How Digital Marketing is helping Logistics ?
While there is a wealth of knowledge on the power of B2B digital marketing on the internet, most logistics companies fail to invest in their digital presence. The irony is that logistics is the ideal industry for digital marketing (done correctly) to help you expand your company for two reasons:
- Customer relationships are built on a foundation of trust. Digital marketing aids in the development of confidence!
- Digital marketing allows you to distinguish yourself from the competition by demonstrating your knowledge.
We recently looked at the websites of 20 logistics companies in India that were chosen at random.
Our findings revealed that only 35% of respondents had mobile-friendly websites, and less than half had even basic web analytics enabled. Furthermore, according to our study, only about 5% of Indian logistics companies use marketing automation or retargeting advertising.
Logistics Companies Use Digital Marketing Strategies
Relationship-based selling has historically been used to grow businesses in the logistics, supply chain, and transportation industries. But how do you grow your business if you don’t have any established relationships?
Here’s where logistics marketing campaigns will help. CRMs, Marketing Automation, and Audience Targeting tools can help you develop and expand relationships with future (and existing) customers in a more sustainable way than current practises.
The logistics industry’s lack of investment in online marketing provides an incentive for your company to use these strategies to get ahead of the competition.
We’ll go through three forms of applications you can use to get your brand in front of the right audience before they make a decision, as well as how they can be used to match marketing and sales.
Customer relationship management (CRM) software aids companies in managing customer data and experiences in the future and in the present. To put it another way, it assists you in determining who your customers are and how they communicate with your business.
A prospective customer must be willing to trust you before choosing you to move their cargo. This means your team will have to develop a rapport with the prospect.
Members of the sales team will use CRM data to have customised conversations with contacts based on their past experiences with the company, raising the chances of potential deals being closed.
CRM software also helps businesses expand by automating data entry and laying out simple procedures for following up with leads.
A simple CRM is used in some warehouse management systems (WMS). This could be a viable option, but make sure the CRM programme you’re using automates your procedures, links to your marketing activities, and is cloud-based.
Marketing Automation Software
According to Cyzerg’s survey of 20 randomly selected logistics companies in Florida, less than 5% use marketing automation tools.
Marketing automation can help you automate time-consuming marketing tasks like email, social media, and website maintenance. It can help build and strengthen relationships with leads and customers if used correctly.
Since most marketing automation software contains a CRM feature, the terms marketing automation and CRM are often confused.
Although we suggest that the marketing automation and CRM applications be combined, they are two distinct entities. However, it’s important to keep details up to date so that marketing and sales departments are on the same page when it comes to a prospect’s activities.
Software for online advertising and audience targeting
The final piece of the puzzle is the software known as programmatic publicity and targeting online audiences. While CRM and marketing automation foster contacts and outlooks, programmatic advertising uses software to promote and promote your brand.
Programmatic ad purchases open the doors for logistics companies to reach their online audience. Your ads can only be reached by conduct targeting by your target audience.
Behavioral targets allow you, based on job titles, industry, buying behaviour, geographical location, age, etc, to display your ads to people online. Installing your behavioural targeting allows you to purchase advertising from thousands of websites instead of buying them from any one website at a time.
Retargeting is another way to buy programmatic ads. Retargeting allows only people who visited your website but did not inquire about their services to be present with your advertising on the internet.
One fact is quite clear: logistics companies are gaining (and retaining) customers from trust built relationships. They’re not going to use you if you can’t trust. And although these three tactics can include only a small proportion of how digital marketing can help you build that trust, they are valuable initial steps in the marketing of logistics.
Moreover, your integrated sales and commercialisation efforts with the right synchronised technology will be ready to expand as your marketing efforts increase your logistics company.
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