11 Simple Tips to Help Freight Forwarding Companies Find New Customers

In the past, freight forwarders relied on word of mouth and customer trust to build their customer base. With supply chains and the shipping industry digitizing rapidly and increasing competition between freight forwarders, this approach is no longer as effective as it used to be.

Finding new customers now requires freight forwarding companies to take a more hands-on approach. Thankfully, increasing freight forwarder sales is not too difficult.

In a nutshell, succeeding in the modern logistics market requires freight forwarders to actively build a brand and create awareness for that brand among its potential customer base. Here are 11 tips around marketing, online presence, and proactive lead generation that can help freight forwarders get started!

Marketing and Online Presence

Develop a Strong Website

A well-designed website serves as a virtual storefront, offering a clear and concise overview of the freight forwarding services provided, target markets served, and competitive advantages over others in the industry. By incorporating intuitive navigation, engaging visuals, and informative content, the website becomes a valuable resource for potential customers seeking reliable logistics solutions.

Optimizing the website for search engines is crucial in ensuring its visibility to those actively searching for freight forwarding services. Implementing strategic keywords, meta tags, and relevant content helps improve search engine rankings, increasing the likelihood of being discovered by prospective clients. As customers increasingly turn to online platforms to research and select service providers, a well-optimized website enhances the chances of being chosen over competitors.

In a digital landscape where first impressions matter, a professional and accessible website establishes credibility and trust with potential customers. This online presence not only attracts new clients but also serves as a powerful tool for customer acquisition, allowing freight forwarders to showcase their expertise, reliability, and commitment to meeting diverse logistical needs.

Utilize Social Media

Active engagement on social media platforms such as LinkedIn, Twitter, and Facebook presents a dynamic avenue for freight forwarders to connect with potential customers and expand their clientele. By continuously leveraging these platforms, freight forwarders can establish a strong online presence, building relationships with businesses seeking reliable logistics partners. Sharing industry insights, market trends, and updates on these platforms not only showcases the freight forwarder's expertise but also positions them as thought leaders in the logistics sector. This proactive approach not only keeps the audience informed but also builds credibility and trust.

Social media platforms also facilitate direct interaction with potential customers, allowing freight forwarders to address inquiries, provide personalized solutions, and showcase success stories. Furthermore, these platforms enable the sharing of engaging content such as case studies, customer testimonials, and visually appealing posts that highlight the company's capabilities. As social media networks thrive on sharing and networking, freight forwarders can benefit from organic exposure through likes, shares, and comments, thereby reaching a broader audience and attracting new customers. In an industry driven by relationships and reliability, a strategic and consistent social media presence enhances a freight forwarder's visibility, creates community engagement, and ultimately aids in the acquisition of new customers.

Content Marketing

Content marketing is a powerful strategy for freight forwarders to not only showcase their industry knowledge and expertise but also attract and engage potential customers. By creating valuable content such as blog posts, articles, infographics, and webinars, freight forwarders can educate their target audience on industry trends, regulations, and the ways in which their services can provide solutions. Sharing this content across multiple channels, including the company website, social media platforms, and industry forums, establishes the freight forwarder as a thought leader, offering insights and guidance that resonate with potential customers.

Informative content serves as a magnet, drawing in businesses seeking reliable logistics partners and positioning the freight forwarder as a go-to resource in the field. Through well-crafted content, freight forwarders can address the pain points and challenges faced by potential customers, demonstrating a deep understanding of their needs and providing valuable solutions. As the content gains traction and is shared within the industry, the freight forwarder's visibility and reputation grow, creating a positive brand image that can lead to increased inquiries and new customer acquisition. In a competitive market, content marketing becomes a strategic tool for differentiation, trust-building, and ultimately, the expansion of the customer base.

Email Marketing

Email marketing is a vital tool for freight forwarders seeking to find new customers by building meaningful connections and staying top-of-mind. By carefully curating an email list of potential customers, freight forwarders can deliver targeted and personalized content directly to their audience. Email campaigns provide an opportunity to nurture leads, offering valuable insights about the company's services, industry updates, and promotions. Regular communication through well-crafted emails not only keeps the freight forwarder in the minds of potential customers but also helps build trust and credibility over time.

