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TDANA Event 2017 – Kansas City, MO

Transload Marketing Solutions was front and center at the 2017 TDANA meeting

In case you missed it you can now view the live video of Adam Daniells, Digital Marketing Specialist, speak about the marketing trends of the Transload Industry.  Check it out below and let us know if you have any questions.

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Introduction Webinar to Transload Marketing Solutions

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Will You Survive The Transload & Freight Disruptors? 

The new year is getting off to a fast start. 2017 is expected to be the beginning of the technology onslaught into the transload and freight industry. Some parts of the industry will be impacted more than others to start, but there is no doubt change is in the wind. While some changes maybe evolutionary, others will be revolutionary.
The technology folks view the entire transload and freight industry as ripe for disruption. Given that 2015 spending for the U.S. logistics and transportation industry topped $1.5 trillion dollars, innovators and technology solutions are looking to get a piece of that pie.
Lets do a round up of what we know:
Amazon
Many think of Amazon as an online shopping company. They aren’t.
Amazon has always been a technology company. Since their technology products have made them the largest ecommerce seller in the world, they are interested in the transportation, shipping and logistics market and they are innovating in that space, but we are only starting to see the results of that innovation. They aren’t interested in the last mile only. They are interested in all of it.
Their new top secret project slated to debut in 2017 will impact the logistics space for sure and targets the middle mile in addition to the last mile. There are rumored to be more than 100 engineers working hard at getting this project up to launch. It is rumored to be “the Uber” of the trucking industry. Some features will apparently be real-time pricing and driving directions with some personalized features such as truck-stop recommendations. It will also give a “tour” of suggested load to pick up and drop off. It is rumored to have tracking and payment options with an aim to speed up the entire process of shipping. This will undoubtedly impact logistics companies working in the consumer goods space and, depending on its success, it may move over into the industrial space as well.
On top of that, if you haven’t heard of Amazon’s Project Dragon Boat, know this, Amazon is implementing a “revolutionary system that will automate the entire international supply chain and eliminate much of the legacy waste associated with document handling and freight booking.” Amazon has already started to call itself a “transportation service provider”. Last year it also registered itself as an ocean freight forwarder through Amazon China. It has also started buying cargo planes, trucks and more. All of this is ostensibly to speed up delivering products from manufacturers to their warehouses and from their warehouses to customers. It is no secret however that their once cozy relationship with UPS is now frosty. But more importantly, they will be able to slide over into a full scale logistics and transportation company in the not too distant future.
This disruption will effect the consumer goods space as well as logistics companies working to support the middle mile portion of the industry.
Convoy (https://convoy.com/) and Trucker Path (https://truckerpath.com/)
Similar to Amazon’s upcoming Uber of trucking, Convoy already exists and is a technology solution that will impact logistics companies working in the trucking industry. Amazon is already an investor in Convoy.
Otto (http://ot.to/) and Tesla 
Self-driving long-haul trucks might seem decades away still. Otto (which was just bought by Uber), Tesla and other companies have a different vision. They both have teams going flat out to create long haul trucks that are self driving with electric variants. Self-driving vehicle technology is moving forward at a breakneck speed. Billions in capital is flowing into this space and autonomous driving is not as far away as you may think. The impact of that on trucking all the way to trains will soon be a reality. That will impact speed of delivery and may give newer vehicles and companies and edge over traditional industry.
So what does all this mean to you and your company?
If you have or work at a logistics, transload or trucking company, the importance of getting with the digital revolution has never been more important. It doesn’t matter if you specialize in moving lumber, heavy industry, consumer goods, livestock or barley. What has been working for the last 40-50 years is changing.
You need a great website that clearly show your services with simple communication. With more competition there is the need to demonstrate why you should get the job. You need to show up on Google for your services – there are people looking for those services every single day.
Confronting the internet and the digital space may seem completely foreign and like a waste of time. Its not. Other stable long-standing businesses have ignored the internet as their industries evolved into the digital age and they soon dried up.
We want to help you stay ahead of the curve which is rapidly forming. It starts with some simple consulting.
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Facebook Likes – Do they matter?

How many businesses do you know who brag about how many Facebook “Likes” their page has?  In most cases, this means NOTHING!

For openers, let’s take this outside of the realm of Facebook and just talk about marketing.  If your company printed and mailed 10,000 postcards that solicited some kind of response, you would expect to see this response in phone calls in, emails in or people actually going to your website as a result.  What if all 10,000 people just said “I like that postcard” and then just threw it away and did nothing with it?  Would you say that was a good result?

These days it is no different with Facebook.  Getting excited about “likes”, or having a campaign focused on getting people to “like” your post or pages is mostly meaningless.

So what’s important?

You business page number of likes means nothing if your fans are not engaging with you.

Here is a short list of things to look for that should help to give you more accurate metrics about how effective your “Facebooking” really is.

  1. Facebook Metrics About Reach

    If you enter the “Insights” portion of Facebook you can see how many your posts have reached by looking at the “Post Reach” tab.  This will give you an idea of what people are reading.   It may be good practice to then do more posts like the ones you have had that have gained the most reach.

  2. Facebook Metrics for User Engagement

    This is where the “like” may matter a bit.  Facebook has an ever changing algorithm to evaluate engagement.  It then uses likes, shares, etc to determine what appears in users news feeds.  Here is the capper. Even if you have lot’s of followers on Facebook, this does not mean they will all see your posts.  It used to work that way but then Facebook started selling advertising and changed the algorithm for this.  You can see your user engagement stats in under the “posts” tab.

  3. Negative Feedback

    As said earlier, it is important to monitor what people engage with as well as posts that are causing people to unfollow you.  Take a look at this from time to time as it will help you to form what you are saying based on the negative feedback.  But only change this if you are getting negative feedback at a high percentage.  If only 2% give negative then don’t worry about it.

  4. Video Feedback

    Facebook is pushing hard to compete with YouTube for Videos.  There are a whole slew of metrics that you can view about videos that you post on Facebook.  At first glance it may seem like you are getting a ton of views with your video.  Look deeper and you will find out what is really happening.  Facebook at the time of writing this counts a view even if it “autoplays” in someones timeline as they are scrolling by.  Better to look at the average time people spend watching the video.  This is also a good tip to find points in your video where you may be loosing viewer interest.

If all of the above is too confusing for you to manage yourself you can always contact us and we can help you.  Transload Marketing specializes in Social Media campaigns and has a full understanding of how to apply it to the Transload industry specifically.

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