Marketing is imperative for every company, regardless of the industry. Businesses in supply chain logistics must have a robust marketing campaign to survive in the hyper-competitive market. Their marketing plan should give them a roadmap to increase leads and convert them into potential clients.
Logistics companies should create a concrete marketing strategy instead of using various marketing tools. Spending money on useless tools will waste your time and money and won’t help you with your marketing efforts. If you are unsure where to start, here is a step-by-step guide to creating a solid marketing plan.
Step 1 – State Your Services
Before you go and promote your logistics services to your target market, you need to tell what services you offer. Logistics and supply chain is a vast industry, and it is best to answer the following questions before you create your marketing strategy:
- What kind of products do you deliver: raw material or manufactured goods?
- Will you be shipping to consumers or factories only?
- Are your operations on a national scale or do you ship internationally?
- What technology are you using to keep track of your orders?
Doing so will help you advertise the accurate services you are offering. You won’t have potential leads wasted because you did not provide the services they want.
Step 2 – Check out What Competitors are Doing
There is no harm in finding out what competitors are doing. You can know about the things working for them and try to incorporate them into your marketing strategy with slight changes. If you cannot find any direct competition in the market, look for contextual competitors.
Analyzing the competitor’s strategies can help you identify the services they are offering. You can use it to promote your USP and stand out from competitors. Also, you will maintain uniqueness in your marketing campaign to gain a competitive edge.
Step 3 – Understand the Marketing Mix
Before making a strategy, you need to understand the 4Ps: Price, Place, Promotion, and Product. These 4Ps will streamline the planning process since you can know the target market and how to attract them. Here is a brief rundown of the marketing mix.
- Price: Set the right price for your logistics and supply chain services that align with the competitors’ prices and are up to the customer’s expectations.
- Product: Talking about a logistics and supply chain company, you can offer the services that will cater to your target audiences’ needs.
- Promotion: Identify the channel your target audience uses to promote and market your services.
- Place: Promote your logistics services in the area where they will be in high demand.
Step 4 – Assign a Budget to the Marketing Team
Allocating a budget is a critical step since you don’t want to under-allocate or over-allocate it. Both will hamper your logistics company’s marketing ambitions. So, you need to consider your marketing mix and then calculate the appropriate amount of money you need for the entire campaign.
It is also optimal to decide on spending tactics, whether you plan on using it on one segment or you want to circulate it throughout various markets. The goals and objectives you want to achieve lay the foundation of your logistics company’s marketing strategy.
Therefore, you need to have a clear perspective from the start to align the budget with it. The ideal approach is to allocate resources among various marketing tactics depending on your goals. For instance, you can plan to run more email marketing campaigns, so you should assign more money to send emails.
Step 5 – Come Up with a Calculated Marketing Strategy
Last but not least, once you have everything in front of you, you can develop a calculated marketing strategy. It should include everything, even the deadlines, to ensure everything goes according to the plan.
You can set a plan for your digital, social media, and offline marketing and delegate them to small teams. This way, you can track the progress of the entire marketing campaign and make relevant changes if necessary.
Why is Marketing and Communication Important for Logistics Companies?
Marketing and communication go side by side to help you generate more leads while maintaining a good business reputation. You can stay competitive in the market while reaping the benefits mentioned below.
Enhance your Brand Awareness
Staying in your target audience’s eyes reminds them about your logistics company. If they need your services, your name would be the first to click in their minds.
Your logistics company can target the right audience and solve their problems. As a result, it will foster goodwill between your logistics supply chain company and the customers.
Address Negative Reviews
Many companies tend to use their marketing campaign to address the negative criticism. Marketing and communication allow them to counter misconceptions and bad reviews.
Following the steps, this article can help you design a thorough plan for marketing your logistics companies. To summarize, you should define your services, check the competitors, and understand the marketing mix. You can allocate a marketing budget to develop a robust plan.
If you need help with anything, you can always reach out to a PR and marketing agency. They can help you with your advertising and promotional campaign while you can focus on providing the top logistics services.