Without proper marketing, any business would not survive or be successful. Logistics companies fall on the same spectrum—like many other companies, they need to think of ways to entice new customers.
And of course, the right approach to doing so is with a well-defined marketing strategy.
In addition, when customers are looking for logistics providers, the majority of them go online to find the best companies.
You can use these online tools along with other traditional marketing methods to boost your sales and hype up your marketing.
Here’s how you can start with your logistics marketing tactics.
Breaking the ice with logistics marketing
Here are a few steps that you should ideally follow for your logistics marketing techniques.
First things first, research your audience
Before you begin spending money to reach your target audience, it’s extremely important to understand who they really are.
You can learn more about your target market by creating an audience persona for them.
Describe how your service will meet their needs and solve their problems and how you can best reach them.
Examples of audience personas include the following:
- The demographics of your target market.
- Their specific geographic locations.
- What are their interests and liking?
- Do they have a budget?
- What are their pain points?
- What would motivate them to come to you?
An ideal marketing strategy is built on the time you invest in developing these audience personas.
It will assist you in selecting the appropriate messaging and distribution methods for your target audience.
Take a look at your main competitors
We hear this from everyone! Competitor analysis is the foundation of every marketing plan.
You must carry out a competitive analysis if you want to stand out in a crowded market like logistics.
Defining your worth to potential clients can help you express your benefits to them more effectively through your marketing techniques.
You can also pick out competitors in your market who, in your opinion, provide higher-quality services or who are setting the standard for service delivery.
After you’ve identified your rivals, spend some time examining their marketing tactics. Visit their website, social media accounts, and other online presences. Read any available annual reports and other company records, and take note of how they deal with clients.
Make a note of the areas in this research where your organization provides a superior value. Look for things that you offer that your rivals don’t, as well as well-known features of your business.
Use these features to outperform your competitors in front of your customers.
Make use of performance marketing
Performance marketing is a type of sponsored promotion for logistic companies on search engines like Google, Bing, and Yahoo. You can place bids on keywords that are relevant to your services.
The search engines will then place your ad at the top or bottom of the page when someone searches for these keywords.
On popular websites and blogs, sponsored links are also available for purchase. Let’s say you have a blog post on shipping services. You may spend money to get it promoted on websites with related content. Doing this lets you connect with potential clients looking for information about logistics services.
Using the golden word of mouth
Word-of-mouth advertising has consistently outperformed all other forms of advertising. Utilizing social networking sites like Twitter, Facebook, and Instagram has made it much simpler for you to tap into their potential.
You could have a natural ability to interact with people online, but like with most other parts of marketing, you might want to seek professional assistance.
Also, keep in mind that it’s critical for your marketing to change with the times and remain effective. This entails keeping it current and fresh.
Use lead generation companies
Lead generation companies provide you with a list of potential customers who are interested in your services. This can save you a lot of time and money since it eliminates the need for cold calling or emailing prospects.
Doing your research before signing up for any lead generation service is critical. Make sure they have inroads into the location you’re targeting.
Let’s say you’re located in California. It’s a good idea to look for a lead generation company that has a strong presence in the state. For example, this lead generation site has a page that offers services tailored specifically to the logistics industry in California and could be a great way for you to get high-quality leads.
Just make sure the agency does a proper job of screening leads and offers fair terms and pricing for the service.
Clearly express your value proposition
Decide what makes your business unique, then explain it in terms that buyers will understand. Is it reduced costs, more recent technology, improved efficiency, or anything else that competitors don’t have?
Consider reevaluating your value proposition and the image it conveys if you are unable to come up with any clear instances that demonstrate your company’s competitive edge, distinguishing procedures, or deliverable items.
It can be challenging for corporate executives to step back from the daily grind and consider their value propositions strategically. What the majority of our satisfied customers have to say about us is a great place to start. You will be better able to comprehend and interact with your target market if you adopt this mindset.
Spread awareness of these competitive advantages through excellent branding initiatives that permeate every aspect of your business from the inside out. Find out where you fall on the scale between a fantastic brand and one that isn’t so great if you already market your value propositions but are having trouble generating qualified leads. Then, make changes from there to get up to speed.
Create an attractive website
Since your website is one of the first things people see online when looking for services like yours, it is crucial. Your company’s full profile should be available on your website, including the following;
- What are the services that you provide?
- How much do your services cost?
- How can customers contact you?
- Display a clear picture or video of your services
- Testimonials from previous customers and current employees
Include pictures of yourself or your staff and any honors or recognitions your business has received in the past year or two.
Consider content marketing the cornerstone of your marketing strategies.
Content encompasses everything your potential buyers might interact with before making a purchase, such as your homepage, landing pages, product pages, blogs, social media postings, and advertisements.
It’s critical that your material is of the highest caliber, pertinent to your target audience, and fulfill those demands.
By investing in quality content, you will acquire long-lasting assets that you can use across marketing channels, which will help you increase your brand’s credibility, knowledge, and authority.
Another great technique to get leads for your logistics company is through email marketing. People who have signed up for your newsletter or promotional emails can receive them from your company. They can frequently sign up using your website, social media, or Google Ads. These emails ought to contain useful details about your business.
Take advantage of social media
Although many various channels can help you meet prospective new clients and turn them into customers, logistics marketing isn’t always focused on using digital technologies to reach clients.
LinkedIn is one of the greatest social media channels for B2B marketing. Despite being primarily renowned for linking professionals with employers and peers, LinkedIn has developed into a leading platform for business-to-business networking and now provides tools for sales prospecting.
Improve the LinkedIn profile for your business and make frequent posts to make it easier for customers to find you there.
Road Legends LinkedIn page
Facebook and Instagram are two additional well-known and established social media networks. Utilize these resources to interact with clients in real-time and market both your company and theirs.
Clients often respond well to congratulatory posts. Celebrating your accomplishments can help you gain the trust and reputation of both current and potential customers.
Social media is affordable for reaching customers in numerous countries if your business provides domestic and worldwide shipping services. To prevent your content from being blocked, you should familiarize yourself with local content limitations.
You should create a proper marketing strategy if you intend to launch a successful trucking or logistics business. Creating a marketing strategy is crucial if you want to expand your company, sell more goods and services, and attract more customers.
Although many logistics companies do not fully utilize digital marketing, a sizable pool of potential customers is waiting to find your business online. Building brand awareness and keeping your business at the forefront of potential customers’ minds may be accomplished by using methods like search engine optimization, email marketing, a corporate blog, and social media.
Gjorge Stinikliev has been in the trucking business since 2011. He was then in charge of the day-to-day operations of the transport department, and since 2017, he has been leading a team of recruiters and managing daily recruiting and hiring decisions at Road Legends. He is also directly involved with the company’s growth strategies on a daily basis.