For logistics companies, your sales results are only as good as your marketing strategy and execution. The industry is filled with competition… so you have to stand out and focus on what works.
If you’re marketing the same old way, you’re wasting time and money. These days, effective marketing is about having a plan and executing consistently.
But how do you know what you need to improve and how to go about making those improvements?
To help, we’ve created a 4-step Marketing Reality Check to help you identify areas for improvement and provide ideas on the next steps to take.
Only give yourself a mark below for each question you can answer with a whole-hearted YES!
Step 1 – Too few or unqualified leads
Ask yourself:
❏ If you’re honest, you know good closers aren’t usually the best hunters when it comes to prospecting. Are you generating enough leads to keep your sales team busy, actually selling and not dialing for dollars?
❏ And even the best can’t do it alone… do your salespeople have the support (such as sales collateral and contact research databases) they need to move deals from proposal to close?
Step 2 – No brand recognition
Ask yourself:
❏ Buyers buy differently than they used to, and most often, a prospect will review your website before ever agreeing to speak with a salesperson. Does what they see make them want to buy?
❏ A lack of outbound campaigns, such as by email, and a sparse social media presence hurt credibility when prospects are looking to qualify your company. Do you cultivate your brand presence on social media?
Step 3 – A lack of strategy
Ask yourself:
❏ Sales and marketing results don’t happen by accident, and most logistics companies are selling a solution with long sales cycles. Do you have a plan to keep your marketing consistent and on message from top of funnel to close?
❏ Logistics is a very specialized industry, and subject matter experience matters when it comes to your marketing messaging. Does your marketing team really speak the language of your prospects and understand their problems?
Step 4 – No proof you’re the expert
Ask yourself:
❏ Standing out from the crowd is THE biggest challenge for many logistics companies. Are you publishing expert content that offers true thought leadership, helping clients, and differentiating your company from the rest?
❏ Getting your content seen is the hard part. This means your blogs, ebooks, whitepapers, and videos need to be exceptional. But… it needs to be seen. Are you leveraging email marketing as a way to distribute your content? It’s still the best way.
Now, score yourself.
Level-Up Your Marketing with ShipStarter
ShipStarter provides technology-forward data-driven marketing solutions to companies in the logistics industry. It’s the only industry we service, and with over 20 years of experience, we know it better than anyone.
Our solutions include:
- Fractional Director of Marketing Services
- Content Marketing
- Email Marketing
- Social Media Management
- Client-Ready Logistics Market Updates
Everything we do for clients is metric and KPI-based with full reporting and accountability for results. Contact ken@shipstarter.com to learn more.
