Making 2025 Your Best Year Yet: Actionable Recommendations for B2G Success
If you’re a government contractor looking to make 2025 your breakout year, there’s no time like the present to shake up your approach.
To better understand what influences procurement decisions, we conducted a comprehensive study for our Pulse of Procurement report. The findings were eye-opening:
Two-thirds of government budget owners find new vendors for RFP invitations by searching for the company’s website.
Over half of government budget owners report that a vendor’s online presence plays a critical role in determining RFP winners.
More than 4 out of 5 government budget owners will review the personal LinkedIn profiles of vendor employees involved in the RFP process.
With these insights in mind, we kick off every new engagement with B2G clients by conducting a custom brand audit. This process evaluates our clients' performance in search visibility, website effectiveness, and social media presence—especially LinkedIn—against three of their key competitors or peers.
Across our work with B2G clients who sell to government, we've seen some consistent challenges.
Ahead, we highlight some of the trends we’re seeing and, importantly, how to improve your sales and marketing efforts. Read on to avoid those pitfalls and put yourself on the fast track to winning more contracts.
Trend #1: Underestimating the Power of a Robust Digital Presence
Picture this: you’ve got the best solution in town, but government buyers don’t even know you exist. Ouch. A staggering 59% of government budget owners say a vendor’s online presence heavily sways RFP decisions. So, if your online presence is a digital wasteland, that’s a huge opportunity lost.
What to do:
SEO, Baby: Make sure your website ranks for relevant keywords. Think “best [insert niche] contractor” to start. From there, consider the top questions your buyer is looking to answer when searching for a vendor like you. With these in hand, you’re well on your way to having a relevant keyword list.
Website Content That Doesn’t Bore: Showcase your expertise with informative, engaging content that solves buyer pain points. Leave the boring snooze-worthy stuff to your competitors.
LinkedIn Isn’t Optional: Your company and employees — especially leadership — need to be active and sharing content. If the most recent post on your LinkedIn page says “Happy 2019!”, we have a problem.
Trend #2: Neglecting Key Digital Platforms
Ignoring platforms like Google Business Profile and Bing Places? Big mistake. Think of these as the critical yellow pages of the digital age. And then there’s YouTube—yes, even for B2G.
Why it matters:
Local SEO Boost: Listings make it easier for buyers to find you when they search online. It’s like handing them a neon “WE’RE RIGHT HERE” sign.
Video Content: Use YouTube to flex your thought leadership muscles. Quick explainer on your capabilities? Demo of your solution? These videos can work wonders.
Trend #3: Content Marketing? What's That?
Content marketing is your secret weapon—if you actually use it. Too often, contractors don’t put enough energy into creating and sharing valuable content. This isn’t just a missed opportunity; it’s like showing up to a bake-off without cookies.
Get it right:
Develop white papers, case studies, and blog posts that are too good to ignore.
Run webinars and product demos to give your audience a front-row seat to your expertise.
Trend #4: No Lead Capture, No Deals
We see it all too often—a slick website with zero lead capture or action to take. You might as well be throwing opportunities into a black hole.
Quick wins:
Clear, compelling calls to action (CTAs) to get visitors to engage.
Lead capture forms that don’t feel like a mortgage application.
Tailored email campaigns that nurture leads through the sales funnel, like a warm cup of tea on a chilly day.
Trend #5: Inconsistent Branding and Messaging
You’re at a conference. You hand someone your card, they Google your company, and…yikes. Your website tells one story, LinkedIn says another, and Facebook is still celebrating a win from 2017.
Time to align:
Develop brand guidelines and use them. Consistency breeds recognition and trust.
Keep your tone and messaging uniform across all channels. Be the same “you” everywhere—no accidental Dr. Jekyll/Mr. Hyde moments.
Ready to Win in 2025?
Making 2025 your best year yet starts with building a stronger digital presence and ditching these common pitfalls. By taking a strategic, thoughtful approach to your digital engagement, you’ll stand out to government buyers, win more RFPs, and have more to celebrate. And hey, who doesn’t like winning?
Need help? Lumino’s here to be your guide—no bad advice, just real solutions. Let’s make it happen together.
