Marketing for handling and intralogistics suppliers
A warehouse project starts the day somebody runs out of space or out of hours. From that moment there are three or four months of searching, comparing and drawing before anyone asks for a quote — and that whole stretch is content.
A 30-minute video call. The audit document and the 90-day plan.
What changes
The buyer compares systems they do not know how to compare.
The decision hinges on throughput per hour and nobody publishes theirs.
The project competes against doing nothing, which is always cheaper this quarter.
The RFQ arrives with the layout already drawn by somebody else.
Racking, handling and intralogistics: sold by capacity, bought by throughput.
Here the content has to do a job of education before it does a job of selling: what each system is worth per hour, how much floor it takes, what it costs to run and when it pays back. Whoever explains it first tends to be the one who draws the layout, and whoever draws the layout is very hard to displace from the RFQ. Selection guides and comparison content are, in this vertical, a commercial weapon rather than a blog.
How it runs
Selection guides by system
Throughput, footprint, cost per pallet moved and where each option stops making sense. Including where yours does.
Honest comparison content
The comparison the buyer is going to make anyway. Better it happens on your page than on a portal that sells the click.
Payback published
Against the current cost of doing it by hand, with the assumptions on the table. It is what beats doing nothing.
Installations by sector
Cold storage is not e-commerce and is not spare parts. One page per sector, with the constraints of each.
Every service
Content & SEO
Rank where the RFQ gets written.
Newsletter & CRM
The quote you sent and nobody chased.
Social
RFQs from social. Never likes.
PR & Media
Get quoted in the media your buyer already reads.
Branded & Cases
The install that already works, documented so it sells the next one.
Strategy & Data
Cost per signed order. The only number the board looks at.
Questions
Is it a good idea to compare ourselves with other systems?
It is the single most effective content in this vertical. Saying where your system is not the right answer is what makes the rest believable.
Our biggest competitor is the customer doing nothing.
Which is why the payback arithmetic has to be published, not saved for the proposal. Doing nothing loses when the cost of doing nothing is written down.
The layout is drawn by an engineering consultancy.
Then the consultancy is part of the audience, and the content has to be usable by them: dimensions, loads, clearances and integration data, ready to be dropped into a drawing.
Are these projects too big for search to matter?
The bigger they are, the longer the research, and the longer the research the more of it happens in search. Big tickets are not decided in one visit.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.