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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by Fronetics | Jan 28, 2020 | Blog, Logistics, Marketing, Social Media, Supply Chain
Digital marketing over social media is a trend that continues to grow, but it’s only effective if you’re doing it right. Here are social media mistakes supply chain brands are still making.
Highlights:
- When it’s done right, there’s no greater tool for your company to increase brand awareness and generate leads than an engaged presence on social media platforms.
- Knowing what content hits home with your followers and potential followers is crucial.
- The most successful companies on social media are the ones that find innovative and creative ways to engage with users.
It’s no mystery why approximately 81 percent of small and medium businesses maintain a social media presence. With 3.5 billion users worldwide, social media is a dream come true for businesses looking to reach a ton of potential customers.
Digital marketing over social media is a trend that continues to grow, as more businesses jump on the social media bandwagon. When it’s done right, there’s no greater tool for your company to increase brand awareness and generate leads than an engaged presence on social media platforms. But it can be virtually useless if your company isn’t doing it right.
Traditional marketing strategies may be misleading for companies hoping to connect with customers over social media. And familiar ways of using social media for personal use can also lead marketers astray. The most effective use of social media for your business centers on knowing your audience and positioning your brand within the right conversations, rather than promoting your product or service.
Are you making social media mistakes? Check out our list of the most common blunders we see companies making to find out.
Mistake #1: Not knowing the audience
Everyone understands how a billboard works. It advertises something for sale where it can be seen by as many people as possible. But for companies looking to increase their effectiveness, that’s a big social media mistake. The most important thing a brand can do on social media is to engage dynamically with other users. And to do that, companies first have to figure out who their audience really is.
It’s surprising how often brands don’t have a clear idea of who they’re trying to connect with on social media. Knowing what content hits home with your followers and potential followers is crucial. And collecting followers and promoting your brand visibility with the right audience means figuring out what other interests your target demographics might have.
So, how do you develop a profile of who your audience is? The first step is to put together a detailed description of your target buyer persona. It’s important to consider details such as the location, education level, and role in the industry of the buyers you’re hoping to reach. Based on this profile, marketers can more precisely pinpoint the needs and concerns of their target audience. This is vital for being able to anticipate the groups to join where potential buyers are most likely to be found.
Bottom line: engage with your audience! Once you have figured out who that audience is, join groups, encourage and leave comments, and pay attention to what your followers care about.
Mistake #2: Using objectives instead of strategy
The best way to use social media for digital marketing involves developing a clear strategy for attracting followers, delivering content, and achieving an ROI. Unlike personal use of social media, effective digital marketing depends on maintaining a regular schedule of generating content. Knowing how often to post content or update profiles can make a huge difference for staying on the top of newsfeeds at key times of day.
Generating new content is crucial for keeping followers engaged and attracting the attention of potential new followers. A variety of different kinds of content prevents followers from tuning out or skimming past your company’s posts. Partnering with brand ambassadors and market influencers boosts the organic visibility of your brand: by working with prominent social media users, your company can benefit from dynamic interactions with brand ambassadors who your target audience follows and views as authentic.
Following a strategy can also help achieve and measure your ROI. It can be particularly difficult to prove the ROI of a company’s participation in social media, so it’s especially important to use analytics tools for tracking how your social media presence is doing. Social Media Examiner’s 2018 Social Media Marketing Industry Report found that only 44 percent of marketers agree that they know how to measure social media ROI, leaving two-thirds of marketers aren’t sure whether their efforts online are paying off. Measuring defined goals against analytics data can help your company identify and react to effective techniques, and improve your social media standing.
Mistake #3: Using the most popular social media platforms
Although the social media platforms with the most users may seem like the most effective platforms for digital marketing, platforms that allow you to engage with your audience can carry more weight than more popular platforms.
All social media channels have a differentiating quality that makes them appealing to specific audiences. So, start by identifying where your target audience is spending their time. For instance, if you are interested in reaching millennial buyers, then your social media efforts should definitely include platforms such as Twitter that millennials tend to use on at least a daily basis.
