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8 Ways to Zoom Like the Pro You Are

If you're anything like me, you likely have increased your interaction with customers, staff and partners 10-fold with video conference calls through this COVID situation. We have replaced most of the in-person meetings that have taken place with a virtual version - and I've heard from some TMSA members that this may become more of a general practice as companies consider a virtual workforce as a long-term option. Yes, it seems video conferencing is here to stay in some capacity.

So how do you present like a pro on these platforms? Here are eight tips:

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Significant Growing Trend: Use of Technology in Marketing, Sales

Technology innovation and digitization are disrupting almost every process across transportation and logistics enterprises, ranging from methods of shipment, freight management, and supporting administration activities such as documentation and freight payments.

Market demand shifts such as same-day shipping and last-mile delivery are game-changers, and emerging blockchain technologies are rapidly accelerating the changes and innovation within the industry.

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Freight Vision 2020: Q&A from Transportation Marketing & Sales Leaders

TMSA asks a several marketing and sales executives their perspectives about marketing, sales, and industry issues. This is the fourth and final installment of a 4-part series that provides perspectives from TMSA members on predictions for freight transportation in 2020 – and the impact Marketing and Sales can have on overall business success.

What do you see as the most significant challenges in freight transportation in 2020 – and solutions to them?
Chuck Everett, Director of Business Development, Red Classic Transportation Services: The single biggest challenge will be the continued contraction of capacity. With ELD rules impacting operations, drivers continuing to exit the profession, and the closing of some significant carriers, the coming year will continue to be very challenging across the industry.

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Top 5 Google Insider Strategies for Boosting Qualified Leads

Google’s algorithms calculate which transportation and logistics companies are on page 1, according to Nathan Misirian of Autumn Consulting. He was one of the featured speakers at the TMSA Digital Transformation Conference this last Tuesday in Chicago. He said there are five areas to concentrate to strengthen your SEO:

  • Title and Description Tags. Misirian advises that it’s important that title algorithms are a maximum of 8 words, punctuation is limited, and consistently lead with a company name. When it comes to description algorithms, ensure there is a maximum of 18 words, reuse 3 keywords from the title, use only one sentence, and limit punctuation.
  • Integrate Keywords in Navigation. Ensure title and description keywords match, use up to three words, and link directly to a keyword-rich page name.
  • Readable Banner Text. Misirian recommends to make sure to separate text from image layer, ensure that title/description keywords match, match to navigation keywords, and link directly to a keyword-rich page.
  • Page Headings. He recommends using two headings per webpage. Make sure to separate text from image layer, match title/description keywords, match navigation keywords, ensure page name uses multiple keywords, and make sure page title matches keywords.
  • Keyword Hyperlinks. Make sure to use keywords in the first sentence, use multiple words for hyperlinks, use 3-4 paragraphs of content, match title/description keywords, match navigation keywords, ensure the page name uses multiple keywords, and make sure page title matches keywords.

2020 Metrics Study Results Show Digital Continues Strong Growth

Marketing budgets in transportation and logistics continue to demonstrate a strong presence of digital marketing activities, said Brian Everett, TMSA’s CEO at the TMSA Digital Transformation Conference this last Tuesday. In fact, according to preliminary results of the annual report published by TMSA, digital advertising now makes up 14.5% of the annual marketing budget, website/SEO comprises 12.2% of budgets, content creation and marketing constitutes 12.2%, and Email marketing comprises approximately 5.3% of the marketing budget.

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TMSA Conference Insights on Shipper of Choice

Customer Experience (CX) was the theme of the 2019 TMSA Logistics Marketing & Sales Conference at Amelia Island, Florida. As marketers and sales professionals within transportation and logistics, creating a delightful experience for our shippers is often the first “Customer” we think of when we look to improve. One peer-to-peer conversation during a working lunch roundtable session with leaders from carriers, brokers, technology firms, transportation media and shippers confirmed that holding shippers accountable to providing a first-rate experience for truck drivers is an equally compelling priority.

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Top Trends Transforming Digital Marketing

For the last three years, digital marketing has rated high in marketing and sales strategies and investments within transportation and logistics. This assessment is based from results from the TMSA Sales & Marketing Metrics Study, a compilation of current marketing and sales practices with transportation (all modes) and logistics companies throughout North America.

So what are some of the emerging trends should you be aware of when developing and managing your digital and social marketing? From the evolving world of artificial intelligence to expectations of instant communications, Stacy DeBroff, CEO and founder of Influence-Central, shares her take in a recent Forbes article. Her observations on the social and digital marketing horizon are based on research and work with more than 350 national brands last year.

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How to Use Keywords for Logistics Marketing

By: Rebecca Levinson, Account Strategist, Propecta
 

SEO keywords are the words and phrases on your website that match user queries (the words and phrases your audience types into search engines) and tell search engines what your content is about. They are the starting point of a good SEO strategy.

But how keywords are used has evolved dramatically. Google has a very sophisticated understanding of language, so digital marketers who hope to have any SEO success need a modern SEO keyword strategy.

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Using a Buyer’s Journey can Increase Revenue by 80%

By Nate Dame, CEO and Founder, Propecta

What if I told you there was one marketing strategy that could offer you an 80% annual increase in upsell and cross-sell revenue? Most companies would drop everything and start focusing on that immediately.

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1 Comments

Brexit: A Marketer’s Response to Media Hype

By Tom Sullivan, CEO, Princeton Partners 

Don’t get me wrong; the British vote to leave the EU is a very big development which I will follow with interest.  I just don’t like the headlines and soundbites I hear from television commentators who hype up the impact and instill anxiety in a large proportion of their audience. Example Soundbite: Market reaction to Brexit caused the average U.S. retirement account to lose over $3,000 in one day.
 
My take: To the half of American adults who have little or no retirement savings, the factoid is mostly irrelevant.  To families who are investing in IRAs and 401Ks, this decline should enable them to attain higher long term returns as long as they continue to invest a portion of every paycheck and benefit from dollar cost averaging.  Market disruptions and recessions and market corrections come and go.  It is well documented that ignoring the short term noise and staying the course over time (decades) is the best strategy to building growth in retirement savings.
 
My Concern: The focus on negative news weighs on consumer confidence which is a key driver of economic growth. An alternative is to focus on the positives.  For instance, consumer credit, which is also a driver of economic growth, will be cheaper since interest rates will likely not rise in the next six months.  Debt can be more easily refinanced by consumers and businesses can leverage lower cost debt to invest in their future growth.
 
My Advice for Marketers: So how is a marketer to act in an economic environment where there is increased volatility, risk aversion and fear amplified by media? Here are four strategies marketers should be pursuing:
  • Product – Find ways to increase the real value of your products and services. You want to increase the value in the benefits/costs equation by enhancing benefits. Think about how automobile companies and dealers are capitalizing on continuously improving features and performance while reducing the total cost of leasing or ownership over time.
  •  Messaging – Help people to see and understand your value. First, you need to understand where your value is important, relevant and competitive. Once identified, bring that to the forefront of the consumers’ understanding.
  •  Tools – Develop decision-making tools to help consumers actually make decisions when you have their attention and engagement. Create a digital experience that makes research and evaluation easy and the decision to buy rewarding.
  •  Hypertargeting – This is the biggest opportunity for marketers today. Data-driven marketing, powered by big data and analytics, enables marketers to precisely target the prospects most likely to buy your product or service based on their personas, behaviors and interests.  Take advantage of the technologies that enable the personalization of messaging to individuals and the development of a dialogue with the brands you are responsible for.