A Comprehensive B2B Digital Marketing Strategy for Logistics Companies
A Comprehensive B2B Digital Marketing Strategy for Logistics Companies
There’s no doubt that the freight and logistics segment is one of the most dynamic in the transport industry. Generally, dynamic companies go hand-in-hand with the use of advanced technology, benefiting most from the digital transformation we are experiencing.
Strangely, that’s not the case so far for most freight and logistics companies. Leaving out the market leaders such as DHL, FedEx, or DB Schenker, very few logistics companies invest time and money in their digital presence or seek to be well-versed in how to market and operate in the digital environment.
Since this segment is constantly evolving in the global transport industry, and a key part of the effective running of businesses of most other industries, it’s time that freight and logistics companies enter the digital marketing world. This article details just how to do that.
Finally, A ROI-Driven Digital Marketing Strategy
According to our 2018 study, 71% of the interviewed logistics decision-makers never considered using digital marketing for sourcing business leads. But this behavior is changing rapidly for the decision-makers who are beginning to leverage the digital world for securing leads.
In this comprehensive guide, we will explain what transport and logistics companies need to do in order to improve their digital presence and how to leverage digital marketing for B2B (business-to-business) leads generation without needing to hire an expensive digital marketing agency.
The process below is one that every conscious decision-maker needs to employ in order to leverage digital marketing so as to nurture meaningful connections with their clients and source qualitative leads that turn into profitable sales.
B2B Digital Marketing Strategy For Logistics Companies
Below is a 7 step-strategy to implement to start your B2B digital marketing journey. We’ve outlined what to consider for each point, as well as the key questions you can ask that will give your company the clarity in needs to take action on your digital marketing strategy.
1. Define Your Customer’s Persona
The first step is to define in great detail your client’s persona and your client’s journey. Business owners and the greater team of the company must be clear on who your potential customers are. This ultimately allows you to speak directly to the audience that will ideally turn into your community of customers.
Questions to develop clarity on your customer’s persona:
What are their likes, needs, and their dislikes?
What are their objections to taking action/buying?
What demographic do they fit it?
Where do they hang out online?
Also, it has to be very clear how your customer makes the decision to buy from you, both psychologically and also in the physical act of buying.
What do they think throughout the steps of buying? (As based on the way your company’s purchasing method is set up).
What questions go through their minds when assessing your product or service?
Who do they consult with through the process of buying?
Who are the decision-makers in their own company and what is their decision flow? (if you have an idea of this).
2. Define Your Business Goals And Budget
Once you’re clear about your customer’s persona, the next step is to define your business goals. You’ll need to pinpoint the numbers to reach that would reveal that your campaign/s were successful.
Firstly, you’d set a budget. In order to define your budget, we’d suggest setting it as a monthly budget to start. Know that the budget will later be refined based on the campaign’s performance/ROI (Return on Investment).
Questions to assist with budget and goal setting:
What do you want to achieve by running a digital marketing campaign? Is it brand awareness or a hard number of sales-ready leads?
What extra revenue do you expect to generate?
What capital do you have on-hand to allocate to this initial marketing campaign?
3. Measure Everything
Make sure you integrate in your digital marketing strategy measuring software such as Hotjar, Google Analytics or Google Data Studio. You need hard data to make correct, unbiased decisions. Question to help decide on measurement software:
What types of data points need to be analysed to ensure that the specific goals that were set are being reached?
4. The Marketing Rule Of Seven
Now you know your customer persona, where to reach them, what you need to achieve and you’ve got your measuring tools up and running…it’s time to create and execute the ‘master plan’.
There are so many variables when it comes to strategy to draw a one-size-fits-all blueprint. However, we can attempt to generalize the plan to at least share insight into the overall direction that should be taken, as it’s important to note that much of what is perpetuated as ‘marketing advice’ is too basic.
An inexperienced marketeer will suggest a customer acquisition strategy that looks something like this:
Create paid Facebook/Google/LinkedIn campaigns
Set it up to send people to your website
People will magically buy your product or service.
