Government contractors face the extraordinary challenge of marketing to the U.S. government – arguably the largest and most complex organization in the world. Fortunately, there are many ways to assist GovCons in their efforts, including pre-RFP marketing and advertising, recruitment and public relations – and specifically, social media.
Why? Social media can be leveraged in so many ways. It can be used to promote all of your content. In fact, social media is a key way to reach government executives, according to the 2015 Federal Media & Marketing Study by Market Connections. Not utilizing social media means missing out on ways you can connect with government, promote thought leadership, position for an RFP and turn a follower into a customer. What does thought leadership have to do with it?
Thought leadership, by definition, is an individual or firm that people, clients, industry and even reporters recognize as one of the foremost authorities in selected areas of specialization. Thought leadership helps to spotlight an individual and the organization. As others take notice, so will government.
Tips to Establish Thought Leadership on Social Media
- Make sure you’re positioning yourself on social media where your primary customer is located. If you’re marketing and promoting on the wrong social network, it won’t matter how great your content is; chances are, it won’t be seen by a relevant audience.
- Promote various forms of content, including blog posts, articles, press interviews, white papers, case studies and even highlights from events and conferences. Post far more educational content than promotional content.
- Thought leaders must be an expert in some aspect of an industry.
- Engage with your followers and targets. Let them know you’re relevant. This will help establish a more personal image of you on behalf of the organization, i.e., thanking new followers.
Social media and establishing thought leadership are key elements to a successful thought leadership campaign in B2G marketing and even B2B industries. Let us know if we can help with your social media, thought leadership or social media executive training. We’re here to help.