Important B2B Marketing Trends for Logistics Companies
The truth is that today B2B buyers make 70% perspectives about the product online before even engaging with a sales representative. In other words, post-pandemic people are eager to have an immersive buyer’s experience rather than being pushed to be told about your B2B brand.
So, reaching customers online through meaningful marketing strategies is more important than ever. This is no exception for you as a logistics service provider. More and more supply chain companies are now engaging customers with digital marketing. Part of the engagement activities are providing knowledge-based and customized content, leveraging chatbot and AI technology, and increasing their presence on social media.
When it comes to logistics and supply chain, the basic marketing principles remain the same as for all other industries. But the analytics, automation tools, tracking, content strategy, and customer experience to achieve business goals vary greatly.
Increased Brand Personalization
According to McKinsey, personalization can boost sales by around 10%, and you can easily create a personalized campaign through market segmentation.
Market segmentation gives you a better understanding of your core customers and their requirements. This can help you create tailored-made products for your customers to stand out in the sea of competitors.
Analyzing market segmentation and creating a personalized marketing strategy help you identify potential B2B segments in the market. Above all, personalized marketing messages with properly targeted segmentation help you create focused, campaigns that make the most of your marketing budget.
According to research by McKinsey, personalized campaigns have five to eight times the ROI compared to a campaign without segmentation.
Increased Video Marketing
Video marketing trends are becoming increasingly important to overall marketing strategies as video accounts for approximately 82% of all online traffic.
Research has found that 84% of consumers are more convinced to buy a product after watching a video, and twice likely to share videos in comparison to any other content type.
As visual content marketing trends continue to advance, your B2B marketing strategy must align with the best practices of video marketing to drive more sales. Video marketing trends are expected to dominate the online space in 2022-23.
Live video is at the top of the list of video marketing priorities as the engagement rate is approximately 6x higher when the content is live, and users watch videos for 3x longer than pre-recorded videos.
Live video has emerged as an effective way not only to create brand awareness and personal connection with your target audience but also as a part of SEO strategy. As a supply chain company, you cannot miss engaging with your customers through video content including:
- customer testimonials
- logistics operations
- automation used in warehouse videos
Customer-focused content marketing
Customer-centric content creation starts with a thorough understanding of your customers and your product and service. Profiling customers in B2B is crucial because it helps create a customer-focused content marketing strategy that best works for them. And when you have detailed knowledge about your product and services, you can find the best solution for your target customers.
When you enhance your customers’ knowledge with a focused content strategy, addressing their needs, challenges, and growth tips, you lay the foundation for profitable relationships. With valuable content that interests your customers, you can not only build brand awareness but also trustworthiness and customer loyalty.
Whatever the platform, the content strategy should be a combination of addressing the challenge of your targeted customers, highlighting your value to personalization, and relevant actionable data, facts, and pieces of information.
Seamless Digital Customer Experience
Digital customer experience means how you take your customers through your various digital touchpoints when they deal with online platforms such as mobile, desktop, apps, and others.
In today’s digital market, omnichannel customer experience strategies are more important than ever. Being a B2B company, you have got to be present on an omnichannel platform to be found by your consumers for information about your products, solve problems, and make purchases.
Research show brands with omnichannel customer experience strategies retain an average of 89% of their customers than their counterparts with weak strategies. A good digital customer experience strategy enables you to meet your customers’ expectations smoothly across multiple digital channels working toward the same goal to deliver customer satisfaction. To remain in the competition, like your logistics counterparts you must provide a seamless digital customer experience through an omnichannel platform.
Data analytics act as a differentiator
Data analytics is going to be the differentiator for you irrespective of the size of your logistics company. The success of your marketing strategy depends on how you are collecting and utilizing data for your greater good. It is important that you track your website, digital marketing activities, social media campaigns, content engagement, and SEO strategies to get the best ROI on your marketing budget. Regular tracking and measuring of your marketing strategies will help you discover the best way to reach your supply chain customers.
Social media to remain strong
As social media will continue to remain strong, digital marketing activity for every industry and logistics and supply chain is no exception. Logistics and supply chain companies with a strong social media presence will be driving more customer engagement and one-on-one communications, thus providing you the opportunity to build relationships with your customers.
Last but not least, there is no harm in accepting that B2B companies, especially the logistics and supply chain companies don’t prioritize digital marketing, even though they are waking up and understanding the need of the hour. With the above digital marketing trends to follow in the logistics and supply chain industry, you can outsource your digital marketing to an expert logistics marketing agency. Digital marketing agencies with logistics and supply chain domain expertise can effectively handle your entire digital marketing initiatives including, website, social media, and content strategy to drive maximum customer experience and ROI.