Shippers are the primary source of business and revenue for freight brokers. These are the companies or individuals who have goods that need to be transported. Without them, a broker lacks the fundamental basis for transactions.
Brokers are intermediaries between these shippers and the carriers who have the capacity to move those goods. Their job is to find and coordinate the best transportation solutions for shippers so that freight can reach their destinations on time and in good condition.
As the matchmakers of the logistics and transportation industry, brokers handle everything from negotiating rates, handling the paperwork, and solving problems that arise during transportation. In order to provide a steady stream of work for carriers, brokers need a reliable supply of shippers.
The ability to attract and maintain shippers allows a freight broker to build a reputation as a trusted, reliable partner. So how exactly do they get more shippers in this highly competitive industry? This is what we are here to discuss.
One Freight Broker will talk about the various strategies brokers use to attract and retain shippers.
Understand the Role of a Freight Broker
A freight broker’s role is to coordinate shipments efficiently while addressing the needs and concerns of both shippers and carriers. In order to find shippers, it is necessary to understand certain things about the industry, including:
- Legal Requirements: Be aware of the legal regulations and licensing required, such as the Broker Authority granted by the Federal Motor Carrier Safety Administration (FMCSA).
- Industry Knowledge: Have a firm understanding of the logistics, types of freight, and the current trends within the shipping and transportation industry.
- Value Proposition: Identify what unique value you bring to the table—whether it’s reduced costs, specialized services, or quick turnaround times.
Know Your Ideal Shipper
The first step in locating shippers is to understand the profile of the ideal shipper. It is easier to grow your network when you know the type of businesses you want to work with. You might find more success specializing in a particular niche. Here’s how to define your ideal shipper:
Industry Type
Determining the industry you want to serve helps you focus on shippers with similar needs and expectations, making it easier to align your services. You can target specific industries, such as automotive, retail, or pharmaceuticals, to become more familiar with their regulations, seasonal trends, and unique logistics requirements. This will ultimately allow you to offer tailored and efficient solutions.
Shipment Type
Brokers should understand the various shipment types so that they can properly match them with the right carriers. Whether it’s perishable goods, hazardous materials, high-value items, or oversized cargo, you need to know the right equipment, handling practices, and routes best suited to those categories. This positions you as a more reliable partner that can find the right carriers for the right shipments.
Size and Volume
While many brokers work with a wide range of shippers, choosing to focus on a particular shipment size and volume range can help if you are only starting out. This allows you to manage your resources more effectively as you work on building your network of carriers.
Specializing in a volume level, such as large-scale bulk shipping or smaller LTL (less-than-truckload) shipments, lets you attract shippers whose needs match the carriers in your network.
Build a Strong Online Presence
A lot of strategies for finding shippers revolve around the internet and other digital platforms. Establishing an online presence helps you with visibility and credibility, which are important if you want to gain the trust of potential clients.
Today’s businesses are increasingly looking online to vet potential partners. This gives brokers an opportunity to create an image that is approachable and dependable.
Start by developing a professional website that showcases your services, company values, and any unique selling points you have. Make sure the website is easy to navigate and complete with essential information like contact details and the services you offer. Don’t forget to add a section for customer testimonials or case studies.
A well-designed website can make a strong first impression, allowing you to demonstrate your commitment to professionalism and transparency.
In addition to a website, being active on social media platforms like LinkedIn, Facebook, and even Instagram can help you reach shippers directly. Use LinkedIn to post updates about the industry, share insights, and connect with potential clients in a more professional setting.
Meanwhile, Facebook and Instagram can be great for posting success stories, customer testimonials, and behind-the-scenes insights. These types of content help humanize your brand.
Finally, you can encourage satisfied clients to leave online reviews on Google or other review platforms to further boost your reputation. This will help prospective shippers feel more comfortable choosing you over competitors.
Use Load Boards Wisely
Load boards are powerful tools for finding shippers. These are digital platforms where brokers, shippers, and carriers connect to arrange the transportation of goods.
Here, shippers can post loads they need to move, including details like pickup and delivery locations, shipment weight, and other handling requirements. Carriers and freight brokers can then use these boards to find available loads and match them with their capacity.
With load boards, brokers and carriers can fill trucks that may otherwise run empty or underutilized. Load boards are especially valuable for new brokers who are still establishing their client base. Some load boards worth exploring include:
- DAT Load Board: Known for having one of the largest databases, DAT provides a wide range of options for both shippers and carriers.
- Truckstop.com: This platform offers useful tools for freight brokers, including rate negotiation and route optimization features.
- Direct Freight Services: This load board provides real-time listings and can help brokers find freight quickly.
With this in mind, it is important that you don’t become overly reliant on load boards. While they are a great starting point, you will eventually want to develop direct relationships with shippers for more consistent and profitable business.
Use Digital Marketing Techniques
Aside from social media and load boards, there are other digital marketing strategies you can use to reach new audiences and properly position your brand. Here are some tactics to consider:
Content Marketing
Creating valuable, relevant content helps establish your freight brokerage as a trusted authority in the industry. By sharing insights on logistics trends, transportation tips, and supply chain optimization, you can address the needs and pain points of potential shippers. Blog posts, videos, and infographics that showcase your expertise will drive organic traffic and help build lasting relationships with your audience.
