Crack the Code: B2G Marketing Strategies

Concept is king in the world of B2G.

Business to Government marketing is not just about selling products or services to policy makers and civil servants – it’s all about concept. And yet there are certainly transferable factors. Think B2B and B2C. Similar principles apply, but with additional aspects and challenges.

Governments can be set in their ways, conservative in their outlook and resistant to change. Reaching the decision makers can be tough. There are many gatekeepers tasked with restricting face-to-face access.

There are also rules, protocols, and procedures in place, which can add a whole new layer of bureaucracy. OK, so that’s the bad news – but the flip side is that perseverance can often pay off. The journey may be long, the road may be bumpy, but governments have trillion-dollar budgets, and the rewards can be significant. 

Effective B2G marketing strategies to build trust and credibility

B2G marketing strategies are all about trust and credibility. Governments don’t want to do business with fly-by-nights. They want solid, reliable partners with a proven track record. They tend to stick with what they know. That doesn’t mean they’ll reject a newcomer out of hand, it just means they need to see proof that you’re up to the job.

Collaboration with public affairs and advocacy efforts can also be hugely beneficial. The integration of B2G marketing strategies can ensure that key messages are readily available to decision-makers both before and after meetings with lobbyists. 

Synergy allows for a more comprehensive and coordinated effort, maximizing the impact of advocacy campaigns and enhancing the company’s ability to shape policy outcomes. Through strategic alignment between marketing and public affairs, companies can effectively navigate the complexities of government relations and achieve their objectives with greater efficiency and effectiveness.

A specialist B2G marketing agency may well be able to guide you. Meanwhile, here are seven ideas to help with effective B2G marketing.

B2G marketing Strategies

B2G marketing solutions: Your website is still vital

Your website is a primary marketing tool and one of your biggest B2G marketing solutions. It’s easy to overlook its importance with the constant chatter of social media, but the truth is that anyone who’s serious about your offering will click there.

First impressions count. Does your website, and its landing page in particular, convey everything it needs to convey in that first second? Will the visitor understand you’re a serious player, will they grasp your key messages, will they trust you? More than that, can they navigate easily, can they find answers to their questions, can they make contact without a tiresome trawl?

It’s all basic stuff, but websites are static. Unlike social media, which can be constantly updated, websites remain largely unchanged day-to-day or week-to-week. So being pretty good is not enough, it needs to pack a real punch. Focus your efforts on the all-important CTA that will take that visitor one step closer to being your client. The other critical aspect of a website is SEO optimization, which will help with B2G lead generation.

Your website needs to be optimized for very specific government-related keywords so you’ll appear higher in the rankings. Google can be your friend, if you play by its rules. Some of those rules are well known and understood, such as keywords, alt tags, meta titles and meta descriptions. Others are a mystery so be prepared to invest inexpert help. Also consider pay-per-click advertising.

Tell the world you’re simply the best

a person addicted to social mediaYou need to be the best and you need to tell everyone you’re the best. It’s not enough that you, your senior management team or the entire company are the experts in your particular field. You need to be the acknowledged experts. That’s a cornerstone of any government marketing plan. It means making some noise by producing high-quality content that proves you know what you’re talking about.

While the medium you choose – blogs, LinkedIn posts, white papers, ebooks, infographics, podcasts, videos – will vary, the key factor is that they all showcase original thought in an engaging way. Real experts stand out from the crowd by sharing their unique vision and insight with their audience. Be a thought leader and be ahead of the curve. Address the issues people are talking about now – and the issues they’ll be talking about in six months’ time. Good, original content also helps with your SEO, so it’s a virtuous circle.

Harness the power of social media for B2G lead generation

 Be consistent, have a clear message and focus your efforts. Social media is a vast world and you can’t be everywhere, so choose one or two platforms and decide they’re the places where you’re going to excel.

Decide what you want to say and keep saying it, with impact and clarity. The presentation can vary, but the message must remain the same. Social media provides the casual visitor with only a brief glimpse into your world. Be clear what you want to convey as part of your B2G marketing strategy, and stick to the script. Mixed messages only serve to confuse. You need to be certain that every one of those casual visitors gets what you’re about.

