Examining various digital channels, it’s evident that logistics businesses have recognized the value of marketing and public relations. Why do we say this? We see a growing number of logistics service providers expanding their traditional marketing activities—like attending trade shows and participating in freight-related networks—to include email, LinkedIn, and other social media platforms. This is a positive shift, but many companies are still approaching these channels in ways that could benefit from refinement and strategy updates.
For organizations looking to make marketing work effectively, seeking outside help is often the fastest and most impactful approach. In this article, we’ll share some clear signs that indicate when it’s time to bring in external expertise to elevate your marketing efforts.
Your Organization Doesn’t Know What It Wants to Achieve
When organizations begin their marketing efforts, they usually do so with at least one clear objective in mind. Some aim for lead generation; others focus on improving brand awareness, enhancing their market positioning, or a mix of several goals. However, in logistics, we often see companies engaging in marketing activities without a well-defined purpose.
This is reminiscent of the early days of websites—many organizations created them to keep up with the trend without understanding their potential. Only later did companies realize that a website could be an asset, generating leads and adding value, rather than just existing without a clear function. A similar pattern is now happening with marketing. Companies may jump into social media, content creation, or other initiatives just because “everyone else is doing it” rather than with a strategic plan.
Some typical signs that your organization lacks clear marketing goals include:
· Inconsistent Messaging Across Platforms: If your company’s messaging on LinkedIn, newsletters, and other channels varies or lacks cohesion, it’s likely because there’s no central objective guiding these efforts.
· Unclear Target Audience: If your team struggles to define or focus on a specific audience segment, it indicates that the purpose of your marketing activities hasn’t been fully identified.
· Scattershot Content Production: Producing content without a strategy often results in random posts, articles, or newsletters with little consistency or impact.
· Uncertain or Vague KPIs: Key performance indicators (KPIs) should align with clear goals. If your KPIs are generic, such as “increasing engagement,” without specifics, it’s likely time to refine your objectives.
Lack of Topic Ideas
One of the first signs that an organization may need outside help with marketing is a need for fresh, engaging topic ideas. Content is the backbone of any effective marketing strategy, but consistently coming up with relevant and valuable topics can be challenging, especially for logistics companies whose expertise might lean more toward operations than marketing.
A lack of topic ideas often leads to repetitive or overly general content, reducing engagement and failing to build the organization’s authority. Without compelling topics, posts and newsletters may struggle to attract attention, leaving the target audience unmotivated to interact with the brand.
Some indicators that your team may be struggling with content ideas include:
- Recycling the Same Content: If you notice that topics are repeated with minor variations or the content lacks originality, it’s a sign that your team may be running out of ideas.
- Never-ending posts from events and about milestones: If you open your organization’s feed on LinkedIn and notice that 80-90 % of posts are related to events your company and employees have attended, meetings with partners, or discount-related content, you got the marketing wrong. Marketing activities must revolve around your customers rather than your organization.
- Difficulty Tapping into Industry Trends: Staying updated on trends is a must for logistics. And here, we are not only talking about logistics industry trends, but customer-related trends and global trade regulations are crucial.
- Inconsistent Posting Schedule: A lack of ideas can lead to irregular posting as your team waits for inspiration or debates topics. Inconsistent content production not only impacts visibility but also weakens your brand’s reliability and presence in the market.
Using the Wrong Channels
Another clear sign that an organization may need outside marketing help is the tendency to use the wrong channels to reach its target audience. In logistics, where niche audiences have specific preferences, choosing marketing channels that align with how potential clients consume information is crucial. Without the proper channels, even the most well-crafted content can fail to reach or engage the intended audience.
For instance, focusing solely on Facebook or Instagram may be less effective for reaching business clients while under-utilizing LinkedIn and industry-specific networks where logistics professionals are more active.
Here are some signs that your organization may be using the wrong marketing channels:
- Low Engagement from Targeted Audiences: If posts receive views and engagement but not from the right audience (e.g., the general public rather than industry professionals), it may indicate that the chosen channels are not suited for your business goals.
- Missed Opportunities in Niche Platforms: Industry-specific forums, logistics trade publications, or professional groups on LinkedIn can be valuable for networking and visibility. A lack of presence in these spaces can limit your reach within the logistics sector.
