The year was 2014. The new Apple Watch was all the rage; selfies weren’t annoying the bloody hell out of everyone yet; and The Ice Bucket Challenge had everyone soaking themselves for a good cause. It was also the year I examined some of the most innovative B2G marketing and PR strategies that were helping government contractors and IT providers stand out from the crowd and grow their public sector revenues.

This past February, I put together a brief update on B2G digital marketing ideas for 2017, looking at the emergence of B2G virtual reality initiatives, innovative go-to-market campaigns, as well as 3-D interactive experiences for lead generation. But as we approach 2018, the time is right for anyone selling technology products and services to the government to think about what will move the needle in sales, branding and market leadership next year. Yes, white papers, webinars, as well as traditional public relations and advertising all play a valuable role if executed properly, but it requires more to become top-of-mind with government decision makers – and to stay there.

Here are 5 innovative B2G marketing strategies to consider for 2018:

Geo-Fencing

Geo-fencing is location-based digital technology that allows you to select a geographic point using latitude and longitude and then to create a virtual “fence” around that point of a given radius in which your ads can be served up.

For contractors and Federal IT providers, there are multiple ways that geo-fencing can be utilized to reach government decision makers. If you are seeking to do business with a specific agency, you could pinpoint a single DC Metro station in proximity to the agency office, then deliver a targeted ad to anyone who comes within a 1-block radius of that location. Ads delivered through geo-fencing typically yield higher conversions and better ROI for marketers since they’re highly contextual.

Geo-fencing can also make an impact reaching prospective buyers at key industry and government conferences. Geo-fencing at conferences:

Uses GPS or Wi-Fi information
Create a barrier around a location and target everyone within that location
Usually a tight radius (around an event or storefront)
Deliver display, audio, video ads or mobile app notifications

Bluetext recently completed a project for client ARQ at the International Association of Chiefs of Police (IACP) Conference. The police body cam and digital evidence market is crowded with products that frustrate their users. So when a new player with a better, complete approach wanted to enter the market with a solution far ahead of the competition, it turned to Bluetext for a name, brand, corporate identity and website that would get attention and convey its value to law enforcement agencies. For the official launch, Bluetext executed a sophisticated outreach campaign including mobile geo-fencing to drive attendance to ARQ’s booth at IACP that included interactive product demo’s, and a comprehensive retargeting campaign pre and post show.

Mobile Retargeting

The government decision makers you need to reach – as well as government workforces if you are employing bottom-up marketing initiatives – are on mobile devices…a lot. Frost & Sullivan found that almost three-fourths of government organizations issue smartphones to at least some employees and more than half deploy tablets. Consumers overall spend 5 hours per day on mobile devices, so the bottom line is that if you want to reach government decision makers, mobile has to be a big part of the equation.

Mobile retargeting is now a key element in most any successful government-focused campaign seeking to increase reach and engagement far beyond other channels. There are six key strategies to get started with mobile retargeting:

Unsure on how to reach target audiences on their mobile devices? Think social media platforms. Today’s target audiences are more likely to browse their social media apps on their mobile than search websites. Take advantage of the tools that Facebook, LinkedIn and Twitter offer for their ad campaigns.
Want to increase mobile traffic to your site? Optimize your website for mobile to fully take advantage of this platform. That means a design that is responsive for all devices, and features simple and concise headlines, titles and other text. More importantly, make sure that images are sufficiently compressed, reduce the number of redirects (nobody wants to wait for a new screen to load), and minimize code to maintain a high-performing experience.
Not sure how to design for mobile? Think like a government decision maker visiting your website via a mobile device. That means simplified designs and copy, but also calls-to-action that are clear about where the visitor will land if they click on that button. Viewers don’t want to leave the screen they are on unless they know there they are going.
Need to improve your reach on mobile? Safari is the leading browser for mobile devices, but leveraging Apple’s tool is not so easy. One simple trick: Make sure you are enabling Safari, which typically blocks third-party cookies in its default setting. Find a provider that is skilled at accessing Safari’s massive number of users.
Still not seeing the conversions you expect? It could be your landing page. Try to simplify the actions on the landing page to make sure there is no confusion or abandonment from that conversion point.
Want to get hyper-specific with your targeting? Try geo-fencing for conferences, events, shows and other gatherings of target audiences. Sophisticated new geo-locating tools allow geo-fencing to specific blocks around convention centers, hotels and other venues. Serving ads at the right time and place can pay big rewards.

