Market Your Small Business to Federal Government

Government Marketing
7 min readJul 8, 2022


Many people can also additionally locate it exciting to recognize that US federal authorities is the biggest client of products and offerings in the whole world.

That’s right — now no longer simply in the United States, however in the whole world.

If your intention as an enterprise is to do enterprise with the federal authorities, then you definitely first want to recognize that the authorities works otherwise than the economic zone and as a result with government marketing strategy, your advertising efforts have to be tailor-made thus.

A enterprise have to unfold consciousness approximately their talents so one can get the right attention, this means that expertise their target market on an innate stage and customizing their communications thus so one can obtain most effectiveness.

So, so as that will help you efficiently create and recognize greater approximately doing enterprise with the federal authorities, we’ve evolved this newsletter to offer you a few in-intensity enterprise understanding on a way to higher recognize how you could efficiently marketplace your offerings to US authorities.

1. Qualifications

When it involves qualifying for authorities contracts, it’s critical to recognize the very fundamentals from the get-go.

Every enterprise, no matter length desires to categories their enterprise in line with a pre-hooked up set of length requirements earlier than they start their adventure into authorities contracting.

This is due to the fact numerous groups are required to allot a positive percent with government marketing strategy in their contracts to small groups.

According to US Small Business Association (SBA), there are 4 principal steps to registering as a federal contractor.

They are as follows:

1) Obtaining a D-U-N-S Number.

A Dun and Bradstreet D-U-N-S quantity is a “particular nine-digit identification” that identifies every area of your enterprise.

The procedure for purchasing your D-U-N-S Number is free.

2) Registering with the System of Award Management (SAM).

This is the primary database this is used to listing carriers doing enterprise with the federal authorities and additionally serves as a powerful device for advertising purposes.

3) Identifying your NAICS Code.

NAICS stands for “North American Industry Classification System” and is an enterprise code this is utilized by federal groups for “administrative, contracting and tax purposes”.

4) Obtaining Open Ratings, In.

Past Performance Evaluation. Get an goal and impartial assessment for your beyond overall performance which incorporates client references.

2. Understand Your Ideal Client

When advertising to the federal authorities, it’s critical to recognize your goal business enterprise. The SBA identifies 3 “client types” in the federal authorities that each enterprise need to familiarize themselves with.

They are:

1) Procurers -

Are the contracting officials or people who are referred to have full-size have an effect on at the shopping for procedure. Procurers are regularly “instructed with the aid of using influencers” who regularly serve as “gatekeepers” to those people.

2) Influencers -

Are categorized as application managers and different numerous “excessive stage selection makers” who “generate the requirement for a product or service”.

3) End users -

Are extraordinarily influential as they’re those answerable for locating the maximum certified contractors to be had for the position.

3. Tailor Your Marketing Efforts Accordingly

The United States Government Services Administration (GSA) shows groups ask themselves 5 crucial questions so one can decide the right advertising approach to win authorities contracts. They are:

· Where are the authorities customers?

· What is a hit advertising approach?

· How can groups companion with GSA so one can be a higher issuer to federal customers?

· What assets are to be had to help in turning into a hit marketer?

· How can GSA assist?

One of the simplest approaches with government marketing strategy to shape your advertising plan is to version it after the federal economic year.

Businesses need to recognize that fundamentally, the authorities’ shopping for approaches are extraordinarily predictable with federal spending “closely skewed closer to fourth area of the economic year”.

The very last day of the fourth area is marked as September thirtieth for the federal authorities and the cease of May/June for nation and nearby governments.

During the primary area of your year, you need to be centered on spreading consciousness and producing exposure.

Registering with SAM is an powerful manner to get your enterprise in the front of federal consumers, as retaining a pulse at the enterprise via boards and interactive groups along with GSA’s “Schedules Contractor Success — Marketing Matters!” group.

The 2nd and 1/3 area need to awareness on lead era and studies.

The Federal Procurement Data System rankings groups primarily based totally on wherein they’re in assembly their formal dreams and different web sites along with and are tremendous alternatives as well.

The SBA moreover shows tapping marketplace intelligence corporations to assist help you on this procedure.

During the remaining area of the economic year, your advertising efforts need to be centered on “remaining minute gives and consciousness campaigns” to assist supply yourself an aggressive facet as authorities groups scramble to make use of their budgets remaining minute.

Keep in thoughts but that in terms of your advertising message government marketing strategy, getting it in the front of those groups honestly isn’t enough?

They’re now no longer similar to business consumers and feature a totally strict set of policies and cease-dreams to obtain than your general business client.

This consists of now no longer being capable of take delivery of gifts/gratuities above $20.00.

4. Find a Strategic Teaming Partner

There are heaps of high contractors obtainable inquisitive about subcontracting with small groups of a wide variety of their enterprise.

So whether or not your enterprise is small and disadvantaged, HUBZone-certified, veteran-owned, service-disabled veteran-owned or women-owned, there are a plethora of possibilities to be had that begin with teaming.

Finding different contractors and groups to group with goes to be an essential a part of your advertising plan as it affords you with an aggressive benefit for 3 principal reasons.

Teaming permits you to:

1) Qualify for set-asides

2) Appeal to massive groups trying to get in the door for set-asides

3) Better put together you for massive-scale acquisitions

If your enterprise in order that takes place to be in an enterprise which units apart a part of it’s contracts to small groups of your kind, it’s critical to consider that those contracts are most effective required to visit groups along with yours if there are as a minimum such groups that apply.

What this indicates is if you’re making use of for contracts wherein you’re the most effective small enterprise doing so, then you could assure that the ones set-asides aren’t going to visit you.

Teaming with different groups on your enterprise permit you to save you this from occurring and growth your possibilities of being selected.

Furthermore, there are heaps of massive and small groups alike who’re inquisitive about and actively looking for different groups to companion with so one can continue to be competitively placed for get entry to massive-scale packaged procurement.

It’s vital to additionally preserve in thoughts that many massive groups in the identical enterprise as your small enterprise are required to subcontract to small groups whilst on federal authorities’ contracts.

Also, many massive groups are greater than keen to subcontract government marketing strategy to small groups so one can advantage get entry to the small enterprise set-apart marketplace.

While there are barriers to their advantages (i.e. they can’t acquired greater than 45% of the greenback award amount), those groups nonetheless are capable of acquire full-size advantages from broadening their enterprise base in this type of manner.

Mentorship packages also are to be had for plenty small groups trying to make connections and community with massive groups, along with the “Mentor-Protégé Program”.

5. Network

There are numerous approaches wherein small groups can find others for strategic teaming.

For one, business enterprise web sites along with the Department of Homeland Security’s, offer a listing of numerous high contractors open to teaming with small groups.

Networking is going an extended manner, as is the case in any enterprise and as a result, attending alternate meetings and authorities contracting activities with government marketing strategy in addition to becoming a member of alternate corporations are tremendous strategies.

Businesses also can roll up their sleeves and perform a little studies on numerous technical blogs or seek in the Central Contractor Registration (CCR) Database for groups that would praise theirs.


While getting a central authority agreement can appear like a dream come genuine for groups trying to acquire the several awards those packages ought to offer, it’s without a doubt simply the start of the adventure.

Getting accredited for an agreement is regularly an onerous and high priced procedure (specifically if you’re in the enterprise of promoting products).Once your enterprise qualifies, it’s critical to recognize that this ensures truly nothing.

If some-thing it serves as greater of a credential of types which may be used to assist supply your enterprise leverage in the income procedure.



Government Marketing

Since 2009, Government Marketing Inc. has been helping small businesses use their SBA Certifications and the GSA to its’ full potential.