Tuesday, September 23, 2014

B2G Content Helps Companies Stand Out

Why do you need content as part of your B2G marketing?

Because you need to stand out!

Regardless of whether you sell to the government or to government contractors, you need to stand above your competition to make the short list of preferred vendors. If there is little or nothing that differentiates you from the competition, you will be lost in a very big crowd, overlooked and left behind.

Many contractors often don't know where or how to differentiate and stand out. One of the most effective ways is to determine what your main product or service is (where you make the most money), study what is going on around that, and start commenting- producing content- on that topic. If you have other differentiators (unique processes,, stellar past performance, leading experts on staff, etc), you can leverage those as well.

The fastest growing companies in the government market are producing and sharing content on a regular schedule. 

Good content will help your company before, during and after the sames process. A Forester Research study found that 67% of the buying decision is made before a customer reached out to a vendor. You need to be a part of the research that buyer is doing.

A recent study by Market Connections, Inc found that Feds use content from trusted sources to follow hot topics and trends, get education and training, and to determine current best practices. Feds tend to prefer the contractors that share good content.

Smaller government contractors often feel at a disadvantage when it comes to generating content, not quite understanding where or how to start.

One way to start is to look at faster growing companies, a company like immixGroup (www.immixGroup.com) and see what kind of content they are sharing. immixGroup offers a variety of content: webinars, live events, white papers, blogs, enewsletters and more.

How You Can Start to Stand Out

Where to do start is the next question. LinkedIn groups are a great place to follow, comment on or start conversations, and to do research on what people are talking about. Trade publications and top blogs discuss pressing issues. 

Faster growing companies know what the issues are and share more pertinent content with customers and prospects. They provide the content as white papers, blogs, case studies, webinars, videos, enewsletters and more.

Successful contractors target their content to specific audiences in the decision making process: end-users, influencers, procurement and others. Each piece of content is germane to someone in the buying process, but the content itself is not "salesy" - it is educational. It points the customer toward a solution to a problem.

Here are some guidelines:

- you must be an active student of your market niche and understand the issues that concern the buyers and influencers;

- your content must have a strong point of view and offer possible solutions;

- your content needs to be delivered in multiple formats: blogs, white papers, webinars, case studies, enewsletters, etc. Select the format that allows you to deliver the content in the way(s) that your audience prefers;

- occasionally you will need to get the word out on a breaking story, and you'll need to get it out quickly. The best method for this is a blog;

- you need to develop relationships with market influencers and subject matter experts, those recognized by the market as thought leaders. There are ways to leverage their content to help your sales;

- you need to be very focused on a single topics when preparing most content. Don't migrate away from your main point;

- have key staff members review the content before sharing.

If you are interested in growing your business, regardless of whether you sell to the government or to the contracting community, you need to start develooping and sharing pertinent content.

Want to get started?  Attend-

What:   B2G Content Marketing Workshop

When:  8:00 am- noon, June 10, 2015

Where: Maryland Center for Entrepreneurship in Columbia, MD

Why: Because your company needs to develop effective but inexpensive content to drive traffic to your web site, build your network of legitimate prospects and generate quality leads.

How: register here - 


Saturday, September 20, 2014

LinkedIn Black Belt Workshop returns to Columbia MD Jan 15

If you are on LinkedIn, you are already marketing yourself and your company. The question is- are you engaging in good marketing or bad marketing?  

Regardless if you are a novice or experienced on LinkedIn, if you are tired of generic social media advice and want real-world, front-line tactics that work- attend this session.

October 16, 8:30- 11:30 am.

Three+ hours of information you can use immediately

LinkedIn has over 350 million members, over one-third in the U.S., and over 3 million members in the Baltimore-Washington corridor.

- 7 million+ LinkedIn company profiles 
- 2,080,000+ groups on LinkedIn 
- 187 million monthly unique visitors in 2013
- 47 billion page views in 2013
- 5.7 billion searches on LinkedIn in 2012

Faster growing companies know how to use LinkedIn and other social media- you need to know more than they do!