- Difficulty Scaling Content for Channel Requirements: Each platform has its unique style and audience. If your content strategy doesn’t adjust to the specifics of each channel, it’s likely a sign that the marketing mix needs refinement.
- Overlooking Email Marketing Potential: For B2B logistics companies, email can be a powerful tool to connect directly with decision-makers. If your company’s email marketing efforts are underdeveloped or sporadic, it may be time to reassess channel priorities.
No Clear Understanding of How to Monetize Your Marketing Activities
Many logistics organizations fail to monetize their marketing activities because they view them from a narrow perspective, focusing solely on immediate lead generation or transactional outcomes, expecting instant results. This is a common misconception. Logistics organizations must adopt an account-based marketing (ABM) approach to make marketing efforts work truly. This shift means refining their strategy to make the sales process smoother and faster with key decision-makers rather than aiming for an immediate sale.
Some signs that your organization lacks a clear monetization strategy for its marketing efforts include:
- Generic, Non-Personalized Outreach: If your marketing messaging is broad and doesn’t address the specific needs of decision-makers in key accounts, it’s a sign that the organization isn’t focused on building meaningful relationships that could drive revenue.
- Lack of Alignment Between Marketing and Sales: If marketing and sales teams work independently without shared goals or insights, converting leads effectively is challenging. A monetization strategy requires both teams to be aligned on target accounts and nurturing tactics.
- Minimal Emphasis on Value-Driven Content: An overemphasis on promotional content instead of value-driven, problem-solving communication can deter decision-makers. A monetization-focused strategy involves demonstrating how your services solve specific client challenges.
- Absence of Relationship-Building Metrics: If your organization isn’t tracking engagement metrics like pipeline acceleration or deal conversion timelines, it’s likely missing insights into how marketing efforts contribute to revenue growth over time.
Inconsistent Brand Messaging
Inconsistent brand messaging is a significant sign that an organization might benefit from external marketing expertise. When a brand’s messaging varies across different channels—such as LinkedIn, email newsletters, or in-person interactions—it can confuse potential clients and erode trust. Mixed messages can be particularly damaging in logistics, where reliability and precision are essential. For instance, a company that promotes sustainability on social media but fails to convey that commitment in other content might seem insincere. Consistency is critical for establishing a recognizable identity and reinforcing core values across every touchpoint. This cohesion strengthens credibility and helps attract and retain clients who resonate with the brand’s consistent story.
Lack of Differentiation
A lack of differentiation clearly indicates that an organization may need outside help with its marketing strategy. Standing out is essential in the logistics industry, where many companies offer similar services. Without a unique value proposition or distinct messaging, a company risks blending in with competitors, making it difficult for potential clients to understand why they should choose your organization over others.
What’s Next?
Suppose you’ve identified any of these signs within your organization. In that case, there’s a strong possibility that your company is not only missing out on potential revenue but may also be unintentionally damaging its brand reputation. Addressing these issues sooner rather than later can make a significant difference.
Logistics companies are typically skilled at optimizing operations and finding cost-saving measures on the ground. The same can be achieved with your marketing budget. By working with experts who understand marketing and the logistics industry, you can develop a streamlined, results-driven approach that maximizes each marketing dollar. A well-crafted marketing strategy tailored to your organization’s needs can elevate brand awareness, strengthen client relationships, and, ultimately, contribute to sustainable growth. Taking proactive steps to refine your marketing efforts now can lead to lasting benefits for your business.
Summary
In today’s competitive logistics industry, effective marketing is essential for growth, yet many organizations struggle to fully leverage their marketing efforts. Common signs that a logistics company might benefit from external marketing expertise include inconsistent brand messaging, lack of differentiation, unclear monetization strategies, limited topic ideas, and using the wrong channels. These issues can lead to missed revenue opportunities and potential damage to the brand.
If any of these signs sound familiar, there’s a good chance that your organization could be losing money or diminishing its brand value. Just as logistics companies optimize operational processes for efficiency and savings, they can do the same with their marketing budgets. Bringing in specialized marketing experts can help create a focused, cohesive strategy that aligns with business goals, maximizes impact, and ultimately drives sustainable growth. Addressing these gaps can set your organization toward more robust market positioning and long-term success.
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 go ahead and schedule a conversation with Thomas by clicking here.
