Choosing a marketing agency for a logistics company: the questions worth asking

Fibvo editorial · 18 September 2023 · 4 min read

A generic marketing agency, however capable at consumer brands, can waste months learning that logistics buyers search by lane, book by RFQ and trust GeM listings over Instagram ads. The questions worth asking are aimed at finding out how much of that they already understand.

Questions worth asking directly

• Can you show a lane or service page you've built, not just a homepage?
• How would you structure our Google Ads campaigns by lane rather than as one blended budget?
• Do you understand the difference between a spot-quote enquiry and a contract RFQ, and would you market to them differently?
• How do you propose to keep GeM, IndiaMART and our own site consistent?

Answers that should raise a flag

An agency that proposes a broad brand campaign before asking about your lanes, or that treats a quote form the same as an e-commerce cart, has likely not worked with freight or logistics clients before. That is not automatically disqualifying, but it means a longer, more supervised onboarding period.

The right agency will ask you about your lanes before they ask about your brand colours.

What a good working relationship looks like

Monthly reporting tied to enquiries by lane and source, not just impressions and clicks; a shared understanding of which lanes are the priority for the quarter; and enough operational context passed to the agency that ad copy and page content stay accurate as lanes and capacity change.

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Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.