Digital marketing for the public sector?
You're over here trying to get people to actually use the services they're entitled to, fill out forms that won't make them want to claw their eyes out, and maybe trust the government enough to engage online. But somehow "digital marketing" feels like you're doing too much.
Marketing isn’t just about selling stuff. It’s about communicating, engaging, and making things accessible. And honestly? The public sector needs good digital marketing more than anyone. Because when someone can’t find the childcare support page, or gives up on applying for a blue badge halfway through, or doesn’t know they’re eligible for free insulation, that’s not just a “bounce rate.” That’s people missing out on things that could actually help them.
So no, you don’t need to be posting thirst traps on TikTok (unless that works for you, no judgment). But you do need to show up where your audience is, speak their language, and make navigating public services feel less like doing your taxes and more like… well, not that. This guide is for the comms officers, the digital leads, the policy people who’ve been told “just put it on the website” one too many times. Let’s make public sector digital marketing actually work for the people who need it.
Consider your audience
There’s never been a better time for public sector organisations to seriously consider their digital and social media efforts as means of communicating, engaging with and enabling an ever-increasing number of connected citizens. Rather than a “tick-list” approach, which simply creates channels and pumps out content, what about a citizen-focused strategy that extends the remit of the organisation onto digital and social platforms?
As well as information on services via your website, email or social channels, can I also access them online? Am I able to make payments, report crimes and book medical appointments for example?
Being found
Even before your users get to your website most of them will use Google to find you.
In the search results, Google’s knowledge panels, which combine data from sources such as Wikipedia and Google My Business, appear in the results before your website in mobile and on the right-hand side on the desktop.
A brief check of public sector organisations reveals most don’t seem to have claimed their Google My Business listing, in which they could provide details of services, opening times etc and respond to reviews. Additionally, users can suggest edits to your details, which if you haven’t claimed your listing you have no say in.
If you work in the communications or marketing section of a public sector organisation, please take five minutes to claim your Google My Business listing – details can be found here.
Your website
I was pleasantly surprised checking out the website for my local police force, Bedfordshire, which not only has a clean design but takes users through how to report crimes they experience or witness. Like many police force website, there’s also the option of live chat as well.
Different police forces list different types of crime and services on offer within their opening menus. This seems to suggest that they are using local knowledge and more crucially local data to provide quick access to what their communities are reporting and requesting most of.
I really liked West Yorkshire Police’s approach on their website in this area, where they not only differentiate between Police and Council issues but also provide signposting links to those outside of their remit.
If not already, websites could be further improved by analysing their website data and analytics and employing a Conversion Rate Optimisation (or CRO) approach to developing web content and content areas on the site.
Make mobile friendly & secure
There are also some “givens” for any public sector website, such as being mobile-friendly and being secure, i.e. having an SSL certificate that provides authentication and enables an encrypted connection.
Consider your objectives
Anyone who’s worked in the public sector will know that the amount of information that can be communicated with citizens is enormous. If you haven’t worked in the public sector, just look at your local council’s Facebook Page or Twitter account to see the amount of content that’s splurged out each day, every day.
Also different channels can have different objectives. Milwaukee Police’s stunning website has been created with a remit of recruitment rather than enforcement, showcasing the stories of individual officers and details of the districts in which they operate.
For many social accounts in this sector, there seems to be little focus or prioritisation on content and campaigns. It’s like having a conversation with someone who constantly changes the subject.