Wednesday, February 8, 2023

Three steps to a successful public sector database marketing campaign in the UK

MarketingThree steps to a successful public sector database marketing campaign in the UK

According to the latest figures, the UK public sector spent £357 billion on procurement in 2020/21.

Governments spend over 35% of Europe’s Gross Domestic Product on the Public Sector, and in recent years, they’ve committed to spend £1 of every £3 with SMEs and expand their participation in public sector projects.

Despite the strict controls and lengthy buying cycle, It is a perfect time to break into the public sector.

As the consequences of unsuccessful projects are more serious, the complexity of public sector procurement processes is understandable.

Taxpayers expect taxpayer funds to be used wisely, that fair competition will take place, that programs will be managed well and executed effectively.

Small businesses and startups that can aid public sector organisations, in delivering for the public stand a good chance of getting valuable contracts within the sector.

The following steps will help you create a marketing plan to target your public sector campaigns effectively:

  • Step 1 –  Identify the buyers, decision makers and influencers
  • Step 2 – Identify the buyer persona, pain points and motivations of your target audience
  • Step 3 – Identify the typical buyer’s journey for your product.

1. Identifying key decision makers

There are typically six to ten decision makers involved in a complex B2B solution, and this number is likely to be higher in government, due to the more rigorous oversight.

Although companies often identify a specific target market within the public sector, it’s important to remember there are many other people involved in buying decisions.

It could be business leaders looking for a specific outcome, a tech team that needs to learn the product and put it into action, or a procurement team that must approve contract details.

Keeping these points of contact in mind is vital, since they all have a role to play in the decision-making process. 

It is essential to know what requirements the database needs to fulfil before buying it. Digital marketing professionals often rush into buying data only to discover it’s not the data they require.

2. Work out on what your target audience wants

To succeed, you must stand out from your competition. 

Bidding successfully involves demonstrating to a potential customer what you can offer – and why you are more qualified or capable than others to fulfil the contract. 

Suppliers who understand the markets and pain points of the buyers they’re selling to will have a serious advantage over those who don’t. 

Take the time to research your clients and ensure that your targeted ads demonstrate a solution to their problems, instead of an independent product/service.

Current trends include:

Value in the social sphere

As a result of new UK Government initiatives, businesses must now outline how they will embed social value into their contractual obligations, giving smaller companies and social enterprises more ways to win contracts.

In evaluating contracts, the following criteria will be considered:

  • Achieving environmental sustainability and reducing waste
  • Making jobs more accessible and reducing economic inequality
  • Assisting communities in recovering from COVID-19

Resilient supply chains

In light of COVID-19 and Brexit, having resilient supply chains has become increasingly important. To better recover from current challenges and prepare for future challenges, government agencies are strengthening and diversifying their supply chains.

For businesses in a supply chain, transparency is key to demonstrating their ability to continue operating even if disruptions occur further down the chain. In addition, SMEs with all-inclusive business models may be given priority.

Technology

Buyers increasingly expect bidders and their organisations to explain how they utilise modern technology to fulfil contracts efficiently. 

In order to stay competitive, buyers are looking for suppliers who use AI, machine learning, blockchain, automation and the Internet of Things (IoT).

Accessibility should be a priority for suppliers, as it is the motivating factor behind many public sector purchase decisions.

3. Long-term marketing strategy

Selling to the public sector requires long-term commitment. Getting quick wins in government sales is possible, but scale requires commitment. 

Taking a long-term view to marketing communication, and formulating the right marketing mix, is important when dealing with government at all levels.

Several long-established businesses compete in these markets, so building brand awareness is key. You might do this through direct and content marketing, as well as social media marketing in some cases.

Additionally, buying processes or consultations can begin as early as two years before procurement.

Since SMEs and innovative startups are now more likely to receive contracts, a longer buying cycle is nothing to worry about. 

Success is simply about finding the right organisations and approaching them effectively.

Benefits of using our public sector database

More Than Words Marketing is a marketing agency specialising in B2B, schools and the public sector.

Within More Than Words’ public sector database, we have accurate and up-to-date contact details for decision makers, segmented by the type of organisation they work for and their budgets.

Your UK public sector database allows you to contact decision makers via email, phone, or post.

  • You can reach decision makers for your products and services directly through email marketing. You can use the new clients that you acquire through your email marketing efforts to expand your presence even further.
  • Because of its personal touch, telemarketing is very effective with public sector decision makers. By using telemarketing to the public sector, you can build relationships with clients, discover what they need, and close deals.
  • Direct mail is more likely to be opened and read, and it can be tailored to the recipient more easily. Recipients already value physical mail more than digital marketing activity.

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