4 Marketing Strategies for Transportation Companies That Work
Posted: Thu Dec 26, 2024 7:16 am
Marketing is an ancient practice, essential for keeping companies (and people!) relevant in the market.
Key takeaways from this article:
Marketing is a strategy that is constantly evolving, so it is necessary to study, seek new methodologies and implement new actions .
ICP and persona are two of the most important marketing tools because they help guide the tone of campaigns and sales approaches.
Among the digital marketing strategies that can be used in transport companies, content marketing and SEO strategies stand out.
To understand whether your marketing strategy is working, it is essential to monitor sales indicators and results. Learn about the main ones in: Guide: Sales KPIs
Just like sales techniques themselves, marketing is constantly being updated and has been used for the most diverse products, services, and objectives.
Marketing strategies can be aimed at generating awareness, increasing sales volume, customer loyalty , or building authority in the market.
Considering that a transport company rarely reaches the end consumer, marketing strategies must be built to impact other companies, which have more technical and rational decision-makers.
This is a game changer!
After all, it is unlikely that what works perfectly in B2C will also be efficient in B2B .
For this reason, we have brought content focused solely on marketing strategies for transport companies that really work for this segment.
Continue reading to learn about the strategies that are worth your investment!
After all, how do marketing strategies help transportation companies?
Well, have you ever heard the saying “ out of sight, out of mind ”?
Well, that's more or less the goal of marketing. Or at least, it was in the beginning.
Today, marketing is more than just capturing the attention of new customers. It’s about building a stable, trustworthy brand with a strong identity and culture that can establish a deeper connection with customers.
Do you realize that this goes far beyond simply “being seen”?
As you will see throughout the article, one of the marketing strategies for transport list of turkey cell phone numbers companies that we mentioned does not offer immediate results, but it contributes to building market authority — and this does not happen overnight .
Even more so for companies that practice B2B sales, building this authority is crucial to generating a competitive advantage, which will have a direct impact on new business opportunities in the future.
Therefore, marketing is much more than selling. It is, essentially, building a strong and truly relevant brand.
Marketing Strategies for Transportation Companies: 4 Essentials
1. ICP and persona
Let's start by indicating two of the most important marketing tools to guide the construction of any and all strategies: ICP and persona .
What is ICP?
ICP is the acronym for Ideal Customer Profile. In Portuguese, it means Ideal Customer Profile.
This tool is used to outline the characteristics that make up the most profitable customer profile for your business.
To briefly understand how this works, think about the most important customer in your portfolio, the one who, if you terminated a contract, could even cause financial losses for your carrier.
Try to find at least three companies with a large share of your company's profits .
Once you have identified them, map out the characteristics they have in common .
When you gather these similar aspects, you will have a more specific target audience segmentation, which should be used to guide your campaigns and sales strategies.
Also read: How to use data to create an Ideal Customer Profile (ICP)
What is persona?
The persona, in turn, is the fictional representation of a buyer, a decision maker within the companies that we identified to outline the ICP.
This persona has a tone of voice, has habits, needs, has a position within the prospective company and a certain level of knowledge about the service your company offers.
Create this representative profile and imagine what it would be like to communicate with this person. The tone of voice you found is exactly the one you should use to build your marketing strategies, as well as those we will discuss below!
2. Content Marketing
Do you remember what we talked about creating market authority?
Content marketing is one way to do this!
This is a great marketing strategy for transportation companies, as it focuses on producing content that is relevant to the target audience.
We know that, in this segment, the customer decision-making process is carried out in a more rational and technical way, the opposite of what happens with B2C decision-making, which is more emotional.
Therefore, content marketing helps to educate your audience, addressing various topics related to customer queries in a didactic way.
Therefore, when a customer contacts the carrier (or vice versa), the feeling will be that the parties are more prepared for that negotiation.
You can do content marketing using:
blogs;
websites;
social media posts;
webinars;
videos.
Understand how Digital Marketing can help your transport company sell more:
3. Website
Another aspect of digital marketing for transport companies is the construction of optimized websites .
An optimized website aims to convert visitors into customers, but for that, the website content must be really good!
Think about the ICP and the persona you built, and reflect on the information they would like to reach on your website and, most importantly, how they would get there.
A good website:
is in the top positions of Google search results;
has good visibility;
has a longer browsing time for visitors;
offers easily found information.
4. SEO Strategies
SEO ( Search Engine Optimization ) is one of the characteristics of a good website and for other content marketing channels.
