October 25, 2020  
 
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Marketing a Freight Traffic Services Business

Trying to market a freight traffic services business? It's a crowded marketplace, but with dedication and persistence, great marketing can help your business outperform larger competitors.

We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.

Strategic marketing tactics can help small freight traffic services businesses scale their visibility with consumers. The key is to market smart through the consistent application of fundamental marketing concepts.

Broadcast Advertising

Broadcast advertising has clearly taken some hits over the past couple of decades. The number of consumers who tune-in to local TV and radio has plummeted, and the industry has struggled to regain its footing. However, it would be a mistake to discount broadcast advertising entirely. Many freight traffic services businesses are leveraging broadcast media to perform specific aspects of their marketing strategies. Best practices for the use of broadcast advertising require businesses to evaluate their target audience's listening or viewing patterns and then tailor their media purchases to specific media outlets rather than blanketing the geography with brand messaging. For freight traffic services businesses, the target audience is almost always local or regional. For broader reach, you'll likely need to look beyond broadcast venues and explore other online and offline marketing vehicles.

Hiring A Marketing Firm

Eventually nearly all freight traffic services business owners consider outsourcing their promotional and advertising functions to a professional marketing firm. Professional marketers are usually on the bleeding edge of the industry and boast better returns for the investment than internal marketing units. Does a marketing firm cost money? Sure, but not as much as you may think. When it's time to look for a marketing firm to represent your freight traffic services business, experience should trump other considerations. Marketing firms that lack industry experience are sometimes unfamiliar with competitive marketing channels and may not understand the value propositions that dominate industry messaging.

Market Segmentation

In today's environment, it's impossible to market a freight traffic services business without a market segmentation strategy. Although segmentation can be based on a variety of criteria, it's most commonly used to identify geographic or demographic groups within the marketplace.

Filtered mailing lists facilitate market segmentation by focusing your resources on customers within your segment. The best list providers are equipped to accommodate various segments for contained within your freight traffic services business market agenda.

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