Bluetext does mobile retargeting for many of its engagements, including:

For a leading satellite networking services provider, Bluetext surrounded the perimeter of a major trade show to drive traffic to its booth
For a leading cybersecurity company, Bluetext surrounded the perimeter of the RSA conference to drive traffic traffic to their booth featuring a cool virtual reality experience
For a leading healthcare company, Bluetext coordinated with their sales team and surrounded medical centers where their prospects work to drive brand visibility when they walked into work everyday on their personal cell phones.

Account Based Marketing (ABM)

If you are an old-timer like myself who still buys clothes at actual physical stores, you know that the sales racks are filled right now with unsold summer inventory, probably the same summer clothes you paid double for just a few months ago. But no matter how enticing the sale, we often bypass the out-of-season sale items in favor of what we will wear in the here and now.

This comes to mind as I started thinking about how businesses market their products and services to the public sector. You not only have to hit prospective new customers you want to convert and existing customers you want to upsell with the right message, but it has to be the right message at the right time. The right time, as is the case with summer clothes on sale as the weather turns colder, often comes down to when prospects and customers are in the frame of mind to be thinking about your product or service. Catch them too early and they will get distracted and move on; catch them too late and, well, that’s self-explanatory I suppose.

This challenge becomes more difficult for marketers trying to blanket a large number of customers and prospects. The ability to personalize the message and the timing is why more marketers are increasingly intrigued by Account-based marketing (ABM). With ABM you concentrate efforts on a very defined set of target accounts – a single Agency or even units within an Agency – and then utilize campaigns personalized down to the single account level.

Marketing automation leaders are also looking at ABM to round out their services portfolio. Recently inbound marketing and sales leader HubSpot invested in ABM startup Terminus as part of a $10.3 million Series B round. In its blog explaining motivation for the investment, HubSpot talks about the fact that while inbound marketing is valuable for targeting an individual throughout the purchase process and beyond, ABM is useful when there is a need to build a relationship with multiple stakeholders at once. When done right HubSpot notes, ABM is about “precision and personalization not brute force.”

Embrace the Inhumanity of Content Marketing

For government marketers, it can be incredibly frustrating to create a compelling white paper or develop a webinar you know will be of value to agencies, but see that content sit untapped or underappreciated. The fact is that prospective customers may want your white paper or webinar but…they may not know they want it. You might have to sweeten the pot.

Cards against humanity, the self-described, “party game for horrible people,” has gone from kickstarter campaign to global phenomenon. It is also an example of how you can utilize the concept of game cards to incentivize key prospects to download and access marketing content – ideally using a more sanitized version of the game.

Think about your buyer persona. What is their typical age range, gender, title, geographic location, etc.? This can inform a creative content marketing campaign in terms of theme (Game of Thrones, professional sports trading card sets, or a variation of Cards Against Humanity like ‘Cards Against IT Complexity’ that could feature various challenges that Agencies face with their IT systems and available only to prospects who download an ebook or whitepaper, or participate in a webinar.

Virtual Reality and 3-D Interactive Design

Virtual reality can lead to real government contracts. For all of the noise surrounding virtual reality in the consumer market, it has emerged as an effective platform for storytelling with technology companies targeting decision makers in the government and enterprise markets. For a Bluetext virtual reality project with client Varonis, we enabled their marketing team to navigate a complex customer landscape and to share the Varonis story and product to a wider audience using innovative technology. The Varonis Digital Briefing Center launched at a major conference that many of their existing and prospective customers attended, and enabled Varonis to scale their demos concurrently by 6x, differentiate in a global trade show, and drive traffic to their booth.

To drive user engagement and leads, forward-thinking B2G companies are looking beyond white papers and webinars and towards immersive user experiences. Bluetext client NJVC was looking for a powerful new message as well as an immersive experience to engage and inform its global audience. Bluetext delivered a cutting-edge user experience that merged 3-D interactive design with thought leadership content marketing.

