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Good logistics marketing strategy doesn't have to be expensive

This is an article in collaboration with Nieuwsblad Transport. You can also read the article here.

A good marketing strategy is essential for carriers and logistics service providers. And contrary to what some might think, it doesn't always have to be expensive. So says Michelle Marsé of MLM Promotions, the marketing agency for logistics.

Logistics marketing strategy

Michelle Marsé observes that road carriers and other logistics companies sometimes struggle to develop an effective marketing strategy. This is despite it being a crucial tool for achieving business objectives. To assist the sector in this regard, she founded MLM Promotions. This agency specializes in developing marketing strategies for transport and logistics enterprises and also supports these companies in executing their marketing efforts: from managing social media, creating content (such as video and photography) to fully outsourcing the marketing. "You can rely on us for the entire marketing strategy. We offer the convenience of an in-house marketing department, but with expertise in every aspect of marketing," Michelle explains.

"We see that companies don't always want to or are able to handle their marketing themselves. That's why we offer various ways to support them," she explains. "Often, companies think that a good marketing strategy, regardless of whether they develop it with us, is costly. But that doesn't have to be the case at all. Moreover, good marketing pays for itself."

However, it is essential to have a coherent strategy with clearly defined objectives. These objectives might include generating new customers, improving brand awareness, or recruiting new staff. The different components of the strategy must be well-aligned. "This doesn't always happen, which is unfortunate because it makes it harder to achieve the company's goals." She emphasizes the importance of a unified strategy, where different elements, both online and offline, are consistent with each other.

Own strength

"To develop a good marketing strategy, there are some questions you need to ask yourself as a carrier or logistics service provider," says Michelle. "Who are your customers, what is your market, what value can you add as a company, how do you communicate online and offline, and how will you shape the customer experience?

Based on these questions, you formulate one long-term goal, for instance, for the next five years, which you then divide into various more concrete objectives that you want to achieve in the coming year and that you can measure."

When setting objectives, it's important to build on your own strengths. "Every company naturally wants to put the customer at the center. But is that really where you can differentiate yourself from your competition? Perhaps your company's strength lies in the quality of your product or service, and that is what you should emphasize to attract new customers. Coolblue is often pointed to as a good example of how to make the customer and customer experience the focal point. But you can't just copy someone else's policy. It has to be in your DNA. If your company is strong in another area, you should highlight that in your external communication."

Once you have determined your objectives and the message you want to convey, you can decide which tools to use. "Stay true to yourself. It doesn't make sense to communicate something in your marketing that you can't deliver. For example, if you want to project that you are a very enthusiastic company to attract new employees, this must be reflected in everything you do and communicate, such as in a job posting. If the posting is very formal, it won't help you find new employees. And if you receive responses to a post you make, for instance on your Facebook page, you should respond enthusiastically as well."

Generating leads

That online channels are essential in external communication will surprise few. But how do you utilize the various opportunities available? "That also obviously depends on the goals you have," she explains. She gives an example. "Suppose you want to generate extra leads through your website. Then the website must be designed to focus on contact opportunities. This goes beyond just a contact button. There's a whole science behind it, and by using the right people, you can easily start seeing results.

If, on the other hand, you mainly want to increase your visibility, it's important to create a lot of content. "And you need to think beyond photos of trucks. Consider writing a whitepaper of a few pages. Or posting a video. And ensure there's interaction. Moreover, you need to be continuously engaged. This significantly improves your chances of being found on Google. The same applies to social media. You need to work on it consistently. Especially in the beginning, you need to invest time. This will get you more followers. This is exactly how algorithms like LinkedIn's are designed. If you start actively using LinkedIn only when you begin searching for a new employee, you're too late."

However, Michelle is convinced that if you invest enough time, it will pay off. "For instance, there's a client who has been seriously engaged in marketing for quite some time. You can see that they grow 10 to 15% every year. This may not be solely due to marketing, but it certainly plays a role. And it helps others as well. It would be a shame if logistics companies realize this too late."

Logistiek marketingbeleid_Michelle Marsé


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