three simple steps to take your next B2G marketing campaign from good to great, beginning with:
1. Influence the influencers
B2G success relies on the strength of your relationships – with decision makers and the influencers they engage with. But in order to forge closer ties, you’ll first need to pinpoint your audience and identify their pinch points (learn how Cadence’s B2G Market Research can help with this). That way, you can target them with relevant content that speaks to their specific needs.
Influencers are increasingly important. By targeting the internal/external factors decision makers engage with, you’ll have another inroad to public sector success.
Market research is a great way of gaining this kind of insight. Who better to share the public sector perspective than the professionals themselves? Their insights could form the basis of bespoke marketing material, giving you an opportunity to establish your business as a thought leader.
2. Consider your content
3. Move to the metrics
Where B2G campaigns are concerned, success is not guaranteed. That’s what makes metrics so important. In order to gauge how a campaign is performing, you need to follow the data. If there is a drop-off in engagement, the metrics will always point you in the right direction.
Often, the changes are self-explanatory. If open rates are low, reconsider your subject line or from name. If click through rates are poor, revisit your call to action. If your gated landing page is seeing few conversions, reduce the number of required fields or frame the content more creatively.
You need to follow your audience through the entire user journey, and respond to the metrics if engagement is lower than expected. Doing so can transform a flailing campaign into an overnight success.