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[Music] hey transportation community this is louis lopez the freight guru and today i want to focus on something that has frustrated me for over 15 years and that's a digital marketing strategy for transportation and today we're going to focus on the digital marketing strategy for b2b because in 15 years i have gone through third party vendors i have spoken to consultants and i have now built 15 websites and every time i built a website i have improved my marketing strategy by the steps that i'm going to show you today a lot of you might not think that websites and seo and social media is related to procurement on transportation websites and uh providers but i'm of the opinion that vendors now procure online and i want to give you some easy steps and some links that i think will help you grow your website and help you grow your website organically ppc is expensive it is immediate seo takes time it takes vision it takes discipline and i want to show you those steps today so the first thing we want to talk about is the ui the user interface and in in creating now 15 websites i've i focused on five key steps on every website new payment system which causes less friction a way for customers to pay online conversion and transition page is added which is be specific from your home page move your audience to a specific service on a sub page a one two three sales funnel people want an easy less friction way to get to their end result and i'm a big believer that your sales team should link to your to your website and you should create a calendly which is basically an outlook automation that allows you to set up 15 30 minute meetings online must be mobile friendly you got to have that website be able to be used on a phone now i want to focus on how we get seo keywords i like using spyfu and if we look at spyfu here and we log in you can see that by by logging into spyfu you can do a lot of different things on your website and all these things that we're talking about today are going to allow you to organically input keywords on that website that are going to cause validation and authority on on google search engine so what i recommend doing is looking at your your seo rankings on on uh on spyfu for example one of the companies that i've created webs a website for is go freight hub dot io spelled that wrong and here we could do a bunch of things that i think will help you have a better understanding of what your website's uh happening and how how how it's happening so when you look at competitors for example you can you can look at your competition and you can see who your competition is and what they're doing online so pulling up go freight hub dot io we can look at a one year six month and we can look at all our keywords we can look at all the words that are related to the website all the backlinks and anybody that is searching and related to those searches this is a very powerful and very inexpensive way to capture keywords for 33 dollars a month you can utilize spyfu and then you can very easily combat and figure out who are your main competitors you can also look up your seo keywords and then you can pull an excel spreadsheet with all those keywords and then organically enter those keywords into your website that is building authority with google so you want to make sure you add those keywords right and then brand those keywords into backlinks and into ways of improving your website so spyfu a great way to improve your website and get moving next thing i want to talk about is ways of organically reaching your audience and i want to look at quora today which is a way of asking questions to your audience and then re responding to those questions right and i think was a great way to get a very authentic and brand awareness a vendor customer relationship okay so quora is a great way to set up an action plan and build your your seo with questions and responses from your audience the next thing i want to look at is yoast and yoast is seo for everyone and when you look at yoast what yoast does a really good job it allows you to figure out where your where your errors on your website are it's very user friendly it's set up so that you can grow with yoast and it gives you the ability to do training copywriting site structure structured data for beginners so that you're able to improve your website and find the errors because with errors on your website that will lead to reducing your validity with google and bringing you down on that page and the goal in seo is to get to that first page of google so we have yoast we have quora which allows you to interact with your with your customers answer questions next thing i want to talk about is automation and in order for for customers to log into to your site and to get the most bang for their buck i think you need to have a very simple crm platform which allows for you to give the user an immediate notification that you've received their their their request a seven day notification and then a 14 14-day notification so when a user goes into your website they should be prompted to provide an email a phone number and basic information like their name by doing that they might be added to your mail mailing list they might be added to your blog post they might be added to your monthly news calendar and email email calendar from there with mailchimp you're able to redirect and build a sales funnel of all those users email into a monthly blast you can also send them discount codes and different ways of of interacting with you and engaging with them in order to become a customer of yours this is super critical on a website because when a user goes on to your website if they don't have an email and a validation that that you've engaged with them they're probably going to go to somewhere else where they're going to get that validation so i highly recommend utilizing mailchimp and mailchimp is very cost effective the pricing structure we'll look at that right now you're looking at for the pricing structure for premium 299 dollars a month a standard version which i recommend is 14.99 a month so very inexpensive way to get started with a very basic crm you don't want to create quora answer questions get users to your website and then not retain that data you want to make sure that if you if you get somebody that is potentially a customer to give you their name their phone number and their email that you're retaining that data and entering that data