This year has had its share of change. 2011 started off with a significant shuffle in leadership, across many major carriers and was followed by some significant acquisitions by small and large carriers alike.

Our long time accounts Hi-Way 9 Express, Concord and more recently Quik X, all changed ownership. Fortunately our relationship with those carriers didn’t end and we actually made further inroads with sister divisions. Some senior people who left those companies turned to us when they joined new firms or created their own companies. The wheels keep turning…

So what’s the point? Although the industry is shy when it comes to engaging in social media trends, most professionals in the industry use LinkedIn. It’s a great resource to help keep you up to date with the changes that will likely continue to be a common occurrence in the industry. We are about to experiment with some advertising opportunities using this social network. It’s amazing how targeted a campaign you can launch in this and other social media venues.

We are currently managing the social media for a few clients. It’s an opportunity that didn’t exist a few years ago and will probably be one of the things that help us through this now tighter economic climate. On the transportation side, offering a brokerage service to capitalize on the convenience sell with existing customers is probably the most common opportunity that carriers are looking to for increasing their revenues quickly and profitably.

We can count on further consolidation but we should all keep our antennas up for new opportunities. They do exist. We just have to look to the future and ask the question “I’d like to see this happen. What did I have to do to get there?” Then keep going backwards until you come up with your first step and you will have all the steps in between. It’s a simple process that adds clarity when you can’t seem to get there from here.

Lee’s Quote for the Day

“If you think you finally have everything figured out, you’re more likely a fool than a genius.” 

If you haven’t already ventured into the online world of social media and marketing, there are probably only a few reasons why:

• You don’t know how to
• You don’t have the time to
• You don’t think it will benefit you

These are reasonable responses to the question of “why?” but with a little further research, I think you may just change your opinion as many businesses have, including us!

It can be a little difficult to see the light at the end of the tunnel, especially in a business to business scenario. There are several benefits, so maybe now is the time to jump in!

You don’t know how to – It can be a little overwhelming if you don’t have an understanding of what it takes to get involved in social media. The best thing to do is search for one of your clients on these social media platforms, or even one of your competitors to see what they are doing and how they utilize Facebook, Twitter, YouTube, Word Press, LinkedIn, etc. Read, read, and read… it will give you more insight in how to join the online world as well as keep you up to date on what is going on in your industry. Who knows, maybe you will have something to say right away. Commenting on other businesses blogs and pages are great ways to introduce yourself and share your knowledge on the web.

You don’t have the time to – You don’t have to dive into everything at once. Maybe you are already more familiar with Facebook than any other site. Start there. If not, just pick one to start with for the first few months and you will gradually gain the confidence to implement others. Setting up a Facebook or Twitter account will not take you long to accomplish, just get it done and you can do some tweaking later. There are actually a lot of great blogs out there that will walk you through the entire process of creating these accounts.

The best in the business are posting and tweeting multiple times a day. They most likely have the resources to have an employee dedicated solely to social media. You should shoot for at least once every couple of days and if you start up a blog, try to start by posting relevant news to your company or your industry once a week, or at a minimum, bi-weekly. The more you do it, the better you will get and thus, take less of your time to create frequent posts.

You don’t think it will benefit you – It is true that social media is more effective for B2C companies but that doesn’t mean that it is not beneficial to B2B. The idea behind social media is to first of all, create more brand awareness on the web. The more websites your company is listed and active on, the easier it is for people to find you, understand you and learn what specifically sets you apart from the rest. These sites show up on general searches through Google and other search engines, so if you post quality content, rich in industry keywords, you will get a higher ranking. It’s all about posting good content as regularly as you can to try to get people involved in your business and your industry. Start a dialogue, talk to people that you otherwise wouldn’t have the opportunity to, drive businesses to your website, and ultimately make a positive impact on your business. We’ve seen it work.

Remember— If you do want to get into social media and even after your research you don’t think you will be able to pull it off, you can always outsource it to a trusted company.

