The 5 Steps to put your messaging in front of your buyers in the FY21 Q4 Survival Race
1. Do Your Homework
It all starts with your solution and data. Use federal award data to help you identify who has purchased your solution and who they purchased it from. As you analyze the data match past buyers with your ideal agency criteria. Examples of ideal agency criteria include location, past experience in that agency, contacts within an agency, and their preferred method of contracting lines up with contract vehicles that you hold.
You should also have a good idea of the competitive landscape. See what similar solutions are out there and what makes them unique so you understand where your solution fits in to the market overall.
2. Create a Campaign Launch Schedule
As a general guideline, it’s good to start reminding prospects you are available to help them with their challenges about three months out from the September 30 year end spending deadline. However, you can’t really have too much time, so it’s okay to start sooner. By the time Q4 begins in July, your campaign should already have begun.
Create a calendar and schedule every single task down to the smallest daily things-to-do. You can change it if needed, but this will help you stay on track so nothing falls through the cracks.
In GovCon it’s sometimes difficult to find contact information. Make sure you leave adequate time to locate the contracting officers, small business representatives, program managers, CORs and anyone else you’ve had contact that was interested in your solutions.
Time has a way of slipping by too quickly!
Go about each day performing the tasks on your schedule.
This includes content creation and publishing. Each piece should be designed to address a common need or to solve a common problem. Each piece should end with a call to action related to the information you provided like a report, a demo, or a link to an interesting article.
As the launch gets closer, interact routinely on LinkedIn and elsewhere online to build buzz. Preview the valuable information that will be provided in your campaign.
4. Campaign Launch
As your launch goes live, pay attention to people’s reactions. Respond to all inquiries immediately. Some experts say you only have 48 hours to follow up before a prospect moves on. Make sure you have a process to follow up and nurture prospects even when they don’t have an immediate need.
5. Gather Results
Have a plan in place to evaluate your results. This will help you to decide which follow up actions to take and when.