MARKETING COMPENDIUM LIGHTS, CAMERA, ACTION! Top tips on video marketing
I'M FEELING LUCKY
The secret behind making it to the top of Google
HOW TO BE ON BRAND with your brand
MEDIA & MARKETING
The promotion and dissemination of knowledge and information about products and organisations both externally and internally. Related topics Website design Social media Promotional techniques
MARKETING FOCUS WITH
othing beats holding a perfectly bound, glossy, freshly
Advertise yourself to the right audience
printed magazine in your hands, right? I mean, we’re
We’re passionate about the freight and logistics industry.
not exactly going to disagree with you there! As much
It’s in everything we do and it’s why we created FORWARDER
as we like to immerse ourselves in technology these days, digital
magazine. We have created and developed over 14 sections
won't yet truly outdo print in terms of the experience it gives
dedicated to the industry and over 12 topics of focus per year,
you. You can keep printed books and files forever, you can fan
so, whatever your business, there will be the right issue for you.
them out proudly on your coffee table to display, and we would
Our features calendar covers topics across the entire industry,
even argue it is the most sentimental form of marketing out
so whether you're an airlines or a courier, there will be an issue
there. So how exactly can you get your business in print?
with your company’s name on it…perhaps literally!
Of course, you want to make sure your company is placed
Placing an advert in a magazine can give great results. It’s even
into the most suitable magazine, so you can find our features
better when it’s in an industry magazine that is sent out and read
calendar on FORWARDERmagazine.com. Our readership
by MDs, CEOs and subscribers within your sector. As one of the
is broad and well established across the entire supply chain.
industry’s most loved publications, FORWARDER magazine
We proudly produce content that is read and loved by experts
is proud to be able to provide opportunities to include industry-
and companies around the globe. Our reach is around 250,000
related articles and adverts. Want your business and services
readers per issue, and 45% constitute our American audience.
to reach a global audience that is specifically ready by industry
Furthermore, our readers are from an array of sectors, such
professionals? Starting from a quarter-page advert to a six-page
as freight forwarders (40%), manufacturers (15%), retail (12%)
feature, there are plenty of options you can choose to become the
automotive, pharmaceutical and more. Each issue is emailed to
next advert our readers see when they turn the page.
our subscription database, so our audience will never miss one.
DON’T STOP 98
Get yourself on our front cover Want the spotlight? Always dreamed of being on the front cover
They can be kept forever, and guess what? That’s right, you
of a magazine? Well, what if I were to tell you it’s possible?
can fan them out on your coffee table! Freight Solutions have
FORWARDER magazine can tick that one off for you. Our
all the right tools to make this happen for you – we can design
front-cover feature gives you that top-spot exposure, and you
it for you, print and then deliver it right to your doorstep.
also get a six-page interview and company roundup, images and
We would never publish something without your approval, so
a video interview for your website (images and videography
we will communicate with you to make sure your brochure (or
included in our cover-feature package). You will be advertised
whatever we're designing) is exactly how you imagine it. Matt
on our website for a whole month, and the printed magazines
cover...glossy? You get full control over everything from start
will go to both you (perhaps to adorn your coffee table) and to
to finish, and we’ll even send you a digital version so you can add
our readers. If you’re reading our cover features and picturing
it to your website.
your company there instead, maybe it’s time to make it happen… It all sounds impressive, right? Print’s still very much alive. Create your own publication
Check out how you can market yourself through print on
When it comes to marketing your own products and services,
freightsolutions.com and FORWARDERmagazine.com
nothing says professionalism more than handing a client a branded company brochure that they can take away and keep for future reference. You’re bound to leave a bigger impression with
Rachel Jefferies, Editor, FORWARDER magazine
a brochure or publication than you would with just a business card, right? Company brochures are a brilliant way to display your services, fees, company information, news and contacts.
THE PRESS! FORWARDER magazine
MARKETING FOCUS WITH
ocial media is becoming more than just a status or a photo
you are more likely to gain views from audiences throughout the
update. As we scroll through the black hole of social media,
entire day. Furthermore, if you are targeting B2B, consider posting
it’s easy to get caught in a thread of videos. However, using
your video between the standard working hours of 9am and 5pm,
this form of interaction as a marketing tool could gain your business
which will gain you the most exposure.
exposure to a wider audience. Keep your video concise
Here at FORWARDER we offer a video marketing service.
There’s nothing worse than a rambling video with no true purpose.
An example of our previous client work is our interview-based
Make sure your video is quick and concise and communicates
‘Move it Like…’ videos, which are then shared on our company
exactly what you want it to. Whether it’s advertising your services,
website, YouTube, LinkedIn, Twitter and Facebook pages. Videos are
discussing your business or you’re making a call to action (CTA),
a great way to incorporate multimedia forms of advertising, and are
always involve the viewer by making the video as relatable as
proving to be increasingly popular. Thinking of testing the waters?
possible. Any additional information can be added into the caption
FORWARDER has put together some tips on how a promo video
of the video.
could benefit your marketing strategy.
Brand your video LinkedIn
Add your logo, insert your website details and maintain your brand
LinkedIn is a great platform that merges both social media and
theme throughout the video. It’s important to create a solid identity
professional networking in one place. LinkedIn users tend to be
for your brand, especially when marketing your business (you can read
interested in business, whether it’s news, information and companies
all about how to create a brand identity on our website under our
in the same work sector, peers’ updates...and recruiters also use
Marketing Focus section). Creating a brand for yourself is setting your
the platform to head hunt candidates. Posting a video to LinkedIn
business up for recognition. Like any of your marketing products, your
for all of your connections and followers is a great place to start, as
brand should always be accurately and consistently placed.
those in the business who are connected to you or your business’ profile page will be able to like, comment on and share your video.
Create as high quality content as possible
Should this happen, there is a good chance it will appear on their
Video editing can be a tricky skill to master. Hollywood film and
connections’ feed, meaning that your business could immediately
sound editors don’t get paid the big bucks for nothing! Following
gain a wider network base.
on from maintaining your professional branding, your video content should be as smooth and professional as possible. Record the video
Be aware of your audience
on a high-quality camera and edit the video with an aim to being
When creating your video it’s important to consider your audience.
smooth and simple.
For example, if you are promoting your company on social media platforms such as LinkedIn, or you have a wide audience who could
Interested in what a marketing video looks like? Take a look on our
be watching the video sat in a working office, perhaps it’s best to
YouTube channel: search for 'FORWARDER magazine.'
add elements that would make the video easier to watch, such as subtitles. Videos with subtitles do not necessarily require sound, so
Rachel Jefferies, Editor, FORWARDER magazine
LIGHTS, CAMERA, ACTION PS I T P TO
O E D VI
NG I T E K R A M
MARKETING FOCUS WITH
ompanies these days are faced with more competition
So not only will your business be exposed to various job seekers, but
than ever before. We are exposed to radio and television
also works on a national and global scale. Job seekers are more likely
commercials, social media, billboards, pop-ups. Whilst
to look into your company if a job role catches their eye.
there are more ways to market a company compared to ten years ago, it doesn’t necessarily mean that marketing is easier. Audiences
are bored of generic adverts, so sometimes it takes some outside-
Forwardingjobs provides the perfect marketing platform for all
the-box thinking to market and brand your company successfully.
your latest company vacancies. If you are recruiting on a regular basis, e can offer a range of services to you depending on your
Advertising within the freight industry can be a little bit of a head-
requirements. Furthermore, if you pay to place a job advert on the
scratcher. How do I reach such a specific audience? How do I
site it is automatically included in the recruitment section of the
advertise to new clients when I don’t know where to find them?
magazine and emailed to candidates in your area.
We hear you. You want a type of marketing that is going to reach audiences interested in freight and logistics. So, why not consider
Alternatively, you can use the group’s executive search team, claim a
putting your job vacancies on a job board?
loyalty programme voucher of up to 50% to spend this on marketing in the Forwarder Directory.
By advertising your jobs on a job board, not only will the candidates actively come to you, but they will be industry-specific professionals.
Searching for a new role? Looking to take the next step in your freight
You will also land yourself with some brilliant brand awareness
career? Want to discover opportunities within the sector? With
marketing, exposing your logo and company profile to more people.
vacancies from employers and recruitment agencies, it’s our mission to find you the perfect role within the freight forwarding industry.
Why choose a job board? Job boards are like a fruit basket. The fruit (jobs) is all collated in one place, ready for the perfect consumer
Job boards are a great way to expose your company to new and
(candidate) to decide which one they would like best. Usually, jobs
existing audiences. You will not only increase your network, but
are scattered across multiple job boards: you’ve heard of a creatives-
brand awareness is a crucial element to marketing. Giving it some
oriented agency, but what about one for freight? Well, that’s how
consideration? Head over to forwardingjobs.com to find out more.
Forwardingjobs.com can help. Unlike the standard job board, ForwardingJobs.com has been created specifically for the freight forwarding and logistics industry, listing jobs from management, manufacturers, driving, finance, warehouse, shipping, freight forwarding, operations, to senior, sales, administration and more. With the easy-to-use job search function, job seekers can find all current vacancies available, filtering from role to location.
Rachel Jefferies, Editor, FORWARDER magazine
MARKET YOUR ROLES ...MARKET YOUR COMPANY
MARKETING FOCUS WITH
ny event manager will know that running a large conference,
to assume that activity during the standard 9–5 working hours are the
exhibition or expo is no mean feat. It’s not a job for the
least active for social networking on Twitter, with the exception of lunch
disorganised, and between managing attendees, speakers,
breaks 12-2pm. However, if your marketing is aimed towards businesses,
staff, setup, marketing and sales, there’s so much to do. An event
it could be worth testing the 9-5-hour waters, as companies are more
executive worth their salt will work tirelessly for a year to 18 months
likely to be active on social media during work hours.
to get every detail in place for the day. Instagram is one of the biggest social media platforms at the moment. Social media takes up a big chunk of our lives. We scroll during our
It allows users to express their channel in pictures, creativity and
lunch breaks, on the bus, even while the kettle is boiling. The average
links, and is one of the biggest forms of money-making for Instagram
user spends 142 minutes per day on social media…
'influencers.' An influencer is essentially a user who has a large number of followers, and is endorsed by brand to advertise their
This next question might be a bit of a tough pill to swallow:
products to their followers through Instagram posts.
considering we spend so much time online, is your company really doing enough to promote your brand across your social media
Due to a hype around Instagram, having an active account within the right
channels? Are you really utilising this free marketing tool for your
industry could be worthwhile for your marketing purposes. According to
products and services? One of the most powerful methods to target
research, Instagram is the most active during the following times:
specific and brand new audiences. Do you know the secrets behind brilliant social networking? FORWARDER has put together some
Monday: 7pm and 10pm
Friday: 1am and 8pm
tips on how to maximise your engagement when posting on your
Tuesday: 3am and 10pm
Saturday: 12am and 2am
social media channels.
Thursday: 7am and 11pm Pick your timing right Peak times aren’t a myth. There will be certain times and days that
However, if you make an Instagram account, make sure you post on
different social media platforms will be more active than others. It’s
it. Nothing screams time deficiency more than a dormant Instagram
wise to do your research, and remember: not every social media
account with 3 posts listed from July 2012. Use it or lose it.
platform is equal. LinkedIn, for example, is used more throughout the week than it is during the weekend. LinkedIn users are most
likely to be active for businesses purposes. Keep this in mind when
There are other sneaky tricks to the trade when it comes to maximising
posting on LinkedIn, particularly relevant to B2B-based companies.
your engagement online. Using hashtags (#) can enhance your post’s interaction, as anyone who searches the hashtags (usually searching for
Twitter is commonly used throughout weekdays, however research
a specific topic or keyword) is more likely to find your tweet/post. For
suggests that the peak times for Twitter engagement is 8:00–10:00
example, hash-tagging #freight might generate interest from industry-
AM, during the 'waking up' period. Most people check out the latest
specific social media users, increasing your post interaction rate.
news stories and social media first thing in the morning. Another peak
#freight #forwarding #cargo #projectcargo #oceanfreight
time for Twitter is outside work hours 5:00–9:00 PM. It could be safe
#warehousing #courier #supplychain #distribution.
Images and graphics will also boost your engagement significantly.
Social media can be an easy field to play once you do your
Attaching an eye-catching image will draw the attention of the reader
research. Understandably, social media marketing isn’t
much more than a plain text tweet will. Try and choose something
for everyone, and sometimes it takes a certain ‘knack’ to
in the style of your branding – this will not only look consistent, but
master. Above all, it takes time and requires consistency.
will also embed your brand’s style.