Attend the LinkedIn Black Belt Workshop and you will learn how to

-      Design a strategy that fits your business goals
-      Develop deeper relationships with current clients
-      Develop relationships with prospects
-      Create a powerful LinkedIn profile that attracts targeted prospects and encourages people to connect with you
-      Find and connect with those who can help your business grow- prospects, partners, media and more
-      Select the groups that will pay dividends
-      Find and develop content to share in those groups
-      Get more recommendations and endorsements
-      Get on the radar of decision-makers who buy what you sell
-      Develop and defend a “subject matter expert” platform
-      Create a company profile that attracts business prospects
-      Start your own group
-      Gain visibility and credibility in your market niche
-      Q and A and much more!

The course fee is $195.00 and includes refreshments and the 100 page workbook.

January 15, 8:30- 11:30 am. You must register by noon on 1/14/14.

This session will be in at The Maryland Center for Entrepreneurship, 9250 Bendix Road, Columbia MD 21045 (in the Latimer Room).

Marketing guru Kevin Young says:

Mark Amtower is a "mile wide and a mile deep" with his experience and expertise of "All Things LinkedIn" ...He has transformed from one of the first key LinkedIn adopters 10 years ago to one of the world's leading subject matter experts today in leveraging the capabilities and technologies of LinkedIn -- now the world's most important social media platform for businesses of all sizes and scopes … Mark's seminars on LinkedIn are entertaining, insightful and -- most important -- a key value differentiator for any business in any industry.

Questions? Call 301 854 9493  or email


The New Rules of Selling Products to the Government -Wed, March 25, 2015

Selling anything to the federal government has become more complex and more difficult in the era of reverse auctions, LPTA and FSSI.

The New Rules of Selling Products to the Government  will cut through the clutter and give you both the information you need and tactics you can use.

There is limited seating so reserve your seat TODAY by emailing Mark Amtower @ mark@FederalDirect.net.

Wed, March 25, 2015, 8:00 AM-4:00 PM - Maryland Center for Entrepreneurship in Columbia MD.

Featuring two industry icons, Larry Allen of Allen Federal - for 19 years president of the Coalition for Government Procurement, and Mark Amtower, founder of Amtower & Company and the Government Market Master Forum, this session will address 

- the new rules of product procurement, including the rollout of FSSI and how to be part of a winning team

- when (if ever) to use reverse auctions

- low-price, technically acceptable (LPTA) and how to influence the TA part of the equation

- preparing for when FSSI comes to your Schedule

- Simplified Acquisitions

- when, why and how to partner with a reseller

- what your web site really needs to attract federal buyers and get them to buy

- the best lead(list) sources

- SmartPay charge card update

- event and conference selection criteria

- association and special interest group involvement

- how to leverage social media for lead generation (including blogs, videos and podcasts)

- leveraging LinkedIn for account development

and much more.

Together Larry and Mark will provide information you can use - no platitudes, just information you can use to grow your business.

VP Sales, VP Marketing, VP Communications, VP BD, Sales managers

Speaker Information

Larry Allen, president of Allen Federal, former president of the Coalition for Government Procurement and widely recognized as a leading expert on government procurement, GSA issues and the government market. Larry is a member of the SEWP advisory panel (NASA SEWP V).

Mark Amtower, founding partner, Amtower & Company, founder & director, Government Market Master Forum. Amtower has advised hundreds of companies selling products to the government since starting Amtower & Company in 1985. Collectively his clients have made tens of billions of dollars.

March 25, 2015- 8:00 AM-4:00 PM - Teqcorner in McLean, VA

Seats are $595 until COB March 6; after that they go up to $695. Lunch, snacks and beverages will be provided. All attenders receive the 100+ page workbook.

We only have room for 30 attendees- so register today to guarantee your seat!

Advanced registration is required - Call 301 854 9493  or email

Maryland Center for Entrepreneurship, 9250 Bendix Road, Columbia MD 21045