Category Archive for ‘marketing logistics’

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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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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Marketing Metrics for the CEO

Champions of marketing within logistics businesses need to put themselves in the CEO’s chair and think about the questions she would reasonably ask to determine marketing’s impact.

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Helpful Is the New Sexy

OK, cards on the table… no one’s ever called me “sexy.” It’s OK, I’m at peace with that. I guess I have other good qualities. But it would be nice, right? That’s why I was excited to hear the phrase “helpful is the new sexy” a few times at last week’s Inbound 2014 conference, sponsored

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Marketing Logistics Services: How Finding an LSP is Like Finding a Plumber

When you’re in need of a plumber, or an electrician or similar professional help, my guess is you ask three questions in succession: “Who do I know?” “Who do you know?” “Who’s out there who knows?” We start with “Who do I know?” Clearly, if you have someone you know and trust, questions 2 and 3

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Sell it like it is

Focus your marketing efforts on the customers who need your services and who you are best able to serve. When marketing logistics services, sometimes you need to shrink your market in order to grow.

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Marketing for Logistics: What’s Your Value Proposition?

How clear and crisp is your company’s value proposition? In my last blog post, I talked about writing for websites and the importance of having a clear, simple expression of your company’s value. It’s important not only when marketing for logistics, but for any product or service. Here are a few websites outside the logistics

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What logistics marketers can learn from ice fishing

The hazy summer heat has set in, so naturally all thoughts turn to… ice fishing. Okay, I’ve gotten my seasons a little mixed up. But I recently drove by one of our many lakes here in Northwest Connecticut and I remembered a visit to the same lake this past March. That’s normally a time when

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Rejection: Is there an upside?

Design a formal process to solicit feedback on lost logistics / 3PL deals to improve operations, future proposal responses, pricing strategy & close ratio.

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