into a crm like mailchimp is going to work wonders for you as you scale your business next thing i want to talk about is goals right and i'm in the same position you are today i have run a trucking company with different modes of transport from ltl full truck load container drags as well as warehouse distribution center and now i'm engaging a new audience being a freight coach and helping you on day to day on how to improve your business and in my opinion you need to set monthly weekly and yearly goes i recommend a 2x growth on a specific platform so pick a platform that you really enjoy working with for example linkedin and if you have a hundred users today set up a goal to get to 200 users within a month right and the way you're going to do that is by engaging with your audience it's signing up to quora getting getting questions getting answers to those questions setting up a crm with mailchimp that's going to engage and interact with your audience and by doing that you're going to be able to grow that audience so set yourself up with goals 2x if you have 100 followers go ahead and uh and make that 200 in the next month this is an example of the brand i'm trying to create uh build an audience with authority and empathy removing the resistance of sale from users has proven to be extremely successful especially among b2b markets so what i'm telling you here is is that it's not always a good idea to sell sell sell service i'm of the opinion if you provide empathy if you provide value customers will come okay so providing value providing knowledge providing widgets providing value added is going to lead you to the top and is going to make your website different from the rest here's an example of my goals and my in my in my ways of me engaging with my new audience which is the freight guru and how to grow your trucking and logistics company so uh what i'm looking to do is educational uh how to's for logistics and trucking tips to improve supply chain how to use new technologies in transportation learn trucking secrets secrets that are really not secrets it's actually 15 years of experience that i've gone through trial and error i don't want you to go through that learn from expert interviews ask me questions tips to certify your business so how can you improve and validate your business as a top authority in your industry no matter what mode of transport you're in a great way to via social media to interact with user users is on youtube and i've been doing a lot of research on influen influencers and trucking there's a ton of a day in the life of a trucking driver there's a ton of a day in the life of a dispatcher reach out to that person set up an interview do a five minute call get those questions from that user that influencer and put it on quora video it that's going to be a different way of looking at the trucking community the drivers in that community the dispatchers what are their frustrations what are their goals on a weekly daily yearly basis where is the industry going these guys are in the trenches they know where the industry is depending on what type of mode of transport they're doing so that's a great way to engage your audience and grow in scale here we're looking at our pillars and the different ways to organically and via paid search be a validation and authority on google so the first thing we're going to look at is pillar content youtube for example brand awareness via social media so that would be uh linkedin and all all the social media platforms like instagram facebook landing pages find ways to interact with other other validated and authority pages online and get your content out there and then migrate all that into a sales funnel like mailchimp so that you can retain those users and reach out to them constantly via a monthly blast or a newsletter the other way of doing it is google ads if you're new in transportation and you want instant gratification you're going to have to go on ppc and spend money on google i think that that's a great immediate satisfaction but it's not long term seo is going to grow your business organically and customers that procure now from wayfair amazon costco walmart they're procuring online but they're looking more at companies that are all over the internet and are on the first page and it's not an ad so i would stay away from ads long term but immediately if you want to scale and grow your business ppc might be the way for you and we'll look at that in detail in upcoming episodes and here's an example of my my weekly goals and my weekly calendar social media plan and go so on sundays i like to do research online come up with new topics monday's production day create content tuesday's edit date edit and build your content wednesday's post day post that content thursdays interact so you're gonna keep on posting you're gonna interact with your users you're gonna on friday post small clips on social media click bait get your audience engaged 15 20 second 30 second videos of what you're going to be discussing in upcoming episodes or in upcoming uh posts saturday engage if your audience is active if not research and plan like you would on sunday finally i want to give you today a to-do list to do and if you stay consistent and you do this i believe that you're going to move way faster in that in that in that up website validation and authority so be consistent with your calendar create social channels post on linkedin add a crm like mailchimp start an seo campaign define your brand and stay consistent really really important to define what your company is doing define that build that brand and finally i understand all this that i'm saying to you today you might not be good at creating digital content you might not be good at animation and you might not be a web designer i understand that but luckily we have fiverr and fiverr i think does a very good job for under a thousand dollars you could do everything i've asked you to do today which is go on fiverr design a website create seo if you're new to transportation and you just created a website fiverr can help you with ppc and they can help you with that website creation so today is the beginning of your journey towards building your website and building your seo content either through social media platform or through your website i'm challenging you today to start building that website and get going and become an authority on on the first page of google this is the freight guru signing out have a great day [Music] you