With 1,300 IT professionals deployed globally supporting 200+ sites on six continents, NJVC is the partner of choice for federal agencies, commercial clients and large and small businesses. The NJVC experience is integrated into a responsive Mission CrITical campaign microsite designed to enable users to easily access the content that best aligns with their needs. Bluetext also recently collaborated with XO Communications to develop a 3D “Etherverse” experience placed prominently in the site to drive user engagement and leads.

Are you interested in taking your marketing strategy to the next level. Contact us

There’s good news and bad news for companies hoping to make their mark in the cyber security universe. First the good news: The market for these products is huge and growing exponentially. Security Analyst and researcher Richard Stiennon, in a column on Forbes.com and extrapolating from Gartner data, projects a ten-fold increase in IT security spending over the next 10 years- to $639 billion annually by 2023. That’s a number that would have any company executive working overtime to tap into.

But here’s the bad news: This is not exactly a secret. The competition is fierce and growing, as the growing number of solution providers races to meet this demand and take advantage of the opportunity.

It’s easy to have a marketing plan that pushes key messages out to prospective customers. At Bluetext, we think an influencer strategy is essential as part of that plan, and especially in such a crowed space as cyber security.

How any company—from established household names to challenger brands—can break through the noise and the clutter to attract the attention of this market requires an engaging and creative marketing approach that clearly sets it apart and above the competition. This demands a fine understanding of the value it brings to its customers and why it’s the best solution for any particular challenge.

Yet, simply having great creative is only half the battle. Getting that message out to the market is a whole new challenge, and needs both a direct approach and an in-direct strategy—the bank shot to reach the intended audience. Direct tactics are obvious—direct mail, email blasts, online and print advertising, a digital presence, trade shows and webinars; these are all direct appeals to potential customers.

The indirect approach is in many ways more difficult. It requires using industry influencers to reach their larger audiences with your content and messages. That is no small task, and it takes a dedicated investment in time and research. Here are some of the required elements to implement an effective influencer strategy:
1. Identify the best influencers for cyber security.
2. Recruit those influencers as allies and advocates for your thought leadership.
3. Engage those influencers through social media and direct outreach so that they will spread the word to their audiences.

Let’s take these one at a time.

Identify. Identifying the right influencers for any market, and in particular for cyber security, takes some research and digging. The key is finding the leaders who not only have the most followers on social media, but whose content—including tweets, blog posts and news articles—are shared the most frequently. When Bluetext executes an influencer campaign for its clients, we look first at the number of twitter followers and LinkedIn connections for each influencer candidate. But that’s only our starting point. More important is researching their history of shares among that audience. If a particular individual has a large number of followers yet few who share and rebroadcast that content, it could mean that his followers don’t find his content to be valuable, or that he doesn’t post content very often. If there are a lot of shares, retweets and comments, that’s a good indication that the person is read and taken seriously across the industry.

Recruit. Recruiting an influencer doesn’t mean offering them a job. It means building a relationship so that that person knows you are reading his content and pushing it out to your audience. The best way to do this takes work. The first step is to follow that person on Twitter, and to subscribe to his feed if he has a syndication service. The second step requires that the person’s content be reviewed on a daily basis. Any time there is a post that is relevant to your market, share it, follow it, retweet it, comment on it or call it out and add your own perspective. The idea is demonstrate that you are an active fan and follower who is paying attention to the expert.

Engage. Engaging with the influencer is a long-term project. After you have shown interest and built a credible track record of reading and sharing his content, he can be approached as an industry expert, a colleague and a reporter. That might include asking for his opinion on a new development, offering to share an announcement that he might find interesting, and even giving an advance look at a new piece of research or development. The goal is to be viewed the same way that a reporter would view a valuable source—with credibility and interest. When that engagement is solidified, the influencer is much more likely to pay attention to your content and to share it with his audience.

