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How the logistics industry can benefit from using digital marketing in 2022

The logistics industry is the backbone of any economy. It is one of the crucial industries that takes a country and its people forward.

January 06, 2022 12:21 IST | India Infoline News Service
The logistics industry is the backbone of any economy. It is one of the crucial industries that takes a country and its people forward. A country like India has been actively and aggressively pushing to encourage national and regional players in the logistics industry to grow over the last decade.

In the advent of growth in the logistics sector, businesses have used several traditional as well as new marketing strategies over the years. We see so many logistics companies now take digital marketing super seriously.

Digital marketing is indispensable in your business strategy. Most businesses have accepted this fact and courtesy the pandemic, have sped up their own digital transformation in recent times. Here are some key digital marketing activities that a logistics company should keep in mind to grow their business in 2022:

1. A genuine and updated website is key

No matter what stage your business is in, having a thoroughly optimized website that explains in depth what you do and how you do it, is a must. Work on the page speed of your key pages and have a score of at least 70/100 in Google PageSpeed Insights, on both desktop & mobile. Maintain the same NAP information (name, address, phone number) on the website as present across other business listing sites you may have listed your business in. Have a CRM in place to ensure that you don’t miss giving due attention to incoming leads.

2. Marketing automation using drip marketing

Since the conversion cycles in a typical supply chain/logistics business (assuming it’s B2B) could be longer and may take a few weeks, it is imperative that we keep in touch with prospects on a regular basis via automated emails. You can use tools like Mailerlite to pre-schedule 8-10 mailers over a period of 6-8 weeks that go regularly to your leads, with content spanning from your services to testimonials, case studies, and more.

3. Inbound marketing via SEO & content

The best way to generate high intent leads in this category is by leveraging the power of SEO. If you have a great SEO strategy including content & tech optimization apart from off-page strategy, there’s a good chance that your customers will walk into your website instead of you trying to find them. The right choice of keywords, genuine & thoroughly researched content and an aggressive backlink-building strategy will do the trick. Our experience of working with well-known logistics players in India and USA and have shown successful results for them in SEO.

4. Establish thought leadership on social channels

Don’t just create content on your social channels for the heck of it. Don’t talk about your products/services only. Instead, focus on what problem you solve for your target audience. Make your brand personal by having the key leadership team give you quotes, opinions on the latest happenings in the logistics sector which can be published on your social media handles. Try to bring the values your organization believes in through your social media content.

5. Generate leads via Linkedin & Google

Run ads on Linkedin & Google to generate leads for your business. You can use Search ads in Google and InMail ads in Linkedin for this purpose. Definitely, don’t miss out on remarketing campaigns. Start slow and scale up your campaigns, this will go hand in hand along with the content strategy you implement for the social media channels. The landing page you use for the lead generation activity on Google must be crisp in conveying - who you are, what you do, who you work with, how can you help me. We have seen this strategy work every single time for our clients.

It is about the right time to jump on the digital bandwagon if you are in the logistics business. There is a ton of opportunity for small and big logistics companies to scale up their business using digital marketing.

The author of this article is Mr. Deep Mehta, Co-Founder, DigiChefs
The views and opinions expressed are not of IIFL Securities, indiainfoline.com

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