9 July 2020
According to reports, over 50% of B2B companies invest more than 10% of their annual budgets in marketing.
Analysis of the future of the logistics and transportation industries also shows that fierce competition is on the immediate horizon as online retailers and other businesses build their own logistics operations. The prediction also states that new entrants will drive down costs to consumers.
In this climate, transport and logistics companies must look to successful B2B marketing plan examples. Without strategic marketing, B2B operations in transport and logistics run the risk of losing market share and profitability.
To help you improve your transport and logistics marketing model, we are going to share with you some of the critical marketing factors for B2B companies. Read on to find out what these are.
Thanks to ratcheting competition and innovation within the transport and logistics sector, B2B companies need to market their differentials.
Differentials are factors that make a company’s service unique. For example, do you offer reduced turnaround times? Low rates, thanks to innovation? Customer service guarantees?
Or perhaps you are a smaller, family-owned business that focuses on providing a very personal level of service?
Either way, any differentials need to be made known to your B2B customers. Promoting your key selling points is an essential part of any marketing plan. This is especially so in the logistics and transport space.
Data-driven campaigns take center stage
In the age of big data, B2B organizations are increasingly leveraging data and market analysis to inform their marketing campaigns.
One of the reasons why market research is so important is it allows companies to pinpoint who their target customers are. By identifying target customers and their needs, B2B operations in transport and logistics niches can create targeted marketing that hones in on pain points.
The use of structured data allows logistics and transport companies to focus on the right leads. It also allows them to achieve effective prospecting. This reduces unnecessary marketing spend and increases conversion rates.
Good quality company websites are non-negotiable
Did you know that B2B websites are notorious for being poorly designed?
This is unfortunate. Stats show that for 37% of B2B clients, poor site design and navigation is one of the things that will make them leave a website.
For a B2B marketing plan to be successful, an engaging and well-functioning website is essential.
A B2B good website has to be able to move customers from the awareness stage to the sale phase with the least friction points. In some cases, B2B sites also need to provide customer account management functionalities.
To be effective marketing tools, B2B websites need to be:
- Easy to navigate
- Fast to load
- Fully SEO optimized
- Populated with clear information
- Rich in engaging and informative content
- Branded cohesively
- Optimized for mobile
Besides these elements, a B2B website should also be attractive. According to reports from Adobe, 66% of consumers prefer to browse content that is attractively designed. B2B clients are likely no different.
To maximize the reach of company websites, transport, and logistics businesses also need to focus on getting their site listed on other sites, portals, and B2B directories. “Dofollow” backlinks are an important ranking factor and can helo to increase website traffic.
What’s more, having a link to your site on a platform where your target customers are is an invaluable form of exposure.
Informative content is crucial
As listed above, one of the key components of a successful B2B marketing plan and website is content.
This is thanks to the marked changes that have happened in the traditional buyer journey. Where B2B buyers would previously get their information from reps, they are now undertaking their own research.
Statistics show that 68% or B2B clients would rather do their own research online. In most cases, B2B clients will progress 70% of the way through their decision-making process before they communicate with a sales representative.
This opens up a golden opportunity to non-invasively serve clients while they are in the research stage. The key is to publish content that is informative for B2B clients who are hunting for information. Besides building brand awareness, this will position you as a niche authority.
Content needs to cater to millennial expectations
A report from Google in 2014 showed that nearly 50% of buyers conducting initial research were millennials.
Millennials’ content expectations are famously high. Considering this, it is logical that outdated site design coupled with cumbersome content is not a good idea.
An example of this is video. Google’s report also showed that up to 70% of B2B customers view video during the buying process. Does your content plan extend to video? Or does it only consists of PDFs and hard to navigate blog posts?
If so, this might send millennial buyers running for a competitor who has more engaging content.
Coupon promotions suit certain marketing plans
If yours is a trucking or transport company, you may want to look into coupon promotions.
These are a decidedly conventional approach. However, they can be effective. If implemented in conjunction with other comprehensive strategies, coupon promotions can steadily draw in new customers.
Besides this coupon, promotions in the B2B scape hold a further key advantage. They can effectively reduce the timeframe of the typical B2B customer purchase cycle.
B2B purchase cycles are typically long. By offering a deal that clients can’t refuse, such as 70% off their first shipment, coupons can motivate clients to quicker decisions.
If you are starting out, some of your loads might be running at less than full capacity. Coupon deals are an efficient way to leverage empty cargo space as a marketing tool.
Social media marketing is relevant to the B2B marketing model
Social media is often underestimated in B2B marketing. However, B2B social media statistics show that social media influences 84 % of C-level executives’ and 75% of B2B buyers’ purchase decisions.
One of the top platforms to leverage for B2B marketing is LinkedIn. However, B2B marketers should also look at targeting Facebook, Youtube, and Instagram.
Both inbound marketing and digital advertising is important
To reach new audiences, B2B companies in transport and logistics implement B2B digital advertising. Targetted ad campaigns can generate valuable results in short amounts of time.
Simultaneously, inbound marketing is an ideal marketing strategy for B2B.
B2B companies tend to have fewer, larger clients. Purchase cycles are longer, and strong working relationships are key. Inbound marketing targets all of these elements.
Therefore, be sure to devote equal attention to both inbound and outbound marketing.
Exploit your data to implement these B2B marketing plan examples
Before an organization can fully implement these B2B marketing plan examples, it will need access to accurate data. Data is essential for successful prospecting. Structured data can inform your logistics and transport marketing plan, making it more efficient, and more effective.
If you need assistance accessing and structuring your data, we are here to help. We offer data consulting and data integration services. Check out our services to grow your leads and improve your marketing plan today.
If you have any questions, please feel free to contact us.