Did you that there are almost 900,000 for-hire carriers registered with the Federal Motor Carrier Safety Administration? So what are you doing to make your business stand out among all of these supply chain & logistics companies?
Hopefully, you have a website. Maybe you even have a social media profile or two. But what have you done beyond this? If you aren’t using content marketing, then your marketing strategy is missing a key component.
I have five reasons why you should consider content marketing for your freight company today.
1. Control the Conversation
Think about the last time you had a negative experience with a business. What did you do about it? Did you go online and write a review? If so, then you are similar to many millions of Americans who write an online review every day.
People turn to the internet to talk about both positive and negative experiences. If your potential customers Google your business, what will they find? Content marketing helps you control the narrative.
If you consistently post thought-provoking blog posts, you can position yourself as an industry thought leader. Now you can control how others see your brand. Develop a personality and voice for your blog.
Do you want people to see your brand as funny, youthful, wise, or off-color? Create a personality for your blog that will appeal to your customers.
2. Become an Industry Authority
Position yourself as an industry authority by creating content that acknowledges your customer’s pain points. You’ll sympathize with your customer’s dilemmas and provide viable solutions.
Use your logistics content marketing efforts to provide the answers that a prospective customer looks for. Now someone looking for answers will trust your business since you provide them with the information they look for.
We all know that freight can be quite confusing for new business owners and first-time shippers. So provide them with the information and tools they need to get started. For example, this freight class calculator can help them understand how quotes get calculated.
3. Stay Competitive
Despite the freight industry being slow to adopt modern technologies and practices, there are many supply chain & logistics companies throughout the industry that are already using content marketing. If you are not present in this arena, you are letting your competitors be the only voice.
More than half of all businesses use content marketing. This is because it works. But it also means you still have time to adopt this strategy and be effective.
So what type of content are these businesses creating?
- 72% create video
- 69% use blogs
- 60% use data
- 56% use infographics
- 54% use product reviews
- 50% use interviews
Don’t feel pressure to produce the same content as everyone else. You want your content to stand out, and this is a tough feat today.
Think about the content that will resonate the most with your target audience. You should create content that will appeal to them and encourage them to engage with you and your business.
4. Buyers Will Use Your Content to Make Buying Decisions
Back in the day, B2B buyers used to depend on reps and sales agents to get their information. But thanks to the internet, buyers are taking control of their information gathering. This means that they are more informed.
You need to change with your customers so that you are present where they are now looking for information. This means creating an online presence.
51% more B2B buyers rely on content to make purchasing decisions than they did last year
But it is more than just having a website. You need to have the answers to the questions that your customers are asking. The easiest way to accomplish this is through content marketing.
This means that B2B buyers are using your website content to determine whether or not to do business with your company. Don’t let this be a lost opportunity for your logistics business.
5. Content Marketing Is More Effective for Supply Chain & Logistics Companies
Traditional marketing techniques are only so effective. You can make some vast improvements by updates your efforts. The B2B marketing landscape is evolving, so your business needs to change with it.
Placing an ad in an industry publication isn’t enough. It also is missing out on a large segment of your potential customers.
Heading online and including content marketing in your strategy will provide you longer lasting content. This means that you get more return for your investment.
Try Content Marketing Today
Are you ready to jump on the content marketing bandwagon? The first step to implementing your content marketing strategy is to perform an audit. Then you can start developing a plan to create blogs that relate to your audience.
If this sound overwhelming, that’s ok. I can help. Let me create your content marketing pieces. That way, you can focus on running your business.
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