Every industry comes with its own nuances. In digital marketing, you need to clearly identify and leverage those nuances to write compelling messages for your audience. One industry where we’ve seen a big increase in activity is warehousing.
This has a lot to do with Amazon’s continued growth, as well as heavy transitions to online ordering and fulfillment due to COVID-19. All of this active warehouse space means new partnerships between B2B service providers, like commercial cleaners, building security, shipping and logistics, facility managers, and IT and cybersecurity providers, to name a few. While the overall lead-generation strategies we use to connect these companies haven’t changed much, there are industry specifics to keep in mind.
In this blog, we’re looking at digital marketing tips for warehousing companies and B2B services providers seeking to generate leads and build new partnerships.
Search Engine Optimization
SEO is a long-game. It’s the ongoing process of updating your online presence (website and social platforms) to best reflect what your target audience is searching for. Sometimes SEO means adding new content to a website to fill a gap for content that audiences aren’t finding answers to. But often, it simply means adjusting what’s already there with up-to-date terms and topics. For warehousing companies, we often discuss transportation, logistics, shipping, and receiving. Within that world, there are specific terms to know and use in the right scenarios. For example, we’ve seen warehouses and shippers shift from talking about their 3PL services to 4PL services over the past year. The distinction is that 4PL includes a heightened layer of customizable management that’s not part of traditional 3PL solutions.
There have been, and will continue to be, tons of searches related to COVID-19 and the commitments companies have made to keep employees safe. Warehouses are full of people working in close proximity, heightening the risks of germs entering the workplace and spreading—something every warehouse manager wants avoid. Having a dedicated section on your site with keywords like employee safety and COVID warehouse safety, and clearly showing how you address those needs is a must.
With PPC advertising, we’re still working with our search audience but taking a different approach. PPC text ads are placed directly within search engine results to guarantee that even if you’re not naturally the most popular link, you’ll still be displayed at the top of the list. If you’re a B2B company trying to generate leads with warehouses, you should express things like reliability, speed, and cost-effective services. For warehouses seeking to attract team members or outsource their space for fulfillment or distribution services, cleanliness, dependability, speed, climate-controlled storage, and similar features can be extremely enticing.
PPC ads are great for retargeting users who have been to your site before and still need answers to their questions. Get as bold or creative as makes sense for your brand identity, keeping in mind that decision-makers within a warehousing organization or adjacent B2B service provider will likely be c-level management or higher.
LinkedIn Account-Based Marketing
Want to start reaching more qualified leads throughout the warehousing and distribution industry? ABM through LinkedIn is a strategy that helps focus on a particular set of target accounts. Once we identify those accounts, we further refine audiences to capture the biggest opportunities with the highest value.
As a warehousing company, you’re going after those c-suite executives who have the power to choose you as their facility, and LinkedIn is by far the best social media platform to connect with people in those roles. If you’re a B2B service provider that can offer value to a warehousing company, LinkedIn is still the place to be, with facility managers, distribution managers, mode managers, transportation and supply chain specialists, and using the platform to stay connected.
When developing marketing emails for the warehousing industry, it’s important to know that most of your audience members are limited on time. Don’t overwhelm people with tons of reading material.
Keep emails brief and direct with clear calls to action. Whether you can save a prospect a certain amount of money by switching to your warehouse or supply chain network, eliminate delivery delays, or avoid capacity crunches, deliver the information succinctly and give readers a clear and convenient method of contacting you.
Use frequency capping tools to avoid clients and potential clients associating your business with spammy communications. Too much marketing can be an easy way to get ignored, especially in warehousing, shipping, and logistics, which are historically slow to modernize and resistant to change.
Get Started With an Effective Digital Marketing Strategy
Whether you’re running a warehouse or offering a service that can help warehousing companies succeed, an effective digital marketing strategy is invaluable in building strong connections with industry partners. At Sagefrog, we work with warehousing, transportation, facility management, and other B2B companies every day. Contact us for expert help refining and executing your digital marketing strategies.
This content was originally published here.