7 Government Marketing Best Practices

Great marketing helps government agencies keep their audiences engaged and informed. Marketing enables government agencies to do their job more effectively by establishing a strong connection with audiences. However, this only happens when government marketing is done well.

Government Marketing Best Practices

If you want to succeed with your marketing efforts, follow the below best practices for both marketing and government communications.

Citizen-Centric Marketing

For most businesses, it's important to have a customer-centric marketing strategy. The equivalent to this for government marketers is a citizen-centric approach to digital marketing. Citizen-centric marketing entails placing emphasis on the citizen journey, which is similar to a buyer's journey. Like the latter, the citizen journey entails engaging the audience, followed by connecting with them through multiple touchpoints. 

When developing a citizen-centric marketing strategy, there are certain steps that marketers need to take. First, you need to know which audiences to target. Then map the citizen’s journey from start to finish. Determine how best to reach them. This information will inform the advertisements and promotional material that you make.

Omnichannel Approach

It's not enough to rely on a single channel for marketing. Regardless of how effective that channel is, taking an omnichannel approach will maximize your reach. Omnichannel marketing entails using several platforms for marketing while maintaining consistency. It's important to make sure that messaging, language, and design elements are all aligned regardless of channel. As a result, people enjoy a seamless experience whenever and wherever they encounter you.

The Latest Technology

For a competitive advantage, consider using channels that other government agencies may not have taken advantage of yet. For example, you could use over-the-top (OTT) advertising to display ads on streaming services. Using OTT ads helps you connect with audiences who don't watch traditional TV.

Go Social

Social media is an excellent tool for government agencies. Using platforms such as Twitter, Facebook, and others, you can reach the public in a way that effectively communicates to the masses. At the same time, you can engage in one-on-one conversations with your audience to lend a human touch to your marketing.

Avoid appearing too stuffy or sounding like a door-to-door salesman. If you can keep your posts conversational while providing value to your audience, you'll be able to make the most of social media marketing. Maintaining a balance of professionalism and personability will make you appear less like a faceless government contractor. 

For example, you may post about a new policy. If people have questions in the comments about the information provided, you can reply with additional details or direct them to another page on your site. Doing so will show that you're both interested in informing your audience and responsive to them.

Define Your Brand

Brand formation is just as important for government agencies as it is for other types of businesses.

If you want to stay in the minds of citizens and ensure that they don't forget about you or your services, it's important for your agency to have a clearly defined identity. Make sure you invest the time and budget needed to get the best results from your branding efforts. From logo design to digital ad campaigns intended to increase brand awareness, there are plenty of ways to make sure you stand out with your marketing.


Just because one ad campaign is performing marginally well, that doesn't mean you should neglect every other aspect of marketing. It's important to give all of your marketing the attention it needs to thrive. One of the best ways to keep your marketing efforts consistently effective is through optimization. 

Always work toward improving the performance of all of your marketing efforts. Through A/B testing, search engine optimization, PPC ad bid adjustments, and other tactics, you can fully optimize your campaigns to yield the best possible results.

Seek Out Experts

Even for professionals who are used to government communications, marketing comes with a steep learning curve. It's especially hard to keep up with the latest technological developments that constantly change the marketing landscape.

Having an experienced in-house marketing expert can be a great asset. However, if you don't have a dedicated marketer or team for your agency, consider partnering with a marketing agency that specializes in government marketing. Working with the right partner will help you connect with citizens and enable your marketing strategies to flourish. 

Government marketing often requires different skills from traditional government communication. Through your marketing efforts, you need to build trust among citizens and convince them that you offer the best solutions to their problems. Marketing on your own can be difficult as you seek to define your brand, understand the citizen’s journey, and use the latest technology and channels. With an experienced partner behind your marketing, you can benefit from successful strategies as you work towards your goals.

Subscribe to the Blog | Emmis Marketing

Related Posts

5 Ways to Know You Found the Right Marketing Partner for Your Government Agency or non-profit agency

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...

Marketing for Government Agencies

Creating a unique marketing campaign while remaining tasteful may seem like a daunting task as a government agency. Unlike companies in the private sector with more leeway to...