This may seem like a cumbersome process, and Bluetext dedicates a fair amount of energy to make this happen for our clients. But the payoff is significant. Using the bank shot to reach a much broader audience through sources that they trust can help rise above the competition in a crowded and growing market. A smart influencer strategy takes time and commitment, but it’s worth the effort.

If your digital marketing agency team doesn’t have a SMAC roadmap, you may find your company drifting off-course in 2017 and beyond. Here’s brief refresher course on SMAC.

Social Media

Social Media continues to evolve. Platforms rise and fall by the year vs the decades of old. Some new trends we see emerging that we see potentially continuing to gain momentum.
1. Snap’s Evolution Will Result in Interesting New Opportunities.
2. Twitter Fatigue Will Worsen.
3. Users Will Crave More Vicarious Experiences.
4. New Areas of Communication Will Emerge.

Mobile

Mobile devices are the cornerstone of how new business is being built and legacy businesses are reinventing themselves. Mobile devices allow users to constantly update their profile, stay aware of deals and promotions, and track locations and buying habits by virtue of connecting to various wireless signals and near-field communication (NFC) devices.

Some new trends we see emerging that we see potentially continuing to gain momentum.
1. Consumers redefine purchase boundaries; mobile marketing, brand partnerships deepen
2. Department stores, mobile marketing partners tackle the ‘Amazon Effect’
3. Programmatic accelerates: brands, tech, marketing continue to invest
4. Next-generation creative, video redefine mobile engagements

Analytics

As databases have grown larger and processors and memory have become capable of chewing through hundreds of millions of records in a short time, we have begun to see how analytics can do more than just track clicks. Analytics can establish links between entities and make intelligent predictions about customer behavior based on knowledge a system has about a customer — knowledge that has been informed by social networking.

To keep up with the explosion in Big Data, companies and corporations are beginning to invest in BI projects and more and more sophisticated analytics infrastructure. Some new trends we see emerging that we see potentially continuing to gain momentum.
1. Multi-channel Attribution
2. Focus on ‘Return on Analytics Investment
3. Monetization of Data
4. Exciting new players in the MarTech arena to complement the core analytic platforms

Cloud

The cloud element of SMAC refers to the capability a business has to spin up vast amounts of capacity that are paid for by the minute or hour. Businesses do not need to spend millions of dollars building another data warehouse – they simply rent it from a cloud provider, do their work and turn it off. When the business environment changes, they simply spin up another cluster in the cloud, pay another few hundred dollars and continue building insights.

Some new trends we see emerging that we see potentially continuing to gain momentum.

1. Artificial intelligence (AI) will make personalization a reality in 2017.
2. Self-service will be the new normal.
3. Enhancing the Buyer Journey
4. Google Tag Manager and other granular analytics modules being the norm
With buyer sophistication growing daily, marketers need to deliver increasingly smarter strategies and campaigns. Are you taking the time to measure how your efforts are working and think about how you might enhance your efforts, or do you find yourself quickly moving from one campaign to the next?

Need help with your SMAC TALK? Contact the digital marketing gurus at Bluetext.

A lot happens every 60 seconds online across digital platforms. In fact, a staggering amount of posts, uploads and emails take place in the space of a minute – every minute of every day. By looking at this data in detail, and comparing trends over the past three years, marketers can glean a lot of useful insight as to where to focus their brand’s attention when developing media programs – whether for specific targeted campaigns or for ongoing outreach.

A collection of these stats across the most important platforms was recently published by SmartInsights, and it reveals some significant trends. First and foremost, the 800 pound gorilla platform in terms of activity isn’t Twitter and it isn’t email. It’s Facebook. While there are nearly 450,000 Tweets every minute, there are 3.3 million Facebook posts in that same amount of time. In fact, if you said that Facebook literally dwarfs the other contenders, that would be accurate.

Except when it isn’t.

As the stats show, the outlier that is the largest by far is What’sApp, the free cross-platform app that can do just about what every other app does, and encrypt it in the process – with more than 29 million messages sent every minute. It’s widely popular around the globe (although not so much in the United States yet).

And who owns What’sApp? Facebook, of course. See a trend here?