15 Benefits of Social Media:

• Create brand awareness
• Reach beyond your own prospect list
• Drive more traffic to your website
• Stay informed of the goings on in your industry
• See what people are saying about your company
• Get your news out there in real time
• Gain a higher ranking on Google and other search engines
• Show your existing and future clients you are willing to stay up to date
• Show your existing and future clients you care about your brand
• Show your existing and future clients you care about them
• Ability to provide immediate customer service
• Post job opportunities instantly
• Track website and social media performance with Google Analytics
• Generate more sales leads
• Oh yeah…. It’s FREE

A Few Points on Social Media Sites

Facebook

• This is the most universal social media site.
• This site allows you to post videos, pictures, links, polls, etc.
• You can customize your landing page to entice a visitor to “Like” it.
• You post relevant news to your “fans”
• Join industry or company specific groups and join the discussions.

Twitter

• This is the most real time social media platform, where the majority of serious “tweeters” will post multiple times a day.
• A great way to post latest news, other peoples relevant “tweets” (retweet), post and reply to job opportunities.

LinkedIn

• This is the best site to stay in touch with key contacts from specific companies of your choosing.
• Offers group discussions in several industries.
• Lets you introduce and be introduced to mutual business contacts in your industry.

WordPress

• This is one of the easiest ways to set up a blog for your business.
• A blog is a great way to increase the content and size of your website which will help to get you a higher ranking on search engines.
• Helps to bring visitors to your site regularly.

YouTube

• People love to watch videos.
• A great link to have on your website.
• If you have no desire to create videos, you can still set up a channel for your business, like relevant videos to your industry as well as post comments.

Google Analytics

• Not a part of social media but an essential tool to track the effectiveness of your website and social media.

It’s time to redesign our website. Our company has changed significantly over the last couple of years and our web presence should reflect that.

I gave our team the following objectives, stepped back and let them loose. You can be the judge of how well these have been achieved. A taste of our new marketing is featured in the February 2011 issue of CT&L and we needed to coordinate our new web with that release date. The directives were as follows and can act as a helpful guideline for anyone in the process of updating their site.

Message first - It’s great to be clever but it’s critical to communicate…if you can combine the two it becomes memorable and creates impact

Front door message-  Lead with your strength which in our case is 22 years of experience marketing  the transportation industry. It’s important not to cast too wide a net and weight your product offerings so that people get a real sense of who you are and what you do…in short order

Side door message - Leave the door open to other opportunities which for us is the fact that our process works for any industry. You need to back that side door message up with hard facts to make it believable.

Easy to navigate - With the help of Google Analytics you can track how customers are reacting to your site through a number of metrics. Most come to your site to get contact info and get an overall impression if this is a company they want to deal with. Ease of navigation is a key element.

Warm and personal – Our clients are becoming directly involved with a higher proportion of our staff. It’s a function of running lean and streamlining communications. In general terms, we believe it is important that your web has a personality that reflects your company. A few real shots mixed in with a stock library can help accomplish this. Yes people leave but the web can be updated very easily. It’s a more dynamic and flexible media that you can measure a return on.

Assess the brand – Take a look at your brand elements. Do they need a tweak. Is your tag line unique and does it help establish a persona for the company. In B2B you can change elements of your brand without so much as a ripple in the stream. Be open to subtle change. It can breathe new life into your marketing.

Incorporate social media – We continue to experiment in this area. Our blog efforts have shown the most return. You need a champion to lead this charge. Anything that brings fresh content to your site helps promote your company and raise your ranking on search engines

Engage SEO (search engine optimization) – There is an expense to this and it varies on the size of the site and how deep you want to go with. We plan on taking it all the way. Why? It works and you can clearly measure the results (With Google Analytics) and fine tune it for even greater benefit in the future

Meet the Deadline - It’s important to set a date and work towards it with diligence. You get a certain flow that takes the project to a higher level. When too much time goes by where the project is parked on a shelf, it’s increasingly hard to get it off the bottom of the pile and successfully launched.

Lee’s quote for the day

“Change is good and engaging proper SEO powers your site like fuel powers your vehicle. Doing one without the other doesn’t make much sense or get you any further down the road”