How to Market Your GovCon Business Like the Top 1%
Marketing your GovCon business in federal contracting isn’t like marketing in the commercial world.
There are no flashy ads, no viral social media campaigns, and let’s be real—cold emails to contracting officers often get ignored.
If you’re a new government contractor, you might be feeling frustrated. You’ve heard that you need to market your business, but every strategy you’ve tried feels like you’re just throwing things at the wall, hoping something sticks.
You’re not alone. I know exactly how that feels. When I first started, I tried all the traditional marketing methods that the industry pushes. Some of them were useful, some weren’t, and today, I want to break down which ones actually move the needle.
The truth is, marketing in GovCon isn’t just about getting your name out there—it’s about targeted positioning and bidding strategically.
And I’ll show you exactly what that looks like.
Now, I share the truths about government contracting that the industry won’t tell you. If you’re serious about winning contracts, make sure to subscribe so you don’t miss out on new videos.
Let’s start by looking at the five direct marketing activities that most people in the industry say you should be doing.
1.) Capability Statements
One of the most common marketing strategies is using a capability statement.
This is the GovCon equivalent of a business card. It’s a one-page document that tells agencies who you are, what you do, and why they should care. If you send a capability statement to a contracting officer without any prior interaction, chances are they won’t remember you unless they actively need your services. However, if you send one after a conversation or a meeting, it helps reinforce your credibility.
It’s a necessary tool, but don’t expect it to magically land you contracts. Think of it as a supporting document rather than your primary strategy.
2.) Sources Sought Notices
Another common marketing approach is responding to Sources Sought notices.
Sources Sought are not actual contract opportunities. They are market research tools that agencies use to determine if there are enough businesses capable of fulfilling a requirement. If a contracting officer posts a Sources Sought for IT support and you respond, it could lead to a set-aside for your business category, such as 8(a) or SDVOSB.
This can help shape future contracts in your favor, but it’s a long game. It’s not something that will bring you immediate results.
3.) Small Business Liaisons
A third method is working with small business liaisons, also known as OSDBUs.
These are the people in agencies tasked with helping small businesses get contracts. If you schedule a capability briefing with an OSDBU, you can introduce your business and explain how your services align with their mission. They might point you toward upcoming opportunities or introduce you to a contracting officer.
While this can be a good networking tool, keep in mind that OSDBUs do not award contracts. Their role is to provide guidance and connections, but you still have to do the legwork.
4.) GovCon Conferences & Networking Events
Another marketing activity that is often recommended is attending GovCon conferences and networking events.
There’s a lot of talk about the importance of networking, but does it actually lead to contracts? If you attend a defense contracting conference and meet a contracting officer, that’s great. But what happens next? If you don’t follow up strategically, that connection fades fast.
Networking is useful for long-term brand awareness, but it won’t land you a contract on its own.
5.) Marketing Your Set-Aside Certifications
The last traditional marketing strategy is leveraging set-aside certifications, such as 8(a), HUBZone, WOSB, or SDVOSB.
Having a certification can open doors, but it’s not a golden ticket. Some contractors assume that once they receive an 8(a) certification, agencies will automatically reach out to them. That’s not how it works. You still have to position yourself properly and actively pursue opportunities.
Certifications can be valuable, but they don’t do the selling for you.
Instead of focusing solely on direct marketing, let’s talk about an effective approach that I called indirect marketing.
I have 5 ways you can start using indirect marketing today that will transform your marketing plan into something that is very effective, very logical, and fits perfectly into a higher level proposal and bidding strategy.
1.) Contacting the Contracting Officer Before You Bid
One of the simplest yet most effective strategies is reaching out to the contracting officer before you submit your proposal.
A short, professional email introducing yourself and stating your intent to bid puts your name on their radar before they even review proposals. It shows initiative, professionalism, and sometimes—even though not always—you might get useful insight from their response.
Let’s say an IT services contract is posted on SAM.gov. Instead of blindly submitting a proposal, take the extra step and research the contracting officer. Look at their past awards, see which companies they’ve worked with before, and understand their buying habits.
Once you’ve gathered some context, send a brief but strategic email introducing yourself, mentioning your company’s experience, and stating that you’ll be submitting a bid.
Even if you don’t get a response, you’ve just planted your name in their mind before they even see your proposal. If they do respond, you might gain insight that could refine your approach.
This technique isn’t a magic bullet, but it gives you a small edge that can make a big difference over time.
2.) Submitting Questions During the Solicitation Stage
Submitting smart, detailed questions during the Q&A phase of a solicitation is a highly underutilized marketing tool that can give you a competitive advantage.
Most businesses either don’t submit questions or they ask vague, generic ones that don’t add value. But when you take the time to ask insightful, technical, or strategic questions, it positions you as a knowledgeable and engaged bidder.
For example, let’s say a janitorial services contract is posted, but the solicitation doesn’t mention whether government-provided equipment is included. Instead of guessing, you submit a well-thought-out question like:
"Can the government confirm whether all cleaning equipment and supplies will be provided by the agency, or should bidders include those costs in their pricing?"
By asking questions like this, you not only clarify important details for your proposal, but you also stand out to the contracting officer as someone who is paying attention.
3.) Submitting a Strong Proposal and Pricing Response
This one may seem obvious, but submitting proposals consistently is an indirect marketing strategy in itself.
Many businesses only submit one or two proposals and then give up if they don’t win. The reality is, bidding is a numbers game.
Think of it like learning a new skill. When I first started working out, I didn’t know what I was doing. My form was probably off, and I wasn’t lifting efficiently. But I kept showing up, and over time, I got better.
GovCon is the same way. The more proposals you submit, the better you get at writing them, pricing them, and understanding what agencies are really looking for.
Even if you don’t win, every proposal you submit is another touchpoint with the agency. And when they see your name repeatedly in their bid reviews, they start to remember you.
That familiarity can be an advantage when your name comes up again in a future solicitation.
4.) Following Up for Feedback (Win or Lose)
Another indirect marketing activity that most businesses completely overlook is following up for a debrief after a contract award—whether you won or lost.
If you win, a debrief can provide valuable insight into what worked well in your proposal. If you lose, it helps you learn where you fell short and how to improve next time.
Let’s say you submitted a proposal for an IT services contract and weren’t selected. Instead of moving on without feedback, send a follow-up email requesting a debrief.
Not only will you gain valuable insights for your next bid, but it also shows the contracting officer that you are serious about doing business with their agency.
And here’s something a lot of contractors don’t realize—some agencies prefer to work with vendors who take feedback and try again. If they see you making improvements over time, they may be more inclined to give you a shot on a future project.
5.) Bidding on Future Opportunities with the Same Contracting Office
The final indirect marketing activity is consistently bidding on future opportunities with the same contracting office.
If a contracting office releases multiple contracts in your field, even if you lose the first one, keep bidding.
Every time you bid, you reinforce your presence with that agency. The more they see your name in their proposal reviews, the more they recognize you as a serious player in the industry.
Over time, you build a reputation as a contractor who is engaged, persistent, and professional.
And here’s an inside tip—contracting officers prefer to work with vendors they are familiar with. If you keep bidding and improving, you’re positioning yourself as a strong contender for future awards.
Now, I’m not here to tell you what to do- that’s up to you.
But targeted bidding beats aimless marketing. Positioning yourself properly is key. And the more bids you submit, the better you get.
-Derek James