Earlier, most logistics companies didn’t invest in marketing. All marketing activities were limited to trade shows and publications in the press, some companies did some email marketing, and that’s it. The industry is still profoundly reliable from referrals and outbound sales even today.
Though the trend is changing as many logistics companies are starting to realize that marketing is helpful for their business and that it’s not enough to rely solely on outbound sales tactics or referrals anymore. Organizations began to understand that they need to start some inbound content marketing activities, that they need to be found on the internet, and need to be active in social media.
So now logistics businesses are hiring marketing managers or are outsourcing their marketing activities to a third party; this trend is seen at almost all the most prominent service providers. And with the right team on hand, companies start blogging, publishing content, optimizing their websites, creating newsletters, etc.
Unfortunately, there is still a lot of bad marketing out there. Organizations need to understand that different approaches are found in marketing logistics services compared to marketing to B2C customers to avoid costly mistakes. There are plenty of marketers who are earning their bread from consumer goods, but not many marketers specialize in logistics and supply chain services. That’s why it’s easy to find bad advice which will not generate or can even hurt the business.
With this article, we would like to draw your attention to the significant differences between marketing logistics services and consumer goods. Knowing the differences is crucial to avoid bad marketing decisions. We will provide some peace of advice as well.
We have looked through all the significant differences between B2C and logistics service marketing and have provided some advice. There are massive possibilities that can be gained for logistics service providers, which decide to invest in marketing activities, as most of the competition is still relating to old tactics, which do not cut anymore. Nevertheless, it’s essential to do it correctly by choosing the right platform, creating the right content, and distributing them at the right time.
Please note that digital is not a panacea; old tactics and methods (Cold calling) are still important. The best result can be achieved using out omni sales strategies and tools.
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