Late days advances in transportation, logistics and freight brokerage technology keep the logistics industry in constant flux, and these changes will impact not only your freight management operations but also how you market your business. Here are 7 of the most effective freight agent marketing tips…
1. Promote Your Niche
Last year we told you about how to market your niche. Well one of the top 7 untapped marketing tips for freight agents is in promoting your niche. Having a unique niche can make you a hometown hero to your local businesses.
Promoting your niche to an even bigger audience can reap unprecedented rewards. Take your niche national or global. You may be surprised at how many businesses have been looking for a freight agent like you.
2. Market Your Freight Business to Other Businesses
It’s easy to get caught up looking for leads in the same places. But if you venture outside of the typical freight pool of potential shippers and seek out other businesses that could benefit from your services you could reach a potentially untapped reservoir of clients.
For instance, if you live in a city where there are niche businesses or local startups moving their own products, market your freight management services to them. You can offer introductory rates for new companies that could use a break in shipping. That way, not only can you show your community how you are helping new businesses in your area, but your new customers will also be your biggest cheerleaders in your local market.
3. Hire Professional Marketers to Market Your Services
Your business is logistics and moving freight. Marketing doesn’t have to be your strong suit in order to successfully market your company. Too many freight agents try to save a few bucks by doing the bare minimum or by discounting the importance of freight agent marketing.
Don’t risk losing business to your competitors who out market you. Find a good marketing firm that specializes in logistics to help you market your freight management services. Unless you are willing to put in the effort necessary to build an effective marketing campaign on your own, investing in professionals who can do it for you will pay off and will allow you to stay focused on your core business – which is moving freight.
4. Reward Loyalty with Promotional Giveaways
It’s one thing to market to generate more leads. However, once you’ve converted those leads into clients, you want to keep them coming back. Of course the most effective way to do that is to provide quality service. But you can also deepen that loyalty by rewarding your customers with promotional giveaways and discounts.
5. Encourage Referrals
Along the same lines, referrals are the strongest marketing tool in the world. Word-of-mouth is still the most highly effective form of freight agent marketing. You can use your website to build that kind of valuable word-of-mouth by encouraging referrals. If you’re doing a good job, your clients will be happy to do it.
6. Offer Guarantees on Delivery or Price Matching
It’s not always easy to offer guarantees on freight delivery. There will be times when delays are unavoidable. Yet if you have a strong transportation carrier network and can confidently manage on-time deliveries despite road closures, inclement weather, or other logistical issues, you can snap up a lot of new business by promoting that guarantee.
On the other hand, if guarantees sound too risky, you could offer something just as effective – price matching. When you offer your customers competitive rates for your freight management services, you will get attention. But if you can offer a smaller company price matching or promise to beat your competitors’ rates, your marketing efforts will be even more effective.
7. Engage with Your Customers and Clients
Lastly, too many marketing strategies, particularly for freight agents, ignore the importance of customer engagement as a means to market your business. When you respond quickly to customer concerns, participate in online discussions on your website, and genuinely solicit feedback, you give your customers a sense of camaraderie and familiarity that breeds loyalty.
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