Social Media Marketing for Transportation Companies
With more than one billion people using social networks today, it possible for one person to communicate with hundreds, or even thousands, of other people about brands and the products and services they offer. As the transportation and logistics sector grows, it is essential to work strategically to leverage technology and media to drive efficiencies and connect with core audiences, partners, and clients.
We no longer live in a world where companies closely control their brand’s perception. Social media, by its nature, has produced an empowered consumer whose amplified experiences are creating a new paradigm. The bridge between social media and the transportation and logistics sector is natural: both depend on mobile technology to function.
The empowered consumer is now a critical factor in influencing the perception of your brand and shaping the views of other people’s opinions, attitudes, and purchase behaviors. Social media is simply another form of marketing — a tool that should be used as an extension of your plan to support your goals and objectives. Logistics has always been a driver of new technology for operational excellence, and with social media, there is an opportunity to drive technology for marketing and communication excellence.
Transport services companies are relationship-based brands. They need to develop a connection with their customers. Hence, social media becomes a perfect channel for them to bridge the gap with their passengers. Transport services brands need a customer-friendly approach to reach out and promote themselves as a company. A variety of ways exist to utilize social media for increasing your marketing efforts’ effectiveness, but companies should handle social media efforts thoughtfully and implement them strategically. Simply setting up a company Facebook page will achieve little to no results — it’s all about the work you put into it.
This groundswell has vastly shifted power to the consumer, who now has increasingly more control over the content and conversations that shape purchase behavior. The days of traditional marketing funnel metaphors are out of the window. Brands must now map their unique current and future state consumer experiences to stay competitive in today’s ever-changing landscape.
When deciding which social media platforms you will use and who will be involved, you must understand how your current client and employee base is engaging on social media. Do your carriers regularly use Facebook or Linked In? Are your clients on Twitter, Pinterest or Instagram?
You also need to determine who you want to market to, why you want to market or engage with them, how you will market to each set of people, and which tools you will use to reach them. These decisions aren’t made overnight; it is a complex process, as is any facet of a solid marketing plan.
A realm of opportunity exists for professionals in the transportation and logistics sector to utilize social media as a key component of an existing marketing platform, but social media strategy should be taken seriously.
You have one chance to make a first impression, and you’ll want to do it right by branding yourself properly on social media networks, providing insightful content, and engaging thoroughly and appropriately.
I have been seeing and hearing a lot of people talk about how they are feeling overwhelmed with social media. It has become a huge chore to keep track of your profiles, respond to mentions, comments, keep their buffer account filled with content so they can stay “consistent”, and so on.
If you find you’re struggling to keep up with all this social media stuff, you are not alone. There are many that are feeling the same way. The main question I am hearing is, “What should I do, should I call it quits?”. I would say “not so fast!”. Let’s get to the root of why you are feeling this way, because social media is too great of a tool to just call it quits.
Planning to increase your social media budget this year? If so, you’re not alone. According to a Salesforce report, 70% of marketers plan to increase their overall social media spend.
If you’re among this group, there are probably three major investments you’re considering:
Social media advertising
Social media marketing
Social media engagement
To make all that happen, you’re going to need the right people. Or at least the right person. If you get the social media person part of this down, the rest of your social media program should fall in line.
Cargo Gate Consulting specializes in social media marketing for the Transportation Industry. Contact Cargo Cate Consulting today for more information and to get started.
