Should you be online?
Ten years ago, this question was unimportant for logistics companies who handled their sales and marketing by telephone, snail mail campaigns, and in-person calls. But the logistics landscape has changed and will continue to change, and if you do not have a digital strategy, you will be left behind as more and more marketing and sales processes are dependent on a dynamic and compelling online presence.
Social Media Channels are a great place to boost your online presence; they offer lots of engagement and a wide swath of customers for a variety of needs. But there are so many channels out there–Instagram, Twitter, Facebook, LinkedIn, Snapchat, YouTube, Foursquare, Pinterest, Tumblr. You don’t have the time or the energy to create and, more importantly, maintain a presence on so many sites.
So how do you choose the best social media channels for your logistics needs?
If you’re in business, you’ve heard about LinkedIn. Even if you don’t have a personal presence on LinkedIn, you’ve probably received repeated requests for connections from friends who do. Is LinkedIn right for your business?
LinkedIn is a great channel for freight brokers, 3PLs, and vendors to the logistics space who are trying to build brand awareness to partners. It’s a great place to share valuable content and to network with potential customers.
Facebook is always in the news. And it’s very likely that you have a personal profile on the social media giant, but is it a valuable space for your business?
Facebook can be really helpful for carriers looking to recruit new drivers for their fleets because it hosts many groups for drivers looking for information. If you need new drivers or are interested in driver needs or issues, Facebook is a good bet for your business.
Instagram and Twitter both rely on short posts to quickly capture attention. Twitter, especially, is a great place to interact with customers rather than friends, while Instagram is a great place for photo and mobile phone savvy users.
Instagram/Twitter are excellent places for logistics companies who are looking to attract new and creative young talent because they have millions of young users.
How do you use your new social media channel?
- Once you have your new social media channel up and running, it’s important to have a strategy. You should have a regular posting schedule, and you should keep to it. Consistency is key in order to stay engaged with your audience.
- Here at Squirrel Works, we’ve been managing social media accounts for several years now, and we’ve found ideal posting frequency for logistics companies is approximately between 3 and 5 times weekly.
- Sales posts should be staggered with valuable content posts. Keep your potential customers engaged by posting valuable content 60-65% of the time and keeping sales posts to a ⅓ of your content.
- Reevaluate your posting schedule. Your audience will let you know if you are posting too often by ghosting your content. If your analytics are dropping rapidly, it’s a good signal that you are offering too much content, so you can reevaluate and create a new schedule.
What about online reviews?
If you’re not taking advantage of online reviews, you are really missing the boat. 95% of shoppers report that they read online reviews before making purchases. Think about it. How many times have you checked out online reviews before making a big purchase?
You get these reviews by making sure your customers know you want them. According to Marketing Land, you can legally solicit reviews on your social media channels by including links to your top review sites to make it easier for your current customers to leave you a positive review. In addition, you can link to review sites in your email newsletters with a call-to-action.
We encourage you to make it as easy as possible for customers to leave reviews. When asking directly for a review from a trusted customer, you can offer to write the review for them and just ask if they agree. This makes it painless and offers your customers an easy way to sing your praises!
Don’t be overwhelmed by creating an online presence.
If you’re still confused and would like more help with creating a valuable and scalable online presence to enhance and boost your business, schedule a call with Squirrel Works. We’re happy to take a look at your strategy and help you craft a social media presence that will help you take your logistics company to the next level.