Many small to mid-sized freight brokers have a sales team which typically consists of one or two people making cold calls a couple hours per day. These salespeople usually have limited success because their strategy is inefficient.
Think about it – how many telemarketers call you daily? How many promotions do you get every week? Do you answer calls from unknown numbers? Cold calling, as we know it, is not working the way it used to. With the amount of incoming calls we get per day and smart caller ID, people are just not as willing to answer calls from unknown numbers.
What can you do? Well, perhaps it is time to build an inbound marketing strategy.
Inbound marketing makes leads come to you. It is content that stirs interest in such a way that the reader feels compelled to buy the product or service. It is a positive newspaper review of a restaurant. It is a flyer from a car company that tells you what to look for when buying a new vehicle. It is a weekly newsletter from your local supermarket.
So, how can you run a successful inbound marketing campaign?
A successful marketing campaign rallies your marketing efforts around a single goal. It offers something valuable that builds interest among leads. Those leads are captured and moved along a marketing funnel to become your customers.
First, what is your goal? It could be to get leads to have a conversation with you, or it could be to sell a specific product or service. Let’s say your goal is to get conversations with leads.
Next, offer something valuable. This could be in the form of a newsletter, blog, or other medium. You could offer tips about the industry, policy updates, current market rates, or really anything that you think your leads will find interesting and valuable.
In each message that you release to your leads, always include a call to action. All your marketing platforms will point back to your goal. This call to action might be a link in each message that points to a form, or it could even be a request for a call from the lead.
When writing your content, make sure to tie it back to your service or product offering. For example, if the content is about rates, you can mention in a few sentences how your rates are very competitive. Or, if the content is about service, you might include a quote from a customer testimonial about how you have great service.
That’s it! You are now on your way to building out and running a successful inbound marketing campaign.
Too busy to build out and run an inbound marketing campaign? You’re in luck. Hubtek specializes in building out and running inbound marketing campaigns for our customers. We will help you find your target audience, build your marketing messages, and run automated email campaigns that will draw leads in to you.