Author Archives for ‘Jim Bierfeldt’

Jim Bierfeldt

About Jim Bierfeldt

Jim Bierfeldt is the founder and chief strategist at Logistics Marketing Advisors, a marketing firm that helps logistics businesses define and communicate their value, and then translate that value into revenue.

Recent Posts

How are vaccinations like knowledge marketing?

Did you know that most vaccines contain a little bit of a disease germ? Having this germ inside your body triggers your defense system to build anti-bodies to fight off this type of germ. You fight the disease by exposing yourself to it, in a small way. Knowledge marketing, or content marketing, works in a

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Selling Logistics Services: Is the Emphasis on “Me” or “You?”

What if we showed up at an initial meeting with a company and spent 100% of the time understanding what they care about? No power point slides. No stories about the industry award you just won. No selling, period. Then go away and take everything you learn about that person’s logistics needs and personal motivations

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Logistics Sales: Why It Pays to Be a D#ck to Your Prospects

In his wonderful blog post about “being a d#ck to everyone he meets,” Marc Ensign talks about a helpful neighbor, Dick, who eased his family’s transition, after a long-distance move, into a new neighborhood. What a marvelous thing to find yourself in a strange place where you know literally no one and, all of a

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Logistics PR Strategies: Getting your Customers to Talk

Buyers of logistics services are busy people who, frankly, can’t devote a lot of time to promotional come-ons from logistics businesses. But get a respected customer to talk about how they worked with you to solve a problem – perhaps in a magazine article or at a conference – and all of a sudden you’ve

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Simple and Clear at the Head of the Spear

When I talk about brand positioning and marketing message strategy with logistics company clients, I sometimes use the metaphor of a spear. You know, that pole with the dangerous, pointy thing at the end. Spears are probably the most commonly used weapon in history. (At least according to my unassailable source, Wikipedia). They tend to

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Create Your Marketing Dashboard Now

If you don’t have one, create a marketing dashboard for your company now. Like today. Certainly before the new year. It’s the document you would share each month with your CEO, and your sales lead, to provide an objective assessment of what business results are being achieved from the company’s marketing investments. It might looks

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How Big is Your Funnel?

I am an advocate of content marketing, which is basically creating useful information that addresses the challenges faced by your best prospects. The idea: more prospects will consume this helpful information (versus chest-thumping promotional content), thereby increasing the number of leads generated at the top of the marketing and sales funnel. But many of these

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Clueless in California…

So the other day, one of my clients gets a hit on their pay per click (PPC) campaign. It was from a company in California that wanted to sell this logistics company search marketing services. Yes, that’s right. This marketing company clicked on a PPC ad (requiring the company they were soliciting to PAY for

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Tools & Tips: Google Your Site

We evaluate a lot of websites. We use our experience and insight to check performance, effectiveness, errors, and opportunities. We also use a number of tools. Here are just a few tools and tips you can use to take a critical look at your site. Google Your Site The simplest thing you can do is look

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We Stink at That...

During one of my first jobs out of college, I had the assignment to write a story about the successful New York City restauranteur, Maurice Reidy, who was being honored by my employer. One of my questions was: “To what do you attribute your success?” (Apologies to Fordham University, you trained me better.) His answer:

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