Updated: November 18, 2025
Freight forwarders face unique marketing challenges. The logistics industry is highly competitive, so crafting a targeted and cost-effective marketing strategy is essential. Without a clear plan, it can be difficult to stand out and attract the right clients. Plus, there is more competition than ever in marketing thanks to the rapid development of AI in content creation and even agentic AI capabilities. According to Statista, “in 2024, the freight forwarding market was estimated at 176 billion U.S. dollars and is expected to increase in the following years. In 2029, the market is projected to reach the size of almost 216 billion U.S. dollars.” Such growth mandates a careful marketing plan, but how can you achieve that goal? But in 2025 and beyond? While the long-term outlooks are valid, the short-term reveals some problems.
Consider this. The Producer's Price Index (PPI), shared by the Federal Reserve Bank of St. Louis for the General Freight Trucking, Long-Distance Truckload is currently sitting at 172.215 as of August 2025, but August 2024 readings were 176.722. That means that the long-distance trucking market has actually declined some over the past year, and yes, it's likely that many of the changes were a reflection of how the current administration's policies are affecting things. Clearly, today's marketers must go beyond, even though the same premise of going beyond has been around for the past sevel;ral years.
It's not enough to simply try to beat the market; the winners will be defined by continuously using new technologies and staying in line with top industry trends. They'll be visible and advocate for their companies across social media. Gone are the days of simply hoping it works, and at the same time, AI Overviews and other LLMs are gradually eating web traffic.
First, you must not get overwhelmed. This is a hard situation, but it will pass. It may feel like a kidney stone passing, but it will pass. The trick is to go back to your basics and start there. Then, you can be better equipped to peer through the lens of AI capabilities to grow your brand.
You must have a deep understanding of the specific needs and pain points of potential clients is crucial. Conducting thorough market research and competitor analysis helps identify what customers are looking for in logistics services. For example, clients may seek freight forwarders who specialize in niche routes or offer seamless digital transformation solutions.
A solid marketing strategy is essential to achieve this and securing your B2B growth goals. Here are the top ways to hit the mark.
Marketing within a limited budget is a common challenge. However, significant results can be achieved with cost-effective tactics. For instance, leveraging digital marketing and inbound lead generation can reach a broad audience without breaking the bank.
Maximizing ROI involves prioritizing strategies that offer the best return. Social media marketing and content marketing can be particularly effective. These methods not only enhance brand awareness but also foster customer relationships at a lower cost. And your logistics marketing agency must inextricably understand this.
A user-friendly and conversion-focused website is essential. Key features should include clear navigation, engaging content, and strong calls-to-action (CTAs). For example, a logistics company could have a prominent CTA like “Get a Quote” on their homepage, guiding visitors towards taking action.
Website optimization is crucial, with a focus on mobile responsiveness and fast loading times. These elements ensure a seamless user experience and improve search rankings through SEO. Effective freight business use of SEO can significantly enhance visibility.
Mobile responsiveness and fast loading times are critical for retaining visitors. Clear CTAs guide visitors toward desired actions, such as requesting a quote or contacting the company. These techniques enhance user experience and drive conversions.
Using tools like Google PageSpeed Insights can help identify and fix issues affecting site performance. Additionally, ensuring that all content is easily accessible on mobile devices can significantly improve user engagement.
Now, we wouldn't be complete without leaving a single warning on here. HubSpot is a great platform, and the backend rivals even the most advanced of functions. However, HubSpot JavaScript is going to make your performance look worse than it actually is. Just be sure you know that going into your plans for mobile optimization. Even if your site is falling a bit behind due to the HubSpot loading issues, you are still doing better than most. Take comfort in that.
Maintaining an active social media presence offers numerous benefits. Engaging with potential clients on platforms like LinkedIn, Twitter, and Facebook helps build relationships and establish thought leadership. For example, sharing industry news, company updates, and client testimonials can boost engagement.
Social media marketing can significantly boost brand visibility and attract inbound leads. Posting regularly and interacting with followers can create community and trust. Every post needs hashtags and a repost to enhance reach and engagement.
Another side to this part of the conversation that's new in late 2025 is AI Avatars and AI video. OpenAI has now made Sora available for all users, and it can do some amazing things, like adding extra appendages, creating talking cats, and more. But let's be honest. Everyone today wants real connections. Stop hoping for some amazing AI video, and record your own simple, plain and error-inclusive content.
When everyone can make anything, errors are how to you can spot the "real people out there," but if they have an extra arm, too many fingers, or maybe two left feet, those aren't just errors but huge red flags. There is an entire anti-AI faction on LinkedIn. Just know that if you don't start trying to use AI video now, then, you must also accept responsibility for not keeping in line with trends.
It really is a Catch-22 situation.
Visual content, such as images, videos, and infographics, captures attention effectively. Consistent branding across social media channels reinforces brand identity and professionalism. For instance, a freight forwarder might share behind-the-scenes videos of their logistics operations.
Engaging visuals helps communicate complex logistics services in an easily digestible format. Using tools like Canva or Adobe Spark can simplify the creation of high-quality visual content.