Through segmented and tailored email campaigns, freight forwarders can address the specific needs and pain points of different customer segments, showcasing the relevance and effectiveness of their logistics solutions. Email marketing allows for the promotion of special offers, discounts, or new services, incentivizing potential customers to consider and engage with the freight forwarding company. Moreover, incorporating compelling calls-to-action in emails can drive recipients to visit the company's website, inquire about services, or participate in events, ultimately leading to increased customer acquisition. In the competitive logistics landscape, a well-executed email marketing strategy enables freight forwarders to foster relationships, demonstrate value, and convert leads into satisfied customers.

Online Directories and Marketplaces

Listing your freight forwarding company in online directories and marketplaces is a move that can significantly enhance its visibility and attract new customers. These platforms serve as digital marketplaces where potential customers actively search for logistics solutions, making it essential for freight forwarders to be present where their target audience is looking. By appearing in relevant online directories and marketplaces, a freight forwarding company increases its chances of being discovered by businesses seeking reliable and efficient shipping services. These platforms often categorize services based on regions, industries, or specific requirements, allowing the freight forwarder to target its ideal customer base precisely.

Being listed in these directories not only boosts the company's online presence but also builds credibility and trust, as businesses frequently turn to such platforms to find reputable service providers. Moreover, many of these directories include customer reviews and ratings, providing an additional layer of validation for potential clients. By leveraging online directories and marketplaces, freight forwarders can tap into a ready-made pool of potential customers actively seeking their services, thereby streamlining the customer acquisition process and expanding their reach in a competitive market.

Proactive Lead Generation

Cold Calling

Cold calling serves as a direct and proactive method for freight forwarders to find new customers by establishing personalized connections and addressing specific client needs. Through well-researched efforts, freight forwarders can identify potential customers who align with their services and industry requirements. Cold calling allows for immediate engagement, enabling the freight forwarder to communicate their unique value proposition, showcase expertise, and build a rapport with the prospect.

Customizing pitches based on the individual needs and challenges of each potential customer is crucial. By tailoring conversations to address specific pain points and offering solutions tailored to the recipient's logistics requirements, freight forwarders demonstrate a genuine understanding of the client's business. This personalized approach not only captures the prospect's attention but also increases the likelihood of establishing a meaningful connection. Cold calling, when executed strategically, enables freight forwarders to initiate direct conversations, showcase their capabilities, and position themselves as the preferred logistics partner. These methods empower freight forwarders to actively pursue and acquire new customers while building relationships on a foundation of understanding and responsiveness to client needs.

Targeted Advertising

Targeted advertising through pay-per-click (PPC) campaigns on search engines and social media platforms is a strategic approach that empowers freight forwarders to reach a broader audience actively seeking logistics services. By strategically placing ads on platforms like Google and social media channels, freight forwarders can ensure their brand is prominently featured when potential customers conduct relevant searches. This method not only enhances visibility but also directs the advertising budget towards individuals and businesses already expressing an interest in freight forwarding services.

PPC advertising allows for precise targeting based on keywords, demographics, and geographic locations, ensuring that the messaging reaches the most relevant audience. As users click on the ads, they are directed to the freight forwarder's website, providing an immediate opportunity for engagement and conversion. Additionally, on social media platforms, targeted advertising enables freight forwarders to reach specific industries or demographics, allowing for a more focused approach in addressing the unique needs of diverse customer segments. In a highly competitive industry, leveraging targeted advertising optimizes the use of resources, effectively captures the attention of potential customers actively in the market for logistics solutions, and positions the freight forwarder as a preferred choice among competitors.

Participate in Online Forums and Communities

Active participation in online forums and communities related to the logistics and shipping industry provides freight forwarders with a valuable opportunity to connect with potential customers and enhance their customer acquisition efforts. By offering industry insights, answering questions, and sharing expertise within these online spaces, freight forwarders can establish themselves as authoritative and trustworthy figures in the eyes of their target audience. This engagement not only contributes to brand awareness but also allows freight forwarders to directly address the concerns and queries of potential customers, showcasing their commitment to customer service.