This marketing strategy for transport companies helps them to have a good ranking on search engines, such as Google, based on keywords that the customer may use to search for a product or service.
Key takeaways from this article:
Marketing is a strategy that is constantly evolving, so it is necessary to study, seek new methodologies and implement new actions .
ICP and persona are two of the most important marketing tools because they help guide the tone of campaigns and sales approaches.
Among the digital marketing strategies that can be used in transport companies, content marketing and SEO strategies stand out.
To understand whether your marketing strategy is working, it is essential to monitor sales indicators and results. Learn about the main ones in: Guide: Sales KPIs
Just like sales techniques themselves, marketing is constantly being updated and has been used for the most diverse products, services, and objectives.
Marketing strategies can be aimed at generating awareness, increasing sales volume, customer loyalty , or building authority in the market.
Considering that a transport company rarely reaches the end consumer, marketing strategies must be built to impact other companies, which have more technical and rational decision-makers.
This is a game changer!
After all, it is unlikely that what works perfectly in B2C will also be efficient in B2B .
For this reason, we have brought content focused solely on marketing strategies for transport companies that really work for this segment.
Continue reading to learn about the strategies that are worth your investment!
After all, how do marketing strategies help transportation companies?
Well, have you ever heard the saying “ out of sight, out of mind ”?
Well, that's more or less the goal of marketing. Or at least, it was in the beginning.
Today, marketing is more than just capturing the attention of new customers. It’s about building a stable, trustworthy brand with a strong identity and culture that can establish a deeper connection with customers.
Do you realize that this goes far beyond simply “being seen”?
As you will see throughout the article, one of the marketing strategies for transport list of turkey cell phone numbers companies that we mentioned does not offer immediate results, but it contributes to building market authority — and this does not happen overnight .
Even more so for companies that practice B2B sales, building this authority is crucial to generating a competitive advantage, which will have a direct impact on new business opportunities in the future.
Therefore, marketing is much more than selling. It is, essentially, building a strong and truly relevant brand.
Marketing Strategies for Transportation Companies: 4 Essentials
1. ICP and persona
Let's start by indicating two of the most important marketing tools to guide the construction of any and all strategies: ICP and persona .
What is ICP?
ICP is the acronym for Ideal Customer Profile. In Portuguese, it means Ideal Customer Profile.
This tool is used to outline the characteristics that make up the most profitable customer profile for your business.
To briefly understand how this works, think about the most important customer in your portfolio, the one who, if you terminated a contract, could even cause financial losses for your carrier.
Try to find at least three companies with a large share of your company's profits .
Once you have identified them, map out the characteristics they have in common .
When you gather these similar aspects, you will have a more specific target audience segmentation, which should be used to guide your campaigns and sales strategies.
Also read: How to use data to create an Ideal Customer Profile (ICP)
What is persona?
The persona, in turn, is the fictional representation of a buyer, a decision maker within the companies that we identified to outline the ICP.
This persona has a tone of voice, has habits, needs, has a position within the prospective company and a certain level of knowledge about the service your company offers.
Create this representative profile and imagine what it would be like to communicate with this person. The tone of voice you found is exactly the one you should use to build your marketing strategies, as well as those we will discuss below!
2. Content Marketing
Do you remember what we talked about creating market authority?
Content marketing is one way to do this!
This is a great marketing strategy for transportation companies, as it focuses on producing content that is relevant to the target audience.
We know that, in this segment, the customer decision-making process is carried out in a more rational and technical way, the opposite of what happens with B2C decision-making, which is more emotional.
Therefore, content marketing helps to educate your audience, addressing various topics related to customer queries in a didactic way.
Therefore, when a customer contacts the carrier (or vice versa), the feeling will be that the parties are more prepared for that negotiation.
You can do content marketing using:
blogs;
websites;
social media posts;
webinars;
videos.
Understand how Digital Marketing can help your transport company sell more:
3. Website
Another aspect of digital marketing for transport companies is the construction of optimized websites .
An optimized website aims to convert visitors into customers, but for that, the website content must be really good!
Think about the ICP and the persona you built, and reflect on the information they would like to reach on your website and, most importantly, how they would get there.
A good website:
is in the top positions of Google search results;
has good visibility;
has a longer browsing time for visitors;
offers easily found information.
4. SEO Strategies
SEO ( Search Engine Optimization ) is one of the characteristics of a good website and for other content marketing channels.
This marketing strategy for transport companies helps them to have a good ranking on search engines, such as Google, based on keywords that the customer may use to search for a product or service.