What’s digital marketing, and how can Squirrel Works help? That’s a question we get a lot here at Squirrel Works, and it makes sense. After all, digital marketing is a fairly new and somewhat foreign topic in the transportation and logistics industry.
So what is digital marketing?
Simply put, digital marketing is the marketing of products or services using digital technologies–primarily on the Internet, but also on mobile phones, display advertising, and other digital mediums.
What digital technologies should you be using?
Good question! At Squirrel Works, we believe the foundation of a successful digital marketing strategy is a quality website with a clear and concise message. In addition, we recommend an active presence on social media channels such as LinkedIn for brokers and vendors to brokers and Facebook for carriers and vendors to carriers. Finally, we suggest you incorporate a consistent and creative content strategy that includes blogs, white papers, videos, and more.
Let’s take a closer look at the website.
For website building, WordPress is one of the most widely used platforms. According to Kinsta, WordPress currently holds a 34% market share of websites online today. With so many companies and developers choosing the WordPress platform, you’ll find a plethora of online resources to help you create an excellent website for your transportation and logistics company. And don’t worry about plugins–there are plenty of free plugins and they make integrations much easier if you take that route.
What about Social Media?
Social media is a major factor when it comes to digital marketing in the logistics and transportation space. Managing social media accounts isn’t rocket science by any means, but it does take time, effort, and consistency to make it work for your organization. In our experience, we find it’s most effective when you post a minimum of three times per week. You can certainly post good content more frequently if you find it beneficial for your audience (key words–good content). We believe a mix of thoughtful articles/blog posts, engagement-driven posts that highlight your service offerings, and educational posts create an excellent formula. If you use this formula, you’ll find that being helpful online will grow your audience and your customer base.
Good Content is Key!
We touched on this above, but the last and arguably the most important aspect of digital marketing is content creation. Have you ever heard the phrase, “Content is king”? Well, there’s a reason for that–it’s the truth!
Content and how it’s offered is evolving rapidly. In the very recent past, it was enough to whip up a smart blog post and stuff it with keywords. BOOM, you were easily discovered on the world wide web. Unfortunately, it’s not that simple anymore. Algorithms are constantly changing, and content is stepping up to the plate. We recommend you begin creating video content you can break down into podcasts, images with quotes, and short posts. We like to call it the Gary Vaynerchuk method–creating one long-form piece of content and using it in smaller portions to distribute across multiple channels.
Digital Marketing–the Big Picture
Digital marketing can and should be fun. If you have a modern website, preferably built on the WordPress platform, active social media accounts with at least three posts a week, and a thoughtful, smart, and creative content strategy, you are on your way to success. If you have any questions, please don’t hesitate to reach out to the Squirrel Works team. We LOVE transportation, and we LOVE marketing.