Once you’ve determined the most effective platforms for your company to concentrate on, be sure to tailor your content to those platforms. Although it’s easy to post the same content across all your accounts simultaneously, the foundation of social engagement is authenticity. Especially with automation tools, many companies post copied-and-pasted content on multiple platforms all at once. But this strategy risks undermining the authenticity of your brand. Work to create content—including video and images—that caters to specific platforms to build brand awareness and loyalty.
Mistake #4: Promoting instead of connecting
This is the big one! Social media platforms are all about fostering engagement among users. Users don’t want to engage with brands that push their products and services through standard marketing techniques. Instead, users will be drawn to companies that appear engaged with the same interests and objectives that they are. Users want informative, interesting, and, yes, even fun content.
The most successful companies on social media are the ones that find innovative and creative ways to engage with users. Brand loyalty arises from emotional bonds and trust that can form through social media interactions.
Greg Hadden, executive director of Motive Made Studios, sums up the power of connecting with users: “What often gets lost is the fact that good storytelling is potent stuff. It has the power to make people want to believe and to belong, which is the goal of all storytellers. We’re all selling something, be it an idea, an exploration of the human condition, or say, a vacuum cleaner. It’s no mistake perhaps that good stories often create products.”
What social media mistakes do you try to avoid?
This post originally appeared on EPS News.
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by Fronetics | Oct 2, 2019 | Blog, Content Marketing, Logistics, Marketing, Social Media, Supply Chain
Our infographic gives you everything from the basics to the specifics of using Reddit for B2B marketing.
Highlights:
- Reddit is a social platform made up of thousands of individual forums where users can post content and vote on its relevance and value.
- The first rule of Reddit: avoid overt brand promotion and sales pitches.
- Creating your own subreddit is the best way to make Reddit a high-value marketing channel.
Reddit calls itself the “frontpage of the internet.” And for good reason. The social networking site boasts over 300 million active users, as well as 140,000 active communities and a whopping 14 million pageviews per month. However, when it comes to using Reddit for B2B marketing, it’s still a relatively untapped channel.
Our infographic is your ultimate guide to using Reddit for B2B marketing. Read on to find out more about this platform and how you can put it to work for your business.
What is Reddit?
Since the site was founded in 2005, Reddit’s user base has skewed young. However, as millennials come of age and rise to positions of influence within the B2B purchasing landscape, Reddit is becoming an increasingly effective way to reach your target audience.
At its most fundamental level, Reddit is a social sharing website built around users submitting links, pictures, and text, which the community can then vote on. Similarly to Quora, the content that’s voted as best rises to top visibility, while downvoted content becomes less visible.
The structure of the site resembles an intricate message board, divided up into hundreds of thousands of subfolders, called “subreddits,” which function as specific forums. Imagine just about any topic you can think of, and there’s probably a subreddit for it. In fact, for thinking about Reddit for B2B marketing, the following subreddits could be of interest:
If you’re looking for industry discussion on a specific marketing topic, it’s likely you can find a relevant subreddit. While each subreddit has different moderators and regulations, there’s one common thread that runs through the entire site: there is a premium placed on authentic content and interactions – and a disdain for overt self-promotion.
(Made with Canva)
Using Reddit for B2B marketing in 5 steps
Now that we’ve covered the basics about what Reddit is and how it works, let’s talk about how to make it part of your marketing strategy.
Step 1: Determine your target subreddit(s).
In the same way that a good digital marketing strategy begins with identifying your target audience, determining your target subreddits is the starting point for successfully using Reddit for B2B marketing. While the massive quantity of subreddits can be overwhelming, consider the following three questions to zero in on the right subreddits for your business:
- Does the subreddit relate to your business’ brand or products, as well as any specific keywords that shape your digital marketing strategy?
- How large is each subreddit’s audience? (Note: bigger isn’t necessarily better. A larger audience has the potential to generate more traffic, but it’s easier to establish your brand’s presence in a smaller subreddit.)
- How much engagement does the subreddit generate?
Once you’ve determined a few relevant subreddits with various audience sizes and high engagement, you’re ready to begin posting.
Step 2: Post links… to websites other than your own.
Before you start wondering why we’re encouraging you to promote other pages, there’s another facet of Reddit to consider. The platform takes the idea of Karma to a literal level. On Reddit, your reputation is referred to as your “Karma score,” and it’s determined by your level of positive participation on Reddit, measured by the number of upvotes you receive. As your Karma score rises, your posts become more visible.
