What is a GovCon Influencer, part 2- visibility and credibility

{Please read part 1 first-it is short!? https://www.dhirubhai.net/feed/update/urn:li:activity:7237123220405932034/ }

?Influencers in the world at large are from entertainment, sports and other arenas where there are large audiences. They are used where they may or may not have anything to do with what gives them notoriety. Roger Federer from tennis is a big part of the Rolex ad campaign and has been for several years. Caitlin Clark, a WNBA rising star drinks Gatorade. George Clooney apparently uses a Nescafe brewing system.

I enjoy watching tennis and absolutely loved the Nadal/Federer rivalry. I watched Caitlin Clark when she was in college and try to catch a WNBA game when I can. I think George Clooney is a great actor and I’ve seen a couple of his movies. Am I going to buy a Rolex, drink Gatorade or buy a Nescafe coffee system? Unlikely.

Getting a little closer to B2B is Shaquille O’Neal telling us to use Epson printers because of a different ink supply. Is this going to increase market share for Epson? Doubtful.

Each of these people have huge followings in the world at large. They have visibility, massive visibility.?

However, their influence is also occasionally for sale. I don’t think any of these people do it purely for the love of the product.

This is not a comment on their values, it is simply an economic reality. They are cashing in on their fame. And why not?

Closer to us there are influencers who are business authors, people like Seth Godin or Ann Handley , both Wall Street Journal best-selling authors. I don’t see them out there hawking products but they certainly help populate events where they keynote, often at a premium rate. Again, not a value judgment.?

But what constitutes an influencer in GovCon, and what is their role?

For years, the GovExec Leading Brands study has shown that visibility and credibility are needed for companies to win more business. This year at Leading Brands Aaron Heffron referred to it as familiarity and favorability. The words change but not the meaning.

The same applies to influencers and would-be influencers in GovCon. You cannot be influential without visibility, and that visibility comes from activity in your market niche, value-added activity that relates directly to the niche. The connection between influencer and the niche served has to be direct and intentional.

Visibility in our market comes from adding value through activity- writing, speaking, working with and through associations and much more.?

Credibility in GovCon comes from your depth of knowledge and experience in the area where you work. It also comes from building a following in your niche, so others in that niche know who you are and what you bring to the party.?

GovCon influencers impact the niches they serve when they publish, speak, engage in various forums. Examples include people like Jaime Gracia in procurement, Bob G. in cybersecurity related issues, Elizabeth Harr and Aaron Heffron for research on marketing trends in the market, Carl Dickson on proposals, Steven Koprince regarding legal issues facing small contractors, and many more. These are among those I follow to stay abreast of what’s going on. I also follow many lesser known but equally savvy people.

Each is focused on a facet of GovCon, but each also has a firm grasp on our highly regulated market, a key ingredient when influencing this market. Most importantly, they are doing this to enhance the market, not themselves.

Each has paid front-line dues to get to where they are today, and that experience is what they predicate their ideas on, and infuses what they say and write.

And to my knowledge, their influence is not for sale. An endorsement from any of these people is worth a ton, but if it were known that their endorsement was for sale, their value would dissipate.

I have seen those who, when entering our market, think their influence from B2B or even B2C translates to B2G. Most of the time they are off-base.

Our market is different for a variety of reasons, including the regulatory nature of the market, how the government purchases, how insular segments of the market are, the huge relationship factor and much more.

I’ll go back to what I said in part one of this series:

Visibility and credibility, trust and transparency. These are earned with consistent work over time. They are not self-bestowed.?

There are no shortcuts.

What is the role of an influencer in GovCon? I would welcome having your thoughts and opinions here.?

Part 3 coming soon!