The lingering impact of sequestration and the government shutdown caused great challenges for government marketers in 2013. Budgets decreased, while the need to enhance brand awareness and lead generation increased.
During 2013, Market Connections and FedPulse spoke to several industry leaders, as well as developed studies that offered the right tips for marketers to best connect with and influence government decision-makers.
Following are the Top 5 Marketing Tips from FedPulse, which will help guide marketers in their efforts into 2014 and beyond.
- Tip #5 – Differentiate Through Content Marketing: Alisa Valudes Whyte, Senior Partner and Chief Operating Officer at Merritt Group, believes that contractors should develop new and innovative ways for telling their stories through content marketing.
- Tip #4 – Focus on Adjacent Markets: Tom Romeo, President of Federal Services at MAXIMUS Inc., credits his company’s tremendous growth with its ability to focus on adjacent markets. 2014 is the right time for contractors to develop campaigns that aim to enhance awareness and lead generation in adjacent markets.
- Tip #3 – Countering Decline of Government Events: Market Connections and Boscobel Marketing Communications launched a PulsePoll™ and white paper that revealed how event cancellations are adversely impacting contractors’ ability to influence government customers. Thought leadership, webinars, lead generation tools and third party research can help counter this trend.
- Tip #2 – Better Targeting of the Government Customer: Pamela Merritt, Senior Manager, Federal Marketing Lead for Deloitte, provided these insights into how to best target the government decision-maker by using the Market Connections Federal Media and Marketing Study (FMMS) tool.
- Tip #1 – Market Research to Provide “Air Cover:” Federal marketing dollars can be spent wisely by using market research to augment the “air cover” provided by corporate marketing.
Although our nation’s leaders are working on a plan to avert another government shutdown, and counter some of the sequestration cuts, 2014 will continue to be challenging for marketers.
These tips will help federal marketers continue to effectively manage limited budgets and marketing pressures in 2014.