Marketing and logistics? 5 tips for successful digital marketing
What do logistics and marketing have in common? The answer is – planning. In both cases, a well-structured process is the foundation of success! Therefore, we share 5 tips on how to plan effective digital marketing activities for your business.
Let’s take a look at a global giant like Amazon. Thanks to its meticulously planned marketing campaigns, it has become a huge success. Amazon is currently focusing on its consumers’ needs. Consistent analysis of feedback from clients enables Amazon’s marketing team to adjust its strategy accordingly.
But what exactly is a strategy? For some companies, this means developing a marketing plan or updating an existing strategy with lessons learned from the previous year. Therefore, in order not to lag behind and to be up to date with current market trends, you should consider investing in knowledge on digital marketing, marketing tools and their applications.
The following are five useful tips on digital marketing to help you succeed in the logistics industry.
5 ways to effective marketing in the logistics industry
1. Make a great first impression. Design a clear website.
A website dedicated to a company is an excellent tool for generating leads. The logistics industry, where the service and product range is wide, faces a big challenge. The structure of information on the website is often complicated, chaotic and confusing. The first step is the rearrangement of content to make it more logical and coherent. You need to be sure that the information you provide reaches its intended audience effectively. Remember, a good website is a showpiece of your logistic company and should function as a contact point between you and your clients.
Instead of describing a full range of solutions, design your website to emphasize the core of your offer. In order to develop a concise and clear description of your services, you need a brand strategy that defines your direction, target group and positioning method. A simple contact form or an online chat plug-in where a visitor to the website can ask about your services will be a good starting point.
A neat website means a minimal number of buttons, links and text blocks (ideally, it should be designed based on UX research). Another way to interest the logistics industry in your offer is a Case Study. A well-designed Case Study describes a problem and the means used to solve it. This is no different to sales storytelling – potential clients can identify themselves with the protagonist of the story and realize that the solution you are describing is exactly what they need.
To sum up: in order for a website visitor to become a client, the content must address their needs and clearly communicate that the offered products or services will solve their problems.
Is your website ready for new customers? Check with our checklist.
2. Focus on SEO
Effective SEO has a huge impact on your website’s position in search engine results. If you take your time and create a good SEO strategy, it will help you get the attention of your audience. But how does it work?
When creating content for your website – blogs, case studies, descriptions of services and products – focus on metatags, especially in the title. (Just to explain – a metatag is a set of tags in a header section of a document that describes its content. It is used in HTML web pages). A well-designed title and appropriate keywords have a strong impact on search results .
There are many free tools for generating statistics on the popularity of search queries. The most popular ones are Google Trends and AnswerThePublic. Use the keywords in a title, headings and descriptions of images to attract traffic to your website. However, keep in mind that too many keywords in a text can negatively affect your site’s visibility.
To sum up: For SEO to work, focus on creating quality content about the products and services your company offers. Be sure to use relevant keywords and an appropriate title. Don’t overdo with the number of keywords repetitions or the text will sound unnatural.
3. Collect feedback from clients
The old adage goes that the better the feedback, the more clients your business attracts. In any industry, creation of brand image by using client testimonials is a key part of successful sales, especially that your competition never sleeps.
Clients are smart and learn from the mistakes… of others! Before they decide to buy products or services, they do the research – that is, they check how others rate your company. A vast majority of customers base their purchasing decisions on reviews and ratings they find online. Positive reviews work in your favor and conversely, negative comments can kill your sales.
Here are some examples of how you can collect your clients’ opinions:
- When designing your sales process, make room for client feedback. Decide at what stage of customer service you will ask them about their impressions and make a request for testimonials.
- You can add a simple CTA to your email footer: “Are you satisfied with our service? Spread the word about us <3!”
- After the service is completed or product delivered, get in touch by email – ask for feedback and evaluation.
To sum up: A positive online review of your business is one of the most effective sales methods in digital marketing.
4. “Let’s keep in touch!”
Whether you want to inform clients about changes to your service, advertise new products or send valuable and useful information, writing an email is an excellent choice.
The success of email marketing depends on profiling and segmentation of your email list. You can sort your subscribers by the topics they are interested in and send personalized messages that will prove more valuable to them.
Being consistent in your efforts is key. For a start, try to send at least one message a month – describe your latest projects, write about your company’s planned growth, or talk about interesting solutions. E-mail communication with your subscribers – regardless of whether they already do business with you or are prospect clients – is an important aspect of building brand awareness and relationships with your community. A substantive newsletter not only generates organic traffic, but also engages the audience. Furthermore, sending informative and inspiring newsletters will help you create a professional image and establish yourself as an expert in the field – an expert everyone wants to do business with.
To sum up: E-mail marketing is like a magnet. Engaging and valuable content can be very effective in attracting clients to your website.
5. Be active on LinkedIn
At present, there is no better social media channel to promote your business activities than LinkedIn. It is a medium for professionals, where conversations about business and exchange of experience are of a daily occurrence. A well-designed and up-to-date profile successfully attracts new and activates existing clients.
Using LinkedIn, you can connect with potential clients interested in logistics (for instance, search for industry-specific publications by hashtags #), observe competition, or engage people in discussions.
LinkedIn is a platform that gathers professionals and experts who are eager to share knowledge and exchange insights. It is a great source of information on current trends in logistics. A well-thought-out profile with attractive content will promote you as a leader in your industry.
To sum up: Building a profile on LinkedIn can help you generate more leads.
Use the above tips complementarity. It’s a condition for effective digital marketing activities. Of course, one thing at a time, but in order to engage your brand’s target group and convert them into clients, use different methods. Preferably all of them <3 Well-designed and deliberate marketing activities can contribute to the success of your logistics business.
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