by Fronetics | Jan 5, 2015 | Blog, Content Marketing, Internet of Things, Logistics, Marketing, Social Media, Strategy, Supply Chain, Talent
Here are the top supply chain and logistics blog posts of 2014
2014 is over and a new year has begun. We look back at the content we created and shared in 2014.
Looking at content focused on the supply chain and logistics industries, there are three topics which garnered the most interest:
- The use of social media and content marketing;
- Supply chain talent;
- Technology.
Here are the top ten supply chain and logistics blog posts of 2014 based on pageviews. #1 receiving the most pageviews.
The Internet of Things trend is quickly approaching and will impact the way we live and work through increased productivity and efficiency. Supply Chain Management will continue utilizing these advanced technologies to improve factory workflow, increase material tracking, and optimize distribution to maximize revenues. Read the full blog post.
Within the past five years companies within the logistics and supply chain industries have begun to see social media as a strategic tool and have begun to actively use and leverage social media. A survey conducted by Fronetics Strategic Advisors looks, broadly, at the use of social media within the logistics and supply chain industries. The report discusses use, motivations, preferences, benefits, and challenges. Read the full blog post.
Santa’s supply chain was the first to run “in the cloud.” Read the full blog post and check out the infographic.
Looking at the manufacturing, supply chain, logistics, transportation, distribution and freight industries there are a few companies that have emerged as leaders – companies that exemplify the business value of creating and executing digital, social media, and content marketing strategies. Cerasis, a freight logistics company, is one of these companies. Read the full blog post.
The supply chain industry has a talent crisis. The question is: how can we solve this crisis? To answer this question I turned to Rodney Apple, founder of the SCM Talent Group. Apple has worked as a supply chain recruiter for the majority of his 19+ year career within the staffing industry and he has filled more than 1,000 positions within the industry ranging from executive-level in Fortune 500 headquarters settings to leadership and staff-level roles across large networks of manufacturing and distribution facilities within North America. Apple’s role affords him the ability to witness the talent crisis from the perspective of the industry, the company, and the job seeker. Read the full blog post.
The purpose of this series of blog posts is to give others in our industry and especially those in the manufacturing industry, a guide to create an effective digital, social media, and content marketing strategy which will produce results for your company. If you have followed the Cerasis blog since its launch in March 2013, you have noticed that we work really hard at executing our strategy. The reason we work so hard is because we are passionate about educating the marketplace on information that matters to them. In that way, we want to be the de facto expert in the manufacturing and logistics industries. If we can help those who are our customers and potential customers (manufacturers and distributors) with best practices around logistics and freight, as well as manufacturing industry news, we are continuing our mission of driving long term value (even if we give the information away for free). The result (we hope and have seen) is that people view us as the expert and will want to engage us in a long term relationship as their logistics services provider. We hope this is helpful and you learn something from it! Read the full blog post.
3PL provider Coyote Logistics is one of the fastest growing companies in North America. The company’s incredible growth (five-year growth: 3,585 percent) and tenacious spirit has not gone unnoticed. Forbes included Coyote in its list of Most Promising American Companies; Supply & Demand Chain Executive listed Jeff Silver, Coyote CEO, as one of their “Pros to Know;” and the company was listed as one of the best places to work by the Chicago Tribune. There are undoubtedly many factors that have contributed to the success of the company. Coyote’s approach to social media is likely one of the company’s keys to success. Read the full blog post.
Here’s the thing – the supply chain industry is perceived by those outside the industry as having no “wow” factor whatsoever. If the supply chain industry is going to attract new and qualified talent, it needs a face lift. It is time for the supply chain industry to re-brand itself. Read the full blog post.
Without a comprehensive social media strategy, your message may be getting lost in the chatter. There are a number of tools that will help you monitor your online influence and, effectively, make the necessary adjustments to ensure your efforts are paying off. Here are 10 free tools to help you measure your social media ROI. The basic features of each of these tools are free. Read the full blog post.
