It’s easy to get leads in logistics. The hard part is generating quality logistics leads sustainably. Buying a list of leads and cold calling as much as possible isn’t efficient because no one likes to be cold-called. Especially if you have limited sales resources, your salespeople must be contacting quality leads every time.
One way to generate quality leads in logistics is through inbound lead generation. This approach involves creating and sharing information that draws your target market’s attention and converts them into leads. If people come to you, they are more likely to listen and convert. But what are the best strategies for inbound lead generation?
This article will discuss 8 proven ways to generate quality leads in logistics so that you can convert more loyal customers.
First, you need a quality website so that people can find your business when they’re searching for logistics services. A website provides a springboard for the following 7 strategies. Your website should clearly explain your services, your company, and your unique value proposition. What do you have to offer that sets you apart?
Once you have a website, make sure to include your contact information. Don’t make people hunt for your company’s phone number or operating hours. In several prominent places on your website, include all pertinent contact information (phone number, address, operating hours, and email address). If you take any small step within your power to remove barriers to communication up front, you will be much more likely to generate quality logistics leads.
Don’t just offer avenues for people to browse your website: get them to engage. If you include a contact form for people to seek out a consultation or more information, then you can gather their information and reach out. You could also include a calendar or booking widget for website viewers to schedule a meeting with you. You can also link to blogs, newsletters, and other original content we’ll discuss in the remainder of the article.
Blogging is a great way to answer your customers’ questions. Make a list of the most common questions customers ask and the tips you wish you could give every customer. What are strategies that you believe can most benefit your customer? Write about those. If you’re unsure where to begin, start typing logistics topics into Google and see what questions are listed under the “People also ask” section. You could plan a month’s worth of content solely using that tool.
Make sure your readers can subscribe to your blog to receive all the latest posts. This is a simple way to generate quality logistics leads, make it into their inboxes, and cultivate familiarity with your brand. If they see your blogs and emails as useful, they will likely seek out your services.
Search engine optimization (SEO) ensures people find your online content. You can output quality content, but it’s not benefiting you if no one ever reads or watches it. SEO is all about ranking in the organic search results, meaning showing up when people search a word or phrase on Google. Did you know that 50% of Google users click on their result within 9 seconds of searching while only 0.44% of searchers go to the second page of search results? This means that ranking as one of the top results on Google is key to getting eyes (and leads) to click on your content.
There are a variety of ways to improve your site’s SEO, but one way is to strategically use keywords. Research relevant keywords to the logistics field, analyze web traffic related to those keywords, and on a website page or blog post, implement approximately 1-2 keywords for every 100 words of copy.
You can include a free logistics e-book on your website or newsletter to generate quality leads. Users must enter their name and email address to access the e-book file, thus, generating a list of leads to contact. The key is to choose a topic your target audience cares about. Providing relevant and accurate information that your customer truly finds valuable will help position you as a subject matter expert in the logistics field.
Webinars are a great way to generate quality leads with answers to their most frequently asked logistics questions. Live webinars open the opportunity for fostering interaction and engagement. You can leave time at the end of your session for participants to ask questions. Recorded webinars on evergreen topics enable you to get the biggest ROI. You can post a recent (or relevant throwback) webinar on your website or social media, you can include it in your newsletter, or you can repackage the content in the form of an e-book or blog series.
Videos are a great way to increase engagement. Plenty of people may never read a blog post but will watch a video. The most common types of B2B videos are promotional videos, brand storytelling videos, and product demos. A promotional video can boost the launch of a new product, while a brand storytelling video gives potential customers a real-life example of how your services have been transformative for another business. This helps communicate your unique value proposition. A product demo or tutorial that breaks down how to use special software features will make a bigger impact than a written explanation. Videos may feel intimidating or cost-prohibitive, but they are worth the investment.
Generating quality logistics leads is all about cultivating content that draws people in. Start with a professional website and then branch out into blogging, incorporating SEO strategies, and writing newsletters and e-books. Webinars, videos, and social media are three other strategies that incorporate different forms of media to drive engagement and connect you with qualified leads.
Generating leads is not enough to convert more customers. You must also manage them well and track them through the sales pipeline. A CRM made specifically for logistics is one of the tools that can help you convert more leads and secure more shipments. Request a demo here.
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