It’s 2024 and if you’re not up to speed with your business’ digital presence, you’re missing out on valuable connections, potential customers and ultimately revenue.
Every Transport business will benefit from building or enhancing its online reputation. Why? Because the internet is where your customers are searching, engaging, and making decisions every day.
So, with limited time and knowledge what can you do?
We have developed five key strategies that form the essential minimum for enhancing your company’s digital presence. These are outlined in our straightforward digital checklist.
- Optimise Your Google Business Profile
- Leverage Email Signatures
- Implement Basic SEO On Your Website
- Engage With Your Community Online
- Spring Clean Your Website
Optimise Your Google Business Profile
If you type your business name into Google a listing will come up with your address and details on it. This is not Google’s listing, it’s yours. Claiming and updating your business on google search or google maps will make sure your brand is accessible to potential clients.
Every company should have this, but you’d be shocked by the number who haven’t even set it up.
Quick Win: Claim and update your Google Business and when potential customers are looking for transport and logistics services close to their cargo, your name will pop up.
- Claim Your business. Google your business name via search or maps. Underneath your phone number there’s a link you can click called “Own this business?”
- Verify Your Business. Google usually provides a few different methods available, including by post, phone, or email.
- Provide Accurate Information. Ensure all the information on your listing is accurate and up to date. This includes your business name, address, phone number, and operating hours.
Why: Consistency across all platforms is key for building trust and improving search engine rankings.
You can also add photos and encourage your staff and customers to leave reviews – it builds trust. Remember to reply! Don’t be put off by negative comments. A well written, fair, response can turn anything into a positive.
(We also talk about this in our SEO Made Simple: Essentials for Transport Professionals blog post)
Leverage Email Signatures
In this age of technology, small details like email signatures can be powerful tools for enhancing your reputation and sharing more details about your company.
Quick Win: Update email signatures with your website link and social media profiles. Don’t use a stupid font, stay classic. Effortlessly promote your brand and services with every email you send.
- Send yourself an email. Does it look how you imagined? Is everything showing up? Is the text easy to read? Is the text size standard and are images displaying correctly?
- Create a signature template for your team that includes these elements.
- Ensure everyone on your team is using the same one.
Why: Updating your email signature with your website and social links is like giving a business card with every email – it’s a simple, no-fuss way to get more eyes on what you do best.
(Learn how to leverage email in our e Email Marketing Made Easy for Transport Businesses blog post coming soon)
Implement Basic SEO on Your Website:
Think of SEO (Search Engine Optimisation) as the way of making it easier for potential clients to find you when they need your services.
Quick Win: Get started with SEO by adding keywords relevant to your services throughout your website – in the title, headers, and body text.
- Figure out what words your customers use when they’re hunting for services like yours.
- Think about what you would type into a search engine, then apply those terms to your business.
- For example: if you’re a Leicester Haulage Company specialising in tippers and abnormal loads good keywords are ones like “Leicestershire Bulk Tipper Haulage” or “Affordable Bulk Tipper Transport Leicester” or even “Construction Material Haulage East Midlands”
- Pepper these search terms liberally throughout your website. Try and ensure they sound natural, and most importantly never assume your customer knows what you do.
Why: Using keywords and longer phrases helps your website pop up more often when potential customers are searching online. It’s like putting up a bigger, brighter sign on your digital shopfront.
(We go into more detail on this in our Why Your Transport Business Needs a Website blogpost)
Engage with your community online
Use virtual interactions to reinforce the values and image of your brand and builds trust. It’s about actively participating in online conversations. Every response or engagement is an opportunity to project your company’s commitment to service excellence.
Quick Win: Actively engage in conversations and respond to feedback on various online platforms, including customer reviews on Google or Yelp, and most importantly social media.
- Keep an ear to the ground on social media and in industry forums. Regularly check platforms like Google and Yelp for reviews and comments about your business.
- Respond thoughtfully to both praise and criticism.
- Be proactive and address concerns swiftly and publicly where appropriate. This isn’t just damage control; it’s about shaping how your business is perceived online.
Why: Big name brands, like Tesco and Lidl, often scrutinise the e-profiles of their peers and potential partners. A non-existent or overly positive presence causes a red flag; it’s essential to maintain an authentic and balanced digital footprint to establish trust and partner with companies like these.
(Read more about this in our Navigating Social Media: Quick Tips for Transport Professionals blog post)
Spring Clean Your Website
Your website is where potential customers go to validate your credibility, explore your services, and decide whether to engage with your business. A digital spring clean of your website is not just about aesthetics; it’s about maintaining a platform that accurately reflects the quality and professionalism of your services.
Quick Win: Ensure everything is up to date, from services offered to staff details, and that your photos are good quality and recent.
- Review Services: Double-check that all your services listed are current and accurately described.
- Update Staff Information: Staff turnover can be high in our industry, and everyone knows everyone. Ensure any staff information and contacts are up to date.
- Quality Check your Photos: Replace outdated images. Make sure your photos, especially those showing your fleet or operations, reflect the present state of your business (like the latest vehicles!)
- If relevant – test your contact forms by filling them out. Ensure everything is working as it should. It’s surprising how often things like this are missed!
Why: Your website is your shop window. It’s quite often the first impression you make. A well-maintained site signals that you pay attention to detail and are professional and reliable. It’s about showing the world your business is not just alive and kicking, but also evolving and growing.
(Learn what else you should be updating in our A Digital Spring Cleaning Guide for Transport Industry Professionals blog post)
By adopting these strategies, you’re not just keeping up with the digital age; you’re positioning your business as a forward-thinking leader in the transport and logistics industry.
Embracing these changes isn’t just about keeping up; it’s about staying ahead. Whether it’s optimising your Google My Business listing or refreshing your website, each step will drive your business towards success.
Don’t let your transport business get left behind in the digital dust, your business deserves to be in the fast lane. Remember, we are the UK’s #1 Transport & Logistics Marketing Company and our expert team are just a click away.