Regularly tracking your relationship with your suppliers and their performance toward your expectations is critical to ensure the success of your business. One mechanism for tracking this is the supplier scorecard. A scorecard is in essence a report card for your supplier. Supplier scorecards when used effectively can help maintain a healthy supply chain and will benefit both parties. If not used effectively supplier scorecards can damage the supplier relationship and hurt both businesses. Read the full blog post.
by Fronetics | Aug 12, 2014 | Blog, Content Marketing, Marketing, Social Media, Supply Chain
Connectivity, mobility and accessibility are game changers for business. Companies that recognize this and adapt accordingly will succeed, companies that don’t will not.
Unnovation
Olaf Swantee, CEO of EE, calls this refusal to innovate “unnovation” and defines it as the following:
If unnovation ever made it into the Oxford English Dictionary, I believe the description would be something along the lines of “unnovation (noun) … the refusal to identify, create, embrace or adopt new ideas, leading to the unnecessary and un-timely end to a business, which is ultimately overtaken by external progress.
What are companies who have fallen prey to unnovation? Yell (Google), Borders (Amazon), and Blockbuster Video (Netflix) are just three examples.
Companies within the supply chain, and the supply chain industry in general, are at risk of falling prey to unnovation despite being in a prime position to innovate.
Unnovation and the supply chain
KPMG’s 2013 Global Manufacturing Outlook reported that the US manufacturing sector “seems primed for an era of ‘hyper-innovation,’ in which companies develop not only new products, but also entirely new ways to build them.” Unfortunately, companies within the manufacturing sector are not primed for innovation. KPMG found that 44 percent of survey respondents reported that they still use “old” technologies such as email, fax, and “snail” mail to manage their supply chains.
Similarly, the supply chain industry has been slow to participate in social media and to invest in creating a strong online presence. The primary reason: a lack of understanding of the business case or value.
Participating in social media and investing in creating a strong online presence are fundamentally different from the traditional strategies which companies within the supply chain industry have employed to attract new customers, foster relationships with current customers, communicate with partners, and grow their bottom line. Because of the stark contrast between “old” and “new,” companies do not recognize how these strategies can positively impact their bottom line and therefore decide to steer clear – they feel engaging is too risky. The reality is that not participating is risky; not participating is unnovation.
These companies embrace change
Keychain Logistics
Companies that choose to unnovate will be eclipsed by companies who embrace the world of mobility, connectivity and accessibility. Keychain Logistics is one company that has decided to embrace change.
Bryan Beshore, Keychain’s founder, recognized the changes taking place and decided not just to embrace them, but to also capitalize on them. Keychain leveraged the ideas of mobility, connectivity and accessibility and created a new way for the freight transportation industry to conduct business. Keychain is a marketplace that connects drivers directly with shippers – and is available via mobile app.
Keychain has also become an active participant on social media. This participation has enabled the company to shape their offering with a solid understanding of what people want from a transportation provider. Furthermore, Beshore notes that social media has helped grow their business: “From phone calls to interviews, crowdfunded campaign partnerships, and beyond, social media has certainly helped us grow our business.”
Cerasis
Another company that has been successful – Cerasis. For 15 years the freight logistics company used traditional sales and marketing strategies. This strategy worked; however, the company recognized that if it were going to remain competitive and grow it needed to adapt. The company launched a digital, social media, and content marketing strategy. The strategy lead to an increase in website traffic of close to 670 percent, an increase in search visits by close to 2,190 percent and, most importantly, the company acquired 35 new customers – a significant number for the industry.
Swantee believes that if companies choose unnovation, “Ultimately, it could lead to disastrous consequences for their businesses, their staff and their future.” I agree. If a company wants to remain relevant and competitive, and if a company wants to grow – it needs to recognize that connectivity, mobility and accessibility are game changers for business.
by Fronetics | Aug 12, 2014 | Blog, Content Marketing, Marketing, Social Media, Supply Chain
Connectivity, mobility and accessibility are game changers for business. Companies that recognize this and adapt accordingly will succeed, companies that don’t will not.
Unnovation
Olaf Swantee, CEO of EE, calls this refusal to innovate “unnovation” and defines it as the following:
If unnovation ever made it into the Oxford English Dictionary, I believe the description would be something along the lines of “unnovation (noun) … the refusal to identify, create, embrace or adopt new ideas, leading to the unnecessary and un-timely end to a business, which is ultimately overtaken by external progress.
