Opinion: Top five digital marketing strategies to accelerate business growth in the logistics sector
The author shares digital marketing strategies that can make an impact on businesses of all sizes
Sep 22, 2022 04:12:00 PM | Article | Mohit Rathi
Digital marketing does not need to feel daunting or be too convoluted; it taps into the human mindset and algorithms take inspiration from the way humans think. The more simple and clean your communication framework is, the more receptive people are to absorbing it and the better it will perform. As a brand, that is a crucial point to keep in mind when it comes to capturing an audience. And, once you have your audience, you can focus on knowing what your customer is seeking and work to provide that.
For logistics companies, as for any other business, strong and effective marketing can be a key factor in a company’s growth by keeping customers at the centre. As per a Google report on searches conducted in 2021, search interest in the phrase “which brand is good” grew by 41% in India. People are more conscious of which brands they support, so it is more important than ever to target your niche of customers to serve them the best services. Effective digital marketing strategies can improve brand image and promote solutions, stay visible and create top-of-mind recall. A robust online presence with a clear brand voice can create faith and ensure that customers do not overlook you.
Whether you are an old hat in the industry or a new player, these digital marketing strategies can definitely make an impact on businesses of all sizes.
To get the best bang for your buck, performance marketing is one of the key areas where companies should spend their marketing budget. The pay-outs are based on tangible results - a click, a sale, a lead - or engagement, if you will. This makes the success rate generally higher since the campaigns are highly targeted and engineered to achieve the desired goal. Depending on the TG that you are targeting, platforms such as Google, LinkedIn and Meta are your best bets when looking to advertise your business.
SEO and ASO
Did you know, the average person conducts three-four searches each day? In terms of logistics, by optimising SEO on your website, users searching for a service or doing research on supply chain, automation or movement of goods without any specific company in mind can be led to your business. Improving your technical SEO score can lead to improved ranking in search results. Additionally, effective content and blogs will help generate leads while creating a strong brand value. One can also use chatbots and popups to improve lead conversion and reduce bounce rates.
Similar to SEO leading you traffic to your website, the app store optimisation (ASO) is crucial to bring in potential customers to your application. Not enough businesses invest in ASO when they actually should! This can be your secret weapon to guarantee a source of interested parties.
Social media marketing
In the digital age, an active social media page can create buzz, establish and solidify the branding and even drive up engagement through relevant and targeted posts. Collaborating with influencers relevant to your business can solve the gap of missing the human touch while creating engaging content which adds to your brand power. This will enable you to create better stories and improve customer experience. Moreover, the seal of approval from a reliable influencer can help establish the credibility of your brand.
Affiliate marketing is helpful since it can promote your business with the goal of generating traffic, leads, or sales. The affiliate gets compensation while you acquire more customers. It is a win-win for both of you while giving an authentic boost to your service! However, affiliate marketing can be susceptible to fraud, so it is important to look out for trustworthy partners which are transparent about the interest in your business. Remember to check with internal benchmarks, watch out for anomalies and analyse the data regularly.
Personalised customer experiences
As Seth Godlin noted, 'marketing is no longer about the stuff that you make, but about the stories you tell.' Everyone with a mobile phone has access to WhatsApp and email, making these direct channels to communicate with customers. There is no longer a one-size-fits-all approach when talking to your customers; personalised messages can help customers feel valued. Send triggered emails and WhatsApp messages to promote lead nurturing, deliver discount coupons to customers near conversion, and retarget lost site visitors. Make sure to cover your bases by incorporating automation for continuous selling!
Customers gravitate to brands who speak to them and think like them. It becomes essential to make them a part of your growth journey, which creates a lasting relationship with your business. All it takes is a right jump on the digital bandwagon to pace up the logistics business in line with cutting-edge websites, ERP integration, and tracking and tracing applications for your customers. Remember to back up your plans with analytics and insights and practice constant evaluation to ensure your initiatives are working. Stick to the right fundamentals and create an unforgettable experience for your audience; your business growth will take care of itself.
The author is AVP - growth and marketing, Porter