Let’s face it suppliers really have got no control over how government buyers can find them. The options are endless and include direct mail, conferences, sales representations, magazines, using LinkedIn a social media tool and email blasts.
Data driven marketing campaigns are not always about email and telephone calls. There is a trend to move back to snail mail as email fatigue sets in and telemarketing results are – well questionable at the best of times. As the first medium of direct marketing, A-ZGovBIZ argues the humble letter still holds a respectable place. The challenge however has always been the prohibitive costs of postage.
Many government employees rely on conferences and trade shows as sources of information about new technologies, innovative solutions and best practices. However, whether serving civilian or defence agencies, they are caught in the grip of shrinking budgets and increasing travel limitations. All of these factors constrain their ability to stay up-to-date on technology changes and innovation.
With lead generation tactics your sales team can position your organisation as thought leaders while educating the government community on the latest innovations and technologies. Building an effective sales lead generation program starts with having access to quality sales prospects.
At best magazines are hit or miss. The return on investment is questionable and difficult to measure. Magazines are good for getting the name out there and strengthening brand awareness.
Use LinkedIn a social media tool
How do you use social media to reach prospects – whether they are IT directors in schools, procurement officers in local councils or financial controllers in universities? The solution, as with all marketing, lies in your access to key contacts within the target group. Once the contacts have been identified through a reliable data source you can get started on a relationship building campaign using LinkedIn.
Trade shows are geographically challenging. They are a great way to pull prospects out of the woodwork but with shrinking budgets and increasing travel limitations you are only likely to reach customers and prospects within 50km of the event.
It is strongly recommended that all users follow the basic rules to getting more from their email blasts. We have compiled a document outlining the dos and don’ts of email marketing. The more strictly this paper is adhered to, the higher deliverability and click-through rates will be. The paper covers technical recommendations, tips and hints on how to beat the spam filters and get the most from your email marketing campaigns. Send me this information.
A-ZGovBIZ is a marketing services agency specialising in the Australian public sector. Their online search engine Discovery is the leading real time database available to reach government, health and education decision makers, buyers and specifiers.