Valuable and relevant content attracts and engages prospects. Blogs, whitepapers, and case studies play a significant role in establishing authority. For example, a blog post detailing the benefits of using a freight forwarder for niche routes can attract interested clients.
Content marketing helps position freight forwarders as industry experts, fostering trust and credibility. Regularly publishing insightful content can keep the audience engaged and informed. Understanding the long-term plans of effective SEOcan further enhance content visibility.
Consistency is key in content marketing. Developing a content calendar ensures regular updates aligned with industry trends and client interests. For instance, scheduling posts around major industry events or seasonal trends can keep content relevant.
This strategic planning keeps the audience engaged and informed, driving continuous traffic to the website. Tools like Trello, Asana, or even Monday.com, which JCI Marketing uses as part of our JCI process, can help manage and organize content schedules effectively.
Budget-friendly marketing tactics can deliver impressive results. Freight forwarders can leverage these strategies to maximize their marketing efforts without overspending.
Targeted email campaigns are effective for nurturing leads and retaining clients. Personalization and segmentation enhance the relevance of emails, increasing open rates and engagement. For example, segmenting email lists based on client interests or past interactions can lead to more targeted and effective campaigns.
Email marketing remains a powerful tool for maintaining customer relationships. Regular newsletters or updates can keep clients informed about new services, industry news, or special offers. Forwarders should also consider leveraging automation and AI-enabled automated functions to streamline production. It doesn't end with just AI either. There is a whole new subset of tools available to the modern marketer.
Email and analytics automation tools streamline email campaigns, saving time and ensuring consistency. Analyzing metrics like open rates, click-through rates, and conversions provides insights to refine strategies and improve results. But with so much noise in the market, it's hard to figure out which to use. Start simple, and if you're stuck, we're here to help.
Using platforms like Mailchimp or HubSpot can automate email workflows and provide detailed analytics. These insights can guide future campaigns and enhance overall effectiveness.
PPC can go a long way toward your marketing goals, but it shouldn’t be your primary focus. Still, many opt to go this route. Here are a few things to know about PPC to help if you do opt for running ads.
PPC campaigns can drive significant traffic and generate high-quality leads. Regularly monitoring and adjusting ads can enhance performance and ROI.
Targeting specific geographical areas and niche markets can be highly effective. Customizing ads for different segments ensures relevance and increases the chances of conversion. For instance, running ads targeting local businesses or specific industries can yield better results.
WARNING: Using Performance Max on Google Ads WILL CONTRIBUTE TO A HIGHER AD SPEND and some lost autonomy over landing pages and copy. JCI Marketing therefore recommends not using Performance Max ads at this time.
Local and niche advertising helps tap into specific customer bases. This targeted approach can lead to higher engagement and conversions.
However, ads aren’t sustainable, whereas demand generation that focuses on your whole presence–the hallmark of JCI Marketing, is!
Offering personalized and responsive customer support enhances client satisfaction. CRM systems help track and manage client interactions, ensuring tailored service. For example, using a CRM to send personalized follow-up emails after a service is provided can strengthen relationships.
Personalized customer service fosters loyalty and strengthens relationships. Clients are more likely to return and recommend services to others.
Of course, do not let the AI do all the heavy lifting here. You can use it to create those hooks, but if you presume that 1000 emails with Ai generated openers that you haven't reviewed will work, then, you'd better thing again. You must review AI-generated email openers.
Collecting and analyzing customer feedback is essential for continuous improvement. Insights from feedback help refine services and address client concerns. For instance, conducting regular surveys or feedback forms can provide valuable information.
Using feedback effectively can enhance customer satisfaction and retention. Implementing changes based on client suggestions shows that their opinions are valued. Of course, this is a delicate balance.
Another core update for 2025 and 2026 is that you can and should use the available large language models online (LLMs such as ChatGPT, Gemini or Claude) to ask for feedback on your content. After all, they're trained based on patterns, so if there is a pattern missing from your site, they will find it.
Conducting content audits ensures relevance and accuracy. Regular updates reflect industry changes and maintain SEO rankings. For example, updating blog posts with the latest industry statistics or trends can keep content fresh and provide insight into your unique B2B value proposition.
Keeping content fresh and aligned with current trends engages the audience and supports digital transformation. Regular audits can identify gaps and opportunities for improvement.
Defining specific, measurable, and achievable marketing goals is essential. Identifying key performance indicators (KPIs) helps track progress and measure success. For instance, setting a goal to increase website traffic by 20% within six months provides a clear target.
Clear goals and KPIs ensure focused and effective marketing efforts. Regularly reviewing these metrics can guide adjustments and improvements.
Tools like Google Analytics measure website traffic and engagement. Analyzing data helps refine strategies and improve ROI. For example, tracking which pages have the highest bounce rates can identify improvement areas.
Leveraging analytics tools provides valuable insights for optimizing marketing campaigns. Regular analysis can reveal trends and opportunities for growth.
A well-rounded marketing strategy is crucial for freight forwarders in today’s competitive landscape. By understanding market needs, building a strong digital presence, and implementing cost-effective tactics, businesses can achieve significant growth. Connect with a JCI Marketing B2B growth specialist to get started.