What are companies who have fallen prey to unnovation? Yell (Google), Borders (Amazon), and Blockbuster Video (Netflix) are just three examples.
Companies within the supply chain, and the supply chain industry in general, are at risk of falling prey to unnovation despite being in a prime position to innovate.
Unnovation and the supply chain
KPMG’s 2013 Global Manufacturing Outlook reported that the US manufacturing sector “seems primed for an era of ‘hyper-innovation,’ in which companies develop not only new products, but also entirely new ways to build them.” Unfortunately, companies within the manufacturing sector are not primed for innovation. KPMG found that 44 percent of survey respondents reported that they still use “old” technologies such as email, fax, and “snail” mail to manage their supply chains.
Similarly, the supply chain industry has been slow to participate in social media and to invest in creating a strong online presence. The primary reason: a lack of understanding of the business case or value.
Participating in social media and investing in creating a strong online presence are fundamentally different from the traditional strategies which companies within the supply chain industry have employed to attract new customers, foster relationships with current customers, communicate with partners, and grow their bottom line. Because of the stark contrast between “old” and “new,” companies do not recognize how these strategies can positively impact their bottom line and therefore decide to steer clear – they feel engaging is too risky. The reality is that not participating is risky; not participating is unnovation.
These companies embrace change
Keychain Logistics
Companies that choose to unnovate will be eclipsed by companies who embrace the world of mobility, connectivity and accessibility. Keychain Logistics is one company that has decided to embrace change.
Bryan Beshore, Keychain’s founder, recognized the changes taking place and decided not just to embrace them, but to also capitalize on them. Keychain leveraged the ideas of mobility, connectivity and accessibility and created a new way for the freight transportation industry to conduct business. Keychain is a marketplace that connects drivers directly with shippers – and is available via mobile app.
Keychain has also become an active participant on social media. This participation has enabled the company to shape their offering with a solid understanding of what people want from a transportation provider. Furthermore, Beshore notes that social media has helped grow their business: “From phone calls to interviews, crowdfunded campaign partnerships, and beyond, social media has certainly helped us grow our business.”
Cerasis
Another company that has been successful – Cerasis. For 15 years the freight logistics company used traditional sales and marketing strategies. This strategy worked; however, the company recognized that if it were going to remain competitive and grow it needed to adapt. The company launched a digital, social media, and content marketing strategy. The strategy lead to an increase in website traffic of close to 670 percent, an increase in search visits by close to 2,190 percent and, most importantly, the company acquired 35 new customers – a significant number for the industry.
Swantee believes that if companies choose unnovation, “Ultimately, it could lead to disastrous consequences for their businesses, their staff and their future.” I agree. If a company wants to remain relevant and competitive, and if a company wants to grow – it needs to recognize that connectivity, mobility and accessibility are game changers for business.
by Fronetics | Jun 23, 2014 | Blog, Logistics, Marketing, Social Media, Strategy, Supply Chain
Many companies within the logistics and supply chain industries are stuck on the social media starting line. The reason – “they can’t get past the word ‘social’ and the perception it creates.” The reality is that social media is a tool that can be utilized to create value and grow your business.
This is the fourth in a series of articles that provides examples of companies within the logistics and supply chain industries who have moved beyond the social media starting line and have realized the business value of participating in social media.
Cerasis is a top freight logistics company and truckload freight broker. During the company’s first 15 years it focused on traditional sales and marketing strategies and relied heavily on referrals. This strategy worked. Cerasis acquired new customers, retained current customers, and realized positive growth. However, Cerasis was not viewed as an industry leader, and brand awareness was low.
In 2012 Cerasis decided to participate in social media and launch a content marketing strategy.
Cerasis began actively blogging, and began using Twitter, LinkedIn, Facebook, Pinterest, and Google+. The company quickly became seen as a leader within the industry, and brand awareness increased dramatically.
Within 15 months the company received 71 leads from search engines, 65 leads from social media, and 52 leads from webinars. Even more impressive, within 15 months the company gained 35 customers (one customer within the freight logistics industry can mean a lot of revenue).