We understand that social media marketing is crucial for companies, yet can be difficult to find time to dedicate
Make use of what’s currently trending –trending terms (sometimes in
to. Stressed about spending time on your social media
the form of a hashtag) are a great way to boost your interaction, taking
advertising? Freight Media can help, offering services for
advantage of the internet’s most talked about terms at that present
all of your marketing needs. From posting to social media
moment. For example, the top trending terms on Twitter fairly recently
maintaining, Freight Media’s team of marketing experts
was #NationalEmojiDay. It would be ideal to make these as relevant to
will assist you with how to get the most out of your online
your industry and followers as possible (see below for exemplar tweet).
presence, targeting the right audience for your client-base. Want to find out more? Visit freight-media.com Rachel Jefferies, Editor, FORWARDER magazine
Create brand opportunities Creating brand opportunities when posting on social media is a brilliant way to market your services consistently, and it’s even better when you can relate it to everyday life for the user, e.g... •• Christmas countdown •• Holiday celebrations (e.g. Hallowe'en, New Year, Easter, Valentine’s Day) •• Weekly set posts (e.g. Motivational quote Mondays, throwback Thursdays) Posting alongside events, holidays or themes will encourage consistent posting. You might also benefit from users searching the keywords (similar to ‘trending’, addressed in the previous bullet point), as social media users will be more likely to search for 'Christmas' during the holiday season.
STAYING SOCIAL ON YOUR MEDIA CHANNELS FORWARDER magazine
MARKETING FOCUS WITH
unning your own website isn’t a walk in the park. It needs to look sharp, run smoothly and regularly requires your
COMMIT TO CONTENT
One of the best ways to drive traffic and website interaction is by
undivided attention. If your website is a successful one, it
posting unique content on your site. Many websites achieve this
can be a champion of your company. So how can you ensure you’re
through a blog feature, writing posts that could spark interest from
getting the best out of your website?
web users within their industry. For example, you might want to
START THE RACE RIGHT
write informative posts, which will remain timeless and relevant to users who search for the keywords that happen to be featured
You wouldn’t run a race with a sprained ankle. Chances are, you’d
within your post. Alternatively, your posts could be industry news
have lost the race before it had even begun. Effort and time wasted,
related, which will attract attention from anyone searching live,
and you’d probably end up in a worse state than you started. Think
trending buzzwords. It’s ideal to switch up your posts and maybe
about this principle, but with your website. Why post content and
even create categories once your posts become more numerous.
expect results when it’s not running (excuse the pun) properly in
If you’re struggling for inspiration, just ask yourself what sort of
the first place? Is your website’s performance up to scratch? Is it
content you would be interested in reading about.
designed with both aesthetics and usability in mind? Does it have enough high-quality content to drive your site to Google’s top results? These are all questions you should be asking to make sure your website is at its optimum running pace.
CONSIDER GOOGLE ADS (AKA ADWORDS)
It will provide you with traffic (the website kind, not the transport kind), but you will have to be prepared to dig into your pocket. Although there is a fee, your website will reach the top tier on Google’s search results with keyword searches. Once you start receiving more traffic, you will notice a spike in sales leads and customer interaction. While this can become expensive, it might be a good idea to dip your toes in the water of Google Ads to get some traffic to your site and to hit the ground running. Something to consider before you splash your cash on advertising is to plan your budget, your goals and how long you intend to advertise for.
WANT TO KNOW MORE?
DON’T TRY TO CHEAT THE SYSTEM ...IT WON’T WORK ANY MORE
'Once I crack Google’s code, life will be a breeze,' I hear you say. I’ll stop you right there. Google is much more than a bunch of
rules that web users have to abide by to in order to achieve decent results. In fact, Google constantly changes its algorithms to prevent
manipulation of the system. Did you also know that Google analyses every page and the links to and from your website? This is called
‘crawling’ – essentially, search engines trawl throughout your website and rank you according to what they find. Don’t get comfortable, SEO-related rules are designed to keep you on your toes!
CTRL+C then CTRL+V, right? Nope. Absolutely not. Set down your coffee and pause your wellness podcast, because what I’m going to say next is very important. You mustn’t copy and paste your
content. Blog posts, ‘about’ sections, company profiles, services...
this rule applies to the lot. A blinding mistake a lot of people make is ripping content from a random site, posting it as their own. This is
not only plagiarism (and could even land you with a fine attached to a copyright lawsuit), but can also have hugely detrimental effects on your SEO. The world of SEO is a complex one, but the simplest rule
to remember is that the more unique content you have, the better. If you can’t avoid reposting content, such as with a supplied press
release or a bulky technical reference, it is essential to credit the
source with a backlink to the source, and highly advisable to insert a canonical link. These essentially prove that you recognise that the
content is duplicated and that you are aware of the original source already existing. Google will then not penalise you for this.
This avoidance of duplicate material should extend to the rest of
your site as well, even with your own, original content. Don't have the same content repeated within the site or you'll be punished by Google. Instead, make sure you rewrite any information that you
intend to repeat, for example a summary of a service on the home page and the more elaborated version on the services page.
Further information can be found at freight-media.com
MARKETING FOCUS WITH
KEEP IT SIMPLE
DON’T NEGLECT KEYWORDS
to enhance your SEO. Firstly, keep your post’s URL (www.etc...)
searching for a topic remotely relevant to your website may stumble
as simple as possible. If your title is above five words, then make
across your website thanks to a beautiful little keyword you once
There are a few key tips to keep in mind when writing content
sure you customise your URL link to something still relevant to the article, but shorter. A post URL of ‘www.webpage.com/blog/howto-make-sure-your-post-URL-isnot-too-long’...is probably too long. This doesn’t mean that you have to change the title of your article – your CMS (Content Management System, e.g. Wordpress) should allow you customise your post URL. Perhaps www.webpage.com/blog/keepingURLs-simple would be better suited. Another point to consider is paragraph size, sentence structures and repetition of words. Keep your sentences simple and brief if you can – this reads much better and increases
The clue is in the title: key. Keywords are vital to your SEO. Anyone
A POST URL OF ‘WWW. WEBPAGE.COM /BLOG/HOWTO-MAKESURE-YOURPOST-URL-ISNOT-TOO-LONG’ ...IS PROBABLY TOO LONG
wrote a few times in an article. Cargo, freight, airlines, goods, shipping: in the case of the logistics industry, these are little Easter eggs you can leave around your site for an internet browser (and potential customer) to discover. Bingo! They discover your website and are likely to take a nose around. If you’re wondering what the world is talking about online, visit Google Trends. Google Trends displays the current, most talked-about keywords being searched for online. Although don’t be surprised if the majority of keyword trends include Kardashian, Love Island, Jeff Bezos or Game of Thrones! Sometimes it’s just in the
your website’s readability for Google’s crawlers. Your opening paragraph
craft of making even the most contrasting topics fit. I mean, you see
should be fairly succinct, around four-to-five sentences. Feel free to go
what I did there, right? I just bagged myself four of the most talked-about
into more detail in the main body of your text, but remember that
keywords in one article ;-)
nobody likes a big slab of copy. It’s daunting and unappealing. Break up your text with headers, images and paragraph breaks. Even use ‘pull quotes’ to illuminate important elements of your article. Repetition of keywords can be bad for SEO. Again, don’t underestimate Google. It knows if you’re trying to outsmart it by cramming too many keywords in one paragraph. Note that you gain a loyal reader by creating interesting, relatable content. As a writer, I can say that connecting with your reader should always be your #1 priority.
UTILISE YOUR SOCIAL MEDIA ACCOUNTS (IF YOU DON’T HAVE A SOCIAL MEDIA PRESENCE...GET ONE!)
ANALYSE YOUR SITE
Social media is easily one of the most successful and quickest
audience would be completely inappropriate and nothing would be
network-building tools. Just one retweet could reveal your brand
achieved. Apply this mentality to your website, and ask yourself
to thousands of other Twitter followers. Internet users check
whether your website and its content is reaching the right target
their social media on their lunch breaks, waiting in queues, sat
audience. If it’s not, then the chances are you’re not getting the
on a train, even whilst waiting for the kettle to boil. Reaching
optimal results. Take a look at Google Analytics and dissect your
new audiences couldn’t be easier. Link to your social media from
website’s structure and activity. Using this data-analysing tool, you
If you were to see a professor giving a university-level lecture to a class of toddlers, you’d think...pretty pointless, right? The target
will be able to review your audience demographic, your most popular webpages, your organic visit levels and much more. This is a great way to see what areas you’re acing, and whether there are elements of your site that need to be improved. Consider and address the points above, and you’ll be ready to ace the race. And remember, this is all a lot to take in and a lot to commit yourself to as a business owner or marketing executive. SEO work is one of the services we offer, so get in touch with the team if you'd be more comfortable leaving it to the professionals...I doubt anyone would blame you! Rachel Jefferies, Editor, FORWARDER magazine
your website, and link to your website from your social media. If you’ve posted a new blog post, tweet about it. Post it on LinkedIn. Use hashtags to extend to a wider audience. Some of the biggest brands reach far more people these days thanks to their social media marketing; just look at Apple, Nike, Spotify. Again, more traffic and a higher click rate will boost your website’s interaction performance and Google ranking. FORWARDER magazine
MARKETING FOCUS WITH
ny event manager will know that running a large conference,
Getting your stuff there on time (and in one piece)
exhibition or expo is no mean feat. It’s not a job for the
Before the exhibition itself, every crate could be handled as many as
disorganised, and between managing attendees, speakers,
50 times, and so the correct labelling and documentation is essential.
staff, set-up, marketing and sales, there’s so much to do. An event
You won’t want any customs hiccups and arranging for your goods
executive worth their salt will work tirelessly for a year to 18 months
to be transported offshore may put you at risk. Any mishaps in
to get every detail in place for the day.
labelling could mean your prized exhibit is delayed or even denied entry completely.
Getting goods to your event? That shouldn’t be an additional stress. Most specialist exhibition forwarders will utilise palletised shipping When considering the shipping and logistics side of any event, you
to transport multiple cargo heading for one destination: it makes
will want a company who is careful, communicates superbly, and
sense to keep many of these smaller loads lumped together. Along
gives excellent service. You may even want to consider a company
with being practiced at sending goods either cross-country or cross-
who specialises solely in event and exhibit transportation services,
seas, they will know any affecting regulations which will apply to
and here’s why:
goods exporting to the country of destination. For example, some countries will ask for pallets to be treated with fumigators before
Exhibition venues aren’t the easiest
entering the country: in this case, a specialist will have an entire
destination for couriers
team dedicated to organising this process for you. They will also be
Beyond the issues that come exact timeliness and parking, non-
expert at consolidating, packing and securing a pallet so there is no
specialist couriers aren’t permitted to just ‘bring your goods’ into
damage to your cargo, and will be able to advise and even organise
the venue, even if it’s a smaller box of marketing materials. To
insurance for the shipment throughout its journey.
prevent security scares, any parcels must be delivered by authorised individuals, and signed for on site. Just like with attending your
Having a specialist on-site
ticketed event, if you’re not on the list, you’re not getting in. That
A specialist event logistics carrier will also provide on-site personnel
goes for your parcel too.
who are able to arrange the delivery of equipment to a specific location within the venue: whether that be an exhibition stand,
Besides this, often exhibition equipment is bulky, heavy or otherwise
catering stand or workshop arena. It’s not a job that can be
awkward to transport. They may require a forklift or cherry-picker
underestimated. Loading and unloading equipment from vehicles may
to move, and in this case you’ll want a delivery team with expertise.
require specialist equipment – not to mention all hands-on deck!
Not what you want to be rushing around doing last minute when
If you have specialist or precious materials present, there’s added peace of mind for all involved. Many logistics contractors will also arrange to store anything not required on the stand away for you, ready for when you need them. Repackaging exhibits and exhibition paraphernalia at the end of a show is also a huge job, as is locating the materials to do so. When the show winds down, they’ll get going again Speaking of the end of a show, whether your goods need to move on to the next event, to a warehouse or back to HQ, it’s good to have someone on hand who already knows the layout of things, so no handover is necessary. If you need it, you may even be able to source a company who can arrange storage for your goods. Warehousing space will be the last thing you’ll want to try and arrange after your successful show, so finding a carrier who can arrange long or short-term storage makes life easier while you put your feet up for a well-deserved break. Sarah O'Connell, contributing editor
EVENT & EXHIBITION LOGISTICS
you have an exhibition to co-ordinate.
