BloggingDriver RecruitmentSales and MarketingSocial Media

It was recently announced that Facebook and Twitter shares have taken a plunge, which forces us to ask the question; is your marketing strategy in jeopardy? The short answer? Yes! Especially, if you’re focusing all your marketing efforts on one platform, whether it be Facebook, Twitter or even Google. While it may seem unlikely, at any given moment any one of those platforms can technically seize to exist, and if that’s your sole focus, they take with it your customers, audience and years of strategy. Social media has many advantages and over the years we have shown customers just how powerful the medium is. When used correctly, it can unlock a world of opportunities where you can recruit new drivers, exceed sales goals and foster a community among drivers, agents and customers. However, it’s always a good idea not to put all your eggs in one basket and communicate with your audience in different ways, which is why we recommend multi-channel marketing. Multi-channel marketing is using a selection of direct and indirect marketing communications, in hopes of reaching a wider audience and igniting an interest in your business and what you have to offer. We’re finding that companies are more comfortable with using Facebook to market themselves but forget that by ONLY using Facebook, they are limiting their reach because there is still a large portion of people who do not use Facebook, or might reserve their Facebook usage for catching up with family and friends versus looking for jobs, connecting with other drivers or finding a new trucking company to handle their load. A good approach would be to broaden your marketing landscape by combining different techniques. As an example, continue with your social media marketing, but also include a blog section on your website and a monthly newsletter. A blog has a variety of benefits which can include establishing yourself as an authority on a certain topic, and improving your SEO, but above all, it is hosted on YOUR website which means you’re in control of the content, who sees the content and how it is distributed. With the right strategy, you can create the same or even better sense of community on your blog, where readers provide insight and engage with you and each other in the comments section of each post. The option to include a monthly newsletter to your marketing strategy is one of the smartest but often underrated ways of connecting with your target audience. Think about it; whether it is social media or blog posts, you are relying on them going to a webpage and finding your content, but by having their email address, you have DIRECT access to their inbox. How often do you check your emails each day? Probably 2 or 3 times a day, right? So is everybody else and having that sort of access to your target audience is a powerful opportunity of its own. By combining strategies, you have a wider reach and have the ability to promote the other platforms on ones you’re already focused on. So, you can promote signing up for your monthly mailer or share your latest blog post across your social channels, while promoting your social channels at the end of blog posts or in your newsletter itself. This approach encourages growth across the board and means that you can reach your audience no matter what happens to Facebook and Twitters shares. Have you given any thought to using multi-channel marketing? 95% of marketers already know the importance of a multi-channel approach, but only 14% of organisations believe they’ve successfully implemented one. If you’re the other 86%, get in touch with Squirrel Works today and let us help amplify your digital presence today!...
Social Media

No matter what industry you work in, there’s bound to come a day when you receive a comment or message on social media from an angry customer. Sometimes it may be a simple misunderstanding like they have the wrong company while other times it may be a problem that requires a solution. Either way, it’s important to have a plan in place that can be actioned when the need arises.   Here’s how to proceed: Read the message or comment carefully, taking note of any details that they might have mentioned like the person they have been dealing with, the department handling their request or what the root of their problem is.   Take a screenshot to document the experience which can be used to train new staff to discuss how your service can be improved or how they would respond. It’s also easier having the original message on hand if a co-worker or manager would like to follow up on the matter.   It’s important not to delete the comment or message as it gives your community the feeling that you have something to hide. While it can be frustrating, it is better to use the negative comment to publicize your good service and respond in a way that makes potential customers think highly of you.   Timelines are essential, so make sure that you don’t delay in responding as it will only give the person who made the comment more time to get worked up and respond out of anger. Most social users expect a response within an hour of posting, so be quick to get feedback from the relevant department to provide a satisfactory response.   Stay calm and level-headed when drafting your response by remembering the basics of good customer service. Keep in mind that your response will not only be seen and judged by the person who commented, but by your entire online community. It’s good practice to read your response aloud to double check that it does not sound mean, aggressive, rude – tone can often be mistaken, so make sure that you would be happy with the response if you were in their position.   Respond by providing a solution or answering their query. Remember to be understanding and let the customer know that they have been heard, and that you are there to try to provide a solution that will change their overall experience. This is an opportunity to turn a disgruntled customer into your brand ambassador!   Well done! You’ve handled that like a champ but don’t get ahead of yourself! It’s important to continue monitoring your social platforms to track any new activity regarding this incident.   Still worried that you’re not making the most of your social media platforms? Contact our team to find out how we help amplify the online presence of trucking companies!...
Social Media

