CategoriesGovernment Contracting 101

3 Ways to Improve Your Company’s Online Presence

A GSA schedule can grant access to a vast network of federal, state, and local agencies looking to buy products and services. But with great opportunity comes fierce competition. Even within this unique pool of contractors, you still need to compete for business and be proactive in promoting your solutions to government agencies. However, if you have a basic understanding of government marketing, your chances of successfully selling through a GSA schedule will be much greater. Here are three ways you can improve your company’s presence in the federal marketplace.

1. Understand your Value 

First, implement a marketing strategy geared toward your target audience. After all, a GSA Schedule doesn’t guarantee consistent orders will automatically come knocking on your door. Without a doubt, you have to actively market your business to government customers.

Start by examining the values of the specific government agencies you’re seeking. Then, address the following questions to understand what value your company adds.

  • Which agencies within the government require the type of products and services you offer?
  • How can your products or services help meet their needs and solve their problems?
  • Does your company support the agency’s mission?
  • Is there a niche you can target to sell your products or services?

Also, research the government agencies and become knowledgeable on ways to cater to their needs. This will help position your company as a valuable government contractor. In addition, consider the following:

  • Why would a government agency choose you over your competitors?
  • Can your company meet the demands of the government agency, or will you need to acquire outside resources to complete the work?

2. Strengthen your Online Presence

In today’s ever-evolving technological world, optimizing your online presence is critical. Prospective customers should be able to go directly to your site and quickly recognize the government-focused products or services you offer. This section of your company website should include:

  • Past performance
  • Core competencies
  • Differentiators
  • Downloadable case studies or whitepapers
  • Contact information
  • Downloadable government capabilities statements
  • Corporate data
  • Contact information
  • Links to your GSA eLibrary and GSA Advantage! Pages
  • Supported agency logos

3. Develop a Capabilities Statement

Similar to applying for a new job, you typically have one opportunity to entice someone before they decide whether or not to invite you to take the next step. When you present a concise one-page resume, you effectively highlight your experience and the skills that set you apart from others. 

Drafting a capabilities statement for your government customers is no different. A capabilities statement is a brief single-page document that outlines the fundamental competencies of your business and is often the first piece of information a potential buyer will read about your company. Its purpose is to introduce your offerings to government buyers and illustrate how your solutions fit their needs. Therefore, making a great first impression and using this document to differentiate yourself from your competition is essential. Like a cover letter, your capabilities statement is a living document tailored to address each individual targeted agency. A knowledgeable contractor knows to directly address each agency’s mission and goals within their capabilities statement. 

Furthermore, a well-versed capabilities statement will cover the following five topics: 

  • Contact/Contract information 
  • Core competencies
  • Differentiators 
  • Past performance
  • Corporate data

Lastly, make sure to have your capabilities statement readily available for industry days or networking events, to send to potential buyers, and post on your website. Also, add your capabilities statement to the bottom of your price list in GSA eLibrary and GSA Advantage!

When looking to improve your company’s presence in the government marketplace, it’s essential to understand your company’s scope and abilities, heighten your online presence, and develop a government-focused capabilities statement. Use this knowledge and these tools to achieve greater government sales from applicable agencies.

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