The continual evolution of digital channels has dramatically changed the PR and marketing landscape. To keep up, companies must constantly adapt their strategies, and calling in expert marketing help is a sure way to maximise their marketing investment.
As business-to-business (B2B) PR and marketing specialists in the materials handling and logistics sphere, the Leapfrog Marketing team understands how essential it is for marketing campaigns to employ a diverse range of tactics.
In order to be successful, companies need to be clear about what their goals are, who their audiences are, and how best to reach them. Here are our proven tips to generate sales leads using a clearly defined logistics PR and marketing strategy.
Generate Sales Leads Using B2B Case Studies
One of the best ways to generate sales leads is to show that you can solve your target audiences’ problems. Potential customers want to know that you can provide an appropriate solution, and B2B case studies are ideal to illustrate this.
At Leapfrog, we are renowned for producing great materials handling and logistics case studies on behalf of our clients. All the companies we work with can point to case studies we have produced that have not only generated leads but also have subsequently developed into significant contract wins. This underlines the importance of case studies as a front-line marketing tool in the B2B arena.
Take a look at the B2B Case Studies we have produced for our clients
Boost Conversions and Sales with B2B Videos
It’s no surprise that B2B PR and marketing strategies are including significantly more video content than ever before.
- 86% of businesses use video as a marketing tool*
- 94% of marketers agree that videos have helped increase user understanding of their product or service*
The above statistics, (from *the Wyzowl Survey) along with the growth of digital channels within materials handling/logistics B2B PR and marketing arenas, emphasise the importance of video. Whether it is a B2B case study, testimonial, product or corporate video, this powerful marketing tool will strengthen your business profile. It will demonstrate your capabilities, support your claims and greatly boost your sales potential.
Take a look at other videos we have produced
Create the Right Image for Your Brand
Never underestimate the power of professional photography. An art-directed, high-quality image can make all the difference when looking for vital PR coverage.
Not only this, but creative professional photography will enhance your company’s brand, website, and social media content. Whether it’s a completed project, new product launch or appointment announcement, make sure you’re sending out the right image.
Generate Leads from Your Website
Your website promotes your business 24/7, worldwide. In fact, it’s the hardest working member of your sales team. Not only should your website explain who you are, what you do and how to contact you, but it must also generate qualified sales leads for your business.
In order to maximise your website’s potential, it is vital to consider not only the objectives for the site, but also the navigation, design, keywords and phrases, search engine optimisation (SEO), content, web responsiveness and the importance of a blog.
A well designed, easy to use site which is optimised for mobile devices is essential. On top of this, if you want to be on the first page of search engine results, you need to have a strategic SEO plan in place. It is important to support this with regular content updates such as blogs and company news.
Check out some of the websites we have designed and built
Look for a Long Term Relationship
So you’ve taken the not inconsiderable step of employing the services of a B2B PR and marketing agency. You’ve chosen carefully and selected a suitable company that can handle your reputation and boost awareness of your products/services in the materials handling market. That’s a really positive start to achieving your goals.
It’s easy to make the mistake, however, of expecting an instant return on your investment – that’s unlikely to happen. To maximise the benefits of partnering with an agency you’ll want to adopt a more patient approach.
Repetition, Repetition, Repetition
Your target audience need to be educated about the benefits of buying into your company and its products over time. Establishing trust and acceptance is a multi-layered process.
The first time your target audience reads about your company they may get an initial fleeting impression of who you are and what you do, but you are unlikely to be remembered.
If your messaging is consistent, the next time they come into contact with your company there’s a chance they’ll recall something about you because they associate this information with the previous encounter.
It’s the third, fourth and fifth touch-points, however, that will start to embed your name and what you do in their minds.
Providing the messages they are receiving are consistent and continue to resonate with them, there’s a good chance trust will build and they may feel sufficiently inspired to respond to a call to action.
Maximising the Power of Your Materials Handling PR Message
There’s no doubt that the outbound messages regarding your company and its products need to have been thoroughly thought out and timed to perfection.
It’s not sufficient for these messages to be well written and informative; they must also answer potential customers’ concerns and, most importantly, provide beneficial information to the reader.
Circulating interesting and useful information will entice your potential customers to engage with you rather than your competitors. They need to see appealing features that have been sent out at the right time, via the right channels in order to reach the right people.
Defining Your Target Audience Pays Long-Term Dividends
To ensure that you are reaching the right people with your messages takes a degree of research at the start of the campaign. Setting aside time early on in the marketing process to clearly define your target audience by creating detailed buyer personas is a sure-fire way to strengthen your campaign.
Once your target audience has been identified, your selected B2B marketing agency can then begin the important work of building a tailored strategy to reach out to them.
Navigating the Media Landscape
The most effective materials handling PR campaign drives messages out through a variety of media platforms in a strategic process.
From topical blogs regularly posted on your company website to e-newsletters, case studies and B2B trade press articles – your potential customers will be able to find you easily because you’ve taken the time to know where they consume their industry information.
Watch the Marketing Momentum Build
There’s no doubt that if you have been diligent enough to put all of the essential building blocks in place from the outset, you will be rewarded for your patience as you watch the momentum building.
With over 30 years of experience in B2B PR and marketing, we know that a totally coordinated, long-term approach is the most successful way to generate sales leads.
Your content needs to be carefully crafted so that it reaches your target audience through numerous digital and print channels. To help you achieve this, you need a well-thought-out marketing strategy and a trusted marketing and PR partner who can provide vital guidance.
Some of Leapfrog’s most successful materials handling PR campaigns have been developed over many years. Given the right tools and a patient approach, an external agency can spend time educating your target audience about the benefits of dealing with you.
In this way they build trust gradually in your company and its products, helping to generate sales leads to give you the best possible return on your marketing investment.
If you’d like to take your materials handling and logistics PR to the next level, please email us at ideas@Leapfrog.uk.com or call us on 0116 2787788.