We often get asked which social media platform is best for the transportation and logistics industry. While each has its merits, Facebook has the most potential for our industry. However, creating a successful Facebook Business Page can be quite challenging if you don’t already know what you’re doing. To make it easier, we’ve shared some of our tried and tested tips: Optimize Your Cover Photo The cover photo of your Facebook business page is the largest element of your brand identity on Facebook and the first thing that people see. It should encourage users to stay on your page by being fun and engaging. You can also use text in your cover photo to write a headline that promotes your company’s slogan, ethics, vision or prompts a call-to-action that gets visitors to click through to your website. Incorporate Logo in Profile Photo Remember to keep your logo in the mind of your customer so that they can easily identify you when clicking through to your website. A good idea is to use your logo as your profile photo to help visitors build a connection and instantly identify your company’s Facebook page. Focus on your “About Section” Try keeping your “about” section short and to the point, so that it keeps your visitor engaged and encourages them to click-through to your website to learn more. Use keywords that identify with your audience and their needs, highlight service offerings and paint a better picture of your company and the people who work there. Don’t forget to make sure that the contact number, email address and physical address is correct! Promote Your Page It’s important to remember not to focus too much on how many likes your page has, but rather how much of your audience is engaging with your content. To grow your page, you can promote it through Facebook with paid targeted-advertising, or you can be subtle by adding your Facebook link to the signature of your emails, your website and by inviting friends and family to like your page. Post Content Regularly Above all, be consistent when posting on Facebook as it is key to creating an engaged audience that grows organically. Make sure that you have a stream of quality and industry-related posts to give your audience something to read on the daily basis. Remember that there are several types of content that range from photos, blog posts, articles, or videos. Make sure that whatever you choose to share relates to your industry and audience, and keep things exciting by giving them something to discuss in the comments section. Are you ready to turn your Facebook Business page into a success? Tell us which of these tips you’ll be trying first....
Sales and MarketingSocial Media

It has long been a trend forecast that video is the future of marketing, but implementing it in your marketing strategy remains a challenge, especially for transportation companies. So, how exactly can you use videos to promote your logistics company? There are multiple ways of using and promoting videos, so it is important to identify what you are hoping to achieve from creating your video. Here are some of the most popular videos and how you can use them: Explainer Videos are short and to the point videos which provide an overview of what problems you solve for your customer. As an idea, you can have one of your agents discussing a recent customer case where they went over and beyond to deliver quality service while overcoming unexpected challenges faced by the customer and how he/she helped overcome them. Remember they should be no longer than 2-minutes as they are great for sharing on social media and via your newsletter. Promotional Videos are a popular option for communicating your latest offers, exclusive discounts, upcoming events, or a community initiative that your company will be participating in. These types of videos are best used to create awareness and shouldn’t exceed a minute long as it is used to prompt your customer to click-through to a web page where they can find more details. Vlogs are no longer reserved for celebrities and influencers. These days everyone is nosey and wants to know what the typical “day in the life” looks like. While it may be time-consuming, using a vlog to show some of the interesting things that truck drivers get up to can be a good way to recruit new drivers. Chalk Talks or Whiteboard Videos are great for offering customers expert advice or solutions on industry-specific challenges. These videos are usually very quick, engaging, and provides the customer with a call to action at the end. They can be used for all digital marketing efforts including social media, newsletters and even sent directly to your customer when trying to communicate key messages that they struggle to understand. Customer Stories are the video version of testimonials and are proven to be more effective as viewers connect with the person telling their story. Highlight real customers and the service they experienced by having one of your staff members share their experience followed by reading the customer testimonial, or create a social media campaign asking customers to supply video testimonials of what they loved about working with your company. Culture Capture is an innovative way of giving your customer an inside look at how your company operates. A lot of transportation companies claim to be like family, but their stock photography website doesn’t really communicate that message. Use video to create a highlight reels of recent company events, team-building activities and give customers a glimpse of who they’re doing business with. Social Media Videos have recently become popular, especially with platforms like Facebook showing preference to video content. You can either incorporate some of the videos styles that we have already discussed, or you make use of their new LIVE feature to host live Q & A’s, show a little behind the scenes to give customers a better understanding of your company’s culture, or even host guest chats. Any videos shared on social media are great for driving engagement and opening the discussion with your audience. Now that you have a good idea of the different videos that could work to market your business, which one will you be trying first?...
Social Media

