29 Jul Content Marketing Is the Answer to “Send More Information”
Logistics and the Long Sales Cycle
The typical sales cycle is around 3.5 months. That’s a long time and frustrating for logistics professionals who work in a constantly fluctuating freight market. When sales are flat, you need business, and you need that business yesterday, not next spring. Wouldn’t it be great if you could significantly shorten the sales cycle by reaching those customers you can really help!
“Send More Information”
Think about this question. What do you do when a prospective customer explains that they don’t have time to talk, but could you please “send more information?”
Do you send them a link to your weekly updated blog?
Do you add them to your weekly email newsletter?
Do you email a whitepaper on how you can solve their capacity problems?
If the answer to these questions is no, you are missing out on the value of content marketing.
What is content marketing?
Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and, ultimately, to drive profitable customer action.
However, while 70% of companies rely on content marketing, it is less-used in the logistics industry, and that’s where you can get ahead. Content marketing is cheaper than traditional marketing (costs about 62% less than traditional marketing) and generates a whopping 3X the number of leads.
In addition, content marketing improves brand loyalty and increases direct sales because 70% of people would prefer to learn about your company by reading articles, your blog, or white papers rather than traditional advertising. And when you have relevant and important contact, your logistics company transitions into a brand leader.
A recent study that researched the impact of early-stage, educational content found that consumers who read a brand’s educational content were 131% more likely to purchase from that brand, and that after one week, were still 48% more likely to buy. At the same time, educational content increased consumer trust and brand affinity which deepened over time. And we all know that prospective customers are more likely to buy your services if they trust you.
Content marketing shortens the sales cycle.
How many times have you heard, “I don’t have time right now. Please send me some more information?” If you don’t have the information, you end up at an impasse with your prospective customer. However if you have a relevant blog article, a white paper, or even a one-pager, you can supply the customer with information that positions you as an industry leader.
71% of prospective customers report consuming blog content during the purchase process. If you’re not blogging, or if your blog is irrelevant or not updated regularly, your customers are looking for information that isn’t there. Relevant blog posts create a relationship between you and your prospect. If you’re supplying your prospect with relevant content, you are shortening the sales cycle without having to call every day.
When you add white papers, e-books, one-pagers, and case-studies to relevant blog content, your content marketing strategy starts doing the heavy work to convert prospects into real customers.
AMT Squirrel Works Content Marketing
Here at Squirrel Works, we’ve helped over 80 companies with relevant, educational content. We use high-level story frames to create content customized to reach your target audience.
Don’t miss out on content marketing. Work with Squirrel Works, the first and only marketing agency run by certified transportation brokers–experts in logistics and marketing specialists.