60 Seconds Online: Where to Focus?

So where to focus your media campaigns? Look at some of the trends for what’s growing the fastest, and what’s being left behind. For example, Twitter’s 2014-2015 growth line came way down for 2016. Yes, there are more Tweets than a year ago, but not by much. Facebook shows no growth from 2015 to 2016 – which could mean that it has reached its upward potential. On the other side of the spectrum, YouTube and Instagram have increased their activity significantly.

Let’s not forget – Facebook also owns Instagram, while Google owns YouTube. So the upstarts are really just growth opportunities for the giants who continue to battle it out for dominance.

What does all of this mean for marketers? We tell our clients to look at where the growth is, not what was hot two years ago. Twitter is great for sports, entertainment and politics, but not so strong for b2b marketing. Instagram, on other hand, is expanding its reach across demographics, and can reach new target audiences that may have not been a focus of previous campaigns.

Thinking about your marketing and media mix? Contact Bluetext

Leading digital marketing agencies like Bluetext work in social media everyday for both our clients, and we see firsthand the social media trends that impact the market. The reality is that social media evolves more quickly than any brand could realistically keep pace with.

It wasn’t that long ago that Twitter, for example, was the hottest property in the market and enjoyed the fruits of a successful IPO. Two years later, its share price has plummeted because marketers haven’t been able to figure out how to use it to drive brand awareness, loyalty and revenue. As it has become the pulpit of choice for politicians, sports figures and entertainers, brands have struggled with the character and video limitations and are moving on to other platforms to build engagement with their target audiences.

This is a long way of showing that understanding social media trends is important to an effective and successful social media program. Here, then, are five trends to watch in 2017 to keep your social media campaign on track:

Fads can make for great content, but you need to move fast. Remember Planking? Hard to believe that was nearly three years ago. More recently, the current fad was the Mannequin Challenge. The shelf live of both of these was a matter of two or three months. If you think a fad will provide good social media fodder for your brand, by all means go for it. Just do it asap, because the it won’t be popular for long.
The value of Social Media to marketers is continuing to expand, if done right. It’s no longer just about building a brand, but is now being used not only for customer engagement, but for brand recognition, customer service, and driving sales. We leverage tools like boosted posts and retargeting as a key element in lead generation.
Social Platforms are getting sophisticated – and expensive. Social media companies have seen the green from marketers, and are building in some very sophisticated tools to take advantage of their growing audiences and the insights and information they have on them. At the same time, it’s now harder to have content go viral and to get an organic boost, due to the competition for attention and the algorithms that platforms are deploying. As a result, boosted and paid campaigns are becoming the norm.
Video’s influence will become even stronger. Video content as a driver of social media engagement is only getting more entrenched. Don’t fight this trend. Use video as much as you can, as long as it’s content that is interesting, relevant and delivers value. If it’s clever or fun, even better.
“Immersive” will continue to be the goal. Bringing your target audiences along for the ride is more effective than ever as a marketing and sales tool. SnapChat and Instagram are going to town on this trend with their “Stories” capabilities. Digital Briefing Centers and virtual reality will continue to be popular. Don’t just tell them, take them on the journey.

Want to learn more about how your brand can employ these 2017 social media trends to drive your marketing goals? Bluetext would be more than happy to help.

The world has changed dramatically with social media. Businesses are following suit. Salesforce found that 70 percent of brands are increasing their social media spend this coming year.

Social media isn’t just an alternative to traditional media—it’s turning the traditional model on its head. Since the beginning of the modern era, consumers made purchasing decisions based on the advertisements that they saw or heard. Today, it’s easier to connect with other consumers via social media and make better purchasing decisions by learning about their experiences with a product or service.

People expect brands to talk with them rather than at them. They no longer want brands that merely sell to them, but rather they prefer brands to entertain and inform them. In this new paradigm, influencers are a force to be reckoned with. Brands can strategically partner with the right personalities to spark organic conversations and seduce their followers.

Simply having even one influencer share your content across their social platforms can result in a huge surge in social reach and engagement. But how can we get an influencer to share our content to their large and loyal following?

In this Bluetext ebook, we frame out 6 ways to get influencers to share your content to their large and juicy audiences.