In the government contracting arena, relationships and marketing tools are pivotal in securing contracts.
Building strong relationships with contracting officers of target agencies is essential because these connections simplify networking and can convert contracting officers into brand advocates. Marketing materials such as websites, slick sheets, and brochures, along with well-crafted proposals, are invaluable when a federal agency evaluates a government contractor’s capabilities before awarding a contract.
Social media platforms such as Facebook, YouTube and LinkedIn are equally valuable when it comes to conveying a brand and establishing expertise as a thought leader in an industry. Social media sites can also contribute to the establishment of solid relationships between a government contractor and its current and potential agency customers.
For example, government contractors Raytheon and Lockheed Martin use their Facebook and Twitter accounts to entice customers to click hyperlinks and see interesting, informative press releases, videos and photos posted on their websites. By nudging customers toward the product and service offerings on their websites, these government contractors increase the potential for creating relationships, which in turn can lead to increased sales and improved ROI.
Maximizing LinkedIn for Government Contractors
LinkedIn, in particular, is indispensable for executives aiming to advance their careers and expand their influence. As the leading professional network, LinkedIn offers unparalleled opportunities for visibility and networking within the industry. Here’s how government contractors can optimize their LinkedIn presence:
- Building Credibility: A robust LinkedIn profile showcases achievements and industry expertise, establishing you as a trustworthy leader.
- Enhancing Visibility: A well-optimized profile increases the chances of connecting with like-minded professionals and industry leaders.
- Driving Career Opportunities: Recruiters and decision-makers often scout LinkedIn for top talent; a compelling profile ensures you’re on their radar.
To make your LinkedIn profile stand out, consider these steps:
- Professional Headshot: Start with a professional photo that conveys confidence and approachability.
- Compelling Summary: Craft a summary that highlights your unique strengths, past successes, and leadership qualities.
- Detailed Experience: Clearly detail your roles and achievements in a way that emphasizes your contribution to your field.
- Skills and Endorsements: Keep your skills updated and actively seek endorsements to boost your profile’s credibility.
- Engaging Content: Regularly post articles and insights that reflect your thought leadership and industry knowledge.
Advanced Tips for Leveraging LinkedIn for Executive Networking
- Active Engagement: Engage with your network by commenting on and sharing relevant content to remain visible and active.
- Personalized Connection Requests: Always personalize your connection requests with a note or reference to where you met or a topic of mutual interest.
- Strategic Use of LinkedIn Groups: Participate in industry-related groups to gain insights and connect with other professionals.
The Role of Other Social Media Platforms
Other benefits of using social media include conveying up-to-date news about upcoming products and services, announcing new hires with valuable expertise, and recruiting top talent. Depending on the platform and service level, these benefits can be achieved at little or no cost, which is particularly useful during times of financial constraint, such as sequestration and employee furloughs.
Incorporating Blogs and Analytics
Blogs are another valuable tool that government contractors can leverage. By incorporating blogs into existing websites, especially those built on platforms like WordPress or Blogger, contractors can reach a vast audience.
Thanks to Google Analytics and similar tools, it is now easier to determine how social media influences customer behavior on company websites. Insights such as which pages receive the most visits and which keywords resonate with customers can help in making more informed business decisions.
Strategic Integration
It is essential that social media efforts are integrated with a comprehensive marketing campaign and clear goals. Input from marketing professionals, company executives, and business development employees is crucial to ensure ROI and cost savings are achieved.
RIM’s Social Media Marketing Services
Prospective customers are using social media to discover and evaluate solutions. Depending on your organization’s existing social media management resources, RIM can coordinate among your marketing, product team, public relations, and other stakeholders to curate relevant content, track brand reputation, and manage paid placements, retargeting campaigns, and mobile-optimized search ads. Learn more about our integrated digital marketing services to enhance your social media strategy and achieve your business objectives.