One of the most effective ways to boost your Karma score, particularly when you’re starting out, is to post links to content that the subreddit community finds relevant and generate conversation. It’s important to make sure you don’t repost content that another member of your subreddit has already posted, as duplicates can hurt your Karma score.
Step 3: Share valuable content… that’s not a sales pitch.
When posting content to your target subreddits, the path to success is quite simple. Post content that offers value to the community. This means engaging in discussions, asking and answering questions, and, at all costs, avoiding blatant sales pitches.
Sam Holzman of ZoomInfo explains it this way: “Sharing a link to a product page will signal that you’re a marketer who wants to promote products, not an engaged community member. On the other hand, a blog post about the benefits of a particular product will be more useful to your fellow community members and, as a result, is more likely to be upvoted and commented on.”
Step 4: Advertise on Reddit.
While blatant sales pitches on Reddit are a sure way to a low Karma score, the platform does offer its own native advertising. Similar to Facebook and Twitter, Reddit Advertising is a relatively inexpensive way to boost the visibility of your content on the platform. However, it’s important to note that Reddit doesn’t offer the type of analytics as Facebook and Twitter.
Sponsored posts on Reddit appear at the top of targeted subreddits for a specified duration. You pay for duration as well as the number of impressions you receive. Sponsored posts look like any other Reddit posts. Advertising on the platform isn’t necessary for success, but it can help establish a visible presence, particularly at first.
Step 5: Create a subreddit.
Creating a subreddit isn’t easy – it requires a significant time investment to start and maintain. However, doing so is the best way to turn Reddit into an extremely valuable marketing channel. Once you’ve established your presence, creating a branded subreddit gives your customers and prospects a forum to interact, with you and with each other.
Particularly at the outset, you’ll likely need to promote your subreddit on other platforms. Post links to it on your other digital assets, and you could even offer an incentive for engaging on your subreddit.
Your branded subreddit is also an ideal place to offer customer service. Holding exclusive Q&As, referred to on Reddit as AMAs (“Ask Me Anything”), is another effective strategy to drive traffic and engagement on your subreddit.
The bottom line on Reddit for B2B marketing
Reddit is a rich resource for marketers and a fertile ground for marketing your brand and products. The platform is best thought of as a place to share and engage with high-quality, valuable content, rather than as a place for overt promotion. Effectively using Reddit for B2B marketing requires an investment of time and energy, but the results can be well worth the effort.
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by Fronetics | May 23, 2019 | Blog, Content Marketing, Marketing
Measuring brand awareness is a notoriously difficult task. Here are our favorite tools to help you refine your efforts.
Highlights:
- Tools for measuring brand awareness fall into two categories: social analytics tools and social mention tools.
- Our top 3 social analytics tools: Qualtrics, Ahrefs, and Brandwatch.
- Our top 3 social mentions tools: Netvibes, Mention, and Buffer Reply.
We often hear from our clients that measuring brand awareness is one of the slipperiest tasks when it comes to digital marketing. It’s a notoriously difficult marketing element to track, and not having an accurate picture can also make it difficult to evaluate the success of your overall digital marketing efforts, as well as to calculate ROI.
Luckily, there are tools that can help. Broadly, these tools for measuring brand awareness fall into two categories: social analytics tools and social mention tools.
- Social analytics tools are designed to help you determine the times your actions get the most engagement, as well as more detailed user demographics and interactions with your brand.
- Social mention tools track overall mentions for your brand, letting you see everywhere your brand has been mentioned and helping you determine which platforms are performing best for your content.
Here are our top three favorite tools in each category for measuring brand awareness.
Top 3 social analytics tools for measuring brand awareness
1) Qualtrics
Qualtrics boasts that it is “software to help turn customers into fanatics, products into obsessions, employees into ambassadors, and brands into religions.” While supply chain companies will likely raise an eyebrow at such lofty claims, this tool really has the potential to perform for B2B customers. Ideal for complex supply chain business, Qualtrics offers a variety of tools that measure buyer experience, brand experience, product experience, and employee experience.
