There is no doubt that many companies have found their markets difficult in recent years. Whether it’s the aftermath of the pandemic, ongoing geopolitical turmoil, or simply a recession, many sectors are struggling.
The transportation industry has undoubtedly had its challenges, but it’s safe to say that it’s not an industry that has struggled for business. The rise of digital commerce and the constant need to transport goods and people quickly has put the transportation sector in the midst of a boom.
Of course, that doesn’t mean the companies came easy. In fact, the market is becoming more competitive as new start-ups have emerged to take advantage of the increasing demand. This means that all shipping companies need to invest wisely in quality marketing campaigns to maximize their success.
In this article, we’ll take a look at some of the most effective methods transportation companies can use to do their marketing.
Invest in branding for long-term success
Many shipping companies assume that providing good service and competitive prices is the key to success in the shipping industry. Of course, while these are important and essential to maintaining a company’s image, they have limits to their success as marketing tools.
This is because if the transportation goes well, it will naturally become inconspicuous. Service should be quiet, prompt and effective. So companies in this space have to take a different approach to being memorable. Branding is key here.
Think of the most successful transportation businesses. They have unique and distinct branding. Having a recognizable vehicle on the road is one of the most important elements of this. Companies with large fleets can be exposed to high levels of danger and can be seen on the road 24/7.
Of course, a big part of this is in the initial design of the logo and color scheme. You need something that stands out and catches your eye. In fact, many carriers reach out to branding professionals to create a striking look for their vehicles.
Go local with SEO
Another important aspect of marketing that every transportation business needs to focus on is the digital side of the company. Improving your website and investing in search engine optimization (SEO) are key factors in ensuring a strong digital presence and ranking well on Google.
But like all forms of marketing, getting the most out of SEO requires choosing the right method. For example, focusing on localized search terms is a great idea.
“By writing for users rather than search engines, you can create useful content that is relevant to your target industry and focus,” explains Kirsty Schofield, author of Artemis Marketing. “And with a local focus, you are more likely to attract a local audience. From industry gatherings and news to trends and informational content, you can build your reputation as a local industry expert. can.”
Establishing a strong local SEO presence provides a foundation for targeted campaigns centered around national keywords.
Don’t forget email marketing
Email is arguably one of the most powerful tools available to marketers, and this applies to the transportation industry as well. Targeted email campaigns are a highly efficient and cost-effective way to generate new leads and increase repeat business, yet they are often overlooked.
It is important to develop good habits in email marketing. Perhaps most importantly, use automated tools to make the process as quick and easy as possible. Automating email marketing “means that emails can be sent without manual intervention based on schedules, triggers, or user behavior. Email marketing software takes care of the process.”
Of course, you also need to closely track your email campaigns and monitor key metrics like open and unsubscribe rates.
the power of social media
Social media may not be something that every transportation and logistics business finds important. But ignoring this important marketing channel can be a real mistake. There are many things you can do to market your transportation business via social media.
Of course, one of the ways social can help your business is by posting regular content. Potential customers want to know that your business is active and operating. Having a social media account where you post regularly is a great way to show this.
It’s also true that having a strong social media presence makes it easier to create engaging ads and content.
One area of web marketing that many carriers have been slow to adopt is user-generated content. Specifically, I’m thinking about reviews and testimonials from clients. This kind of content can be a very powerful tool on your website, especially considering that 95% of his customers read his reviews online before buying.
Encouraging customers to leave reviews and having a space to present them on your website is definitely a great idea. ), driving more sales and conversions.
Transportation companies must invest in both short-term and long-term marketing to ensure they get the leads they need to stay in business, but grow their brands in the future. Branding becomes the most important aspect of marketing.
Even if business is going well, it’s important for companies to take their marketing seriously. In general, best practice is to use different forms of marketing to see what works best for you.
Author: Annie Button, freelance writer