MARKETING FOCUS WITH
...THE SECRET BEHIND MAKING IT TO THE TOP OF GOOGLE
s a business, it is easy to feel as though you are not allowed
for running a strong website. Without it, your site essentially isn’t
to talk about your success – you often have to wait for
going to show results. Furthermore, Google change their search
others to give the praise, be that existing or previous
algorithm regularly. If your website is doing well right now, don’t
clients and customers. We’re living in a digital world, and let’s be
get comfortable. If you become too relaxed, you could find yourself
frank: nobody would be interested in LinkedIn if their feed were
unexpectedly relegated to page two.
clogged with constant pushy, boastful posts from companies. How do you increase your SEO content? Which methods are best to Search-engine optimisation (otherwise referred to as SEO) can be
follow? According to the technical experts, updating and republishing
a minefield even for web developers. The World Wide Web is fast
old blog posts with new content and images can increase organic
paced and changing every day. With this in mind, it is crucial you
traffic by as much as 111%. This means that the more unique and
keep up to speed with the latest online trends, especially if you want
relevant content you publish online, the greater chance you of
your website to land on the top page of search results. According to
climbing up that Google search ladder. Google can tell whether
our research, Google receives over 63,000 searches every second,
your content has been copied and pasted (not to mention you
making the search engine account for over 79% of all global desktop
could get into trouble for plagiarism), so refrain from churning out
search traffic. Want to be at the top of the search results? Of course
existing content you found from a similar website. Even duplicate
you do. I’ll let you in on a little secret: it’s time to chum up with SEO
content between pages of your own site is a negative influence on
and make it your best friend.
your score. Should you need to credit an original article that is heavily referenced or repeated throughout your website, you will
If you’re currently asking yourself, 'what even is SEO, and why is it so
need to insert the appropriate 'canonical link.' This means that credit
important?' then we have you covered. Firstly, you should know that
is given where it’s due (essentially crediting the original source), and
SEO is one of the most important things to consider (and maintain)
Google won’t penalise you. SEO-specific research has proven that
content that includes keywords, simple sentence structures and the
prerogative is for your company to land on the first search results
latest (Google) trends helps to ensure that your content is reaching
page of Google, you should keep in mind that search results can
a widespread audience.
change at any time depending on two factors: your SEO ranking, and the surrounding websites’ SEO.
You can create unique content via a news or blog section on your website. This is a great place to post advice, news articles and expert
SEO is a powerful tool, but it takes a lot of research to master.
knowledge for your website's visitors. This gives the opportunity to
Expert advice and know-how will put you one step ahead from your
post content daily, which will vastly increase the amount of unique
competitors. If you’d like more information about the SEO services
content on your site. Be wary: writing a post a day takes time to
we offer, search freightwebsite.design .
build up to. But the reality of SEO is that making your way up the Google search results takes time too. Patience and consistency is key, as producing fresh and engaging content is vital if you want
Rachel Jefferies, Editor, FORWARDER magazine
organic traffic to your website. Posting high-quality content every day means you may want to consider hiring for or assigning a content-writing role. Investing in a word smith will benefit your web interaction. How so? Think of it this way: if someone searches for advice on how to ship a load and they stumble across your website article, they are more likely to take a further look at your website in full and what services you offer. This driving of traffic to your website not only enhances your click-through rate, but could uncover potential leads and customers. Click-through rate is crucial, as the higher the click-through, the higher your website will crawl up the rankings on Google’s searches. Ultimately, it’s a no brainer. Creating frequent content for your website can be time consuming and, understandably, not every business will have the resources to do so. It may be worth considering external content creation. Freight Media’s freightwebsite.design team offers this service, meaning that freight-specialised content writers can produce copy for your website and blog. It’s important to ensure that content isn’t outdated and stagnant; solid SEO requires unique content to be posted frequently. At freightwebsite.design we understand that the more you post, the higher you will rank. If your FORWARDER magazine
MARKETING FOCUS WITH
s a business, it is easy to feel as though you are not allowed to talk about your success – you often have to wait for others to give the praise, be that existing or previous
clients and customers. We’re living in a digitalised world, and let’s be frank: nobody would be interested in LinkedIn if their feed were clogged with constant pushy, boastful posts from companies.
Brand awareness Publishing a company report gives you the perfect opportunity to discuss your business, what you specialise in, what your
audience demographic is and any recognisable praises such as testimonials from clients. Not only this, but the layout and design of your report will maximise your brand's impact. Branding (as discussed in issue 37) is an integral part of your company and is the
In a modern world full of myriad marketing intelligence and business
identity that allows you to stand out. You should ensure that your
strategies, companies try to stand out whilst still maintaining a
newsletter conforms to your corporate identity from cover to cover,
modicum of dignity. Oh, and don’t you dare get caught talking about
which will solidify your presence.
From reaching a milestone or anniversary achievement, to informing
potential customers that you offer impressive services to the
reason, be they a potential client, potential candidate or out of research/
freight and logistics industry. These credible achievements can be
interest). So keep this in mind and blow your trumpet loud and clear
showcased in a tailored, sleek and professional format without the
– your audience aren’t LinkedIn scrollers, they’re here for business.
how modest your company is, because you will immediately fail and be labelled with the same boastful behaviour you’re trying to avoid in the first place. Reality check: it’s immodest to claim modesty. Where exactly do we draw the line between smug and confident?
Blow your own trumpet (you’re in the right acoustics) Granted, this article opened up about how businesses need to consider their marketing strategies and not sound too
boastful. However, the purpose of a newsletter? Company news.
There is a way you can shout about your company, professionally.
fuss of crossing any lines. The solution? A company newsletter, and here’s why you’re missing out...
Anyone reading it will fully expect to be reading about the ins and outs of your company (and are likely viewing this information for a
Marketing strategy A company report is brilliant for an additional marketing strategy. What better way to clinch a sale or get your brand
‘out there’ than with a sleek, shiny newsletter? This booklet will more or less be your company bible, so make sure you utilise it as much as possible. With over 25 years of team experience, Freight Media are marketing professionals, specialising in freight forwarding and logistics. At Freight Media, we understand that there’s competition to set yourself apart from other freight businesses, and to do so requires the right tools. Perfect to take to trade shows, client meetings and on display at your office, a company report can provide useful and insightful information to enhance your business' image. Rachel Jefferies, Editor, FORWARDER magazine
READ ALL ABOUT IT!
WHY COMPANY NEWSLETTERS SHOULDNâ&#x20AC;&#x2122;T BE NEGLECTED FORWARDER magazine
MEDIA & MARKETING
WANT TO KNOW MORE? Further information can be found at freightwebsite.design
obody likes a poor website. Weak design, difficult
navigation, overwhelming content, slow loading images:
Specialising in both freight and web development, Freightwebsite.
these are all factors that could be dragging your website
design is an end-to-end service, specifically developed and tailored
– and subsequently business – down. Not convinced? Studies
to the logistics sector. Giving as much or little assistance required,
have shown that 38% of visitors will exit a website if the layout is
jargon-based terms such as web hosting, SEO, backlinks and canonical
unattractive or the content isn’t engaging. This could be problematic
links won’t seem so daunting if you’re not specialised in web design.
for e-commerce-led industries like freight. Is your website the reason your company could be missing out on business? How do you ensure your website is at its optimum quality for a user-friendly experience? You need to remember that your website homepage is essentially your “shop front”. In freight and logistics, it’s very rare you’ll have a physical shop front. Your website is the number one place users (and potential customers) will visit before making a decision to invest in
MARKETING RESEARCH REVEALS THAT 47% OF PEOPLE EXPECT A WEB PAGE TO LOAD IN 2 SECONDS OR LESS. FURTHERMORE, 48% OF PEOPLE RANKED WEBSITE DESIGN AS THE MOST IMPORTANT FACTOR WHEN DECIDING THE CREDIBILITY OF A BUSINESS.
your services. The overall growth of online trade has significantly
Sometimes, an in-depth discussion is what it takes to work out
increased, estimating that by 2040, around 95% of purchases will be
how your site might benefit from a makeover. Whilst it may seem
facilitated by e-commerce. Therefore, it’s surely a no-brainer that
like appearance is everything, there's much more to consider when
your website should be your number one priority. Are you likely to
looking to improve the quality of your website. If you want your
visit a dingy, old fashioned store that has nothing to offer on display?
company to reach the first page of Google's search results using
When it’s as easy as reverting to the next Google search result, you
general search terms, you need to consider factors such as Search
want to make sure you’re the brand freighters decide to stick with.
Engine Optimisation (SEO). Refreshed, unique content and being clued up about strategic backlinks could really boost your website's
Okay, I hear you, but where do I start?
Finding the right web developer can be a challenge in itself. You wouldn’t get your hair cut by a sheep sheerer, so why get your freight
Covering web design, web development, Search Engine Optimisation
website designed by just a general web developer? Freight forwarding
(SEO), hosting, maintenance, support, social media marketing
is a niche industry, so it’s important that your web developer
and logo/brand design, freightwebsite.design is built by a team of
understands the nuts and bolts of the industry. Representing the
specialists who truly care about the freight industry. Offering a
freight sector isn’t just about plastering each page with aeroplanes
combination of sector knowledge and professional, experienced web
and ships. While some freight companies choose to refrain from
developers, your website is safe in our freight industry specialist
the cliché “trucks and ships” imagery, others embrace a traditional
hands. No misinterpretation, no hassle, no bull. Just the perfect
freight style. In order to stand out, it's imperative for your web
formula of expert knowledge and passion.
developer to appreciate the balance between your company and its services and keeping up with the latest news and trends in the sector.
Rachel Jefferies, contributing writer, FORWARDER magazine
MARKETING FOCUS WITH
’m sure you remember the good old days of the Yellow Pages: the doorstop-thick wedge of yellowed paper, packed to the brim with everything from plumbers, to hairdressers, to gardeners,
skip hire and hotels. It was the staple of many family homes, whether
By listing your business services in the FORWARDER Directory,
you have the guarantee of your company landing in physical print on the desks of our customers. The FORWARDER Directory is
an annual subscription-only print, meaning you know your services
it was used more as a step-up for the kids to get to the biscuits tin
will be part of a catalogue that people want in their hands, on their
in the high cupboards, or a resting place for the house phone to
bookshelves and ready for reference.
sit. Nonetheless was an invaluable resource for finding businesses, particularly pre-internet.
There’s an additional bonus for those companies who decide to advertise in the directory. Sponsored advertisements are limited, to
Times have moved on, and the Yellow Pages has now become Yell,
keep the content of our directory as informative and high-quality as
and in fact the last print edition will be delivered this year. But that
possible. It’s good news if you are one of the select few advertisers
doesn’t mean the printed directory is dead – not by any means.
within our pages, with maximum secured branding and exposure.
The FORWARDER Directory has the Ronseal factor: a catalogue
The final section of our directory features services to industry.
of freight forwarders, shipping lines, airlines and road freight hauliers
Services such as industry-specific seminars and exhibitions, IT and
with a global reach. Subscribers to the FORWARDER Directory
software solutions, marketing, M&A or industry associations are all
receive an updated copy every year, with the knowledge that every
listed here. Due to our longstanding history in the industry, people
company listed has been vetted and approved by our account
have always turned to us to ask for the best recommendations
when it comes to these services and more. Include your business in our catalogue, and you’ll benefit from being the first port of
Where some directories are shrinking, the FORWARDER
call for those looking for the best of our industry, whether that’s
Directory is growing, year on year. Our international directory
the leading freight recruitment specialist, or the UK’s best-rated
features 120 of the most popular countries for importing and
exporting, showcasing the specialist carriers who will ship goods between the UK and these international hotspots.
Want your services listed in the FORWARDER Directory? Get in touch with the team at email@example.com
Alongside this is our UK-specific directory. The domestic directory is broken up into both regions and specialisms, so that you can find shipping providers who serve your area. But why invest in a print directory? The answer is simple: people still use it, and it’s a condensed, reliable, vetted resource for any individual or business looking for a trustworthy service.
Sarah O'Connell, Senior Editor, FORWARDER magazine
FORWARDER DIRECTORY FORWARDER magazine
MARKETING FOCUS WITH
ould you recognise the logos of Apple, McDonald’s or
A design should be true to a business or product, and often true to
Mercedes? I bet you could. You were envisioning each
modern-day styles. Companies may decide to re-design their brand
one in your head as you read each brand, right? I’m
for a fresh look, such as Burberry’s fairly recent logo change, which
not a mind reader…I just know you know what these logos look
turned this traditional fashion house icon’s logo into a simple, clean one.
like, because, well…who, in this day and age, doesn’t? They’re on
However, change isn’t always positive, and rebranding can go wrong.
the devices we are scrolling on, the food we are eating and cars
There are conflicting opinions over software company, Slack, whose
we are stuck behind in traffic (or for some, driving). Branding
refreshed logo goes to show that if a change doesn’t reflect the product
is one of the most important attributes to a business and, if
as well as its original design then consumers won’t be easily swayed.
done well, can be the reason behind a successful company that is globally recognised.