But this is an unrealistic and overly simplistic way to go about marketing, that can leave businesses and brands spend a lot of money without getting a positive ROI.
Hard marketing statistics suggest that a user needs between 5-7 interactions with a brand before being ready to purchase. The number of interactions might be even higher in some scenarios where the decision flow and the sales cycles are more complex (and in the case of higher-ticket products or services).
So, if you only focus on sending people to your website through paid ads, most likely they won’t be ready to buy your products or services without developing the rapport needed to make that final decision, and you will ultimately just burn cash.
Here are some questions to adjust your digital strategy mindset:
How are customers already engaging with your business/brand?
How could you engage your customers more?
What approach can you employ so you engage them in a cost-efficient way? (In the end, you still need to keep a positive ROI on your ads).
5. Create & Execute Your Strategy
You need to draw your digital strategy with the “marketing rule of seven” in mind. For your unique business, the following questions will give you insight into how you can leverage more interactions for more sales.
Below we share the digital marketing strategy that delivered us great results in many B2B freight and logistics scenarios (we have confidence that this will bring you great results too).
The effective B2B Digital Marketing Strategy for Logistics Companies
Draw awareness and traffic by using paid advertising as a trigger – Facebook, Google, Linkedin or Twitter Ads.
If you want to learn how to set up a successful Facebook Ads Campaign check out this blog article.
Send interested people to a well-crafted landing page on your site where you would want to collect at least the email address (ideally phone number too). In order for people to share with you their details, you need to gain their trust.
Run retargeting campaigns for people who visited your website but did not give in their details at first. A percentage of these will then share their details when they see your retargeting ads.
Contact subscribed leads through a valuable series of emails. Don’t be salesy – show a friendly but also professional tone. It’s important you don’t try to sell from the first interactions (the first few emails). Instead, offer value.
Questions to help with crafting email automation:
How can you provide value to your clients?
Is it through sharing information, knowledge, freebies or discounts for your products or services?
If you do have a sales team in place, rather than just email, call your fresh contacts to establish a more human connection. Even if you decide to call, make sure you follow up with a string of friendly and valuable emails.
Make sure your contacts stay in the loop. Keep them informed about your business with valuable emails. Even if a customer won’t buy from you at first, you’ll have a much greater chance at staying in their minds so they come to you when they’re ready to buy.
6. Funnel Support
Think of ways to support your digital marketing sales funnel. Try to keep a creative spirit and an open mind to keep finding new ways to optimize.
Questions to spark creativity:
Can content marketing help reach your goals faster or cheaper?
Have you considered thought-leader or influencer marketing campaigns?
Ultimately, use your logic and rationality to establish which additional marketing channels can get you best results.
7. Track & Optimize
Always keep an eye on your KPI’s (Key Performance Indicators) and your chosen measuring tools. This way, you’ll quickly learn where the pain points/challenging places of the funnel are and what needs to be fixed in order to get results.
Don’t be attached to the first campaign strategy that you create – this can hinder your chances of success. Be prepared to go through an optimization process of your funnel until you reach your defined goals.
Start Generating Leads For Your Freight & Logistics Business
Now that you’ve learned about what a professional digital marketing strategy looks like, it’s time to implement it.
We have no doubt that employing this digital marketing strategy will put you in the line of sight of your ideal clients and bring you cheap, sales-ready leads for your freight and logistics company. You can deploy the strategy with or without the help of a direct sales team or digital marketing agency, and it can be scaled to any size of business.
Though this strategy can be implemented by your internal team, know that if you require the help of a professional B2B digital marketing agency, specialized in freight and logistics companies, taking the weight of your shoulder to let the experts handle the princess, reach out to us.
We are Streamford Digital and B2B digital marketing for freight and logistics companies is our speciality. Feel free to reach us for a free consultation at www.streamford.co or by using the contact form below.
Get in touch with Streamford and our consultants will reach back to you as soon as possible!