Online forums provide a platform for building relationships and networking with businesses seeking reliable freight forwarding services. As freight forwarders actively contribute to discussions, share success stories, and provide valuable advice, they position themselves as partners who genuinely understand the challenges faced by potential customers. This engagement creates a sense of community and trust, encouraging businesses to consider the freight forwarder when making logistics decisions. Additionally, forums often attract users actively researching and seeking recommendations for freight services, making these spaces fertile ground for lead generation. In summary, participating in online forums and communities not only establishes a freight forwarder as an industry expert but also creates opportunities to connect with and convert potential customers.

Offer Competitive Pricing and Value-Added Services

Offering competitive pricing combined with a suite of value-added services is a strategic approach that can significantly contribute to the acquisition of new customers for freight forwarders. By providing transparent and competitive pricing structures, freight forwarders immediately capture the attention of cost-conscious businesses looking for efficient logistics solutions. However, the key differentiator lies in the emphasis on value-added services. Clear communication about real-time tracking, cargo insurance, and customized logistics solutions positions the freight forwarder as a comprehensive and reliable partner.

Articulating the benefits and advantages of choosing the freight forwarder over competitors is crucial in a market where businesses are discerning about their logistics partners. Highlighting the tangible advantages, such as enhanced visibility through real-time tracking or the assurance of cargo insurance, demonstrates a commitment to the customer's success and minimizes potential risks. Additionally, the ability to tailor logistics solutions to the unique needs of each client fosters a sense of personalized service. This combination of competitive pricing and value-added services not only attracts cost-conscious customers but also establishes a compelling proposition that goes beyond cost considerations, ultimately leading to increased trust, customer satisfaction, and the acquisition of new business.

Linkedin Outreach

LinkedIn outreach and campaigns offer freight forwarders a targeted and effective means of finding new customers in the competitive logistics industry. Leveraging the professional networking platform, freight forwarders can identify and connect with key decision-makers in businesses actively seeking logistics solutions. Through personalized outreach messages, freight forwarders can highlight their expertise, showcase the company's unique value proposition, and offer tailored solutions to address the specific needs of potential customers. LinkedIn campaigns, whether sponsored content or InMail messages, enable freight forwarders to amplify their reach and engage a broader audience. Sharing industry insights, success stories, and updates on LinkedIn not only enhances brand visibility but also positions the company as a thought leader in the logistics space.

The platform's targeting capabilities allow freight forwarders to focus their outreach efforts on specific industries, regions, or job roles, ensuring that their message reaches the most relevant audience. As LinkedIn is a professional network, the interactions and leads generated tend to be of higher quality, with decision-makers actively seeking trusted partners for their freight forwarding needs. In summary, LinkedIn outreach and campaigns provide freight forwarders with a powerful tool to establish meaningful connections, build brand authority, and ultimately convert potential leads into satisfied customers in the dynamic world of logistics.

Lead Generation Tools

Lead generation tools, such as supply chain intelligence platforms, play an important role in helping freight forwarders discover and connect with new customers in the ever-evolving logistics landscape. These tools provide valuable data and insights into the supply chain activities of businesses, allowing freight forwarders to identify potential customers actively involved in shipping and distribution. By analyzing procurement patterns, shipping volumes, and industry trends, freight forwarders can pinpoint organizations with specific logistics needs aligned with their services. Supply chain intelligence tools empower freight forwarders to make informed decisions, tailor their outreach strategies, and engage with businesses at the right time, enhancing the likelihood of successful lead conversion.

Additionally, these tools enable freight forwarders to gain a competitive edge by staying aware of market dynamics, emerging opportunities, and potential challenges within the supply chain. They provide a comprehensive understanding of customer behavior, allowing freight forwarders to customize their services to address unique demands effectively. Leveraging supply chain intelligence in lead generation not only streamlines the customer acquisition process but also positions freight forwarders as strategic partners capable of navigating the complexities of global logistics.

Trademo Intel is one such tool built by supply chain and AI experts to help freight forwarders find potential leads in their area of operation. It is a single source of truth for the global supply chains built by collecting billions of global import-export data points from shipping data across the world.

Continue reading to learn 11 more tips to help freight forwarding companies find new customers.