Consistent design throughout the entirety of your branding is key. Whether this is across your logo, website, products, social media or
How have these businesses cultivated their global image so well?
marketing, interweaving elements of your brand’s ‘feel’ or style will
There are a number of factors, but ultimately it all boils down to
keep your product(s), website and services tied up in a corporate-
branding and design.
themed bow. This not only makes your image as a brand strong, but customers or visitors of your site will start to recognise specific
Branding started out as a red-hot iron marker that would be seared
fonts, colours and styles associated with your designs, and may even
onto livestock such as cattle, for the purpose of farmers claiming
know your product before it has been revealed – like when you see
the animals as their own. The rise of advertising, product placement
a jolly, black-haired man in a tux with a crinkled moustache singing
and media exposure has evolved branding far beyond these primitive
operatically, you’re quite certain it’s going to be a GoCompare
measures into one of the largest and most competitive markets for
advert (sometimes it’s good that we recognise these brands...so we
any business. Branding in the present day is associated with a logo,
can quickly press the mute button on the remote!).
slogan and signature colours that represent a business, product or institution. So, in the case of McDonald’s, the slogan is 'I’m lovin’
With all of the above said, nailing your company’s design isn’t an
it', along with the signature McDonald’s 'M’; for FORWARDER,
impossible job. Yes, it may be a head-scratcher, but believe it or not,
it’s 'market intelligence for the freight forwarding industry'
graphic designers are usually your best friend when it comes to whipping
…you get the point.
up your design on a computer. At Freight Media, we offer a service that will make your branding process as easy as possible. Listening to
Branding gives your business an identity. Without an authentic
your requirements and ideas, our experienced and talented design team
identity, you will blend in with the crowd. This doesn’t mean your
can make your branding dreams a reality. Anything from creating or
brand needs to be attention grabbing, brightly coloured or garish in
redesigning your company’s logo to giving your website a facelift, you
order to be seen. Consistent, quality branding is more important.
will have full control over your designs. Once you’re pleased with your
In some cases, less is more – proven perfectly by brands such as
branding, you’ll be ready to slap it on your business cards, letterheads,
Apple, Bang & Olufsen and Glossier. Their minimalistic designs
stationery...and maybe a couple of mugs for good measure.
speak volumes, so having an overly complex logo or brand theme Rachel Jefferies, Editor, FORWARDER magazine
isn’t always necessary.
HOW TO BE ‘ON BRAN WITH D ’ YOU
R BR AND
MARKETING FOCUS WITH
hen Ray Tomlinson sent himself an email – the very
Nevertheless, it’s not all doom and gloom! As long as the distribution
first email to have ever been sent – in 1971, little
list is an organic set of data built from subscription to your company’s
did he know the way in which emails have changed
emails, you won’t be sending out unexpected swarms of e-shots.
the way we communicate. While methods of communication have
If e-shots are distributed correctly, your business could see some
broadened drastically thanks to platforms such as social media,
great benefits from this creative form of communication. Considering
emails are still widely used for B2B and B2C forms of contact. Emails
an external marketing strategy could enhance your business.
are the main form for any professional communication, so what
Freight Media has a team of media specialists with expert knowledge
better way to catch customers’ attention than by dropping them an
in the design and distribution of e-shots, with over 15 combined
e-shot in their mailbox?
years of expertise. With daily experience creating e-shots on specialist and paid-for programmes such as Active Campaign, e-shots
A little different from your standard email, e-shots are generally
could be exactly what your business is missing.
emails that are sent in order to promote information or a business. Unlike normal emails that contain just plain text, e-shots are usually
Why choose e-shots? E-shots are easy to track; you can view
designed with images, graphics, titles, contain information and are
results such as the click rate, open rate and the demographic of
usually less formal than a standard B2B (business to business) or
the recipients. This means you can see how many people opened
B2C (business to customer) email. Almost everyone has received an
the emails and how many clicked on the links, which is useful when
e-shot, whether it’s a promotion from your favourite clothing brand
reviewing how well an e-shot has been received. Options to resend
or a weekly newsletter subscription (wink wink), e-shots are one of
the e-shot out to those who have not opened the original message
the most popular marketing strategies for brands.
maximise the readership and exposure reach. If your e-shots are B2B, your e-shots are highly likely to be read, as major business
It’s important to be clued up before you send out e-shots on behalf
communication occurs via emails. Therefore there is a stronger
of your company. If you don’t hit your target audience accurately, or
guarantee that business inboxes will be checked, and it’s not a case
portray the message efficiently, your e-shots may be seen as spam
of sifting through mountains of e-shots – an issue you may come
or annoying, which may damage the reputation of your brand. If the
across in a clogged-up personal email account.
graphics and appearance of the e-shot is not ‘on brand’, recipients may unsubscribe or the mail could end up in their junk folder.
Find out more on Freight Media’s e-shot service here:
New GDPR (General Data Protection Regulation) data policies have
been set in place as of May 2018 to combat unsolicited mail. GDPR means that companies should be granted permission by customers before they can send them marketing material. Should this not be followed, companies can face a hefty fine. E-shots can generate impressive results. However, it is important to create e-shots correctly to optimise your results. Reaching out to an expert team could provide you with the best possible results.
Rachel Jefferies, Editor, FORWARDER magazine
Your customers e-Shots
MARKETING FOCUS WITH
ou’ll undoubtedly have seen advertorials somewhere in
In 2018 it is estimated that the average UK citizen sees 5,000 ads a
your regular reading. It’s usually a feature article which
day (StopAd, 2018). From online ads to offline, indirect influencer
might be labelled ‘sponsored’ or ‘promotional editorial’.
advertising, product placement, promotional events… It’s not
Whether it’s a trade-related publication or otherwise, brands will
surprising that some people are ‘turned off’ to advertising and the
often use this kind of feature in order to promote a new product or
constant bombardment – the market is completely saturated, and
business service, as well as providing much-needed context. Taking
most adverts are forgettable at best.
advantage of publications whose readers are your ideal clients makes great business sense: it’s a ‘low-pressure’ approach to advertising,
Presenting high-value material or experiences for prospective clients
and there is a multitude of benefits to producing advertorial content.
results in memorability. So what sticks? Two things: entertaining content and educational content.
Brand Awareness You may have heard the saying, ‘All publicity is good publicity’.
On the first point, think about John Lewis & Partners’ Christmas
Celebrating media attention regardless of whether it’s positive or
adverts. They are highly anticipated each year, because they connect
negative isn’t a strategy I would recommend for most businesses.
emotionally with consumers – they provide a story, a talking point.
However, there’s certainly a level of merit to be found in having a
It’s not about everybody flocking to John Lewis to buy a product
media presence which falls outside of traditional advertising.
featured in the advert, but when we think Christmas, a lot of people think John Lewis.
Often if you’re reading a news story, you’ll find a quote from someone reputable relating to the topic. For example, if there is an update on the
As for the ‘educational’, prospects will also hold you in higher regard
impact of Brexit on the logistics industry hitting the news, you’d expect
if they believe you value their interests outside of purely being your
soundbites from the government, perhaps the Brexit Secretary, an
client: i.e. you respect their individual interests and aren’t just trying
opposition party member and a representative from the freight and logistics
to hard sell. One great example is our recent promotional editorial
industry itself. A huge part of this method of reporting is establishing trust
for Crown Couriers. They wanted to provide a write-up for us
and credibility, so the sources used for providing opinion and perspective
on supply-chain efficiency: specifically, how it could be increased
on topical news has to be a trustworthy company or individual.
by the optimum utilisation of warehousing. Their promotional editorial discussed not only their own strategies in this area, but
In our current climate, any company worth their salt will not only be
how other companies within the supply chain were making things
keeping an eye on the latest updates around Brexit, but also topics such
work. It demonstrated the variety of options which are available to
as logistics market trends, competitor news, CEO and Director-level
businesses large and small, which represented their position as a
shakeups and more. this is an opportunity for your brand. If the same
business who cares.
prospective client consistently sees your brand name, they will begin to associate you with expert, trusted opinion. Getting your opinions across in established industry publications will pique the interest of their readership and cement your position as an industry leader.
Brand Leadership A promotional editorial piece helps you to cut through the advertising clutter and remind people that you aren’t just a brand: you’re a team of people. This is your opportunity to position yourself in front of your clients – prospective and current – and share your opinions, advice and your company’s USPs. Get in touch with the Freight Media team today to find out more
YOUR LOGO HERE
about creating a bespoke editorial feature which helps you achieve your business goals. Sarah O'Connell, Senior Editor, FORWARDER magazine
PROMOTIONAL ADVERTORIAL ADVERTISING, WITHOUT ADVERTS FORWARDER magazine
MARKETING FOCUS WITH
f you had a store on the high-street and sold goods face-to-face, it
Freight Media has a web design team that specialises in producing
would be essential to get the right customers through your door.
websites for freight companies. We have assisted companies ranging from
One of the most powerful tools you would have to do this, is your
startups to top-25 forwarders, making their websites look amazing and
storefront: making your window presentable, attractive, and informing
bringing new business flooding in.
passers-by about exactly what you can do for them. Here are some examples of how we have achieved excellence for
Your typical forwarder, shipper or carrier won’t have a store on the high-
street – or anywhere. In the digital age, your website is your storefront and you only get one chance to make a first impression - we are here to
Stop press! Your headline matters
ensure that it’s an excellent one.
You want your website to make a powerful first impression. If you have web traffic coming in from search engines, your visitors should know who
Before any potential client approaches you, it is guaranteed that one
you are and what you do in a matter of seconds.
of the first things they will check is your website. If you want to appear a leading, reliable, quality company, you need a website that is well
For one client, Eurgent, this came in the form of a scrolling banner.
designed, well supported and well maintained. That’s before you reach
Immediately, you can see the company title and This opening page
more complex factors such as web hosting, search-engine optimisation,
demonstrates exactly what the company specialises in, and is also
and ‘pay-per-click’ (PPC) advertising.
complemented by some great branding.
DID YOU KNOW? Using video on home pages increases conversions by 86%. (Wordstream, 2018) (www.hubspot.com/marketing-statistics) If your bounce rate (the percentage of people leaving your website after viewing only one page) is high, the first place to look is your site design – it could be that your pages take too long to load, for example.
Device optimisation, analytics, bounce rate.. Google drives 96% of search traffic on mobile devices.
Whether your website is opened on a tablet, a mobile phone or a
(Jody Nimetz Co., 2018)
laptop, you want your visitor to have the best experience of viewing your site. We can help you to ensure that your customers are using the
‘Don’t miss out!’...call to action
site exactly as intended – and staying there – bringing the highest-quality
You don’t just want visitors to your site to know who you are – you’ll
leads straight to you.
want them to take action. Whether you want prospective clients to subscribe to your newsletter, to sign up for a new service, or to request
Get in touch today to find out how we can bring more traffic to
a call back, you should be giving any visitor to your website an option to
‘act’ whilst there – a ‘call to action’ (CTA). It’s a delicate balancing act. Not all CTAs are born equal, and if you
Sarah O'Connell, Senior Editor, FORWARDER magazine
bombard a client with unnecessary or overly sales-y copy, they’re going to leave your site immediately. Nobody wants to feel like they’re being sold to, so make sure your call-to-action will result in a tangible benefit for your potential customer, at ‘low risk’. This site we designed for KDS Global Freight Services gives site visitors highlighted CTAs in the ‘REQUEST A QUOTE’ button. The button then leads into confirmation that the quote is free with no obligation (low risk) and reaffirms that action will be taken immediately. So, there’s no reason for someone not to proceed.
...CLICKING WITH YOUR CUSTOMERS FORWARDER magazine
MARKETING FOCUS WITH
t’s no secret that social media can be an incredible tool when it comes to marketing your brand, raising awareness of your company’s
We have an excellent editorial team which produces regular, exceptional
ethos and specialisms. But, it’s more difficult to pinpoint how this
content which is both topical and engaging. To ensure that our articles
works when you’re working within a niche industry, particularly when
aren’t just lost in the internet void, we curate purposeful and educational
navigating multiple factors such as search-engine optimisation (SEO),
work. Combine this with a team who has over 75 years’ combined
unique content generation, brand tone of voice and the wide range of
experience within the industry, and these are the makings for some very
social platforms that are out there. Most of the businesses we know and
powerful content. So, how are these shared beyond the magazine?
work with are too busy moving freight to get caught up in perfecting their social media presence. Here’s how the team at Freight Media handles it.
