When it comes to logistics, whether you’re offering warehousing, transport, or other services along the supply chain, your customer base still has room to grow. While logistics is seen as a necessary sector that many businesses and individuals rely upon to transport goods from point to point, there is still a choice of services to use and not to use. If you want to successfully reach your ideal customer and grow your company, then you really need to make the switch to an intent-based approach in your business marketing strategy.
Defining the Difference
Just what is intent based marketing though? Imagine your perfect customer, their likes and dislikes, the best way and time to reach out to them with your services, and even knowing a bit about their customer journey. It may sound like an unachievable list with traditional broad reach marketing schemes, but with highly targeted and relevant intent-based marketing knowing such things is the norm.
Intent-based marketing utilises interest, interruption, and intelligence to cater your services to the highest-converting customers for your business.
- Interest: Marketing your products broadly to people who may not even likely be interested in what you offer is sometimes damaging to a company’s reputation. By navigating third party data and finding people who are searching, interested in, and watching for services like yours, intent-based marketing gives you a powerful tool for locating potential customers who are most likely to want to hear from you and convert into clients.
- Interruption: Ads are seen as a nuisance by many people. But, when the ads are more relevant and respectful of an individual’s journey, including their needs, wants, and desires, the less likely your ads will be seen as bothersome, and the more likely you will be to hear from them on your call to action. For instance, if while a person is searching for logistics services they flash your ad “Searching for Logistics Services?”, they will be much more likely to click and respond with positive interest to what you have to offer. Interruptions do not always have to be negative, with intent-based marketing the aim is to make the advertisement interruption as helpful and interesting as possible to the recipient.
- Intelligence: Data-driven customer journeys are proving to be a very successful way of relating to new, and even existing, customers in today’s fast-paced, high-volume, and customer-centric markets. It is imperative, therefore, to collect and utilise data to your advantage in marketing operations. Such data is collected from a variety of customer behaviours, especially those that can be monitored online, to gauge interest in your specific offerings. Instead of blindly charging into a customer relationship, with data you can mindfully approach a customer knowing a bit more about what they want and like and need to accomplish. Managing such a personalised customer relationship in a larger-scale company seems nearly impossible without proper channels for collecting intelligence through real time data.
Getting Ahead In Logistics
What sets you apart from your competitors as the logistics sector moves forward will largely be determined by your ability to selectively locate and convert the customers who want to use your services right now. By using intent-based marketing instead of taking shots in the dark, you will be able to grow a steady stream of customers who feel known and respected by your company. Trust is paramount when it comes to the modern customer relationship. When your data allows you to know and respect your client, they are more likely to trust you and be loyal to your brand and services, not just one time, but repeatedly.
A little intent goes a long way in the customer-first market in which you operate. Gaining that edge is not unachievable, especially when you partner with the right data optimisation organisation to achieve your growth goals.