The results show that Cerasis is no longer on the social media starting line – rather, Cerasis is now a leader, not only in the freight logistics industry, but also in using social media as a business tool.
by Jennifer Hart Yim | Jan 29, 2025 | Logistics, Paid Advertising
Having a strong digital presence is no longer optional. Pay-Per-Click (PPC) advertising is a powerful tool for logistics companies looking to quickly generate quality leads and expand their client base.
Here, we walk you through everything you need to know about implementing a successful PPC strategy for your logistics business.
Why PPC Matters for Logistics Companies
The logistics industry operates in a highly competitive space where timing and visibility are crucial. PPC advertising offers several unique advantages for logistics companies:
- Immediate visibility in search results when potential clients are actively searching for logistics services
- Precise targeting capabilities to reach specific industries, locations, and decision-makers
- Measurable ROI through advanced tracking and analytics
- Flexibility to adjust campaigns based on seasonal demands and market changes
Key PPC Strategies for Logistics Companies
1. Strategic Keyword Selection
Success in PPC begins with targeting the right keywords. For logistics companies, focus on:
Transportation-specific terms:
- “freight forwarding services”
- “international shipping solutions”
- “supply chain management”
- “warehousing and distribution”
Location-based keywords:
- “[city] logistics company”
- “shipping services in [region]”
- “local freight forwarding”
Service-specific terms:
- “temperature-controlled shipping”
- “hazmat transportation”
- “last-mile delivery solutions”
2. Creating Compelling Ad Copy
Your ad copy needs to address the specific pain points of your target audience while highlighting your unique value proposition. Consider these elements:
- Include relevant certifications and compliance standards
- Emphasize your experience and track record
- Highlight specialized services or equipment
- Showcase your geographic coverage
- Include clear calls-to-action (CTAs)
3. Landing Page Optimization
The success of your PPC campaigns heavily depends on your landing pages. Ensure they:
- Load quickly and are mobile-responsive
- Feature clear value propositions above the fold
- Include trust indicators (certifications, client logos, testimonials)
- Offer multiple contact options
- Contain relevant content that matches the ad’s promise
4. Advanced Targeting Techniques
Maximize your ROI by utilizing advanced targeting options:
Geographic Targeting:
- Target specific service areas
- Adjust bids based on location performance (this one has proven to be particularly successful for our clients)
- Focus on high-value markets
Audience Targeting:
- Create custom audiences based on website visitors
- Target similar audiences to your existing clients
- Depending on your services, you may be able to use in-market audiences to target
Device Targeting:
- Optimize campaigns for both desktop and mobile users
- Adjust bids based on device performance
- Create device-specific ad copy
Measuring and Optimizing Your PPC Campaigns
Key Performance Indicators (KPIs)
Track these essential metrics to measure campaign success:
- Click-Through Rate (CTR)
- Conversion Rate
- Cost Per Lead (CPL)
- Return on Ad Spend (ROAS)
- Quality Score
- Average Position
Optimization Strategies
Continuously improve your campaigns by:
- Regularly reviewing search term reports to identify new keywords
- A/B testing ad copy and landing pages (even changing one word could improve your CTR)
- Adjusting bids based on performance data
- Optimizing for mobile experience
- Refining audience targeting based on performance data
Common PPC Mistakes to Avoid
Please, don’t do these. These things waste your budget:
- Neglecting negative keywords
- Using overly broad match types
- Ignoring mobile optimization
- Not tracking conversions properly
- Failing to test ad variations
- Overlooking quality score optimization
Budget Planning and Management
Effective budget management is crucial for PPC success:
- Start with a conservative budget to gather data
- Allocate more budget to top-performing campaigns
- Consider seasonal trends in the logistics industry
- Set aside budget for testing new approaches
- Monitor and adjust bids regularly
Future Trends in Logistics PPC
Wanna be with the cool kids? Stay ahead of the curve by testing these emerging trends:
- AI-driven automation in campaign management (yes, even daily budget management)
- Voice search optimization
- Enhanced audience targeting capabilities
- Integration with CRM systems
Conclusion
Remember that PPC is not a “set it and forget it” solution. Regular monitoring, testing, and optimization are essential for maintaining and improving campaign performance over time.
Need help with your logistics company’s PPC campaigns? Contact our team.
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