LinkedIn provides a platform for longer-form articles which can be shared, commented on and hosted within either a personal or a business profile – establishing personal thought leadership or business trust and reliability. Combine this with our ability to breakdown and monitor the most popular hashtags (#) for your industry, and you have the potential for viral posts. Our team of social media experts can post regular articles that are timely, topical, newsworthy and will increase your brand awareness and exposure.
280 characters doesn’t leave a lot of wiggle room to get things wrong, so content shared on Twitter needs to be hard hitting and concise in order to gain any traction. There are a few tactics which can be used to ensure that tweets convert to leads. We can ensure your campaigns garner attention along with high levels of engagement. With a marketing team well versed in social campaigns, Freight Media can take the stress away.
FACEBOOK, GOOGLE +, INSTAGRAM
It’s a minefield to navigate, and we understand from years of working in this industry that your clients are your number-one priority. Get in touch now to find out how we can lighten the load for your business.
Sarah O'Connell, Senior Editor, FORWARDER magazine
MARKETING FOCUS WITH
ere at Freight Media we pride ourselves on our expert knowledge of handling digital marketing. From SEO to PPC, we have all the acronyms covered. However,
LinkedIn always holds a special place in our digital hearts. The channel is synonymous with the freight forwarding industry, in terms of connecting likeminded individuals and forging relationships digitally. Aware that LinkedIn isn’t the biggest of the social media channels out there, this doesn’t devaluate its purpose.
Making sure that you have a call-to-action (CTA) on any of your content is vital to engage an audience within your industry. At every stage of your campaign, asking yourself
what CTA you're using to drive consumer behaviour will ensure that not only you, but if your team stays on track. When approaching your CTA, you must ask yourself what content format your audience is most likely to respond to. Does your blog audience generally prefer e-book downloads? What news would most interest them? When
LinkedIn’s targeted way of focusing primarily on business, leaving the social part of the channel to one side, means that you are more likely to find reliable business rather the shifting through the tons of irrelevant content. Its constant evolving nature has meant that LinkedIn’s benefits go beyond prospecting and recruiting, and the site can also be an incredible inbound marketing tool for many freight forwarding practitioners. Here are our top seven tips on how to make the most out of marketing on LinkedIn...
you take into consideration these factors, and more, you’ll be able to
create revenue through clever marketing.
GROW YOUR COMPANY PROFILE
Growing the overall persona of your brand through LinkedIn is vital to having a successful marketing campaign. Promoting the page outside the company,
Linking In with likeminded people and groups and building the consistency of you brand through imagery and videography are all ways of growing positive reputation.
Understanding demographics linked to your industry will mean that you don’t waste time nor money on promoting content to unengaged audiences. Age, gender, location,
ethnicity, company, revenue should all become encompassing factors in how you approach content. Targeting teenagers with the latest developments in port connectivity isn’t exactly going to get you a massive amount of traffic and interest from investors, but if you are after younger talent within the
industry it may be of interest to them. Think carefully on this.
Making sure you stay connected to the most influential groups in your industry can lead to revenue being created. Often on social media platforms it is hard to
connect with your industry, particularly if it is within a niche market. LinkedIn offers a more robust way of connecting within less sought-after industries and means that you can target more relevant people within
Much like Facebook, LinkedIn offers targeted ads. These ads can allow you to quickly implement a marketing campaign, however, you do have to spend money. If you
don’t have time to deal with the complexities of SEO criteria, then you may want to look at LinkedIn’s ad platform to make sure you are
reaching the perfect potential client.
DON’T BE AFRAID
Some people can be reserved on LinkedIn, giving it the stigma that it is still a glorified CV stage. Shouting about your product/service in a professional manner and not
being afraid to connect and speak with CEO’s and MD’s of companies shows a willingness to compete within freight forwarding, and LinkedIn allows you to do this by marketing you, and your company, in a truly unique manner.
your field. Whether this is for advice, insight or business you have more
of an option with LinkedIn over other platforms.
STAYING AWAY FROM AUTOMATION
A pet hate of mine is automation through any social media platform, especially LinkedIn. AI hasn’t quite achieved the
heights we really want it to be and, therefore, automated messages be a lazy way for a company to cast a wide net and not care about the people they are trying to conduct business with. Contact your potential clients personal on the channel and make sure you make them aware of this. A lot can still be said for the personal touch.
MARKETING FOCUS WITH
ver the past several months, we have been giving a breakdown of a variety of marketing innovations, techniques
No business wants to spend more money than they need to on marketing,
and technologies, currently making your freight forwarding
and understanding budgets is a factor that can create incredible revenue
business function to the peak of its capabilities. However, taking a step
for your company. For example, by focusing on accurate keywords when
back and looking at the entirety of the marketing landscape, we want to
delving into PPC campaigns you will get far more return on investment
go back to basics and make sure our readership understands how good
due to the targeted nature of your marketing criteria. This will mean
marketing practices can equate to repeat and new business.
more revenue to invest in other areas of your business.
Understanding the basics of a marketing campaign can develop
FINDING A NICHE
transferable skills across any industry. Here are a few tips on what you should focus on to push your advertising in the right direction...
KNOW YOUR AUDIENCE
Some may think that by solely occupying a niche in your industry you may be capping growth. However, a niche in the market allows you to be much more targeted. Once you have a loyal audience and repeat business is a constant, then you can expand your brand due to increased revenue,
Knowing what your audience wants and how you can provide it is vital.
but starting off niche and being more concise with your marketing is
Whether this information comes from previous market research and
something that can be recommended. The rise of niche publications
developing structured plans or from analytical data you have captured,
throughout the UK is a testament to the success of this.
understanding the complexities of demographics can allow you, especially with the development of e-commerce, to specifically target
By following these tips you can be assured that when implementing your
your audience. Online advertisement platforms, due to the power of
marketing strategies you will be able to evolve and innovate them in the
cookies, have become so targeted that if you wanted to market a product
future with ease.
solely to someone aged between 18 and 23 who lives in a specific area of London, enjoys jogging and is active on social media, you easily can.
TRACK YOUR ACTIVITY
Whilst aware that not all marketing is online, and that print still carries with it a perceived professionalism, the ease with which you can track the activity of your digital marketing campaigns means you really should know the numbers. Using Google Analytics, companies are able to see exactly where their web and e-commerce traffic is coming from. Pages viewed, geography, gender, behavioural traits and session duration are all trackable activities you should monitor to make sure that your marketing campaign is being seen by your desired target.
A MARKETING MASTERCLASS ...REFRESHER TIME FORWARDER magazine
MARKETING FOCUS WITH
n oft-overlooked form of online marketing for companies in the freight forwarding community is one the power Google
Whilst AdWords is a paid method of climbing Google's ladder,
holds. Google, which currently has the power to acquire
posting organically will help improve your SEO (Search-Engine
a company every day, is seen as more of search engine than a way to
Optimisation), and it is vital to understand how this works. There
successfully market your services. However, bigger brand awareness,
is currently an incredible amount of importance being placed on
Adwords, SEO, compatibility with Gmail, their own social media
the shoulders of SEO due to it affecting the visibility of a website or
platform and the ability to measure your performance reliably means
specific web page in a search engine's organic (non-paid-for) results.
that the numerous offerings from Google make it an all-encompassing
Whilst AdWords is a way to improve your position on Google, it
marketing tool that you really need to understand.
does cost in order to be successful. Instead, by understanding the criteria Google sets for SEO you will be able to organically increase
Here are our top tips and advice to help you to understand the
recognition for your service, product or page online. It may be a big
benefits of using Google efficiently and effectively and to reap the
ask for you to understand the complexities that come with SEO
financial rewards for your company.
criteria, but a basic understanding of how to organically grow your brand online is both cost and time effective.
Google's pay-per-click (PPC) campaign platform is a way for companies to drive traffic to their own website and thus create
Email influencing is a way for numerous companies in the industry
brand awareness along with potential revenue for your company.
to advertise their message and values in a quick, cost-effective way
Before running an AdWords campaign and ascending the Google
and being able to amalgamate Gmail into this means you will see
ranks, you must first think about how the platform works, what you
immediate results. Using Gmail as your preferred email platform
wish to achieve from your campaign, which audiences you wish to
you can take advantage of the huge amount of storage, easy
target, understanding your budget and how all this will correlate to
synchronisation with Outlook, incredible portability and possibly
future business. By implementing a successful AdWords campaign
the cheapest email platform for business use.
you can climb the Google ladder and not spend so much time adhering to the strict guidelines. A quick and effective way to pay for positive content, AdWords is a platform that most businesses
The Google equivalent to Facebook. If you haven’t been using this
need to consider if they want influential individuals to view their
channel, you really aught to be. Google+ hasn’t been hailed as an
content more often.
incredible success thus far, but it plays a vital role in Google’s view of your company’s SEO. I can understand why many would think that this is a relatively unimportant channel, but Google holds massive sway over the way people view content online, and to not buy into their social media channel could prove to be a company’s undoing. Making sure you post organically and consistently with engaging content means you will see the benefits of the channel.
Using these different services will result in your company’s profile overtaking others trying to compete in the world of online marketing. Ignoring free marketing tools that are going to help increase your brand awareness online would be a huge mistake with regards to your company’s online persona. By implementing these tools and platforms, you will see traffic grow through your different platforms and create tangible change. If Google is something that you struggle with, don’t hesitate to give anyone at Freight Media a call for some
advice on how to conquer the world of digital marketing.
GETTING TO KNOW
MARKETING FOCUS WITH
here is a plethora of features currently in use on Facebook and even I accept that it all gets a little
You wouldn’t pay for a website that didn’t have pictures or a
perplexing. Companies across the globe want to utilise
way for your potential clients to contact you with immediate
the most popular social media / marketing platform in the world;
results. Why would you do it differently on Facebook? Making
however, with constant updates questions often arise...
sure your response time is validated, i.e. it says ‘very responsive to messages’, can sway a client towards contacting you.
How do you analyse your company's profile in detail? Should you be using video? What is branded content and targeted
A recognisable profile picture, cover photo, about section (littered
advertising? Let us guide you through the turbulent social media
with keywords) and an overall conclusive theme to your content
storm with some of our tips for Facebook users, and get you on
posting makes it seem like you pay attention to all your online
your way to online marketing victory.
channels and don’t just have a business Facebook profile because
A simple but effective tool for many freight forwarders is Facebook’s relatively new, extremely niche, targeted marketing feature. How convenient would it be if you could only advertise
it seems like 'a cool thing to have'. Professionalism and relevance are key indicators to clients that you know what you’re doing.
A feature which is seldom used on Facebook is the ability to
to people on Facebook in a certain age bracket, who live in a
schedule posts. How many times have you said you would use
certain area, with particular interests, in a job role connected to
social media for your company more, but it takes too much time?
your industry? Handy, right? Well, now you can.
This doesn’t have to be the case. Using Facebook's schedule post means that you can put out a standard message that you want
Using Facebook's targeted marketing services you can spend money
everyone to see, perhaps company values or a service you offer,
on making sure only people who will engage with your advertisements
three or four times in a month.
see them. Compared to more traditional forms of marketing this is an incredible service for any business aiming to grow their client base
Not only does this mean that the overall message will reach
and interact with customers on a positive, personal level.
more people, you can also schedule the post to appear at peak times that traffic is coming into the channel and ensure that your
FACEBOOK services are being seen by an engaged audience, constantly.
ORGANIC & TIDY
Making sure that photos are formatted correctly, videos are professionally formatted and not grainy, compelling content with correct headlines and backlinking content to any other web-based platform is a crucial step in gaining notoriety on Facebook. Automatic posting is a newish fad that many businesses are doing, as is paid-for/branded content, and whilst they do have their benefits, posting your content online organically is always a better way to build your company's Facebook profile. It means that when it comes to paying for Facebook services, or automatic posting, having looked at the insights and understood your audience and landscape for your industry on the channel you will only pay for content that you know will positively affect your business. This is only a small measure of what Facebook has to offer you and your freight business. There are so many different features and with the ever-changing nature of these services, if you ever feel stuck, feel free to contact Freight Media (firstname.lastname@example.org) for friendly advice.
