Promotion of logistics companies. Companies that directly carry out both export and import of cargo.
If we look closely, the world infrastructure is unique, as it provides enormous potential for the development of transportation. There are many opportunities for both export and import.
The logistics market is vast. There are many carriers and a large number of cargo owners (exporters). When we examine how logistics companies are promoted, we notice a key problem:
Cargo owners want to find reliable carriers, and carriers, in turn, want solid clients (importers or exporters).
The internet bridges these needs. People start by searching in Google, then visit a site, analyze the company, and make a decision. Let’s explore this further.
Is it worth entering such a competitive market? Looking at the logistics company market, a casual observer might say:
“There are over 300 companies. Why bother entering such a market? The competition is high, advertising costs are steep, the margins are low — what’s the point?”
But if we analyze how the market operates over time, we’ll see that it works, no one is closing shop, and those who worked yesterday are still working today and will be around tomorrow.
Specialization of logistics companies
When we take a closer look at each logistics company, it’s clear that each one has its own specialization: a specific type of cargo, route, or mode of transportation.
Logistics is multifaceted
Some specialize in road transport, others in rail freight. Some focus on shipping vessels, while others are dedicated to air freight. Some only handle clothing imports, others deal with metals, agricultural products, or timber. Each company must offer something unique and promote its specialized services in the market.
Scenarios of how clients find a carrier
Let’s go over some typical scenarios of how clients search for carriers.
- Scenario 1. A cargo owner or logistics manager enters a general query into Google, such as "container shipping," and finds a list of carriers. One company’s website simply states that they are a "great" logistics provider. These generic claims don’t inspire much confidence. As a result, their conversion rate is typically low since their offer is generic and lacks specifics.
- Scenario 2. Another logistics company's website details its areas of expertise and the specific experiences it has. In service marketing, this is called "industry practices". Clients are more likely to have meaningful conversations with such companies, discussing general rates, conditions, and delivery times.
- Scenario 3. A user makes a specialized query, searching for a specific service with a detailed request: type, direction, and cargo. For instance, they search for "timber export." The results show a targeted landing page offering services for timber export, with terms and conditions clearly outlined. In this case, there is a much higher likelihood of a meaningful conversation and conversion into a deal.
Thus, logistics company websites should clearly communicate their specializations. Otherwise, potential clients may think the company doesn’t handle their needs or handles everything but specializes in nothing.
Accordingly, to sum up what has been said, then:
A company is not just a beautiful website. The company's website should maximally present and correctly design all of its services.
Getting to know your company on the Internet is a moment. 2-3 seconds, and your website already forms the first impression of the company as a whole. Ideally, you should not skimp on the image component and structural concept of the site. More on this later.
Specializing, positioning, and service clustering
To express specialization and positioning, we perform an internal analysis of the company’s capabilities and cluster them into a specific list of services based on:
- Types of cargo;
- Transport routes;
- Operational directions.
Then, your ad agency and web studio will execute a range of tasks, including:
- Creating landing pages;
- Managing pay-per-click (PPC) ads;
- Conducting analysis;
- Building the semantic core;
- SEO optimization;
- Sales analytics;
- Scaling and adjusting the strategy.
Conversion in logistics
When done correctly, conversion rates typically range from 7% to 13%, which is a solid result. From there, it’s up to the sales department to nurture leads.
Our experience in logistics promotion
We’ve been promoting logistics services for over 10 years, continuously refining our strategies. For about five years, we managed all aspects of promoting a logistics company online — PPC ads, SEO, social media marketing (SMM), analytics, email marketing, and sales department development. It was a highly successful project, and we still collaborate with them today. We also have parallel experience working with more than five other logistics companies, all of which have achieved effective results.
For more details, watch our video, or send us a request, and we’ll be happy to get in touch with you for a more specific discussion about your company.
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