We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.
It's not hard to convince most business owners that marketing plays a vital role in strategic planning. With marketing pressure at an all-time high, your business needs to incorporate tactics designed to position a freight agents and brokers business at the top of the heap.
Give Word of Mouth Marketing a Try
Industry-leading freight agents and brokers businesses rely on a certain amount of word of mouth marketing buzz to communicate brand values and product messaging.
Many business owners mistakenly believe that word of mouth is largely outside of their control, when in fact, networking and other strategies can significantly increase the amount of buzz that is generated about your brand. At the same time, you need to be wary and vigilent against potential negative word of mouth regarding your company and take appropriate actions to combat a negative buzz.
Sloppy marketing programs have no place in growing freight agents and brokers businesses. Instead of offering special promotions on the spur of the moment, we recommend creating a promotional calendar for the fiscal year. Although you can adjust the calendar as needed, advanced planning makes it easier to connect your company's marketing tactics to sales objectives, inventory levels, staffing, and other areas of the business. Many list vendors appreciate promotional calendars because they are useful for timing the delivery of the resources your business needs to meet strategic objectives.
Why Branding Matters
Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. Whether you know it or not, your freight agents and brokers business has brand characteristics. Smart marketing strategies differentiate and reinforce brand identity. By investing in brand awareness and positioning, you increase the trust factor and make it easier for consumers to choose your business over less-known competitors. In certain situations, branding can be used to establish dominance in specific product categories or service areas.
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