Public Sector Lead Generation Landing Page Navigation and Constructive Feedback: ScaleCapacity
Table of Contents
Introduction
Do you want that landing page to get you customers? In today’s video, we’re going to look at another company’s landing page. We’re going to see “What’s good, what’s not good”.
Let’s dive in. So, today is ScaleCapacity. And before we start dissecting it, I wanted to benchmark this against a few insights that we’ve already learned. So what is a landing page? First of all, it’s a place where people land. So to begin with, it didn’t have any navigation. So, it is a squeeze page. It is a one decision, yes or no, usually. Now, a lot of people think landing pages are different things.
So let’s assume this is a place your customer lands. You want them to take action, probably engage with you, and become a customer at some point. We already know that it’s a five to 20 touchpoint game. It takes a while to acquire those customers, but it’s worth it because each deal is worth a lot.
Now, most customers don’t buy because they don’t know. Your content, whatever that is, a blog post, a landing page, an email, a social post, a one-pager, a webinar, or anything, needs to answer all the questions or all the objections they might have when buying. So in the end, they’re going to be like, “Well, I guess the next thing for me to do is just to go ahead and buy or book an appointment”. Now, what I see over and over again is companies engaging in “me” marketing. It’s all about them. It’s about their product, their company, and their competencies. It’s me, me, and me.
The Disadvantages of Self-Marketing in Government Lead Generation
Now, a quick step into history. Why is the iPhone named the iPhone and arguably one of the most successful products in technology? Steve Jobs knew that, back in the day, AT&T did a study on what was the most pronounced word over the telephone. And guess what was the most spoken word? In any language, it doesn’t matter what the language was. The first one was “I”. So basically we, as humans, are naturally caring just about the “I”, right? It’s me and me.
“Look, I went there today. I did this. This is what I bought.” Right? It’s me, me, and me.
We think that to be able to entertain or to engage with somebody, we need to make them focus their attention on us. Now, it may work in personal life, but in business, it’s the opposite.
So, the focus is on them. So not only do you need to talk about them most of the time, it’s their fears and frustrations, problems and challenges, there’s a split. Most of them will start moving and will start taking action. So let’s say, somebody is migrating to the cloud. When they have a painful problem, it’s typically not because they’re thinking, “Oh, how about we migrate to the cloud, right? We just have some extra money lying around”. No. There is usually a problem happening, happening, and happening until one day a trigger happens.
It’s either they get a budget or the servers went down completely and they can’t run the operation. Right? It cost them money or they got hacked. So there’s a trigger that puts them into action throws them into motion. And that’s the customer you’re looking for on level one, right? Those are already looking for you. They’re already in motion. You don’t need to pull them.
Tailoring Your Software Solution
So when selling to the government, you can go directly through a small business set-asides or commercial platforms or contract vehicles. Now, usually, if you start small up to $10,000 payment, most governments have a credit card on file, so they are authorized to buy things up to 10k without any particular loops and hoops that you have to jump through.
Now, from $10,000 to $250,000, those are small business set-asides. And it’s automatically set-aside for small businesses as long as there’s at least two companies that can provide the product or service at a fair or reasonable price. Now, can you represent both sides, both competing offers? I don’t know, but maybe it’s something to look into. Now you have to be certified as a small business, obviously. And if it’s more than $250,000, then you have to go through different contract vehicles and just see it as a proxy that the government cannot buy necessarily directly because of the number, right? If it’s half a million dollars or more, or if it’s $10 million, they need to go through different vehicles because of different reasons I wouldn’t have to dive in right now.
But, what you need to know is you can either be proactive or reactive. So you can come, let’s say, to sam.gov and you register. Then, you can bid on RFP (Request For Proposal). You can bid for a new contract. You can see if you can deliver the service being asked or the product with a better price. And you have to know your numbers, obviously. You make the decision how to do it.
Showcasing Results and Demonstrating Value
Now, some people think that “This is it. Once you bid, you just sit”. Now, what we’ve heard from the government side is a lot of them don’t make the decision if they’re confused, if they don’t know. So, what do I mean by that? A person usually, at the very least when you’re coming in and if it’s a proposal or if it’s a landing page where you represent the whole thing, you have to cover the “Why you?, Why them?, Why this product?, Why now?, and Why at this price?” The price may be something you do on the demo.
It doesn’t have to be public. But for them to make a decision, they need to understand, “Oh, this is made specifically for me. It solves a particular problem. It cost me, let’s say, $100,000, and I’m saving $200,000, right? That’s a business case. So I’m winning already. I’m spending but, what we’re saving is covering the spend, so that’s a win”.
Conclusion
Now if you’re already getting traffic, you have visits, you have bids maybe, and you were looking for other, controllable ways because the bidding is actually not that scalable; you can bid for 100 proposals, but who’s guaranteeing you’re going to get one, right? Nobody.
Now, if you’re looking for that easy button, if you’re looking for a way to get or to acquire that customer predictably, if you have to say, “Okay, next year we need to get 10 of those customers, here’s how we do it, right? It costs us X, it takes us Y. And if we do it 10 times over, we get 10 customers”. So that’s at a very basic level. If you want a more detailed tactical training on how to get those kinds, how to convert more leads, if you’re looking to figure out that flow and that process, if something is not working in your flow, feel free to reach out or watch some more of our training videos to get those nuggets. Thank you.
