How to Generate Leads in Freight Forwarding Companies

Freight forwarding might not be top of mind when you think of global trade, but it’s the hidden force behind every product crossing borders. Freight forwarders keep goods moving, making the world more connected.

Take Amazon as an example. They’ve mastered logistics, ensuring fast deliveries. Now, imagine if freight forwarders adopted similar strategies. Could they apply those tactics to generate leads and drive growth in the B2B freight industry?

The Role of Freight Forwarders in a Connected World

Freight forwarding is more than moving goods from A to B. It’s a vital part of logistics, keeping economies running smoothly. Without it, global trade would halt, supply chains would crumble, and businesses would struggle. But finding new clients is a challenge for freight forwarders.

Effective Freight Lead Generation Strategies for Freight Forwarding Companies

Now, to do that, let’s take a look into the effective strategies to generate leads that are necessary to fuel your growth and outpace the competition.

#1 Developing Industry-Specific Value Propositions

Start by identifying your Unique Selling Points (USPs) — what makes your freight forwarding business stand out. Some USPs might include:

• Specialized Cargo: Expertise in handling hazardous, oversized, or temperature-sensitive goods is a strong USP.
• Global Network: A well-established network offers reliable services in more regions, appealing to international businesses.
• Speed & Reliability: If your company delivers faster or with fewer delays, this is a major selling point.

Knowing what sets you apart helps craft a value proposition that resonates with your target audience.

#2 Leveraging Digital Freight Marketplaces and Platforms

Digital freight marketplaces connect shippers and carriers, offering freight forwarders an easy way to reach new clients. To optimize your presence:

• Update Your Profile: Keep your company info, services, and client testimonials current to make a strong impression.
• Showcase Testimonials: Highlight feedback that emphasizes reliability, customer service, and successful deliveries.
• Use SEO: Incorporate keywords like “reliable international shipping” to boost visibility when clients search for freight services.

#3 Capitalizing on Supply Chain Disruptions

Position your Freight Forwarding company as a problem solver. Supply chain disruptions—whether due to political events, natural disasters, or pandemics—create challenges for businesses that need to move goods quickly and efficiently. The Red Sea crisis this 2024, for example, has disrupted the global supply chain which forced the ships to avoid the Suez Canal.?

Freight forwarders who can offer solutions during these times can gain a competitive edge. Here’s how:

• Flexibility: Be ready to provide alternative shipping routes or modes of transport when traditional methods are disrupted. For instance, if air freight is delayed due to airport closures, you might offer expedited sea freight or road transport as alternatives.
• Expertise in Crisis Management: Demonstrate your ability to handle unexpected challenges, such as rerouting shipments around a closed port or navigating new regulations after a policy change. Businesses are more likely to choose a provider they believe can handle whatever comes their way.

#4 Offering Supply Chain Visibility and Transparency

Today’s clients expect real-time shipment visibility. To meet this demand:

• Proprietary Platforms: If you have your own tracking software, promote it as a unique feature.
• Tech Partnerships: Partner with logistics tech companies for advanced tracking, alerts, and reporting.

Clients value real-time updates, historical data access, and automated alerts, especially in tech-savvy industries.

#5 Utilizing Customer Relationship Management (CRM)

Customer Relationship Management (CRM) systems are essential for freight forwarders. Here’s why:

• Track Long Sales Cycles: CRMs help you monitor every interaction with leads, ensuring consistent engagement and timely follow-ups to move them closer to conversion.
• Manage Relationships: Keep detailed records of client preferences and communication history to personalize interactions and make clients feel valued.

Automating follow-up communications

Automation is key to maintaining consistent contact with leads and clients. With a CRM, you can automate:

• Post-Quote Follow-Ups: Send automated emails after providing quotes to keep the conversation going.
• Delivery Follow-Ups: Use automated thank-you notes or feedback requests after shipments are delivered.
• Abandoned Inquiries: Send reminders to potential clients who started but didn’t complete their requests.

By using these automation tools, you ensure that every lead is nurtured and that no opportunities slip through the cracks.

#6 Hiring a Third-Party Lead Generation Company

Scaling your lead generation can be more effective by partnering with experts. Here’s how a third-party lead generation company can benefit your freight forwarding business:

• Outsource Lead Generation: Let experts fill your sales pipeline while you focus on core logistics. These companies specialize in targeting, nurturing, and delivering qualified leads to your sales team.
• Cost-Effective Scaling: Partnering with a lead generation firm allows you to scale without the costs of building an in-house team. They often use advanced technologies to optimize campaigns in real-time for better ROI.
• B2B Expertise: Third-party firms specialize in B2B markets and understand the complexities of freight forwarding. They leverage data-driven strategies and vast networks to find leads ready for conversion.

By leveraging these services, you can fast-track your efforts, access quality leads, and focus on closing deals.

#7: Implementing Account-Based Marketing (ABM)

If you're targeting high-value clients, Account-Based Marketing (ABM) is a powerful strategy that focuses on key prospects.

• Personalized Campaigns: ABM shifts the focus from attracting many leads to targeting a few high-potential accounts with tailored campaigns designed to win them over.
• Tailored Solutions: Freight forwarders can create bespoke solutions for major clients, showcasing a deep understanding of their unique logistical challenges.
• Marketing and Sales Coordination: ABM thrives on alignment between marketing and sales teams, who work together to identify target accounts, develop personalized content, and nurture them through the sales funnel.

This approach is particularly effective for freight forwarders seeking long-term relationships with high-value clients, such as major manufacturers and international businesses.

Related: ABM Sales Funnel: Turn Prospects into Leads, Convert Leads to Customers

#8: Adopting a Multichannel Approach

In today’s digital landscape, relying on one marketing channel is insufficient. A multichannel approach is essential to effectively engage your target audience:

• Digital Channels: Use SEO, PPC advertising, and content marketing. Optimize your website, run targeted ads, and publish valuable content to address audience pain points.
• Social Media Engagement: Utilize LinkedIn and Twitter to connect with decision-makers. Post regularly and use LinkedIn Ads to target specific companies.
• Email Campaigns: Nurture leads with personalized emails, case studies, and insights. Segment your list by industry or needs for better engagement.
• Traditional Channels: Don’t overlook networking, trade shows, and direct mail. These methods complement digital efforts and foster connections.

Consistency is key. A unified message across platforms creates a seamless experience, increasing the chances of capturing interest.

#9 Optimizing the Sales Funnel to Generate More Leads

Optimizing the sales funnel in freight forwarding involves understanding the key stages that potential clients move through before becoming paying customers.?

Lead generation strategies become more effective when structured around proven sales funnels, like AIDA (Awareness, Interest, Desire, Action) and LOQO (Leads, Opportunities, Quotes, Orders).

Wrapping It All

Combining these strategies will help you build a strong lead generation approach for your freight forwarding company. By engaging prospects through digital platforms, personalized marketing, and targeted outreach, you can generate more leads and convert them into loyal clients.