Digital Marketing for Logistic Companies, What’s Good?

Share this:

When it comes to digital marketing, logistics companies have a history of being late adopters. To expand their business, they have heavily relied on relationship-based selling. Due to the success of companies like Amazon, which have reset consumer expectations to near-instant gratification, logistics marketing tactics have shifted more recently. The target audience is shifting as well. To stay relevant, it’s more important than ever to engage with people on the digital platforms they already use.

One of the most difficult challenges for marketers in this industry is standing out in such a crowded market. The importance of trust, speed, connectivity, and availability cannot be overstated. Your customers are placing their trust in you to deliver their items safely and on time. Customers expect real-time tracking and updates to be readily available because the cargo you’re transporting is valuable.

We’ve learned from our work with a variety of Freight and Logistics clients that the marketing challenges in this industry are quite different from those in other industries. They must market to drivers and potential employees in addition to expanding their customer base.

With that in mind, we recommend that the following digital tactics be included in a comprehensive digital marketing strategy.

Apps for mobile devices

We expect to be able to get instant answers and updates on our smartphones in today’s culture. Users will expect to be able to check the status of shipments and see where their vehicles are at all times. Mobile apps are an excellent way to provide customers with real-time information.

The booking process can also be made easier with the use of mobile apps. Give your customers a safe place to save their information and book pick-ups and deliveries with a few simple steps. People will be more likely to do business with you if they have access to a mobile app.

You must also ensure that communicating with your internal staff is simple. Apps can be used to manage your fleet, track their routes and vehicle condition, and send them important notifications.

Individualization

Website personalization can help you get the right messaging in front of the right people when trying to satisfy internal and external audiences. Personalization was used on the homepage banner image and call to action on a website we recently built for a logistics company. We were able to determine which persona group a website visitor belonged to based on their website behaviour by using cookies to track user activity.

When they return to the homepage, they are now greeted with a message about booking a load. Visitors who have previously visited the careers section and conducted a job search, on the other hand, are presented with job-related messaging.

The Schema

Schema markup is extremely beneficial to include on your website because it can improve your search engine visibility. You can use Schema.org to apply a variety of data structures to various types of content on your website. The following schema types can be very useful if you work in logistics or transportation:
Not only will using review schema help you stand out in search, but it will also help you build trust with potential customers. If someone is looking for a logistics company, they are more likely to go with one that has a proven track record.

Using local business schema for your locations can help with local SEO for large multi-location businesses. Individual pages for each location should be included on your website, with local business schema markup added to those pages.

The Job Posting Schema will assist you in your recruitment and hiring efforts. When you include job posting schema on your open positions, they become eligible for inclusion in Google’s Jobs search results.

Marketing with a Geographical Focus

You can market to a local audience using a variety of methods in addition to schema markup. Google My Business is a free service that can assist you in reaching out to local customers. One of the most significant advantages is the ability to appear in Google Maps searches. Directions, photos, reviews, and more are included in these Map search results. The engagement rate of these robust listings is much higher than that of a standard search result.

You can use geolocation data in paid advertising to serve ads to people in a specific area based on their device data. When you’re trying to market to a more local audience, this is helpful.

Marketing with Content

In most industries, a strong content marketing strategy is essential, and logistics is no exception. Gaining a thorough understanding of your website’s visitors is crucial to creating good content. You’ll almost certainly have multiple audiences to please, so start by identifying and defining them.

After that, make a list of all the content on your site and map it to those personas. Make certain you have enough relevant content to meet their requirements. You’ll probably notice areas where you need to add more content to improve the user experience. Ensure that there is content that satisfies them at every stage of their buyer’s journey (awareness – consideration – decision).

These are just a few digital marketing strategies that are popular in the Logistics sector. The most important thing to focus on, as with any business, is what will be important to your target audience (s). Find ways to set yourself apart from the competition in order to earn their trust and make it simple for them to work with you.


Leave a Reply

Your email address will not be published. Required fields are marked *

Back