& HOW TO USE IT PROPERLY
MARKETING FOCUS WITH
witter is by no means a new social media tool to many
that will he people perceive your business in a better light. The
businesses. If Donald Trump alone is anything to go by, it is
fact Twitter allows you to customise the look and colours of your
an incredibly powerful marketing tool to promote yourself
Twitter profile page, tells us that you really should. It is granting
or your business. Twitters real time activity set-up is unrivalled by
you an opportunity to provide additional information about your
any other social media platform currently in use. This means that if
business to everyone who checks out your profile. You can create a
you want immediate results, and to check the latest trends within
custom graphic and use it for your Twitter background, making you
your industry, then you really need to get tweeting.
stand out in the seas of social media.
With a plethora of tools and extensions that allow you to monitor
A SMART USE OF TWITTER
Twitter and gain insight on your competitions social media activity,
There are several ways in which using Twitter can used in a more
in the modern era of marketing, this is a free outlet that needs to
intelligent way. Using TweetDeck to monitor Twitter activity within
be taken advantage of. Whether it’s customer service responses,
your specific industry has become a vital tool for businesses around
business networking or research on potential clients / competitors
the globe. TweetDeck, for example, allows you to see exactly who
Twitter is very much still a tool that needs the attention of any
is Tweeting about freight forwarding and allows you to then respond
business, especially those within the freight forwarding community.
to them in real time.
Here are our top tips to help you become a triumphant Tweeter...
The impact this could have, if used correctly, on your business could be huge. If you were able to see every active Twitter user that is looking
for freight forwarding services, worldwide, and respond to their
First impressions count, and the fact people can examine exactly
demand instantaneously, providing them with great online customer
who you follow on Twitter is many businesses first opinion on your
service and quality products, then why not use this free tool?
company’s social media profile. An easy way to help the visibility of your follower profile is to use one of the platforms often overlooked features, its lists. Twitter lists are on of its most powerful features.
Many businesses now tend to post content directly from their
Lists allow you to group the important people you follow so that
webpage to Twitter. Whilst this is a time saving method of using
you don’t forget exactly who you want to follow and industry giants
social media, nothing with beat the engagement and reach of a well
that you can monitor. You can create separate lists for, customer
put together organic post. By using the right hashtags, incorporating
profiles, people in the forwarding industry, social media influencers,
the latest trends, tagging people in the post and through attached
professional organizations who you could collaborate with. This will
professional imagery, you will get a better result.
help you from following bots and inactive accounts.
BRANDING YOUR TWITTER PAGE
This may seem like a bit more effort than automatic posting from websites, however, these well-constructed posts will affect your
Staying with the idea of first impressions, the branding of your
SEO ranking and you will see the effectiveness of you Twitter
Twitter profile says a lot about your company. Colour schemes,
professional imagery, a well written and snappy bio are all things
TWEETING YOUR WAY TO THE TOP
MARKETING FOCUS WITH
MARKETING TO THE MASSES ...SHOUT LOUD, SO THE WHOLE WORLD CAN HEAR
arketing is a crucial aspect of any business. Many freight forwarders underestimate the importance of marketing their brand in a positive light to different
people, across different platforms.
Social media plays a vital role in any marketing service in the digital age we now live in. Making sure that you are posting relevant content, on the right channels, can ensure that you are making the most of the unlimited advertising space you have through the web and social media.
The overall 'marketing' umbrella covers advertising, public relations, promotions and sales. This means that when you market a service
A new way many people are taking advantage of social media as a marketing
you offer, you must deal with many different aspects of your business.
tool is through 'boosting' posts. This has helped many businesses reach new audiences and have people engage with the content on levels
We have come up with some top tips for you, to make sure that
previously thought impossible. This can help the smallest forwarder
you can get the most out of your marketing services, and bathe your
market their services on a much larger scale, all for a smaller price.
company in the glowing light of success.
Search Engine Optimisation is an online marketing methodology that
Recent years have seen major organisations, such as FIFA, come up
can help boost your digital presence. Making sure any content you
against PR crises and that is something you simply do not want in any
have online for advertising purposes meets Google’s SEO criteria will
business. Making sure that you are honest with the public about all
help you soar up through the rankings and towards position one of
your successes and failures is a great way of marketing your brand
page one, which will help with promotion of your services.
in an honest way. It’s not enough to simply have a website. It’s important to make sure The public aren’t interested in your promotional rhetoric, they would
your website is structured and contains content that is relevant to
rather hear how your services can help them. A good public relations
your visitors and viewed as such by the search engines. Optimising
practitioner should be able to be humble whilst still making their brand
the structure and content of your website will help you grow your
shine through as a dependable, honest, successful company to work with.
business and increase sales.
Traditional marketing platforms are now often overlooked for online
Freight Media can deliver a wide range of tangible results that will
services. This doesn’t mean they don’t offer a great service for
improve your bottom line, your brand awareness and your sales
freight forwarders. Whilst print and TV marketing services tend to
be a bit more expensive, the perceived professionalism that comes with them encourages people to use a brand time and time again.
We are clear and honest about everything we do, and you will always know exactly what is going on.
Traditional marketing strategies allow you to haggle over several details concerning your ROI. If you were to use billboard advertising,
Overall, with Freight Media’s support, you can look forward to a
for example, you could discuss the possibility of only paying a monthly
regular flow of warm sales leads, additional marketing literature and
fee dependant on how much revenue the billboard itself generates.
increased market share.
Nothing is more important than the ROI you gain from any marketing services, and if you feel you would rather deal with your forwarding services rather than marketing then we have the answer for you... FORWARDER magazine
MARKETING FOCUS WITH
ver the last several months we have given many
This engagement on social media shows your company genuinely
FORWARDER readers some top tips to market
cares about the feedback and views of customers, which is something
their services in the best light possible. These tips
have helped many businesses over the last few months maximise their reach, engagement and ROI with customers and advertisers across the industry.
you rarely get from other advertising platforms.
Email marketing has been an incredibly useful tool since the explosion of the Internet as a marketing device. However, in recent years
To make it clear how important marketing is to any logistic or
many people have began to slack in the creation of their own email
forwarding company is, we have come up with some of the most
marketing campaigns. Not taking care of the wording in emails, along
important things to consider when trying to market yourself to
the pictures, can be detrimental to how successful your emails can be.
potential customers. You can create a lift in your email marketing revenue by reducing
your subject lines to only one word. Choose that word carefully. It
One of the most important aspects of marketing is social media.
should encourage curiosity, while staying relevant to your message.
It’s prevalence over the last few years has led to an explosion for
With the one right word, or question you will see your email
businesses and it has created the perfect marketing tool. Many
different people see social media as a limited source of advertisement for their business, however the potential marketing implications are almost endless.
Search Engine Optimisation is vital for any company who wants their website and social media channels to do well on Google, allowing
Organic posting, coupled with boosting posts is a sure fire was
them to appear in prime spots on the search engine. SEO helps
to push your company’s services, or content, to a wider, more
search engines figure out what each page is about, and how it may
influential audience. Responding to posts with positive comments is
be useful for users, as computers don’t see websites in the same way
a great way of keeping engagement from your users on the channel,
humans do, so making sure you use the right kinds of applications
which in turn, creates a more confident marketing experience.
on your website.
Between 80-90% of customers now check online reviews prior to making a purchase or using a service. They get these reviews from
Making sure you make the right choice for your company when
search engines, so making sure you use the right keywords, images,
it comes to advertising can be a major factor in determining the
sizes and responsiveness on your website will all contribute to how
success of your marketing presence. PPC advertising campaigns are a
people will be able to see your website through search engines.
great way to discover what will work for you business, but if you do
choose this way of advertising there are a few ways to maximise it.
Public Relations is an element of marketing that needs special
If you're running a campaign with a dozen keywords and only have
attention paid to it. The way in which a company portrays its brand
one ad, then you're throwing money away. Create a specific ad
or message to the public is an address that needs to be made in a
group that targets single keywords. Then create two to three ads
short concise way, whilst also being true. Hiding anything from the
for that one keyword. See which ad works best, then run with it.
public can be the destruction of a company, so being as upfront about
You will see a far better ROI when placing your ads with any search
any dealings is important.
engine this way.
A secret that public relations holds, that many don’t realise, is that the press are most interested in the value-added information that will help them succeed in each area—not in hearing promotional information from you. By thinking of your readers' needs first— not your own self-interests—you will receive business traction and audience engagement beyond your dreams. FORWARDER magazine
MARKETING FOCUS WITH
arketing has been thrust into a new era over several decades. From print advertisements through to holograms to promote their services, the freight
forwarding world simply cannot be left behind.
THINK OUTSIDE THE BOX
There are so many tools available to anyone within a marketing team, that it really would be a shame if you weren’t unique in the way in which you approached advertising. Using VR to simulate the supply chain, using voice assistance to tell people exactly
Technological advancements have pushed us into a world of
where their package is or even using drones to fly banners in
marketing that we previously thought impossible, and smaller
certain areas to promote your brand.
businesses have become more creative in advertising their services because of this.
These ideas will always separate you from the rest of the crowd using more traditional forms of marketing. Whilst, it is hard to
Long gone are the days in which big brands dominate the
grasp an analytical view of exactly how these ideas will work,
marketing game. VR, AR, drones, apps, social media and
you can take solace in the fact you will always be different from
interactive advertising have completely reshaped the landscape
the rest of the crowd.
for many aiming to market their business. These changes have led to a resurgence in the advertising game, a
AI & BIG DATA
We are a while away from living in a Blade Runner type of
renaissance if you will. If you want to be in the know with regards to
world, however, Artificial Intelligence and Big Data are factors
the new wave of marketing services at your disposal, let us help you
that every marketer must take seriously. AI and big data will
through the somewhat unchartered seas of new media promotion.
continue to be on the agenda for 2018, with the gulf widening
MONEY, MONEY, MONEY
between the companies who know how to use it and those who don’t. Technology like this allows any business to understand its
There is now a plethora of services for you to choose from when
audience and those who don’t take this seriously will lose out on
it comes to spending that oh-so-important marketing budget.
an opportunity to advertise to an unchecked market.
However, which one is best for you? Do your homework, and make sure that you aren’t spending money on a service that is
As search engines become more complex, and SEO criteria
primarily directed at young adults in a city centre if your target
constantly changing, with a true understanding of voice and
demographic is middle-aged men living in the country.
context being needed, surfacing content will not be the biggest challenge. Engagement will still be a metaphorical mountain
This seems like a simple tip, but so many people are so eager to
to climb, due to a generation becoming used to online
get their name out there they tend to forget that they have a
advertisements and ignoring them. Exploring new narratives
specific service to market. A targeted social media campaign is
with this data will see your business flourish.
an effective, cheap way to start off spending your budget, if you know exactly which posts you wish to 'boost'.
Amazon is taking over from Google as a product search engine, and what they have done well is wait and market themselves as a simple, de-cluttered marketplace. If you own any sort of business, looking at Amazon's business model and approach to marketing is a must. Due to the resurgence from the online platform, they have been able to corner markets such as voice assistance and staffless shops, instead of joining in the already saturated phone markets etc., allowing them, uniquely, to advertise effectively using a range of techniques. This has pushed e-commerce retailers to adapt their attribution models to understand that new audiences gained on social media tend to visit a site, engage and eventually purchase. This doesnâ&#x20AC;&#x2122;t happen every time, but by marketing the right service to the right audience, the process becomes easier. Looking at marketing models from leaders in various industries is an effective way of developing your marketing in a smaller company.
FUTURE OF MARKETING
MARKETING FOCUS WITH
HOW TO USE EMAIL MARKETING TO MAXIMISE YOUR BUSINESS
f you are wondering exactly why an e-shot campaign is so
Here are our six top tips to help you succeed when
important then look no further than this fact: you are
it comes to structuring e-mail marketing and making
now 6x more likely to have someone click through to
the most of a great method of promotion for you
your website via email marketing than any other kind of
and your company...
coupled with the fact it takes far less effort for all involved and is
substantially more environmentally friendly makes it a no-brainer
more engagement through each email, and this engagement will lead
for large and small companies alike.
to people clicking through to your services, and eventually, more
advertising at your disposal.
Images are just as important as text
As well as complementing the efforts of the marketing teams of large companies, email marketing campaigns provide an excellent, cost-effective marketing solution for SME freight companies that are aiming to increase their sales. The low costs of setting up an e-shot,
When it comes to e-shots content is king. However, there is only one sure fire way you will be able to grab the attention of
prospective clients and thatâ&#x20AC;&#x2122;s by using thought provoking, exciting and colourful imagery, suitable to the type of consumer you are targeting through your E-Shot campaign. This will create so much
revenue for you.
