9 tools for getting better business leads

Contrary to the belief of some GSA Schedule holders, GWACs do not automatically cause an influx of qualified inquiries. You need to generate leads.

There is a common misconception on the part of some new contractors that governmentwide acquisition contracts sell themselves. And contrary to the belief of some GSA Schedule holders, GWACs do not automatically cause an influx of qualified inquiries. If you have any GWAC (SEWP, GSA Schedule, ECS, etc) you need to generate leads.

Although some traditional lead generation methods might still work, they are probably more expensive than they used to be. For example, direct mail was popular from the 1970s through the early 2000s, but the price has skyrocketed.

So, what still works best?

Trade shows, in-agency events and other events: Events, when properly selected to match what you do with what the attendees buy are still among the top performers. If you select the wrong event for what you offer, you waste both time and money. Speaking as well as exhibiting allows prospects to find you. Simply attending offers a much smaller opportunity to be found. Caveat: there are a number of events that promise much and deliver little. Do your homework, ask questions, and check the pedigree of the event producer.

White papers: White papers have been around a long time, and they continue to produce qualified leads. They can be placed on your company website, on websites where your target audience traffics (such as Government Computer News, Federal Computer Week or Washington Technology), or they can be promoted in other ways.

Email: Email remains a productive way to get messages to targeted audiences as long as you remain well inside the “do not spam” rules. Federal agencies were among the early adopters of spam filters and black lists, and many people choose to ignore this and email with any list they can get their hands on. Simply having an email address is not permission to use it.

eNews programs: e-Newsletters or ezines are another popular way to share information about your company, products, services and general industry information. Done well, they are excellent customer and prospect communication tools. Although it may take a while to build a subscriber base, the “opt-in” nature of ezines is a major part of what makes them work. Also, news releases disseminated directly through the web using tools like PRNewswire are another avenue.

Webinars: Among the fastest growing of all marketing tools is distance learning – sharing information through platforms like webinars. Webinars have several appealing aspects. You can attend without leaving your desk, you can ask questions if you attend the ‘live’ version (KZO Innovations offers a tool so attendees of archived webinars can ask the questions), they are available on-demand, and they are much less costly to produce than in-person events.

Social networks: social networks like LinkedIn, TFCN and GovLoop are among my favorites. LinkedIn has over 55 million business professionals as members, and among them are tens of thousands of federal, state and local government officials. If you learn how to properly use these valuable platforms, prospects will begin to find you. TFCN and GovLoop both have fewer than 20,000 members, but they focus exclusively on the government sector.

Blogs: Blogs are a great way to share your expertise with the world, get higher web rankings, attract partners and prospectsm, and gain recognition. Done well, they are more than worth the time and effort; done so-so or poorly, you can destroy your reputation.

Podcasts: Podcasts are usually eight- to 15-minute audio programs addressing a single topic. Think of them as audio white papers and the value should become apparent. People digest information in different ways, and fewer people seem to be reading as much as they once did. So it behooves you to make your information available in as many formats as necessary to reach the broadest possible portion of your niche.

Videos: YouTube has gained enormous popularity and many businesses (including government providers) are issuing pithy videos to gain attention.

Too often senior management is reluctant to try anything but the “tried and true” methods by which their business was built: space ads, events, face-to-face networking at association meetings, and the like. While these are still valid, the new methods of public relations and marketing are rapidly surpassing the older ways. Market share can be gained or lost if you do not reach those most likely to want your products or services through their preferred methods of receiving information.

You don’t generate leads simply by wishing that yesterday’s methods still worked.

Mark Amtower can be reached at Mark@FederalDirect.net

X
This website uses cookies to enhance user experience and to analyze performance and traffic on our website. We also share information about your use of our site with our social media, advertising and analytics partners. Learn More / Do Not Sell My Personal Information
Accept Cookies
X
Cookie Preferences Cookie List

Do Not Sell My Personal Information

When you visit our website, we store cookies on your browser to collect information. The information collected might relate to you, your preferences or your device, and is mostly used to make the site work as you expect it to and to provide a more personalized web experience. However, you can choose not to allow certain types of cookies, which may impact your experience of the site and the services we are able to offer. Click on the different category headings to find out more and change our default settings according to your preference. You cannot opt-out of our First Party Strictly Necessary Cookies as they are deployed in order to ensure the proper functioning of our website (such as prompting the cookie banner and remembering your settings, to log into your account, to redirect you when you log out, etc.). For more information about the First and Third Party Cookies used please follow this link.

Allow All Cookies

Manage Consent Preferences

Strictly Necessary Cookies - Always Active

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Sale of Personal Data, Targeting & Social Media Cookies

Under the California Consumer Privacy Act, you have the right to opt-out of the sale of your personal information to third parties. These cookies collect information for analytics and to personalize your experience with targeted ads. You may exercise your right to opt out of the sale of personal information by using this toggle switch. If you opt out we will not be able to offer you personalised ads and will not hand over your personal information to any third parties. Additionally, you may contact our legal department for further clarification about your rights as a California consumer by using this Exercise My Rights link

If you have enabled privacy controls on your browser (such as a plugin), we have to take that as a valid request to opt-out. Therefore we would not be able to track your activity through the web. This may affect our ability to personalize ads according to your preferences.

Targeting cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.

Social media cookies are set by a range of social media services that we have added to the site to enable you to share our content with your friends and networks. They are capable of tracking your browser across other sites and building up a profile of your interests. This may impact the content and messages you see on other websites you visit. If you do not allow these cookies you may not be able to use or see these sharing tools.

If you want to opt out of all of our lead reports and lists, please submit a privacy request at our Do Not Sell page.

Save Settings
Cookie Preferences Cookie List

Cookie List

A cookie is a small piece of data (text file) that a website – when visited by a user – asks your browser to store on your device in order to remember information about you, such as your language preference or login information. Those cookies are set by us and called first-party cookies. We also use third-party cookies – which are cookies from a domain different than the domain of the website you are visiting – for our advertising and marketing efforts. More specifically, we use cookies and other tracking technologies for the following purposes:

Strictly Necessary Cookies

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Functional Cookies

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Performance Cookies

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Sale of Personal Data

We also use cookies to personalize your experience on our websites, including by determining the most relevant content and advertisements to show you, and to monitor site traffic and performance, so that we may improve our websites and your experience. You may opt out of our use of such cookies (and the associated “sale” of your Personal Information) by using this toggle switch. You will still see some advertising, regardless of your selection. Because we do not track you across different devices, browsers and GEMG properties, your selection will take effect only on this browser, this device and this website.

Social Media Cookies

We also use cookies to personalize your experience on our websites, including by determining the most relevant content and advertisements to show you, and to monitor site traffic and performance, so that we may improve our websites and your experience. You may opt out of our use of such cookies (and the associated “sale” of your Personal Information) by using this toggle switch. You will still see some advertising, regardless of your selection. Because we do not track you across different devices, browsers and GEMG properties, your selection will take effect only on this browser, this device and this website.

Targeting Cookies

We also use cookies to personalize your experience on our websites, including by determining the most relevant content and advertisements to show you, and to monitor site traffic and performance, so that we may improve our websites and your experience. You may opt out of our use of such cookies (and the associated “sale” of your Personal Information) by using this toggle switch. You will still see some advertising, regardless of your selection. Because we do not track you across different devices, browsers and GEMG properties, your selection will take effect only on this browser, this device and this website.