Marketing is difficult enough for straightforward industries, much less in industries with unique niches. From interviewing marketing agencies to deciding what deliverables you're interested in, choosing the right marketing path for your business is a big decision. If you work in the transportation or logistics arena, you might feel like it's impossible to describe your services and their benefits to customers. How do you show the benefits of hiring your truck drivers over others? How do you impart the importance of tracking orders and scheduling advanced deliveries? If your problem is similar to these, then there are a few tips you might find helpful for successfully marketing your business.
Almost everyone finds the information they need online, so that's where your business needs to be. An easy-to-use website is rule number one for marketing in any industry, but especially in those where you might need more space to make your solutions clear for the customer. For example, if you're featuring a new truck route GPS system, you can place that article, photo or call to action button at the top of your site for people to see.
When you start crafting your website, whether on your own from scratch or through or through a customer relations software like Joomla, you want to keep the focus on easy features. Think about some of your favorite websites and why you love them. Maybe they're super easy to navigate, or they always have what you're looking for front and center on their homepage. Do your best to implement these features into your own website so people can easily find what you want them to see and can move from page to page without confusion.
As you build out your pages and content, make sure you have all the necessary information in highly visible areas. Things such as your contact information, business hours, an "about us" page, and a list of your services are all necessities for any effective website. You can add these to a navigation bar or simply lay them out in a grid on your homepage. However you choose to design your site, just make sure people can quickly identify the information they need and access it quickly.
Once your website is up and running, you'll need some content to fill it up. Adding content, especially in the form of blogs or helpful articles, can help your company become an authoritative source of information on topics in your industry. With the right formula for great content, you can quickly become the first result in Google.
To accomplish this, you have to know a little bit about SEO marketing. This type of marketing focuses on creating content that is designed to be ranked highly by Google so you can get more organic traffic and naturally boost your site's ratings. One of the main ways you can employ SEO strategies in your content marketing tactics is to find and use powerful keywords in your articles.
Keywords help Google make associations between someone's search and your content. The more words surrounding a particular category you have, the easier it is for Google to pull up your content and display it for people to click on. There are three things to keep in mind when dealing with keywords: search volume, difficulty and search intent. All three of these contribute to how Google will rank your article and how likely people are to search for one of the terms in your piece.
Finally, you want to make sure your content is relevant to your business. Don't just conjure up a list of keywords and see how many articles you can write around them. Instead, pick topics that would make sense on your website and that can drive people to your services. When you have a small list of topics picked out, choose keywords based on what you'll be writing about. This can help content feel more natural and helpful instead of forced.
An online presence isn't the only way to draw in customers. Email marketing is another popular strategy that can easily be implemented in the transportation industry. All you need to do is build an email list of clients so you can send content straight to their inbox. This could be as simple as requesting an email when people schedule your services and allowing them to opt in to your newsletter.
One way to do email marketing is to focus on existing customers. When someone uses your service, you can send them an email thanking them for their business and asking them to come again. In this email, you can also include a request for referral. Referrals are the easiest way to gain new business without having to spend a dime. You could even include an incentive for people referring their friends, such as 10% off after the new customer's first purchase.
The second way to do email marketing is to craft a weekly or monthly newsletter that gets sent out to all your customers. This may include your top content, coupons, helpful hints or updates about changes in your business. It's a great way to stay connected to your customers, but beware, it's not always the best way to score sales. You'll have to test out a few different strategies to see what fits best for your market and your budget.
It might sound old school, but having plenty of business cards to hand out while on jobs can go a long way. Make sure you have a catchy logo design and all of your contact information on each card so people will remember who you are and know how to reach you. Give a stack to all of your drivers and encourage them to hand them out as they load or offload their trucks.
There are plenty of ways to adapt current marketing strategies to the transportation sector. Just make sure you build a website, create relevant content, consider email marketing, and have lots of business cards!
Publish Date: May 11, 2021 2:17 AM