Social media marketing seems to be evolving at a bewildering pace; there are new user preferences to consider, updated algorithms, not to mention the frequent updates and the latest features that have just been added. So, it’s completely understandable that while you’re already trying your best to keep up to date with the newest transportation innovations, it is likely that you’re feeling all sorts of overwhelmed trying to navigate social media marketing and it’s affect on the logistics landscape. We have narrowed it down and wanted to share some of the mistakes you should AVOID making: Having no social media strategy Without having a proper social media strategy in mind, you cannot expect to deliver an effective message to your audience. When considering your strategy, make sure you define your distinct brand message, set goals and plan a social media calendar; ask yourself, WHO are you talking to, WHAT are you wanting to achieve, and WHY you are posting? Remember that posting blindly is ineffective, so having a clear strategy in place will help you get started in creating the most engaging content in the industry.   Creating too many social media accounts You might find yourself getting too caught up in what a competitor is doing, that you start signing up for too many social media channels at once. The issue is that you do not have a strategy or the time to create quality content that engages. Don’t sign up to platforms that you don’t picture to work for your brand or target audience – an abandoned page can be more damaging than no page at all and reflects that you’re disorganized. Our advice is to start off simple and branch out once you are confident that you can offer quality and relevant content for each channel while engaging with your growing audience.   Paying for Fake Followers Sure, millions of followers may help leverage your business and boost your ego, but it won’t help with increasing your return-on-investment or user engagement. Your aim should be to build a genuine relationship with your audience and forget about the vanity numbers.   Forgetting to proofread It may seem obvious, but you will be surprised by just how often companies make the mistake of not proofreading their posts. Keep an eye out for missed punctuation, grammar errors and double-check the spelling of words. You might find that tools like Grammarly will soon become your best friend. Remember that spelling and grammar may seem petty, but it can damage your online presence and affect your credibility.   Neglecting the social aspect of social media Your audience expects you to be responsive and wants to feel like they are speaking to real people, not corporate robots. Humanize your brand by taking the time to build valuable relationships and connecting with your audience. Struggling to get your brand’s personality to shine through social media? Let us help establish your online presence and take your business to new heights with a digital marketing strategy that is proven to help trucking and logistics companies, just like yours!...
Social Media

As a social media manager for a transportation and logistics company, it can be tough coming up with new ideas of what to post on your social pages each day. To make things easier, we have a helpful list of prompts that can be used to fill your social media calendar, especially on those days that you have hit a block. A discount or promotion: Everyone loves a special offer. Be sure to promote your next driver recruitment or staff recruitment efforts on social media to boost your engagement.   Ask a question: Use your platform to get feedback from your customers and carriers or to start a conversation. It can even be fun, quirky questions to help get to know your audience a bit better.   Inspirational Quote: Inspire your audience with a quote that motivates and encourages them to do more with their day.   Share a tip or trick: Your social channels become valuable to your audience if they are helping provide solutions for common problems that they might face. By providing helpful tips and tricks you are showing that you care about their needs and have a good understanding of the industry.   Answer a question: Create a conversation and build a relationship with your audience by allowing them to ask questions about your company and the services you provide, don’t forget to take the time to answer them.   A day in the life: A great way of building company culture and sharing a little more about what you do is having one of your staff members share a day in their life where they outline the different things that they do each day.   Testimonial Quote: There’s no better way to promote your reliably good service than by sharing a genuine testimonial from a customer.   Infographic: Help share insight of industry news, trends or new service innovations by creating infographics that provide quick facts in an engaging way.   Contest: Give back to your online community by hosting a competition where they can win something – perhaps it’s a company t-shirt, a book from one of your favorite authors, or a gas card.   Meme: It doesn’t always have to be serious business. In fact, some experience their best engagement on industry-related jokes that your audience is bound to enjoy!   Still not quite sure how to connect with your audience? We can help! 92% of our customers agree that with our help, their social platforms help promote sales and increase driver and agent recruitment. Want to know more? Contact us, today!...
Social Media

Social media marketing forms an important part in the digital marketing strategy for your transportation and logistics company. More than 92% of our customers say that their social media accounts have provided more coverage and have helped boost sales and driver recruitment – so, how do you make the most of social media marketing? Take a tip from the pros!  ...
Social Media

It's important to track and keep up with special occasions, holidays and events taking place, to help create content for your social media channels. By doing so, you are showing your audience that you are relevant and cover topics that are trending. But it can become overwhelming trying to remember every single date, not to mention creating content that is relevant to your trucking audience and ties in with the special day. To make things easier, we have included a 2018 social media calendar that highlights some of the upcoming holidays to calendarize for the year ahead. Remember to also check out local events and add them to your diary so that you can reach and capture the attention of your local audiences. Remember to not take yourself too seriously when creating content for special days and have a little fun. Where possible, try outline some industry facts like how many roses are delivered by the transportation sector on Valentine's Day, or how many online orders will be returned following Christmas. These sorts of facts are both interesting and applicable to the industry, making it the best and most relevant content for your channels....
Apps and Online ToolsBloggingSales and MarketingSEOSocial Media

By now you have probably figured out that a good and solid marketing approach for 2018 is to establish your digital marketing strategy. Digital marketing has changed the way we do business and in hopes of not getting left behind, more logistics companies are focusing on their digital efforts. But how or where do you even begin? At first, you might turn to Google and while you’re sure to find answers, they might not all make sense and you can very easily become overwhelmed and put off figuring out your digital marketing strategy. To simplify it for you, we have made an easy to use infographic which outlines 10 questions that you should be asking yourself to help create a successful digital marketing strategy for your logistics and transportation company. ...