There are so many reasons why getting your e-shot campaigns looking professional is vital. You only get one chance to make a first impression with potential customers and it is still just as important with existing customers and colleagues. Direct-toconsumer or direct business-to-business campaigns require time and effort that many in the freight forwarding business simply cannot afford to dedicate.
A call to action Sitting down and brain storming exactly what you want to achieve from your e-shot campaign is vital if you want it to
thrive. Design a call to action and come up with research on your market competition, your marketing channel, concepts for all stakeholders to review, consider feedback, refine all your ideas and even develop digital ready artwork/assets. Follow these steps, monitor
Whether it is developing telesales scripts or allowing time for a
your progress once the campaign is set up and you will see great
designer to create the mailing, typically through several lengthy
results for your hard work.
revisions, e-shot campaigns are a must for any freight forwarder wanting to expand their services to a more diverse market.
the time to send a test email to yourself or a colleague to make sure
you make your company look professional is a must.
relating to a companyâ&#x20AC;&#x2122;s sector, you have a much better chance of
Make sure it works well and looks great One area in which many email campaigns fail is the functionality of the email itself. Making sure that your text,
imagery or even video files are all in proportion, working correctly and compatible with different devices is extremely important. Taking
Personalisation keeps customers coming back One of the key factors in making an e-shot campaign successful is making it feel individual. There is nothing worse
than receiving a mass email that appears to have no relevance to you. Those emails will be ignored or deleted. By using your existing contacts and personalising your emails with a name, or a picture engagement â&#x20AC;&#x201C; today's email marketing allows you to do this.
Engaging content leads to business As with many different platforms on the Internet, getting your target audience to engage with your content will
lead to people clicking through to your website or app. Researching your consumer market and making sure you are using key words and imagery will have people 1) opening your e-shot and 2) pursuing further involvement with both you and your company.
Customer database Once you have your email set and ready to go the advantage of having a database of relevant clients at your disposal
opens up amazing avenues. Because you can segment your database of customers or users with email, you can send extremely targeted marketing campaigns that will result in increased sales conversions simply because they are relevant.
If all this sounds daunting and you donâ&#x20AC;&#x2122;t have the time to come up with
As logistics experts, we also appreciate that all freight companies
an email marketing campaign, fear not. The Freight Media marketing
are targeting different types of enquiries, so we tailor our campaigns
team has put together a range of unique, stand-out services that
around a client's specific requirements. Freight Media is the seamless
assist freight companies in increasing their market share.
strategic growth partner for the logistics company that aims to
email@example.com +44 (0)1454 628 771
stand out from the crowd. We have packages available to suit any marketing budget. So, contact us today for further advice and a rundown of our services. FORWARDER magazine
MARKETING FOCUS WITH
UNTANGLING THE WEB ...PERFECTING YOUR ONLINE PRESENCE
hen it comes to the development of a website, sometimes it can feel a bit like a jungle for the uninitiated. However, the web has become an
integral part of our lives, and understanding how your company can benefit from its use is incredibly valuable. Your website is your digital shop front and you only get one chance to make a first impression. You need to make sure that it really stands out, looks professional and describes the values and ethos of your company, all in the first 15â&#x20AC;&#x201C;20 seconds. No mean feat! It
RESPONSIVE IS REQUIRED
Mobile and tablet browsing now accounts for well over 50%.
must not only look amazing but display content that will have people
Why is this important? Because if your website doesnâ&#x20AC;&#x2122;t automatically
coming back time after time. All this will create a revenue stream
recalibrate to fit on a smartphone screen you are losing out on
that, if maintained and updated regularly, will boost any business.
a huge chunk of potential business. The majority of web sites built in the last few years will be responsive, but it only recently
Before any potential client approaches you, one of the first things
became Google's policy to actively penalise sites that are not.
they will check is your website. We all do it. You hear about a
If you are having anything bespoke built always make sure to ask for
product from someone, go on their website and judge their services
it to be responsive, and then check this on your phone as a test.
and product based on your first experience of their digital persona. With this in mind, it is imperative that your site is well designed, well supported and well preserved.
CONTENT IS KING
It is and always will be. You need to put up thought-provoking and engaging content to get people coming back to your website.
If you are thinking of getting your company onto the digital highway,
The trick on the web is to choose interesting, vibrant imagery and
and want the best start possible, check out these five must-know
videos and to complement this with clear, concise wording, making
tips from our team...
sure to not simply fill your pages with reams and reams of text.
PROFESSIONALISM IS PARAMOUNT
FUNCTIONALITY IS FUNDAMENTAL
that looks great on social media, clicked a link, gone through with
Are there loading issues or broken links? Are the site’s security
the intent of purchasing it and been completely put off by a terrible
features adequate for your business’s needs? Always take a bit of
website – form or function. You wouldn’t eat food from a dirty,
time and look at your website from your users' perspective and how
ugly restaurant and the same applies to the web. Make sure you
they would want a website to function.
There have been many times, I'm sure, when you have seen something
Making your website easy for people to use is crucial to its success.
use professional images and a clean layout that isn’t too muddled.
SIMPLICITY IS SACRED
Finding this all a bit daunting? Freight Media has a web
Whilst you do want your website to dazzle any potential customers,
design team that specialises in producing websites for freight
you also want to make your website easy to read and for customers
companies. We can assist with anything from a start-up to
to understand its goals immediately. Choosing the right typography,
a top-25 forwarder’s website, search-engine optimisation
colour scheme and navigation are all factors you should really
and 'pay per click', which leads to more interest and revenue
consider before even starting on the practical design process.
for your company. We are here to help guide you through the web's unchartered seas, and make sure you're getting the most out of your digital experience. Matt Dailly, Editor, FORWARDER magazine
MARKETING FOCUS WITH
CONTENT IS KING ...DON'T FALL FOR FORM WITHOUT FUNCTION
hen it comes to the web, social media, email
Here at Freight Media we want to explain exactly how
you can make your content stand out from the crowd
which you are marketing yourself. Otherwise theyâ&#x20AC;&#x2122;ll simply scroll past
and earn confidence from any company reading it, whether
and the content will be wasted. Make content easy to share through
online or in print. Great visual content is vital, but without
social media and other platforms to keep people engaging.
campaigns and any other form of marketing, there has always been one vital rule: content is king.
You can only make yourself desirable to prospective clients if the content you deliver to them lets all your deliverables shine through.
A huge part of any business is getting your clients to engage with it. Only By doing this can you be assured of immediate
and repeat business. Quality content is the best way to do this. Catchy headings and other variations which can make content more
a meaningful context behind it, it wonâ&#x20AC;&#x2122;t draw in the calibre of client you may be seeking. Here are our top five tips to make sure that your content never falls flat again...
appealing to anyone is key to bringing people through the platform on
coming through. An invaluable business model and the relationship
between the brand and consumers that is created is something every
business functions and is something that you have to take into
company needs. Content that adds value for consumers by educating
consideration. Even paid advertisement through the media is
them on the product/services you offer is a vital tool for any marketer
dependent on the quality of the content.
You add value to your company with quality content. When everything is well written, laid out correctly and spell
checked, anyone viewing the material online will immediately appreciate your level of professionalism. Quality content leads to quality business
Whether we like it or not, all media platforms these days are content based. You need quality information
to contextualise everything on the Internet from social media to your webpage. It’s much more than just 'owned media' such as a blog or a website, it’s a critical aspect of how your
never thought possible. By creating content your customers find
useful, they feel as though they’re having a conversation with you,
and will therefore see more people visting your site and reading
which means they trust you and are more likely to buy from you.
your content. This will give you an option outside simply ranking,
Even commenting on your social media posts opens this dialogue.
displaying basic information about your business and what you do.
in today’s internet-based freight industry.
TAKE A DIFFERENT APPROACH
Your marketing sells your products to your clients. Sometimes face-to-face sales can be obtrusive, so by using
clever marketing you can expand your operations to business you
If you want to find your site at the top of search results then you need to start answering questions your customers are
asking. If someone searches ‘who is the best air freight operator?’ and content on your website or social media platforms answers this, then you will be recognised by Google as a reliable source
If you don’t have the time to produce quality content, Freight Media Ltd. are always happy to put together promotional editorial for our contract clients. Whether this be promoting new services, new recruits or any exciting projects that you have coming up, we can cover a wide range of sectors and topics that will get the attention of influential figures in the industry. A massively beneficial and popular feature that many companies have enjoyed the use of is Move It Like..., which perfectly balances unique, interesting content with professional imagery of you and your company. It provides any forwarder with a platform to stand out from the competition and for use when presenting your services to clients. Feel free to contact us for a full range of offerings. FORWARDER magazine
MARKETING FOCUS WITH
FREIGHT SOCIAL MEDIA A GUIDE TO GLORY
ere at Freight Media, we understand that marketing your freight forwarding services needs to come from a plethora
Visuals and social media go hand in hand. People love seeing videos and
of outlets and channels. In the connected world we live in,
pictures, rather than scrolling through text. The freight forwarding
an incredible way of doing this is through the power of social media.
industry is lucky enough to have several diverse key sectors at its disposal—land, air and sea—so use these in a visually striking way!
It may seem obvious that your social media prevalence is an
Attractive, professional pictures will attract new business. Coupled
important part of marketing in today’s freight forwarding industry,
with tagging relevant companies you will see your social media
although sometimes you just don’t have the time to create attractive
content that will grab the attention of perspective consumers. If you follow these tips and tricks you will be a on a road to social
The forwarding game can be one with plenty of scope for analytics.
media success in no time. However, if you feel you are still struggling
Social media is no different. You can’t learn from your mistakes if
with keeping up with the social media savvy, fear not. Forwarder
you do not re-examine posts and see what worked and what didn’t,
has an incredible in-house team who can help you deal with social
some content performs better on some networks than others and
media across all channels.
you can now curate content by social network. Just like you would in any other walk of life, reflecting and acting on social media will help you gain more interest.
Planning and consistency is something needed to gain relevant engagement on your forwarding social media posts. Each social media channel out there is different, and therefore is operated in a different way. Looking through each one individually, factoring in things such as tone, content type, formatting, tagging, editorial plan and even content structure will help build a better base across all platforms.
USE TARGETED SOCIAL ADS
precious. You don’t want to be sat around for hours crafting posts to
website and show them all the information they need about your
different social media channels, when more pressing cargo deliveries
freight forwarding knowledge and services. Retargeting options
could be dealt with. Finding a balance that works for you and your
where you can follow your website visitors to other sites like
business is key to this. If you are building connections and creating
Twitter and Facebook, and encourage them to take further action
revenue through LinkedIn, but your Facebook posts aren’t generating
is a huge advantage to this. For example, you can display “page like”
any interest, then tailor your schedule around LinkedIn and continue
ads and encourage relevant customers to like or share content from
to expand on new markets that are there for the taking.
your forwarding site.
Like I have already mentioned, in the forwarding industry, time is
Using social media ads is a great way to attract people to your
This may be a paid service; however, the upside is a unique service, meaning your potential customers don’t see all your communication, but with good marketing tactics you can improve your chances of showing up in their social streams! In return, you get relevant clients and another place to reach your desired audience. We can help increase your brand recognition, whether this be through paid advertisements on social media, or through cutting edge marketing tactics, leading to more engagement and revenue through a more connected and relevant client base. Forwarder offer many different packages to suit your needs and would be more than happy to talk to you through them. All this can be achieved through the power of social media, so, what are you waiting for? Create a more engaging freight forwarding platform on social media today, and reap the rewards tomorrow! FORWARDER magazine
MARKETING FOCUS WITH
& HOW TO MAKE THE MOST OF THEM
nowing how to get the best out of a directory listing is
of your title and description tags is displayed in search results.
crucial for any business in the freight forwarding industry.
Think of this text as a ‘mini ad’ that you need to carefully craft.
Directory listings have become an integral part of many
The more consistent this is and the more accurate it is, the more
businesses. Knowing exactly how to structure your listing and
google will let make this appear for people searching for forwarding.
portraying yourself in a way that suits both your company goals and
Take advantage of this space and use it wisely – and make sure you
clients’ needs is crucial in getting new business.
double-check that your titles and descriptions aren’t getting cut off in search results.
