The transportation and logistics business landscape has undergone tremendous changes in the past martal group decade or so. All these changes, as with any business, have been aimed to drive profitability and growth. The transport and logistics businesses are among the most profitable business ventures currently. Progresive changes and improvements are being made in the sector to improve its profitability. One notable improvement being done in the sector is the adoption of various marketing methods to drive up leads and sales.
Two factors are vital for any business to increase business leads and sales. These factors are demand generation and lead generation. Demand generation is the process of creating awareness about a business’s products or services. This is done to get potential clients interested in the company’s products or services.
Lead generation, on the other hand, is the conversion of a potential client to a lead. This happens when a potential shows interest in a product and makes an inquisition about it. In this article, we highlight how transport and logistics businesses can drive up their leads and sales. The article focuses on the use of demand generation for this.
- Identifying Your Client Base
When a business states that it is in the transport and logistics business, one would not know exactly what they do. This is because the transport and logistics business is quite versatile and diverse. Different transports and logistics brands offer freight services for various services or products.
The best way for a transport and logistics business to drive up sales and leads is to identify the needs of its market. In the transport and logistics business, different clients can be those shipping:
Cars
Furniture
Construction materials
Foods
For different client types, the requirements vary. Let us consider the example of a client shipping cars. Such clients would focus on the tie-down locks on the freight trucks. Clients shipping food would be concerned about the external covers on the trucks that ensure the food items are preserved.
Once a business has identified its specific target client base, it can focus on ramping up demand generation. This can be done using targeted marketing. The transport and logistics businesses can also use cold calls. Cold calls are handy to approach clients and offer them special deals. This easily creates demand for a brand’s services.
Identifying your client base also helps optimize the freight services to suit clients better. This helps a business get higher client satisfaction rates.
- Mapping the Client Journey
The client journey denotes the steps a client has taken since they were a potential, to when they become a client. Similar to all other processes, learning the steps in the process is essential to optimizing the process and improving its results.
Transport and logistics businesses must highlight a rough outline of their client journey. This is done by analyzing previous potentials who converted to clients. It is also important to analyze the potentials or leads who never had a conversion.
Studying the journey of leads who never made a conversion will help the brand identify weak points in its buyer journey. Identifying the weakness will help the business work on that weakness to increase its sales.
Analyzing the client journey is an easy way to identify strengths and weaknesses. Analyzing the journey of leads who turned to clients helps the business denote their sales strong points. Once the business identifies the strength in its client journey, the corporation should improve it. However, in some cases, identifying the strength of a brand’s client journey is done to ensure they do not alter it. This helps maintain the journey’s current success rate.
When identifying the client journey, the business will note that its clients may have different personas. The persona of a client or lead is what identifies different clients to their journeys. Different personas have varying steps in the client journey that impacts their final decision to seek the brand’s services.
For some leads, how a brand contacts them and markets their services is what matters. This might be contrary to other leads, who are most impacted by what the business stands for. It is vital for transport and logistics businesses to recognize the personas of their clients. By identifying different personas, the brand can use different sales strategies based on lead personas. This is an easy tactic that increases lead conversion rates and increases business revenue.
- Influencer Marketing
In the past, large-scale media platforms were the most popular and widely used by brands for marketing. However, business analysts noted that the returns from this marketing type were not as expected .
The rise of internet technologies and social media platforms has led to the rise of influencer marketing. Influencer marketing entails paying a person, organization, business, etc., to endorse your services to their followers.
Globally, many transport and logistics businesses do not embrace the use of marketing to create leads and improve sales. To drive up sales and leads, transport and logistics businesses can hire influencers. Influencers will improve the brand recognition in the market.
Influencer marketing drives up the demand for a business’s services or products. This is done by exposing the potential clients and leads to the brand’s good services and products. This helps create a need for the brand’s services in the minds of the target audience.
In today’s world, logistics is a fast-growing industry with a fairly competitive environment. Companies in the supply chain and logistics industry still rely heavily on personal selling and word-of-mouth marketing to grow their businesses. With so many companies entering every day, you must find your way to stay ahead in the curve. To achieve the goal of establishing your logistics business online, Digital Marketing is one of the most effective methods you can use.
Let us look at the 5 major benefits Logistics Businesses can gain through Digital Marketing:
Google My Business: Localize your logistic business to improve sales with GMB maps, reviews, photos, etc. A verified GMB will help you ensure that your business information is accurate and your logistics business is twice as likely to be considered reputable in the industry.
Informative Website: An informative website is an excellent tool for a logistics business to attract potential customers and generate leads. To gain maximum traction, create a content-driven website for easy data tracking and operations.
Search Engine Optimization: Optimize your website driving traffic for Logistics services keywords & backlinks. Break down your target audience to find details and come up with keywords that will direct search engines to the company site. Write meta descriptions, meta tags, and create appropriate and marketable titles for your blogs and articles.
Social Media: You must select the social media platform based on the type of platform that matches your target audience. You can also utilize all social media platforms, but create content tailored to each one. Promote the latest updates on your 3PL services, make new connections & build long-term relationships to increase sales.
Content Marketing: Sharing the right information amongst your industry is crucial for growing your logistics company. Once you have identified a target group and defined their needs, desires, and pain points, you should focus on creating content tailored to their needs. With content relevant to the logistics industry, you can increase high-quality traffic and stay in front of your clients.
Leveraging digital marketing can be transformative for the growth of supply chain and logistics companies.
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