Keep posting and post regularly to maintain a presence. Once your brand is out there, it needs to remain out there. Update your content. Interact. Don’t just post your own content – find those who are influential within your sphere or the government officials that are important for your efforts, react to their posts, and engage with them. Show interest through likes and comments. How do you feel if nobody reacts to your latest and greatest post? Online relationships are like real-life relationships – you need to be involved in a two-way conversation.

LinkedIn has become the go-to social media platform for the business world because it’s so easy to connect with specific people from specific industries and companies. Use your logo as your profile photo across platforms and use a social media scheduling tool to save time and ensure consistency.


Reach the right people at the right time and place

It’s all about getting the right message to the right people, and generating leads – and geofencing is the way to go. Sophisticated GPS-based technology now allows you to target your social media campaign to very specific locations – a conference venue and surrounding blocks, for example. This allows you to craft a message specifically for delegates at the event – something super-topical – and reach them via Facebook, LinkedIn or Twitter. It’s a game changer in terms of your B2G marketing strategies.

You can use the same approach even when there’s no specific event, by targeting the headquarters where the relevant workers are based. On Linked In you can filter your campaign for specific decision makers with a specific list of job titles and positions. 

Remember, government decision makers spend their lives glued to their smartphones, just like the rest of us. Campaigns cost, so decide on a daily budget and set goals. Good old-fashioned email remains a powerful tool, so build a relevant email list to help nurture your leads. Don’t be afraid to beta test various ideas and evaluate their effectiveness based on analytics and data received through the platform.


B2G Marketing strategy and solutions.

Network, network, network

You can do a lot online, but you can’t shake hands, share a coffee or get the real measure of a person on a screen. Network, network, network. It’s not what you know, it’s who you know. Zoom meetings filled a gap during Covid, but people are now flying again because they recognize the value of face-to-face connections.

Invest the time and effort to show your face at conferences, networking events, trade fairs, workshops and seminars. Exchange contact details and start building that relationship. Get back in touch within a week of meeting a new prospect. And take notes. After a flurry of meet-and-greets you can end up staring blankly at a list of names, trying to remember who was who. Approach conference organizers and pitch yourself as a keynote speaker. That’s the best way to get yourself seen, heard and acknowledged as an expert.

Top view of hands using laptop with symbol of b2g concept

Target the right publications in your government marketing plan

Create a buzz with a media relations plan. Target the relevant government and industry publications with interesting and relevant content. Read and understand what attracts their audience and build your story with that in mind. They will all have editorial guidelines, basic requirements and preferences.

Create relevant stories about the industry in which your company works and make insightful commentary on existing situations or future trends. Conducting in depth and relevant research that provides statistics that reveal interesting and important information about the sector.

The media want to hear from leaders, not followers, so make sure it’s original, thought-provoking and relevant. It can even be personal. Just remember: Tell, don’t sell. Your task here is to contribute to the conversation and shift the focus to your area of expertise. It could also be worth approaching more general-interest publications. Publicity is publicity. It doesn’t matter that your targets within the government don’t necessarily see it. You’ll still have it to show them.

The benefits of guest posting

Contribute thought leadership pieces and op-eds to the sites, blogs or publications that will interest relevant government decision makers as part of your B2G marketing strategy. Establish yourself or your company as an authority.

You may need to work hard as there’s a lot of competition and many media organizations won’t even bother to send you a rejection notice. They’ll just ignore you. Be prepared to pay, if necessary, for space. Also be prepared to commission a writer if you think they can express your thoughts with more punch.

A Worthwhile Journey

Cracking the code of B2G marketing strategy requires a multifaceted approach that prioritizes trust, credibility, and strategic outreach. Understanding the idea and focusing on the messaging is paramount in the realm of B2G – concept really is king when conveying a compelling story to resonate with decision-makers.

Government workers may often be resistant to change, and navigating bureaucracy and accessing decision-makers may be tricky, but the potential rewards of making concrete, necessary change makes the journey worthwhile.

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