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Inbound logistics marketing: importance of defining the buyer persona profile


Inbound logistics marketing: importance of defining the buyer persona profile

Nowadays, there are more and more challenges faced by the logistics sector . From difficulties to control demand to the need to improve the efficiency of processes or the fact of meeting increasingly demanding customers with the quality of delivery at the level of timings, prices …In addition, competitiveness in the logistics industry has grown a lot in recent times: many companies are offering the same service and it is difficult to stand out and convince the public that you are the best option. Surely this scenario sounds familiar to you!The solution? Adapt to market demands. One of the strategies that you can carry out to help you in this task is to implement phone numbers database free download inbound marketing in your planning. In this article I tell you the importance of analyzing the buyer persona and how to apply inbound marketing in your strategy. Let us begin!list_altIndex of contents
The buyer persona in the logistics sector
How can inbound marketing help impact the logistics buyer persona?The buyer persona in the logistics sector
A fundamental point in any marketing project is to define your ideal client archetype to, from there, guide your strategy and know where to locate it and grow your assets (traffic, database, business opportunities, etc.).


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One of the important legs to identify is the position that your buyer person occupies . They will be profiles that have an impact on the logistics operation of the company, and that are usually:CEO / Founder
Logistics manager
Commercial manager
Operations manager or customer satisfaction manager
This part is important since it will surely be an excluding factor when impacting them. I give you an example: if a user fills in a form to download one of your content (such as an ebook entitled: The evolution of logistics technology) and in the form it already indicates that it is not any of the target positions (or even it may be a student), we will not be interested in allocating resources to this user. This becomes a negative buyer persona ; In other words, it is a user who is not your ideal client .If, on the contrary, this lead fits one of the positions that we have previously defined, you must invest resources in itas there is a high Betting Email List of conversion .Do you want to create the buyer persona of your company or strategy? Download our customizable template.Interests and pains
To create a good logistics marketing strategy, it is important to know the buyer persona well, and this knowledge goes through identifying their interests and pains.The interests of the profiles sought in the world of logistics are:Maintain and increase market share
Digitally transform the company
Concern for customer satisfaction and brand reputation (especially in B2C companies)
Avoid losses when scheduled deliveries are not made
The most prominent pains or “pains” they have are the following:Control over the logistics operation
Process efficiency
Final consumer satisfaction
How can inbound marketing help impact the logistics buyer persona?
What is inbound marketing?
To introduce inbound marketing we will first put into context how the buying process works today.

Consciousness phase: the user realizes that he needs something, that he cares or wants something.
Research phase: this user generates criteria and is informed about how he is going to solve that need that has arisen. Investigate what alternatives there are to meet that need.
Decision phase: the moment you already have the criteria defined and you know which alternative you are going to use to satisfy that need, you enter the decision phase, in which you compare several companies (2-3 options) that cover that need.
Action phase: the user, finally, opts for one of the options and performs the purchase action.
logistics marketingThe market has adapted to these changes that we have experienced in the purchasing process. Thanks to the internet, we have the ability to deliver content of all kinds – from educational content to promotional content – so we can deliver the right content at the right time . This, applied to inbound marketing, translates into the phases that we will tell you below.Phases of the application of inbound marketing to logistics
1. Attraction
We create content (articles written from keywords with good SEO metrics) that we publish on a web portal (generally, a blog) to generate visits. This would be the general theory. More specifically, when we talk about keywords and SEO metrics, we mean generating content based on an exhaustive study of keywords related to topics that may interest the buyer persona . In this way, it is possible to attract the target customer through content that interests them.

Here the definition of the buyer persona plays a key role , since you will have to work on the keywords that allow you to reach those logistics profiles that you have previously defined.

Also define the themes of the blog that you consider will be more aligned with the interests of your buyer persona (for example: R&D, consumer satisfaction, etc).

Perhaps a user who is looking for topics to digitally improve their business does not yet know that this need can be covered with a company that improves its logistics processes, but it is important to attract them there and then it will be our job to move the funnel forward.

Click here to download the guide “Contents: the pillar of inbound marketing”
2. Conversion
We place calls to action on these portals to pass that anonymous traffic to our database. In this phase, the most common thing is to create free ebooks that are of interest to our buyer persona (a good tip is to create ebooks that are aligned with the blog themes that we have previously defined).

An example of an ebook could be: The 10 most common mistakes in your logistics operation. In addition, this in particular is sure that it allows you to filter the quality of the records captured, since it is probably downloaded by a profile that wants to improve this process of its charge.

Other examples of content that we can offer to convert are webinars or even offers or giveaways.
logistics marketing

3. Education
When we already have the registration, we carry out an educational process ( Lead Nurturing ) where we advance the user in the purchase process through a lead scoring system that allows us to rate the registration to see where it is in the process and offer content or another depending on it (other blog articles of interest, other ebooks, information about your product, etc).

If the registry shows interaction with you and, in addition, you detect that you may be in a purchase process for the pages of your website that you visit, it is time to offer you some offer or free advice (such as a free demo of the app to track delivery, for example). In this way you will start generating business opportunities.

Do you already know everything about lead nurturing and lead scoring? Access the full PDF!
4. Closure and loyalty
This is where the commercial department of the company comes into play to close the sale. But do not forget to build loyalty later!

In conclusion, we can say that logistics inbound marketing will not only allow you to reach those who are already aware of the need to hire your logistics service or product, but also those profiles of a company that need to improve some aspect of their role and that they still do not know that the situation is to improve logistics Define your buyer persona well and work on each of the phases having well detected the content you offer at each point of the purchasing process in which it is located.

Have you had any questions that you want to solve to implement this strategy in your company? Leave it in the comment section so I can solve it for you!

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