Helping Small Businesses get "Found": The Waldo Factor, part 2

Being "findable" and being credible after being found are the first two steps for leveraging web 2.0 tools to create qualified leads. In the government contracting market, this is more important today than ever before.

There should be little or no argument that the government contracting market will be more competitive as we move into FY 2012.

Regardless of the size of your company, we have a situation where the better known companies will have a huge edge (hint: better known does not always mean bigger). So, if you have a piece of any IDIQ contract- GSA Schedule, SEWP IV, 8(a) STARS, whatever- you need to work harder than ever to gain more attention with the buyers and influencers who can make or break your FY 2012. That includes both government buyers and other contractors.

Take for example the 8(a) STARS II program, a five year, $10 billion IDIQ GWAC.  As an IDIQ (indefinite delivery- indefinite quantity) GWAC (government wide contract), there is no requirement for agencies to buy off the contract nor is there any agency money assigned to the contract. It becomes job #1 for the winners of the contract to market the availability of their services through this contract to
key influencers in the government market.

There are 599 companies that own a piece of the 8(a) STARS II contract. Standing out in this crowd will not be an easy or quick task. Part of standing out in the crowd is positioning yourself as a leader in your niche, establishing your credentials and making certain that the word gets out to the right people. In a Federal News Radio interview on August 5, In Depth with Francis Rose, I predicted that less than 10% of the STARS II contract winners would make money fom the contract because of inadequate marketing and sales efforts.

For small companies, the intelligent use of social media and web 2.0 tools has become critical. Social media and blogs are the fastest growing line items in lead generation budgets because when used properly these tools allow a company to demonstrate an area of expertise, and to share relevent content with key buying influencers. It is one of the few tools that can really "level the playing field". When used properly, web 2.0 tools are low-cost and high impact.
 
Part of the credibility is what you do and how well you do it. Another part is who you know. Social networking allows you to exponentially expand your relationship reach. This morning (9/16/11) I received an email from a client. Yesterday I sent them an article that dealt directly with their core strength, an interview with a major federal influencer talking about this technical area. They asked if I knew the person quoted in the article. I did not- but I have 42 direct connections on LinkedIn that do know this person so I will be able to make the connection for my client. LinkedIn works if you use it properly.


And what about other web 2.0 tools?

According to a 2010 survey by Market Connections, Inc, over 40% of Federal information technology professionals "attended" more than one webinar in the past year. I expect the percentage to rise dramatically in the 2011 survey (to be released in Otcober). The fastest growing company in the government market, Carahsoft, has a library of several hundred webinars for customers and prospects. The webinars successfully act as a passive sales tools for Carahsoft. Just over seven years old, the company is on track to do $1 billion in sales this year.

This is not simply a matter of starting a blog, or creating a couple of webinars. It is a matter of selecting the right tools for your company and using them well, tools that show what you are capable of doing, tools that will attract buyers and influencers to your blog, webinar or social networking profile. Tools that will increase "findability" and build credibility and help you sell your services in this very competitive environment.

Or, if you prefer, you can wait for the phone to ring, the preferred tactic of many unsuccessful GSA Schedule holders.

The successful companies on 8(a) STARS, GSA Schedule and other IDIQs will be working hard to get on the radar of buyers and influencers and selling their products and services in FY 2012 and beyond. The companies that simply wait for business to occur will be waiting a long time.

If you are interested in deploying the right web 2.0 tools, in creating a "thought leader" or subject matter expert position, and getting your company on the government contracting radar, we should talk.

Drop me a line at Mark@FederalDirect.net and let's set up a time to discuss your use of Web 2.0 tools to grow your business.

Content Guy as Keynoter - part 2

Yesterday I delivered the keynote at the 10th annual SEWP conference in Austin, Texas. For those of you who do not know the government market, SEWP is a government-wide contract (GWAC in our parlance) for high-end information technology products.

First - I had a great time. I learned that SEWP is not simply a contract and that the conference is not simply an event, but that SEWP is a community comprised of the SEWP staff, agencies buyers, and the contractors. These people know one and respect one another and truly enjoy themselves when they get together.

Second- We have all been to events where have either been or seen the "fringe" people - those who are too new to an event to feel a part of it and who will go to their rooms for meals. This event did everything possible to be inclusive, with the SEWP staff acting as ambassadors, seeking out all the attendees.

Third, looking at the agenda and talking to the attendees, I know that Joanne Woytek, Marcus Fedeli and the rest of the SEWP staff put together a great program, chock full of stuff people could use as soon as they got to the office.

Finally - the content guy as keynoter. As soon as I hit the stage I felt at home. I knew some of the attendees from before, met several others at dinner the night I arrived, and I just felt good. It is not for me to say how I did, so I will ask some of the folks who attended to comment - but I had about 20 people come up to me after the speech to say how much they enjoyed it. As I was only there for about 20 minutes after I was done spoeaking, I think that I must have been OK.

All things considered, I am honored to have been a small part of the event.

Content guy as a keynoter

I am a good speaker, but not a great speaker. I am known for content - stuff you can use, either right then and there, or whenever (if ever) you get to it.

But I am a content guy, not a polished platform guy.

Overall, I think it's fair to say that I am not your usual conference speaker. I dress in all black, wear cowboy boots (or black sneakers), and don't wear ties. I am easy to find as I am not small and dress this way all the time.

Yet I am the keynote at the SEWP conference next week. For those of you who don't know what SEWP is, the NASA SEWP (Solutions for Enterprise-Wide Procurement) GWAC (Government-Wide Acquisition Contract) provides the latest in Information Technology (IT) products for all Federal Agencies. It is a truly great government contract and it hosts it's own event every year, and they asked me to keynote.

Who was I to say "no"?

So when I speak in Austin on Tuesday to kick off this event, I will tell them up front that this is not your typical keynote and that note taking is encouraged. I will give them some info they can use, if they so choose, or ignore. You can lead a horse to water....

And I will report back here next week to let you know how I did and what I told 'em.