Category Archive for ‘inbound marketing’

Use the New GDPR Legislation to Rethink the Way You Market

“GDPR.” You’ve likely seen those four letters pop up in your news feed and inbox quite a bit recently. Those letters are short for General Data Protection Regulation – a law created by the European Union (EU) to give its citizens the ability to protect their personal data and online privacy. It went into effect

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Marketing Shortcuts and Other Oxymorons

Don’t rely on marketing shortcuts to grow your business. Instead, build a logistics marketing system for the long term.
If you are the P&L owner of a logistics business, the absolute wrong question to be asking about marketing is “How do we get leads fast?”
Instead, ask yourself: “How do we become known for those things we do best among the prospects most likely to buy our service?”

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Small World Marketing and the Logistics Industry

The world is small, and getting smaller. When clients are looking for specialty services, their search can go world-wide. What are you doing to attract them, stand out, and avoid the crowded middle?

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Outside-In Marketing: Don’t Sell a Service, Solve a Problem

Too few logistics businesses practice “outside-in marketing.” Instead, they focus their marketing on the services and key features they (and 500 other companies) offer. That’s a great strategy if your marketing goal is to blend in and go unnoticed…

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Practical Content Marketing Templates

Content has become the centerpiece of many logistics marketing programs. The downside of that for logistics marketers is that creating good content takes a whole lot of time. Logistics business aren’t exactly known for keeping large marketing staffs, so it’s important that your content creation process is as efficient as possible. Following are a few

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These Leads Suck! Marketing’s Role in Lead Qualification

Content marketers need to own the lead qualification process. Whether Marketing delivers “likely candidates” or “sure-thing candidates,” either path requires more effort to identify the non-buyers, poor fits, and early-stage prospects. Learn about lead qualification strategies and methods, including qualifying leads in the middle of the sales funnel, and if Marketing is prepared to own the pre-qualification process.

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Marketing for Logistics: Is There Too Much Content?

Logistics businesses are getting wise to the idea that “helping” is the new “selling.” When marketing for logistics, more and more educational content is being created that aims simply to make prospects smarter. According to Brad Berger, publisher of the logistics information portal and magazine Supply Chain Brain, “The volume of provider-generated content has easily

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Content Sharing: Time to Reinvent the Wheel

If part of your logistics marketing strategy involves content creation and content sharing, I’m willing to bet you work too hard and worry too much. We spend so much energy on creating content, we forget to focus on the relatively easier task of sharing what we create. After all, the content itself doesn’t engage or

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Is Logistics Art?

I read a quote the other day from marketing pundit Seth Godin: “Don’t find customers for products, build products for customers.” This got me thinking about artists, designers and other creatives. Isn’t that what they do? They get work by doing great work and earning and cultivating a reputation. People then seek them out, and

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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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