The logistics industry is among the world’s most profitable. According to the 2023 State of Logistics report published by logisticsmgmt.com, “U.S. business logistics costs soared to $2.3 trillion over the course of 2022, growing 19.6% from 2021 and now representing 9.1% of the nation’s gross domestic product (GDP).” Even so, success can be hard to find. It’s difficult to keep expenses down in the face of skyrocketing fuel costs. ESG (Environmental, Social, and Governance) regulations keep piling up and the agencies that impose those rules carefully monitor compliance. Qualified drivers have become harder to find. They’re more expensive to hire than ever before and they’re always ready to jump at a better offer. Add to that the twin challenges of retaining existing customers and attracting new clients that every logistics provider faces, and it’s easy to see that the pressure is on. You’ve got to stand out if you want to attract and retain clients.
The experts at Bay Leaf Digital are here to help with four innovative tactics to boost lead generation for logistics companies. Understanding and implementing these approaches will arm you with effective ways to attract, convert, and nurture potential clients.
Our tactics work for organizations in:
- Warehouse management
- Transportation management
- Inventory management
- Routing and planning
- Fleet management
- Telematics
- Distribution management
- Last-mile delivery
- …and so much more
What About Logistics SaaS?
Businesses on the list above aren’t the only logistics organizations that need to generate leads to survive and thrive. The companies that support those operations with logistics SaaS (Software as a Service) are also always on the lookout for new clients. New users fuel growth and expand market share for SaaS warehouse management software as well as for products that optimize supply chain management, route planning, fleet management, and other logistics efforts. New customers also compensate for inevitable churn, ensuring a steady revenue stream and business stability. If you work for a logistics SaaS, get ready to take some notes, because our strategies will work for you, too. Put them into action and watch your business development pipeline heat up.
Lead Generation for Logistics Companies and SaaS Providers: 4 Creative Ideas
Traditional outbound marketing strategies like radio/TV advertisements, telemarketing, and cold calling aren’t working anymore. Now is the time for all logistics providers to migrate to inbound marketing; an approach that focuses on creating quality content that pulls customers toward your product or service. This method generates great logistics leads, which makes selling warehouse, transportation, and other logistics services easier. Lead generation stimulates potential customers’ interest in your product or service and converts them into leads. Well planned and executed, logistics lead generation can play a major factor in boosting sales. A solid lead generation strategy establishes credibility and builds a continuous relationship with buyers. It is an effective and proven technique of turning invaluable leads into sales opportunities. Want to know how to get clients in the logistics business? Read on to find out the lead generation tactics every company operating on the supply chain should use.
1. Create Numerous Opt-in Opportunities on Your Website
Not all visitors coming to your site are aware of the products or services you offer or the benefits of choosing your company over others. To show visitors what you have to offer, load up the site with ample opt-in opportunities including newsletter sign ups, popups to allow notifications when new blog post is released etc., making it irresistible for the visitor to ignore.
Most opt-in opportunities found in the sidebar of the page are easily ignored by the visitors as the focus remains on the main content. Move the opt-in buttons from a sidebar to a pop-up box to engage these visitors and turn them into valuable logistics leads. For visitors who are new to your site, ensure you supply downloadable guides, calculators, rate tables, infographics, and slide decks to facilitate a better understanding of your brand and require an email address to access them. Guide existing customers and leads to contact sales, test out your products or services with a free trial, or view a live demo to prove your brand’s credibility and acquire more leads.
2. Redirect Calls-to-Action (CTA) to Clear and Suitable Landing Pages
To convert visitors to logistics sales leads, it is not only important to entice them to click on the CTA buttons but also extremely important to guarantee the CTA is linked to a dedicated landing page with relevant language focused on benefits. A landing page is a web page that captures the visitor’s information through a conversion form.
For example, let’s say a manufacturer looking for transportation facilities has made his way to your site. He went straight to the services option to find the best fit for his business. He clicks a CTA to learn more about the service you offer. The landing page provides additional information on the specific service and focuses on those features and benefits, with supporting poof (statistics, proof points, video walk-through, etc.), which convinces him that it is valuable and worth requesting a quote for. He fills in his information on the “Request a Quote” form. He’s now a viable lead. That’s great news! You have a warm lead who wants you to follow up with him.
3. Leverage Social Media to Generate Leads
Popular social networking sites such as LinkedIn and Facebook are capable of much more than just connecting with people with each other. Consider some of the stats:
- 51% of B2B marketers say that social media resulted in lead generation and sales growth in 2020, up from 6% two years prior.
- 75% of B2B buyers use social media to make buying decisions.
- 84 percent of C-level and VP-level buyers are influenced by social media when purchasing.
- 79% B2B Marketers rated social media as the most effective marketing channel.
Companies can maximize the impact of their social media presence by creating targeted content and engaging directly with potential clients, showcasing logistics expertise and success stories. Harness the power of social media advertising to reach a wider, targeted audience, utilizing advanced targeting features based on demographics, interests, and behaviors. This strategy boosts brand visibility and drives lead generation by positioning your logistics services in front of key decision-makers in the logistics and supply chain sectors.
4. Leverage Partnerships and Integrations
The supply chain ecosystem is vast and complex – be they brokers, carriers, warehouses, direct manufacturers; or logistics SaaS software providers – transportation management systems (TMS), supply chain software, etc. It is important to highlight your partnerships and integrations. Demonstrate that you can integrate into/are familiar with the systems across the chain and can contribute to visibility and coordination along each step of the supply chain. Have a partner page – link to them and have them link to you. It provides trust that you can work with them seamlessly. Consider co-partnership promos to each other’s customer base and leverage across all channels.
…and a Bonus Idea for You
Now you know the four most effective lead generation tactics every logistics provider and logistics SaaS company should employ. These are just a few of the many strategies out there that result in lead generation for logistics companies. Keep creating ample opt-ins on your site, placing CTAs strategically, providing irresistible offers, creating invaluable landing pages and promoting your business on social media to maintain communication with your target audience. Always be on the lookout for great leads to grow your sales pipeline.
Of course, you can hire an in-house team to do this for your business, but many companies find it more convenient, effective, and budget-friendly to partner with a logistics marketing agency like Bay Leaf Digital. Our team of expert professionals has the know-how and experience to help you generate the needs you need to succeed with targeted inbound marketing tactics including advertising, content marketing, SEO, website optimization and many more. Contact us and let’s begin a conversation today.
