• Jack Siney

Validation Marketing



Today, I’m going to talk about validation marketing. These are all marketing strategies to help you win government business. There are lots of subtle things you can do to help promote you and your business.


The first step to great validation marketing is to get media and press coverage for every one of your government wins. Go to the local newspaper, go to a local TV station, and try to get media coverage for every deployment that you do with a government agency.


From there, share that with all the other government agencies around the one that you just worked with.


The second step is trade shows. Listen, there’s a government trade show every single week, almost every single day. Now during COVID-19, not so much, but there are still virtual events and expos happening.


The key to trade shows or any event you are going to participate in is to present. If you’re going to do any type of trade show, make sure your presenter doesn’t just go to a show, ensure they have a booth, and are actively presenting to their audience. There’s an opportunity to present at every trade show and virtual event.


The next step is taking on social media. Make sure your platforms are all up to date and that your business is visible on all of the major social media platforms.


Create profiles for your business on each platform because the first thing any government agency is going to do is to check your online presence. Do you have all of the platforms covered? It’s worth a few minutes to set them up today.


Another piece for your online presence is to make sure that you have positive online reviews, engage your network to ensure that these reviews are present online. Ask your friends, family, and most importantly past clients that love what you do to take some time to help build up these reviews.


Spend some time thinking about what the internet says about your company and then help create and improve that image for potential customers. Every government agency is going to start here, so make sure you get this done as soon as possible.

Lastly, you’re going to need a board of advisors. What??


Yes, get a set of people in your industry that you know, to be part of your board of advisors. You can contact them for advice, put their name on your website, and ultimately build credibility by having them help to validate you as a company.


Another piece to this is to get your Better Business Bureau accreditation, all you have to do is call them and start the accreditation process. Make sure they know who you are, and pay the fee to be recognized by them. If anyone ever files a complaint with the BBB, you can respond and react.


Then you can move on to gather testimonials and references from other government agencies. This is the biggest thing you can do to help you sell to other government agencies. They want to hear from their peers that you are someone they should be working with.


All of these validation marketing tools work in your favor. It will help government agencies decided whether you are a risk to go into business with or not. You want them to take notice of you and see that you have local news coverage, social media platforms, and a board of advisors.


If you have any questions contact me at GovSpend! If you’re ready to begin selling to the government but don’t know where to start, go to GovSales University, it is your one-stop for all things in-the-know about the nuances of selling to government agencies and how to win some of that business for yourself and your company!

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© 2020 by Jack Siney