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Government Marketing vs B2B and B2C: Know the Difference

Business-to-Business (B2B), Business-to-Consumer (B2C), and Business-to-Government (B2G). We’ve all read these terms somewhere. What do these terms mean and why should it matter to you as a marketer? Or even as a consumer?

The steady rise of digital marketing is undeniable, and marketing companies have sprouted out of the woodwork as a result. With high technology as a steady partner, brand marketing companies thrive due to these innovations that are developed to support it.

So what do these differences between both marketing types mean to your agency? Is it really worth the effort in procuring the requirements to be a government contractor? 

B2B Marketing

Business-to-Business includes marketing to businesses that conduct business for a profit and to those organizations that have a non-profit charter. B2B  focuses on selling products and services to other businesses rather than to the government or specific consumers.

B2C Marketing

On the flip side, B2C, or business-to-consumer marketing, takes place when a business—such as an online store, manufacturer, online medical information organization—markets their products or services to the public. This involves identifying buyer personas, and engaging with them on the omni-channels such as social media, email marketing campaigns and customer calls. 

B2G Marketing

Government Marketing or B2G (Business to Government) is a derivative of B2B. As a small business, this involves bidding on contracts set by government agencies who are in search for marketing agencies to set up marketing campaigns for any type of industry. Most commonly, landing marketing government contracts are available to industries such as environmental, financial, information technology, logistics and energy.  

Government marketing is certainly a great resource to tap into. But how to get started on this venture requires a few different steps than what you are normally used to within other sectors. 

Here are some helpful steps to get started: 

  1. Do your research: Conduct thorough research on finding government consumers. Check the GSA schedules program or the Federal Procurement Data System database to search for potential markets. Look around for agencies that need your services and make them a priority in your list. 
  2. Register your SAM profile: This is a very essential step when you want to land a federal government contract, so be certain that your profile is optimized. Be very clear about your capabilities as a contractor by sharing your past successes and how they can benefit from your agency. Do extensive research on competitor companies. Remember, you will be bidding against a lot of competition so make sure you stand out in a unique way.

B2G marketing may use the same strategies of B2B, especially for marketing destination conventions and visitor or travel bureaus (CVB). Ensuring a solid marketing strategy for government marketing can help your agency reach new levels of success.

Defining the purpose, focus, and objective of a government agency’s CVB website will help gauge the targeted audience and user experience. Is the agency looking to promote a new shopping mall? Vast variety of wedding venues? Knowing this information will help in developing  SEO-optimized branding (website) and increase the agency’s web traffic. 

Create Engaging Marketing Content

Content marketing is identified as the top five marketing trends over the past years, simply because consumer behavior thrives on content. It’s not only important that your target markets read the content, but that they resonate with the messaging. Having your target consumers read and share your content increases brand credibility and consumer confidence.  

Whether you engage in either of these types of marketing, the most important thing to remember is to always, always know your market. Developing a solid marketing strategy for each different type of industry is made easier by the automated marketing tools available anywhere. And, being in such a competitive race, you have to clearly distinguish yourself from the rest. 

Ready to build or upgrade your CVB site? Contact PivotPath today for a consultation!

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