Upgrade Your B2G Marketing

Grow your government contracting business with Lumino

Marketing to the government, whether directly or to primes, presents a unique set of challenges. Unlike other business-to-business organizations, you have to contend with:

  • Complex procurement processes

  • Bureaucratic decision-making

  • Political and public scrutiny

  • Long sales cycles

  • Specific compliance and certification requirements

  • Limited market access

  • Fierce competition

  • Budgetary constraints

  • Regulatory and policy considerations

Successfully navigating these challenges requires a strategic approach, in-depth knowledge of government processes, and a relentless focus on building relationships and trust with government stakeholders.

Lumino can help.

Our expertise lies in crafting and executing tailored digital brand awareness and in-person networking strategies that are designed specifically for B2G organizations. We understand the intricacies of the public sector and the sensitive considerations that come with contracting. With our guidance, you can navigate through these complexities, develop a strategic social presence on key platforms, better understand and control your digital buyer journey from the first touch point through to meeting with your business development team, and grow your business.

Get Our Exclusive Insights

We commissioned an independent research agency to survey federal and state/local government budget owners about how they find, evaluate, and select new vendors.

Insight Report: The Pulse of Procurement. How government budget owners find, evaluate, and select new vendors in the digital era

Winning government contracts is widely known as a relationship game. It all comes down to whom you know. But, in today’s ever-digital world, your organization’s online presence matters more than ever. A Google Search results page full of bad news, negative reviews, and outdated information can get you booted from RFP consideration despite your Rolodex. Conversely, professional-facing social media platforms like LinkedIn are a great way to start new relationships, deepen existing ones, and establish yourself as an industry leader and go-to problem solver—especially when paired with a broader digital strategy that optimizes your presence across the web through SEO, paid search ads, and other social accounts.

The power of key social and digital platforms in reaching public sector decision-makers and building relationships is undeniable.

Supercharge your Government Marketing with a Modern Digital Strategy

59% of government budget owners say that a vendor’s online presence heavily matters in the selection of an RFP winner.

59%

83% of government budget owners will look at the personal LinkedIn profiles of vendor employees involved in the RFP process.

83%

66% of government budget owners find vendors to invite to RFP by searching for the company’s website.

66%

Source: The Pulse of Procurement survey

Empower your brand in the competitive B2G landscape by leveraging the power of social media. Lumino’s tailored social media strategies can help you:

  • Stand out from the competition

    In today's fast-paced world, standing out from the competition is more challenging than ever. Traditional marketing methods often fall short when it comes to capturing the attention of decision-makers and reaching a wider audience. With a tailored digital strategy, we help you reach and build relationships with the stakeholders who matter most. Don’t risk getting lost in the noise and missing out on valuable opportunities.

  • Forge authentic relationships with your target market

    Building strong relationships with your target market is crucial for success. Yet, it can be an uphill battle without the right strategy. Understanding the needs, challenges, and preferences of your audience is essential. But how can you cut through the clutter and establish genuine connections that foster trust and loyalty? We help you leverage social media, SEO, and other digital channels to connect with this hard-to-reach audience and develop authentic relationships that open doors and new opportunities.

  • Amplify your brand awareness within the government sector

    Brand awareness is a driving force behind your organization's growth. However, raising your brand profile within the government sector can be a daunting task. Without a solid brand presence, it's challenging to gain recognition, trust, and credibility – all vital elements for securing contracts and expanding your opportunities. Social media and search ads allow you to rapidly increase brand awareness with your stakeholders.

  • Rapidly acquire top talent after contract wins

    Contract wins bring exciting opportunities, but they also come with tight deadlines for talent acquisition. Identifying and recruiting highly skilled professionals within a short time frame can be overwhelming. Without a strong social media presence and streamlined process, you risk compromising your ability to deliver on commitments and meet project milestones. We leverage social media to build your employer brand so when you’re ready to hire, you can acquire the talent you need.

