Marketing in Business-to-Customer (B2C) and Business-to-Business (B2B) industries is all about selling products and services. Things are different for government and non-profit organizations.
These agencies use marketing as a means to sell programs, policies, and general ideas. Sometimes, marketing is also used to launch behavior change campaigns. Because of these types of objectives, marketing for both government agencies and non-profits requires a different approach than marketing for a traditional business.
One of the best ways for organizations to get the most from their marketing efforts is to work with a qualified marketing partner. The right partner will be equipped to handle campaigns for government agencies and non-profits. The following are some key qualities to look for when choosing the ideal partner.
Your marketing partner should be close to your location. Marketing agencies in the same vicinity will be more familiar with the area and the people you're trying to reach. If the agency isn't in the same town or city, it should at least be in the same region.
Working with an agency that's close to your location makes communications easier, particularly if you want to meet in person.
Look for an agency with proven experience. A more experienced agency will have worked with a wide variety of clients over the years. Given this experience, the agency should know how to approach different types of organizations based on their specific needs. A lot of experience means that an agency will more likely have a proven process in place to help you meet your needs.
The right marketing partner will specialize in your vertical. While the agency doesn't necessarily need to have a focus on these areas alone, it should make it clear that it has worked with businesses in your industry. Look for case studies with explicit references to government or non-profit experience.
It's in your best interest to find an agency that knows how to approach your specific vertical based on relevant experience. A marketing agency could have plenty of experience in a wide range of verticals, but it won't count for much if they don't have a deep understanding of your government and non-profit marketing.
Look for an agency that has experience and expertise on multiple digital platforms. The more an agency knows how to properly utilize technology to your advantage, the more likely they are to help you succeed. This applies to both old and new platforms.
Social Media Marketing Expertise
Social media is one of the most important tools for non-profits and government agencies. Your marketing partner should know how to develop and monitor a social media campaign that makes full use of this channel.
OTT and Video
A reliable agency will have knowledge of new technology such as over-the-top (OTT)/connected advertising. If you need video production or graphic design services, the right partner should also be able to provide these services using their own in-house experts.
A dependable marketing partner cares about getting the best results. They won't focus on keeping you content with vanity metrics or earning awards. If a company only brags about how many awards it's won or focuses on "getting tons of traffic" for you, they are not results-driven.
A good agency will actively work with you to continually improve upon your campaigns to get the best possible results. Campaigns should revolve around clear goals and metrics that matter.
Get the Complete Solutions You Need with Emmis Marketing
If you're in need of a marketing partner who's capable of meeting your needs as a non-profit or government agency, Emmis Marketing is here.
Not only do we understand what government and non-profit organizations need specifically, but we also have the local presence, technological expertise, and focus necessary to produce optimal results. From concept to execution and monitoring, we’ll cover every aspect of your campaigns to optimize performance. To learn more about how government and non-profit agencies can thrive in this competitive environment, contact us for a free consultation.