Mobile has revolutionized how we communicate, not just on a personal basis, but for marketing communications as well. Marketers have never before had so much opportunity to reliably connect with potential customers. The same holds true when marketing to government buyers and your attention to mobile can boost results. Here are a few key considerations that will help you market to government agencies more effectively using mobile.
1) Create Mobile Friendly Landing Pages
First things first, make your website is mobile friendly: 42% of consumers who own a smartphone consider mobile the most important resource in their purchase process, with more than a third of them exclusively turning to mobile. In addition, two out of three mobile visitors ultimately end up making a purchase and 65% complete their purchase within the day when they visit the site on mobile. All this means that when someone accesses your website from their phone, if there’s a decrease in ease-of-use or functionality, they’re more likely than ever to leave it quickly and dismiss your brand.
Like in the B2C or B2B space, B2G buyers also use their mobile devices to vet potential vendors they are considering working with. The best vendors know this and find ways to ensure that their site content is mobile friendly, such as intentionally condensing their content because they know that it will be viewed on a smaller screen. It’s important for government vendors to make sure the most important information and calls to action are located at the very top of a page, as mobile visitors often don’t scroll through to the bottom of a page.
2) Take Your Messaging Mobile
Going mobile isn’t just about government agencies coming to you. It’s also one of the best ways for you to reach them with your marketing and messaging, especially when you consider that the decision makers behind government purchases are constantly on the go. Need more? Consider these stats:
- Over 90% of all text messages are read within 3 minutes of delivery
- Text messages have a 90% open rate
- 4 out 5 consumers use mobile to make purchasing decisions
- 65% of US mobile users check their phones within 15 minutes of rising, and 64% check their phones within 15 minutes before going to bed
To better compete in government contracting, consider the opportunity to grab a government buyer’s attention in the middle of their hectic daily schedules. Make sure your messages count by paying attention to timing, frequency and...
3) Personalize Your Messaging and Targeting
Gone are the days of generic mass marketing, where marketers contacted every lead in their database with the same message. We live in an era of personalization and to have the most impact, each message needs to be made relevant to the specific recipient. Today, B2C, B2B and B2G buyers all expect personalized experiences and are increasingly less forgiving of those vendors who don’t intentionally incorporate meaningful messaging targeted to their specific needs. Need proof? 73% of consumers said they prefer to do business with retailers who make their shopping experience relevant.
For government vendors, that means understanding who specifically you’re targeting with your marketing messaging such as:
These are people to target for brand awareness, knowledge of your products or services, and for building trust.
These are senior officials that create the requirements for the products or services they put out for competitive bid.
These are the people who actual buying your product or service.
Although not usually involved in making final purchase decisions, the end users often have significant input, as the products and services will impact their daily workflows.
So, when you’re marketing to influencers, pricing may be more important to stress, while end users may care more about ease-of-use. The best government vendors know that personalizing marketing messaging in a way that ensures the specific recipient will care will significantly improve impact and overall effectiveness.