From LinkedIn to Leads: The Essential Shift in Freight Marketing
Linkedin alone doesn’t cut it. Have you noticed?
A marketing strategy is the proven method to growing your business.
If you're a freight broker, 3PL, freight tech or logistics company and you’re relying solely on LinkedIn for marketing, here's a wake-up call: Posting on LinkedIn alone won’t move the needle.
Let’s be real - LinkedIn is a great place to start marketing your freight or logistics business. It’s full of professionals, decision-makers, and potential partners. But if your entire strategy is just posting on LinkedIn... that’s not really a strategy. That’s just hoping for the best.
If you've been posting and wondering why you're not seeing real results, here’s why:
You’re Only Showing Up in One Place
Yes, your ideal customers might use LinkedIn—but they’re not living there 24/7. Some check in once a week, others never see your posts because of the algorithm. (Have you noticed the number impressions your posts get?) Meanwhile, prospects are checking their email, Googling tariff issues, reading reviews, watching videos...
If you’re only active on LinkedIn, you’re leaving a lot of opportunity on the table.
Likes Don’t Pay the Bills
It feels nice when people like your post or leave a comment. But how often do those likes turn into sales conversations?
Social Media brings awareness to the top of your sales funnel.
That means you get awareness, not leads.
LinkedIn is great for awareness—but it’s just the top of the funnel. If you’re not following up with things like email marketing, landing pages, or helpful content that moves people closer to working with you, you’re not giving your audience a reason to take the next step.
Everyone’s Saying the Same Thing
Let’s be honest: a lot of freight company posts sound the same. “We care about service.” “On-time delivery.” “Happy Friday!”
That kind of stuff blends in fast. If you’re not sharing real insights, customer wins, or something unique about how you solve shipping problems, you’re not standing out—and that’s a problem.
No Strategy = No Results
Posting whenever you remember, or just sharing company updates without a plan, won’t get you very far. Good marketing isn’t random—it’s built around goals, systems, and knowing exactly who you’re trying to reach (and why they should care).
LinkedIn Alone Doesn’t Build Growth
Here’s a hard truth: you don’t control what happens on LinkedIn. The algorithm might love you one week and bury your posts the next.
What Should You Do Instead?
LinkedIn should be part of your freight marketing strategy—but not the whole thing. Here’s what effective logistics marketing looks like:
Content that solves real problems: Blog posts, guides, checklists, and case studies.
Lead generation funnels: With landing pages and offers that actually convert.
Email marketing: To stay top-of-mind and build relationships over time.
SEO: So potential customers can find you before they even know your name.
Paid ads: To amplify your best content and get in front of the right people.
Sales enablement: Equipping your team with content that helps them close.
If you’re wondering why all those Linkedin posts aren’t helping your business grow, let’s talk about how you can expand your online (and in person) presence. Contact us or email us hello@cahillconsulting.net