2) Ahrefs
Ahrefs isn’t exactly a new kid on the block when it comes to measuring brand awareness. The company started in 2011, and has continued to update and add new features regularly, keeping it on the cutting edge of SEO tools. It’s one of the best backlink analysis tools available. Perfect for just about any business, the platform notably helps you analyze why your competitors are ranking in particular areas and what you can do to outrank them.
3) Brandwatch
Some of the most successful brands in the world have been empowered by Brandwatch, which is arguably the leader in social intelligence. The robust analytics features include insights within millions of online conversations, as well as optimized target influencer and other paid social campaigns. It also boasts its Vizia platform, which shares insights with decision-makers throughout your organization, promoting aligned efforts.
Top 3 social mention tools for measuring brand awareness
1) Netvibes
Netvibes lets you easily monitor all your digital assets, as well as customize them based on the insights it provides. Not only can you follow your social networks for brand mentions, you can create alerts for breaking news or publications on key topics. Additionally, you can gain valuable insights by filtering your mentions by author, date, location, language, company, and even more.
2) Mention
Mention lets you monitor your campaigns anywhere online, and “scour the web, social media, and more for powerful market insights.” The platform offers real-time monitoring, letting you get live updates as you launch a campaign, for example. You can create custom insights, involving everything from social media, forums, blogs, and virtually every bit of the web.
3) Buffer Reply
We’re including Buffer Reply because it’s unusual in its focus. While other tools give you access to all your mentions on the web, Buffer Reply lets you hone in on a specific target client or demographic. The platform shows you everything you need to know about the client you’re talking to, each time they’ve mentioned or interacted with your brand. We recommend using it in conjunction with a broader tool like Google Alerts.
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by Fronetics | May 22, 2019 | Blog, Content Marketing, Logistics, Marketing, Social Media, Supply Chain
Social listening describes the process of scanning online platforms to find the sentiment around your brand. Here are 4 ways that social listening can boost SEO.
Highlights:
- Social listening describes the process of scanning social media platforms, blogs, news websites and other digital forums to find the mention of any keywords.
- Regularly monitoring the sentiment around your brand through social listening can help prevent a problem before it blows up.
- Track your organic brand mentions and use that information to create a strategy about how to grow brand awareness.
Video transcript:
This is Elizabeth Hines. I’m the Creative Director at Fronetics, and today we’re talking about four ways social listening can boost your SEO.
Social listening describes the process of scanning social media platforms, blogs, news websites and other digital forums to find the mention of any keywords. In particular the name of your company or your CEO for example, to figure out the general sentiment around your company and your people. We used to use social listening mainly for social media marketing, but it can also be a really effective search engine optimization tool if you do it properly. So here are four ways social listening can boost your SEO.
1. Learn if your backlinks are coming from spammy websites
Backlinks from spammy or untrustworthy websites can negatively impact your search ranking. So a Google executive recently noted that this is just a normal part of being on the web and really you shouldn’t worry that much about it. But the one exception would be if there’s some kind of dedicated activity from a competitor, for example, buying up a lot of links and trying to ruin your search ranking. In this instance you should consider disavowing them and using social listening to figure that out.
2. Find guest blogging opportunities
One of the greatest benefits of social media is the opportunity to network with your industry peers and social influencers. Building relationships with reputable businesses and people could be a gateway to guest blogging, which is one of the most sound and effective ways to build your reputation with search engines, not to mention the people that follow those peer sites and influencers.
3. Monitor your brands reputation
Mistakes happen and even companies with the best intentions will sometimes suffer from a social media crisis. So regularly monitoring the sentiment around your brand through social listening can help prevent a problem before it blows up, goes viral or at least is big enough for Google’s algorithm to down rank you for providing a poor user experience.
4. Grow brand mentions
Now a lot of people will tell you to use social listening to find linkless backlinks, which are websites that mention your content but don’t provide a hyperlink to your site. Then you should reach out to those people and see if they’ll add that link in. But in my opinion, this is an enormous waste of time. We’re seeing that linkless backlinks are becoming equally as important as regular backlinks for search engine optimization. So instead, I encourage you to use that time and energy to track your organic brand mentions and use that information to create a strategy about how to grow more. For example did you say something on Reddit that got lots of attention? Well, you should do more of that.
For more tips like these, check out our blog at fronetics.com.
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