Lead generation is the hardest part of sales. To most 3PLs, lead generation means cold calling, lots of cold calling, which is painful for the caller and annoying to most shippers.
There is a better way to get sales leads – digital marketing.
A Better Way – Digital Marketing
Just as it sounds, digital marketing leverages the power of the internet. Sales and marketing professionals love digital marketing because it is easier to measure success and you can target a very specific audience.
We help our clients get more leads and build a following of prospective clients. We use a combination of the following digital marketing strategies:
Content Marketing That Communicates Your Company’s Competitive Advantage
Content marketing is all the rage. Advertising agencies and marketers have rushed to hire writers who can develop great content for their clients. The only problem is the writers don’t know jack about transportation and logistics – we do!
We specialize in writing transportation and logistics content – we publish hundreds of pages of good, original content (articles, web pages, etc.) every year. The search engines (Bing, Google, Yahoo, etc.) and your prospective customers are looking for unique insights and solutions to their biggest problems. By pairing your industry expertise with our professional writers, we can deliver top notch content.
We will help identify and articulate the things that make your company different and better. We dig deep to understand your customers, and create content aligned to your customer’s biggest problems and the solutions your company provides to solve those problems.
Content Marketing Strategies:
Sharing your expertise through webinars with current and prospective customers is a very effective way to build a relationship with your market and get good quality leads. The interactive nature of webinars is good for building a connection with prospective customers. We conduct dozens of webinars with our clients every year because it works.
We develop white papers, case studies and other website downloads for our customers to highlight their expertise and collect sales leads and emails. To create a valuable case study or white paper for your prospective customer, we align the content to your ideal customer’s biggest problems. Good original content, unique insights, interesting copy and optimized web page design are the key to converting visitors into visitors who leave their contact information.
Articles and blog posts are the heart and soul of digital marketing. Your customers are looking for solutions and expert insights. Your company might have those insights, but if you don’t publish them online, you can’t get found. We will write those expert insights for you. Today, shippers are looking for service providers online and reaching out to the one they think can best solve their problems.
Email marketing is a powerful way to connect with customers and prospects. The ROI on email marketing is hard to beat. Email marketing is still king, because it returns $40.56 for every dollar you invest (Direct Marketing Association, 2011 study). We help our clients convert people on their email list to people on their customer list.
When it comes to logistics and transportation, the Big 4 social media platforms are: Linkedin, Twitter, Youtube and Facebook. We can manage your social media campaign, communicate your brand message, build a following, nurture conversations with your prospects and ultimately help your company win new business.
Content marketing and search engine optimization are joined at the hip. Every piece of content, whether it is a blog post or web page, needs to be optimized so the search engines can find it. Content created without SEO might not be found, which is a waste. Every one of our articles and web pages are optimized for the search engines.
Have you ever noticed those advertisements that show up above your search results, when you use Google or Bing? Those are pay per click ads or PPC.
PPC is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. It is basically a way of buying visits to your site, rather than attempting to “earn” those visits organically (creating content).
While PPC usually provides a nice ROI, we typically recommend that our clients utilize content marketing before utilizing PPC.