Marketing to the public sector with More Than Words
Winning a contract with a public sector organisation can be an exciting but daunting task.
To have the best chance, you need to invest in public sector marketing, designed specifically to reach key decision makers within a public body, with a message they understand and appreciate.
Successful public sector bids can be highly financially lucrative as well as greatly expanding your professional network.
In this article, we take a look at how you can build an effective marketing strategy to beat the competition and win big bids with public sector organisations.
Public sector marketing – make your messages clear and focused
Before embarking on public sector marketing, it’s important to research the structure that underpins that authority. This will give you thorough understanding of who you need to target.
England is made up of 25 counties, each with their own local government authorities. Further to this, there are 192 district, borough or city councils within each county.
Alongside this, there are 9,000 parish and town councils and 10 national parks. All have their own priorities, needs and budgets.
The UK central government has over 455 separate departments that employ multiple staff managing various areas of the supply chain.
This makes getting your business known to the right person or department considerably more difficult than in a private sector company.
With this in mind, there are a number of different factors you need to consider.
Public sector organisations are regularly targeted by thousands of businesses through digital marketing and social media.
However, these efforts often fail because they are directed too broadly and not to key decision makers.
What you can do to improve your chances of securing a contract with a public sector organisation?
Learn more about contracts
Getting insight into how public sector contracts work is the first necessary step to winning relevant bids.
It’s worth doing your research into government agencies and other areas of the sector, to see which businesses have been successful in your sector in the past.
UK tenders are regularly published and updated online.
The government website is a useful tool to browse existing contracts. Learn about upcoming contracts and gather relevant information about previous tenders to improve your pitch.
Register on the Contracts Finder website to receive email alerts when a relevant tender is released. This will keep you up to date with potential business options for your company.
Look out for local contracts
An alternative source for tender information is the local authority website of the area you’re interested in targeting.
You may stand a better chance in winning contracts in your local area so it is helpful to stay up to date.
Find out who the relevant decision maker is in the public sector body you’re interested in. You can then open a line of communication with them directly to introduce yourself.
This way you can glean information on what products and services they may need now and in the future.
Buyers in the public and private sector are always looking to connect with businesses willing to adapt and grow as needs change.
Understand public sector procurement
Getting clued up on the process of supplying the public sector is vital.
Gain in-depth knowledge of public sector procurement processes using the whole host of available educational resources.
Procurex Live are the UK’s leading public sector training event company. They regularly host live and online workshops to share knowledge in this division.
Through workshops and video content they discuss best practise skills to increase your understanding of public sector procurement.
The UK Government are also keen to broaden businesses’ understanding of the procurement process.
There are many articles available online for you to read which provide basic knowledge to more advanced insights.
Get help from the experts
If you run a small business, you’ll know that it’s a relentless task in itself.