However, many companies now take a back seat and throw money down the drain by not getting the most out of their directory listing. Pre-internet, it was easy to proof your directory listings
FORWARDER Directory is a catalogue of freight forwarding
companies, shipping lines, airlines, etc. that specialise in shipping
but today, if you are a business owner struggling to find the time
to or from certain countries. Freight Media can help you set up
to go through all the fine details, we recommend finding someone
a directory entry that is guaranteed to help you in the forwarding
to pick through your directory listing looking for any inaccuracies,
world. Our team perfects each listing or advert and makes sure
spelling mistakes or outdated images. Working closely with the
your details are correct and positioned in the best place possible
company producing your listing will result in a professional-
for your business.
looking product, enticing clients in from farther afield and from a wider range of industries. Comparing the market and making sure you are advertising your business in the right magazine or website is vital to creating a costeffective and reliable listing. This drive behind putting in the effort with all the small details stems from the fact that discrepancies such as misspellings, abbreviations and badly formatted contact details can wreak havoc when search engines can’t determine which information about your business is correct. If Google’s not sure, it may display information incorrectly – or not at all. Being in more directory listings helps increase your chance of being found by anyone looking for freight forwarding services. The text
+44 (0)1376 333000
DYNAMIC INTERNATIONAL FREIGHT SERVICES LTD
+44 (0)1753 682222
EUROGATE LOGISTICS LTD
+44 (0)1274 765850
RJ INTERNATIONAL FREIGHT LTD
+44 (0)1625 858858
ASTRAN CARGO SERVICES
+44 (0)1622 716441
JOHN GOOD SHIPPING
+44 (0)1482 325781
JOHN SUTCLIFFE & SON (GRIMSBY) LTD
+44 (0)1472 241368
OCEANBLUE LOGISTICS LTD
+44 (0)1472 878514
PELICAN CARGO LTD
+44 (0)1293 611700
INDIA T: 01708 630 448 - W: daygard.com - E: firstname.lastname@example.org
512 (SHEFFIELD) LTD
+44 (0)1709 550512
The Directory lists the major countries in alphabetical order
AIR & CARGO SERVICES LTD
+44 (0)20 8917 8910
ALLSEAS GLOBAL LOGISTICS LTD and the carriers are then displayed in order of advert size and
+44 (0)161 272 8989
ANDANTE FREIGHT LTD then alphabetically as basic listings. It allows the user to find a
+44 (0)1274 676057
APL LOGISTICS EUROPE B.V. true specialist with a strong service to/from the desired country.
+44 (0)20 8221 5684
CARDINAL For the carrier, it provides a steady flowMARITIME of qualityLTD enquiries for the
+44 (0)161 491 0491
regions which they serve best.CMA CGM LOG
+44 (0)151 235 8526
+44 (0)117 980 2420
DHLaGLOBAL FORWARDING You can place any size advert from free single-line entry LTD to a double-
+44 (0)1295 277888
GROUP LTD services. page spread in the Directory DOOLEY to showRUMBLE off your strongest
+44 (0)1473 835100
+44 (0)1827 871200
DAVIES TURNER & CO LTD
Our team can advise you on DSV howAIR best to LTD use the space. When it & SEA comes to the forwarding industry, we BROKERS have an extensive collection FREIGHT LTD of companies listing themselves through KUEHNE + NAGELthe FORWARDER
Directory, and with our dedicated team we can make the process a breeze for you.
Want to be involved? email@example.com +44 (0)1454 628 771 London
+44 (0)20 8451 6703
+44 (0)20 8867 3000
A new service for the freight industry, bringing the power and convenience of mobile apps to transport and logistics companies
Track & trace link
Quote request General contacts Company news
Job section Booking form Push notiﬁcations
globalfreightapp.com ...by freight professionals...for freight professionals
...watch this space FORWARDER magazine
BE VISIBLE TO CUSTOMERS 24/7
If you think about how long you spend on your mobile phone, then think about your customers – how long are they spending
on theirs and what are they doing on those devices? Statistics show that a huge amount of time is spent on mobiles and its growing. Your business should be available to these potential customers 24/7.
IT’S A DIRECT MARKETING CHANNEL
HELPING BUILD BRAND AWARENESS & RECOGNITION
A mobile app for your business can massively contribute to
your brand awareness. Here are the two clear ways this can work. Brand. The strength of your brand may need some work, however if it is strong you are able to do a lot more of what you want with it; (Have Fun with it) But what you really want to do is create an app that has the features your customers will love, while at the
Apps serve many functions: They provide general
same time being well branded and beautiful in its design.. Always be
information, maps, prices, integrated booking forms,
thinking what your customers want. Recognition. The more often
individual user accounts, messengers, news feeds, testimonial pages
you can get customers involved with your app, (reasons to revisit)
(Digital word of mouth) and much more.
the sooner they will be inclined to buy your products and/or services and recommend to others – Digital word of mouth reselling for you.
One of the biggest benefits of having a mobile app is that all the information you want to provide to your customers including special sales and promotions is available right at their fingertips. With push notifications you can get even closer to your customers engaging directly about your products, services and unique selling points.
THE POWER OF THE PUSH!
MAKE CUSTOMER ENGAGEMENT EASY
From selling products or tattoo services, your customers
need a way to reach you. Having a messaging (or help desk) feature within your app can really make a difference in the way you communicate with your customers. Are you like us? Do you
Push notifications are one of the most beneficial ways of
prefer to call and wait to book a restaurant table? With your App
communicating directly to your customers. We can’t avoid
customers can check availability, book the table, order the food if
that red message that needs action, that deal, that offer or update
they wish, with less than five clicks on their platform. Now think
you must press to find out more.
about it: How many customers would prefer to communicate with
THE EXTRA VALUE TO YOUR CUSTOMERS
Customers love being loyal and for you to reward them
keeps them with you and ensures they stay with you. We have always been frustrated getting that small printed loyalty card that fits in your wallet or purse only to find you had two more visits to claim your reward and you’ve lost it!!! The App can digitalise this loyalty
you in this way?
STAND OUT FROM YOUR COMPETITION
Most small businesses think that Apps are not for them and
they will wait at their own peril. But think about this “Soon people will be booking most things through their TV or home devices, using their voice, Booking what they want using a voice recognition
program you have in place, The result? More downloads, more traffic
addition to the company app. The younger generation will know
to your business that in turn will mean growth to your business that
no different and they will choose the companies that have this App
other media outlets won’t be able to achieve.
facility over yours.
MAINTAIN CUSTOMER LOYALTY
The Features and benefits of an app to the client
Last, but not least, the most important reason why you
•• Increase Visibility to Clients at All Times. ...
should consider building your own mobile app is customer
•• Market More Directly – saving money on marketing spend
loyalty. With all the noise out there, roadside banners, billboards,
•• Provide Your Customers with Value
flashing signs, newspaper ads, flyers, coupons, websites, website
•• Build Brand Recognition
banners, Facebook ads, and email marketing. We slowly lose our
•• Increase Customer Engagement
impact on customers because of the immense amount of advertising
•• Stand Out From the Crowd
surrounding us all. It’s time to go back to making a true and sincere
•• Increase Customer Loyalty
connection with your customers, and making them a loyal lover of
•• Turn Your App Into a Social Platform.
your product and/or service. I am not saying a mobile app is going
•• Booking or ordering directly to you
to save your business, but it can be a way of staying closer to your
•• Complement your website and social platforms
customers, and being just a “fingertip” away at all times.
•• Most people use mobile devices every day
Having a functional website is the place to start. After attracting new customers, urge them to download your app on their mobile devices. After that, use the app to generate profitable opportunities. Create engagement by encouraging user reviews and interactions. As you build brand loyalty, expand your reach to social circles and deliver personalised shopping experience.
8 REASONS WHY
YOUR BUSINESS SHOULD CONSIDER AN APP FORWARDER magazine
WELCOME TO FREIGHTABASE
reightabase is an online digital platform for sourcing specialist
At Freightabase we understand that consumersâ&#x20AC;&#x2122; needs are changing,
carriers to or from any part of the globe. You can source
and with constant time constraints freight buyers need to make
all carrier types, ranging from airlines, shipping lines, freight
educated decisions quickly. The idea of a shipping manager being able
forwarders and parcel carriers.
to source information to make a well-informed decision is exciting. ISSUE46
The ‘Quick Quote’ is designed to assist busy cargo owners who may not have the time to do an advanced search. Simply complete a very simple form and our customer services team will do the rest for you. The service is available on desktop and mobile and the app is being released soon.
The ‘Directory’ is recommended if you are looking for a carrier by name or in a specific location. You can also select carriers by key words, e.g. ‘perishables’ or ‘project cargo’. The Directory also lists service suppliers to the industry, e.g. marine insurance or mergers & aquisitions.
The ‘Loading List’ is a more advanced search where users can find carriers that specialise in a specific trade lane or shipping route. You can select mode of transport, collection and delivery point. This will then produce a list of specialist carriers to consider for your shipment.
Introducing... F R O M F O R W A R D E R M A G A Z I N E • P O W E R E D B Y F R E I G H TA B A S E
The global freight directory
is the fastest way to ﬁnd NVOCCs, airlines, shipping lines, couriers, freight forwarders, pallet networks, etc.
Upgrade your listing to a featured company
See companies in your area
Search by country shipped to Search results by various criteria and ďŹ lters
Search by service, company or keyword Responsive and mobile friendly
...it's now live!
MEDIA & MARKETING
lackheath Products, a leading supplier to the
It used the latest polymeric DPF 4550GTX film from leading
construction and furniture industries, entered 2020 with
supplier Arlon for the decals. Purpose-designed for flat-sided vehicle
an eye-catching ‘new’ fleet following the completion by
applications, this employs a light grey adhesive which helps to cover
Graphics Depot of a major rebranding programme.
existing graphics or darker substrates, and offers a long-term bond.
A division of the multi-faceted Bevan Group, Graphics Depot
Importantly, because it has long experience of working with
removed the existing liveries and applied its customer’s latest,
Bevan, and has full confidence in the quality of its production
eye-catching design to no fewer than 16 trucks which were
processes and people, Arlon has committed to a five-year
already in service.
warranty on the printed vinyl. This might not be available to customers of other vehicle graphics suppliers.
Blackheath Products is a £28 million turnover business, and operates from a base with 100,000 ft 2 of warehousing in
It was crucial to Blackheath Products that vehicle downtime
Halesowen, West Midlands. It supplies decorative laminate,
should be restricted to an absolute minimum. Transport Manager
melamime-faced boards, solid surfacing and acrylic panels to the
Mick Greensill therefore worked closely with Graphics Depot
construction industry, as well as worktops, sinks and flooring to
Head of Department Colette Smith to put together an exacting
kitchen and bathroom retailers.
timetable, under which the materials were in place and fitters stood ready to rebrand two vehicles on a succession of Fridays,
Established over 60 years ago, Blackheath Products runs a fleet
the operator’s quietest day.
of 19 DAF rigid trucks, which are contract hired from Ryder. All have curtainside bodies built and liveried by long-term supplier Bevan Group.
Bevan have always done a good job for us, building bodies which are fit for purpose and stand the test of time. So, having decided to update the fleet with our new branding, it was only
Most of the operator’s trucks are 7.5-tonners, although
natural that our first call was to Graphics Depot. Colette and
Graphics Depot also rebranded six 18-tonners, three of which
her team took the project on and worked hard to ensure there
have sleeper cabs. The three oldest trucks on the fleet were
was as little disruption as possible to our business. We’re very
excluded from the programme, as they are now being replaced
pleased with the results, as the vehicles look great, and we’ve
with new vehicles.
had a lot of positive feedback from customers.
The rebranding project entailed removal of the old liveries from
A Black Country success story – it won Commercial Motor
the cabs and rear doors, prior to ‘mopping and polishing’ to
magazine’s inaugural Bodybuilder of the Year trophy in 2017 –
obscure all trace of the previous design. Graphics Depot also
Bevan Group has headquarters and two factories in Wednesbury,
printed, laminated, cut and then applied the new decals, and
in addition to other production facilities in Halesowen and
supplied and fitted replacement curtains.
Oldbury, and one in St Helens, Merseyside.
WANT TO KNOW MORE? Further information can be found at graphicsdepot.co.uk
The company has provided a comprehensive vehicle livery
I have a fantastic team who are all experts in their field, and
service for many years. However, this was re-launched under the
with several exciting developments in the pipeline I’m confident
Graphics Depot name in 2019. While its core business remains
that Graphics Depot can look forward to a very exciting future.
vehicle graphics and fleet liveries, including creative design, under Colette’s leadership it has also branched out into exhibition
To find out more about the industry-leading support on offer
graphics, wall coverings and paint protection.
from Graphics Depot, call 0121 585 2960 option 3 or email firstname.lastname@example.org
IT’S A NEW YEAR &
BLACKHEATH’S TRUCKS HAVE A SMART NEW LOOK THANKS TO GRAPHICS DEPOT FORWARDER magazine
+44 (0)1454 628 771
Unit 8 Apex Court
Almondsbury Business Park
Bristol BS32 4JT