Winning government contracts with a high return on the investment (ROI) of time, money, and effort requires a well-thought-out process that incorporates a targeted marketing, sales, capture, and request for proposal (RFP) response process specific to the government marketplace. Many businesses do not have a proactive marketing process in place for any market segment and those focusing on the federal market have a tough time understanding why the federal contracting market requires a tailored marketing approach as opposed to a traditional approach. Of the few companies selling to the federal government who do proactively market, traditional consumer or business-to-business tactics are most often used instead of federal-specific tactics, resulting in a very low ROI. Unfortunately, traditional tactics such as ad-buying, social media sales, pay-per-click, and search engine optimization (SEO) are not the best marketing fits for the federal customer. Instead, a company that understands the value of research, planning, and effective market positioning before the RFP is released has a much higher chance of winning federal contracts.
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