Insights - March/April 2017 - 30

Social Media Provides Added Value
Social media hasn't drastically changed a number of supplier
marketing strategies, but it has allowed them to make more use
of LinkedIn and Facebook as an incremental method to reach
smaller and mid-sized market segments that they don't already
reach.
On the e-commerce front, Boyd said its use hasn't been a
factor in their intermodal sales process. "The shift of chassis
responsibility and purchasing from the steamship lines to leasing
companies, railroads and IEPs has changed the target market
and players of the industry," he said. As a result, the company has
focused on building business relationships directly with fleet buyers in the past three years through various account management
strategies.

30 Intermodal Insights | March/April 2017

"The task forces and committees are a
great opportunity to not only help the
industry, but also increase exposure to
the customer."
- Jim Sharkey, PSI
John Boyens, an internet marketing expert, said transport
companies often miss the opportunity to capitalize on available
internet sales lead information, particularly through LinkedIn.
"What if I told you you would never have to prospect again?" he
asked on a Feb. 9 Transportation Sales and Marketing Association webinar. "The key is to understand
where leads come from. Cold calls have a
single digit close rate. That's not effective,
and it's time intensive." During the webinar,
he focused on Internet opportunities while
touching on four familiar, proven marketing
strategies. The four are to maintain existing
customers at current sales levels, identify
upselling opportunities, use more referrals
and look for reasonable win back opportunities among prior customers.
He particularly cited the leverage that
can be generated through effective use of
LinkedIn. Other options such as Pinterest,
YouTube or Twitter can work as well.
Internet news feeds can provide valuable
data on companies. So can videos and
presentations online.
LinkedIn is the best opportunity,
he said, because of its format as well
as its tools. "Make sure your [LinkedIn]
RTQƒNGTGRTGUGPVUYJCV[QWFQŪJGUCKF
6JGRTQƒNGKUVJGQRRQTVWPKV[VQGPICIG
customers before actually talking with
them, he said.
*GUCKFVJGRTQƒNGUJQWNFDG
supplemented by participating in
industry online groups, which present
the opportunity to send 15 one-on-one
messages electronically to potential
customers. Participants of each group can
be found using the sprocket symbol on
the screen's right side. That is particularly
attractive, he said, because the one-on-one
group message has been shown to be nine
times more likely to get a response than
a generic email. Up to 50 groups can be
joined by LinkedIn users, he added.
There was one key don't that Boyens
stressed: don't automatically accept a
LinkedIn contact invitation. Always view
VJGKTRTQƒNGƒTUVVQUGGJQY[QWOKIJV
know them. If you don't know someone,
send a short message asking how they
know you.


http://www.imccompanies.com

Table of Contents for the Digital Edition of Insights - March/April 2017

Insights - March/April 2017
IANA News
Chassis Transition Has Moved Forward, More Changes Ahead
Did You Know?
New 2018 Rule Presents Complicated Picture for Chassis
Winning Driver Recruitment Formula: Communication + Consistency + Social Media + Personal Touch
How the U.S. Labor Department Helps Hire Vets for Intermodal Jobs
FMCSA Aids Military Drivers in Transition to CDL
Freight Report
Werner Enterprises: A Case Study in Military Hiring Success
Fleets Have Wide Range of Military Recruiting Contacts
Suppliers Can Prosper Using Multiple Channels, New Approaches
Intermodal Information Services
Government News
International Intermodal News
New Members
People News
State News
Intermodal Calendar
Insights - March/April 2017 - Insights - March/April 2017
Insights - March/April 2017 - 2
Insights - March/April 2017 - 3
Insights - March/April 2017 - IANA News
Insights - March/April 2017 - 5
Insights - March/April 2017 - 6
Insights - March/April 2017 - 7
Insights - March/April 2017 - 8
Insights - March/April 2017 - Chassis Transition Has Moved Forward, More Changes Ahead
Insights - March/April 2017 - 10
Insights - March/April 2017 - 11
Insights - March/April 2017 - 12
Insights - March/April 2017 - Did You Know?
Insights - March/April 2017 - 14
Insights - March/April 2017 - New 2018 Rule Presents Complicated Picture for Chassis
Insights - March/April 2017 - 16
Insights - March/April 2017 - 17
Insights - March/April 2017 - 18
Insights - March/April 2017 - Winning Driver Recruitment Formula: Communication + Consistency + Social Media + Personal Touch
Insights - March/April 2017 - 20
Insights - March/April 2017 - How the U.S. Labor Department Helps Hire Vets for Intermodal Jobs
Insights - March/April 2017 - 22
Insights - March/April 2017 - FMCSA Aids Military Drivers in Transition to CDL
Insights - March/April 2017 - 24
Insights - March/April 2017 - Freight Report
Insights - March/April 2017 - Werner Enterprises: A Case Study in Military Hiring Success
Insights - March/April 2017 - Fleets Have Wide Range of Military Recruiting Contacts
Insights - March/April 2017 - 28
Insights - March/April 2017 - Suppliers Can Prosper Using Multiple Channels, New Approaches
Insights - March/April 2017 - 30
Insights - March/April 2017 - Intermodal Information Services
Insights - March/April 2017 - Government News
Insights - March/April 2017 - 33
Insights - March/April 2017 - International Intermodal News
Insights - March/April 2017 - 35
Insights - March/April 2017 - New Members
Insights - March/April 2017 - People News
Insights - March/April 2017 - State News
Insights - March/April 2017 - Intermodal Calendar
Insights - March/April 2017 - 40
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