Logistics companies are facing an unprecedented change with the evolution of customer expectations and emergence of new technologies. Although there is a huge potential that comes with change, the industry has been slow to seize it. The lack of digital culture is the biggest challenge for transportation and logistics companies. A change in the competitive environment puts a company’s culture to the test, especially for a mature industry like logistics, where the traditional ‘modus operandi’ is being fundamentally challenged. Companies need to anticipate how their capabilities will need to evolve.
A clear digital marketing strategy that is integrated into your business strategy will be critical.
To drive brand awareness and lead generation, invest in local Search Engine Optimization (SEO). This is the process of optimizing your website to rank higher in the search engine result pages, increasing the amount of organic traffic that your website receives. Channels that benefit from SEO includes blogs, whitepapers, electronic books and infographics.
Manufacturing is becoming more customized which is good for customers but hard work for the logistics industry. The sector is under acute pressure to deliver better service, at a lower cost. Marketing automation that uses software to regulate repetitive tasks such as email newsletters, social media post scheduling, contact list updating, lead-nurturing workflows and campaign tracking and reporting, can be used to simplify processes. You can also leverage on the automation of transactional processes such as digital invoices and email alerts on shipments to customers, to upsell or cross-sell your products and services.
With digital marketing, you can also measure the ROI of your marketing efforts. Through content performance and lead generation, you can measure how people are engaging with your content. When customers download your e-book or watch your company’s explainer videos on YouTube, these serve as great platforms to generate qualified leads for sales conversions.
Are you looking for a partner to help scale and deliver your marketing initiatives? Contact Us for an appointment.