In the last 10 years, the logistics industry has seen massive change. Things like e-commerce and last-mile delivery are just a couple of examples of recent technological advancements in the industry. Not only should a logistics company want to be at the forefront of these changes, but they should also want to present themselves as a leading expert, and for that, they should turn to Public Relations.
Here are the top five ways logistics companies can improve their PR and marketing efforts this year:
1. Embrace digital platforms
No one is telling you that you need to get on TikTok and do a silly dance, but social media has a time and a place in every company’s toolbox when it comes to Public Relations. You can utilize social media, content marketing, and online channels to reach a broader audience and showcase your company’s innovations. Use your digital platforms, whether it’s your website and Facebook page or more in-depth pages like X (formerly Twitter) or Instagram, to tell your company’s story, highlight achievements, and address issues in the industry.
2. Highlight sustainability efforts
More than ever, consumers are focused on environmental responsibility, not just their own, but that of the companies to which they are giving their money. You should emphasize your logistics company’s green initiatives to appeal to eco-conscious consumers. This could include having a sustainability section on your website, participating in green events, or highlighting green products or services, even releasing an annual sustainability report.
3. Foster customer testimonials
Customer testimonials are valuable assets that build trust, credibility, and authenticity for your brand. First and foremost, provide excellent customer service, then encourage satisfied clients to share their positive experiences. Make sure to only request feedback at the right time, make the process easy, and consider adding an incentive.
4. Engage in thought leadership
Engaging in thought leadership positions your company as an industry authority or influential voice by sharing insights, trends, and expertise through blogs, webinars, or participation in relevant events. You’ll want to determine the areas where your company has deep knowledge, experience, or unique insight, then develop content that showcases that expertise. This could come in the form of blogs, articles, podcasts, videos, or other forms of digital content.
5. Leverage technology for transparency
Leveraging technology for transparency can reassure clients, employees, and stakeholders while building trust in your services. It could be as simple as implementing blockchain technology to create a transparent and tamper-proof record of transactions. Or, it can be as complicated as planning systems with real-time data for stakeholders.
Want to know more about what we do to help logistics companies at Bear Icebox? Read our full case study about how we helped ProGlove transform its brand awareness from a startup to a global logistics hardware and software provider.