Social media is a powerful platform for logistics businesses targeting B2B customers. It can help attract more customers and employees and increase the lifetime value of existing customers. As we work with logistics businesses, we often receive questions from company leaders about the best way to position their brands on social and other digital channels. This article will share our insights and advice on effectively positioning your logistics brand on digital channels.

What are the most common ways?

Working with logistics companies worldwide and helping them with their marketing and branding activities, we do a lot of competitor analysis. Therefore, we spend much time on social platforms. There, we have identified a few significant ways how companies position themselves; we even thought of names for them (just for illustrative purposes):

1. The Celebrators: These companies celebrate their achievements and milestones. They frequently share posts about awards, anniversaries, and company events. Such companies also share many photos of promotional events, employee birthdays, team-building events, etc.

2. The Presenters: These businesses showcase their capabilities and infrastructure, such as state-of-the-art warehouses, advanced tracking systems, and robust fleets. This strategy aims to impress potential clients with their operational excellence and technological edge.

3. The Pitchers: Companies in this category use social media as a direct sales channel. They frequently post promotional content, special offers, and call-to-action messages to drive immediate business inquiries.

4. The Cool Logistics Service Provider: These companies aim to build a trendy and modern brand image. They use creative content, engage in popular culture references, and often highlight their innovative approaches. This can make the brand more relatable and appealing, especially to younger audiences and tech-savvy clients.

5. The One-Siders: Companies choose one position and elaborate on it constantly. This category includes all those companies that position themselves and discuss sustainability, digitalization, etc.

6. The Professionals: These companies focus on providing value through expertise. They share industry insights, blog articles, case studies, and expert opinions, positioning them as thought leaders and reliable partners who understand the complexities of the logistics industry.

What’s the best way to position a logistics brand?

If your organization has no clear goals and wants to have some online presence, or its vital goal is employee branding, any of the above methods is sound. However, suppose your organization aims to attract new customers and build a brand relevant to your customers and partners. In that case, organizations need to consider a few additional things. We want to draw your attention to one crucial thing: if your organization opts for “just doing anything, “you are losing a lot of business opportunities and money because these activities do not impact an organization’s bottom line.

If your organization is serious about attracting customers through social activities, here are some steps that organizations need to follow.

1. Understand Your Audience: Know your target market, their pain points, buyers’ personas, and what they value the most. Tailor your content and brand identity to address their needs and interests. Here, organizations must forget themselves and start thinking about what’s essential for their customers.

2. Build a Professional Brand Identity: We believe that, in most cases, with some minor exceptions, building a professional brand and gaining thought leadership is the best way to position yourself for selling logistics services. Becouse logistics fits into something other than transactional services. Therefore, all the strategies, including branding, must be built for long-term customer nurturing and gaining trust. Organizations must share informative and valuable content addressing the logistics industry’s challenges and trends to achieve this. This positions your brand as a knowledgeable and reliable company.

3. Showcase Your Strengths: Highlight your unique selling points, such as your advanced technology, superior customer service, sustainability initiatives, and niche industry expertise.

4. Engage Regularly: Social media is about interaction; therefore, you must constantly create content and engage with your audiences.

5. Measure and Adapt: Use analytics to track the performance of your social media efforts. Understand what works and what doesn’t, and adapt your strategy accordingly.

6. Grow your Audience: Audience size is crucial when communicating on social media; growing it must be your top priority.

To summarize the above, we do not say that putting promotional content or sharing milestones is terrible. However, a balanced approach that incorporates the things mentioned above will yield much better results.

How to start positioning initiatives

Below, we will share some steps to find your voice on social media and get more out of digital channels.

1. Conduct a Company Culture Audit: Understanding your organization’s culture is critical for your branding activities. If your brand’s voice resonates with your employees, this stipulated employee advocacy generates more impressions, guaranteeing better ROI.

2. Generate Value Propositions: Identify what sets you apart from competitors. This is one of the most critical and complicated steps becouse to get those results, you will have to collect customers’ feedback and perform competitor analysis. In some cases, completely new value propositions need to be developed.

3. Have someone who will connect the dots: It is critically important to have someone knowledgeable in your organization who will ensure that your branding activities are done correctly. Without such a person, there is a considerable chance that such activities will fail or be done in a way that can hurt your brand.

Branding is becoming critical for any logistics organization, small or big, becouse of today’s loud market, where being different and visible is becoming realy important. If your organization is thinking of building a digital presence and needs help, or you would like to understand your current activities’ effectiveness, please do not hesitate to contact us.

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About the Author:

Thomas Ananjevas is a seasoned supply chain professional with 15 years of experience in purchasing and selling logistics services and building supply chains from the ground up. He founded a consulting, training, and marketing services company dedicated to the logistics industry. Thomas specializes in helping logistics companies implement necessary changes to ensure business growth and continuity. You can schedule a conversation with Thomas by clicking here.

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