“I have identified over 2.5 million Feds on LinkedIn via 552 “company” pages of departments, agencies, operating divisions and offices, so I can get quite granular on where to find the civilian and DOD buyers and influencers.
Couple that with my research that 80% of the GovCon companies are not leveraging LinkedIn well at all, and yes, yet another article, this one for end of FY.”
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“Oh geez Amtower- another article on LinkedIn?
Of course, especially at end of FY, but I’ll keep this short.
While there are many tactics you can employ on LinkedIn, these are among the most useful for end of FY.
Let’s start with an obvious one, ABM. Account or agency-based marketing has been with us for decades. I’ve seen companies experience tremendous growth selling to one department or agency, or a small handful of agencies. Leveraging LinkedIn you can expand your network in targeted accounts.
Selling where you are known is always easier than breaking into new agencies and at end of FY, reminding current customers of who you are and what you do can pay dividends, especially at the end of FY.
Content: Develop and deploy content that is specific to customers’ needs where your product/service fits. A big “DUH!”- right, but many contractors are not doing content marketing. Your sales and BD people should be letting marketing know what the pain points are with customers so marketing can align content that addresses each issue where your company can help. Addressing pain points and reminding your customers which vehicles they can use to access your products and services is important year-round, but especially at end-of-FY. LinkedIn remains the top venue for sharing B2B and B2G content.
Events: Key events, face-to-face or virtual, usually have to be queued up early, but you will receive reminders from various event producers of year-end events that could be worthwhile. But you always have to be wary of those promising much and delivering little or nothing, so stick with the event producers you know, like and trust. For example, I am a fan of 930Gov from Digital Government Institute. It won’t have 5,000+ attenders but those who do attend are interested in the content provided, and if the content matches what you sell, you should look at this event.
Highlight Contracts: Highlight your popular contractual vehicles on all communications during Q4. Enough said.
Thought Leadership: Year-round, but especially at the on FY, your SMEs and thought leaders need to be actively contributing content addressing the pain points I mention in the content section. Getting your key personnel media exposure through traditional PR, by-lined articles, podcasts, speaking gigs at key events, company blogs and more is another year-round activity that needs to be accelerated at the end of FY. White papers from thought leaders are gold in GovCon.
There are no surprises here but I did not promise earth-shattering secrets, just some tactics that actually work.
If your company needs to step-up its activity on LinkedIn, drop me a line and let’s discuss how I can help: markamtower@gmail.com or message me here at LinkedIn.”
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