In very simple terms, a logistics business takes goods from one place and delivers them to another. For example, clients may be manufacturers wanting their products taken from the manufacturing site and delivered to somewhere they will be bought by consumers. This sounds very basic, but there is a lot more going on behind the scenes. Modern logistics companies are using sophisticated technology, and the level of expertise and experience a company has can make all the difference to the quality of the service. How do logistics businesses communicate this and market their business as different from the rest? Here are some key questions to ask when creating a marketing strategy for a logistics business.
What Does Your Business Do?
Again, this sounds very simple, but that’s often where the best marketing ideas come from. It’s crucial that you set out as plainly as possible what your business does. If done well, it should only take a few lines. Does your business deliver products to stores or raw materials to manufacturing sites? Do you operate internationally or only domestically? This will help you to clarify what you want to communicate in your marketing.
Who is Your Ideal Customer?
Now you know who you are, you need to work out who would need your services. Some companies may specialise in transporting food which needs to be refrigerated while others may work with large electrical appliances. A key decision to make is whether you want your marketing to target several small companies or a few larger ones. Once you’ve identified your primary target market (and possibly some secondary markets), you can start to research the competition.
Who is Your Competition?
You now need to understand what other companies in your sector are offering your target market. This will include other logistics companies, but you may also need to consider that companies may be using a courier or their own internal shipping department. You need to research the competition thoroughly and work out what you can do to better them.
What’s Your USP?
You know who your marketing to, and you know what the competition is doing, so now you need to work out what you can bring the market which is unique. How are you different from all the other logistics companies? You may offer more sophisticated tracking, the latest vehicles or 24/7 customer service. Focus your marketing messages around 1-3 key USPs which make you a better choice than your competitors.
How Will You Communicate Your Message?
Now you have your marketing message you need to decide how you’re going to communicate it. It’s essential to have a high-quality website and strong social media presence in today’s market. Luckily, there are marketing and PR companies which concentrate in creating websites for logistics companies. These teams have knowledge of the industry as well as digital marketing techniques and can help you promote your key USPs such as vessel tracking or years of industry experience.
How Much Will You Spend on Marketing?
Your marketing budget will dictate how you communicate with your potential customers so make sure you have this set out before you commit to spending any money. From ensuring your online presence is strong in attending relevant trade shows or directly contacting prospects, you can make even the smallest marketing budget work to your advantage.
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