Content marketing works well with social media because those platforms will boost your visibility while increasing the chances of getting engagement from potential clients.
Search Engine Optimization (SEO)
Content marketing also works great in combination with search engine optimization. SEO is all about enhancing your visibility in search engine results. This strategy ensures that when shippers look for logistics providers online, your brokerage appears near the top.
By optimizing your website’s content, metadata, and backlinks, you can improve your rankings on key terms such as “freight broker” and “shipping services”. This organic traffic provides sustained visibility, helping you attract shippers consistently over time.
Keep in mind that SEO is more of a long-term strategy and it will not generate results overnight. You will have to work it into your marketing strategy organically so that it pays off eventually.
Pay-Per-Click Advertising (PPC)
PPC ads enable you to reach targeted shippers actively looking for freight solutions. By bidding on keywords like “freight broker services” or “shipping solutions for businesses”, you can attract qualified leads to your website. Platforms like Google Ads allow you to tailor your ad copy and targeting parameters to appeal specifically to the shipping needs of potential clients, maximizing your ROI.
Network Within the Industry
Digital marketing strategies are incredibly useful in today’s landscape. However, you can still get a lot out of traditional marketing tactics like networking. Building a network of shippers and carriers can open doors to new business opportunities.
Join Industry Associations
Becoming a member of relevant industry associations is a powerful way to network within the logistics and transportation sectors. These associations offer access to exclusive resources, events, and contacts that can deepen your industry knowledge and credibility.
Connect with peers and learn all about the latest industry trends by participating in webinars, workshops, and networking groups. These relationships may lead to valuable partnerships down the line.
Participate in Trade Shows
Trade shows are another great way to meet with potential clients, suppliers, and industry experts. Here, you can showcase your services, learn about new technologies, and most importantly, discover potential leads.
Approach these shows with specific goals and follow up with the connections you make to build long-term relationships. These in-person interactions can help you stand out in a competitive industry and secure new business.
Connect with Local Businesses
Building relationships with local businesses can expand your network and lead to mutually beneficial partnerships. By collaborating with nearby manufacturers, retailers, or distributors, you can increase your visibility within your community and gain referrals.
Speaking of gaining referrals, One Freight Broker recommends asking satisfied clients for referrals. They may be one of your best sources of new business. Hosting local events or participating in regional business groups can also help you connect with decision-makers who value reliable, local partnerships.
Provide Exceptional Customer Service
Actions speak louder than words. As a freight broker, providing exceptional customer service is essential for attracting and retaining shippers.
It is important to develop a deep understanding of your shippers’ needs and preferences. Be proactive in communicating with them, offering updates on their shipments, and addressing any issues as soon as they arise.
Timeliness and reliability are critical, as clients expect their cargo to arrive on schedule. You can also build trust by ensuring clear and open communication throughout the shipping process.
Those who can offer personalized attention and flexibility tend to get consistent business. This also helps set you apart from your competitors. If shippers have special requirements or last-minute changes, try your best to accommodate them.
By consistently delivering on promises and going the extra mile to solve problems, you can foster strong, long-term relationships with shippers who will appreciate your service and choose to work with you again.
Work with One Freight Broker
Getting shippers as a freight broker requires a combination of industry knowledge, targeted outreach, and excellent service.
By understanding the needs of your ideal shipper, building a strong online presence, growing your network, and focusing on exceptional service, you can attract and retain valuable shipping clients. Remember, consistency and perseverance are key. Establishing yourself as a reliable, knowledgeable partner can lead to long-term success in the freight industry.
If you are a shipper looking for reliable freight transportation services, look no further than One Freight Broker. Our inclusive approach allows our clients to build beneficial, enduring, and direct connections with dependable trucking allies.
Since our founding in 2013, we have significantly reduced shipping costs for our clients, amounting to tens of millions in savings, by reducing their dependence on intermediaries. This unique approach allows us to enhance the profitability of asset fleets.
Choosing One Freight Broker will give you an unprecedented depth of strategic insight. We offer competitive pricing, extensive service range, and advanced technological solutions. This is why we are now the go-to choice for shippers everywhere.
From LTL to FTL, domestic to international, and expedited shipping options, we cater to diverse shipping requirements, ensuring you find the perfect fit for your needs. We also provide extra efficiency and transparency with our tech-driven solutions, from our user-friendly online platform to our TMS that streamlines the shipping process.
At One Freight Broker, we are committed to helping you navigate the complexities of PTL and LTL national shipping. Whether you’re a small or medium-sized business, our tailored solutions are designed to meet your specific shipping needs.
Contact Us Today
Ready to simplify your shipping experience? Contact One Freight Broker to discover how our expertise can benefit your business, ensuring your cargo is in safe hands every step of the way.
For more information on how we can assist your business, visit our website at 1fr8.broker.