  • Unlock more opportunities for your business development team

    Business development teams are constantly on the lookout for new opportunities. Yet, finding quality leads, engaging decision-makers, and differentiating yourself in a crowded market can feel like an uphill battle. Without an effective social selling strategy, valuable opportunities may slip through the cracks, impacting your revenue growth and market expansion. We leverage your company and executive social profiles to connect with audiences who matter most and unlock new opportunities.

  • Build credibility with Wikipedia

    If you have a Wikipedia article then it’s one of your top search results, feeds into voice search, and is even part of the data sets for AI tools like ChatGPT. For this reason, it’s crucial you monitor and maintain your Wikipedia presence. However, the site has strict rules for how brands and agencies can interact with the site. We can help you understand how to properly work within the rules to manage this extremely valuable but equally tricky platform.

Maximus Wins with Lumino's B2G Social Media Solutions

Case Study

We are proud to show our work on B2G marketing by highlighting our partnership with Maximus, a large government contractor based in McLean, VA.

  • When the Covid pandemic shut down events around the globe, marketers everywhere were forced to find new ways to connect with their buyers. Maximus was no exception. As they pivoted from in-person events to digital channels to build relationships with federal, state, and local agencies, they discovered inaccuracies on Wikipedia, an unmanaged account on Glassdoor, and social media profiles with stalled growth, little engagement, and lacking strategy.

  • Maximus came to us to improve its digital presence and to develop and execute a comprehensive social media strategy to transform its online brand presence. We elevated the company’s content, promoted subject matter experts and executive leaders, monitored competitors, and ultimately helped to position Maximus as a thought leader within the industry. Along the way, we also helped them monitor and respond to social media comments and job review sites like Glassdoor, propose updates to their Wikipedia article, monitor and report on sensitive news cycles, and optimize their SEO strategy.

  • Collaboration was key. We worked closely with multiple business units to align their messaging and balance their mix of content to communicate with customers, employees, investors, and policymakers. We implemented a process to produce and review content in a timely manner, allowing us to be nimble and topical. We also created a reporting framework to assess the impact of our work. But it wasn't just about external engagement. We also amplified key subject matter experts and executives by growing their LinkedIn connections and publishing regular content on their channels. We also helped to implement an employee advocacy program and train Maximus employees so they could be brand ambassadors, driving brand awareness and credibility.

  • We more than doubled the Maximus LinkedIn audience from ~60K to more than 140K followers, dramatically increasing engagement. We published hundreds of posts and responded to 1,000+ comments. We also supported key executives and subject matter experts with their personal accounts to increase brand awareness and impressions by nearly 2,000%. All of these digital efforts supported tremendous growth for Maximus, including numerous federal, state, and local contract wins providing contact center services and technology solutions.

Testimonial

As a large government contractor, we struggled for years to effectively leverage social media to elevate our brand and engage with our target audience.

When we engaged the Lumino team, they quickly assessed our needs, understood the nuances of our industry, and crafted a comprehensive social media strategy that exceeded our expectations. They quickly began implementing the strategy and driving rapid improvements to our social media presence.

Lumino monitored our competitors, identified opportunities to optimize our presence, and positioned us as a thought leader within our industry—teaching us best practices along the way. Our brand awareness soared, and we received recognition and credibility like never before.

What sets Lumino Digital apart is its dedication to collaboration. They worked closely with our various business units, aligning our messaging, and amplifying our subject matter expertise. Their deep understanding of B2G digital marketing and swift learning of our business enabled them to improve our reputation quickly.

Lumino has transformed our social media presence and elevated our brand to new heights. Their services and expertise would benefit any B2G organization looking to leverage social media effectively.

Dianne Henderson
Maximus

Harness the power of social media, SEO, digital ads, and more to overcome your B2G challenges

Lumino is here to be your expert guide. Let us create and execute a tailored digital strategy that sets you apart from the competition, builds relationships, increases brand awareness and consideration.

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