Logistics companies operate in a competitive business-to-business space that’s in the midst of a major digital transformation. Over the last 5-10 years, and with some delay compared to more consumer-facing markets, the logistics industry is starting to discover the benefits of pivoting towards logistics marketing to the internet.
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McKinsey has found that Google search terms related to freight forwarders, ocean carriers, and other logistics and transportation companies exploded by 8-14% per year from 2014-2017, and the trend only continues. Like so many of us, logistics leads are now doing their research online. The industry has long been accustomed to networking and selling on the phone or in physical space (like trade shows and other events), but the attraction, nurturing, and conversion of logistics customers now takes place largely on the web.
Nonetheless, the McKinsey study also discovered that “only 6% of the largest ocean carriers and freight forwarders have end-to-end online booking capabilities.” It’s time to take website functionality, online lead nurturing campaigns, and high-converting, form-fillable landing pages more seriously.