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How To Write a Marketing Plan For a Freight Brokerage

Starting a freight brokerage can be an extremely profitable business venture, but it’s important to have a well-thought-out marketing plan to be successful. In this article, we will outline some tips for creating a marketing plan that will help your freight brokerage stand out from the competition.

As the owner of a freight brokerage business, you know that having a good marketing plan is essential to your success. After all, without customers, your business will not survive.

But what goes into a good marketing plan? Below, we will go over some of the key components of a successful marketing plan for a freight brokerage business.

Key Components of a Freight Brokerage Marketing Plan

A great marketing plan has eleven sections as follows:

  1. Executive Summary
  2. Target Market Segments
  3. Unique Selling Proposition (USP)
  4. Pricing and Positioning Strategy
  5. Distribution Strategy
  6. Offers
  7. Marketing Materials
  8. Promotions Strategy
  9. Digital Marketing Plan
  10. Conversion, Referral, and Retention Strategy
  11. Financial Projections

We provide more detail for each of these key components below.


Executive Summary

The executive summary is a brief overview of your entire marketing plan. It should include your overview information from each of the other sections, such as your target market, unique selling proposition, key promotions strategies, and financial projections.


Target Market Segments

When it comes to marketing a freight brokerage, it is important to identify your target market segments. Who are your most likely customers? Consider factors such as age, gender, income, location, and lifestyle when determining your target market segments.

For example, a freight brokerage business’ customers may include small businesses that need to ship products domestically or internationally.

Break down each of these segments even further by considering their needs, wants, and pain points. For example, the needs of a freight brokerage business’ customers may include reliable shipping services, competitive rates, and flexibility.

By understanding your target market segments, you will be better equipped to create marketing messages that resonate with them.

Create a winning marketing plan quickly & easily with our Ultimate Marketing Plan Template.

Unique Selling Proposition

Your unique selling proposition (USP) is what sets your freight brokerage apart from other freight brokerage businesses. What do you offer that nobody else does?

For example, your USP could be that you offer the most competitive rates for shipping services. Or, your USP could be that you offer the most comprehensive and flexible shipping services.

Whatever it is that makes your freight brokerage unique, be sure to highlight it in your marketing materials.

No matter what your USP is, make sure it is clear in your marketing materials. Your clients/customers should be able to see immediately what makes you different from the other business in their area.


Pricing and Positioning Strategy

Your pricing and positioning strategy will be determined by your target market segments and your unique selling proposition.

For example, if you are targeting small businesses, you may want to position yourself as a budget-friendly option. Alternatively, if you are targeting high-end businesses, you may want to position yourself as a premium option.

Once you have determined your positioning strategy, you can begin to develop your pricing strategy. Make sure to consider the price points of your competitors when developing your own pricing strategy.

No matter what your positioning strategy is, make sure your pricing strategy is competitive. Consider conducting a market analysis to see what other freight brokerage businesses with which you compete are charging for similar offerings.


Distribution Strategy

Your distribution strategy will determine how you reach your target market segments. There are many different channels you can use, such as online advertising, print advertising, television advertising, radio advertising, and direct mail.

You will need to decide which distribution channels you will use to reach your target market. For example, if you are targeting small businesses, you may want to use online advertising and direct mail.

Alternatively, if you are targeting high-end businesses, you may want to use print advertising and television advertising.

No matter what type of channels you use, make sure your distribution strategy is targeted and effective.

Your distribution strategy documents how customers will buy from you. For example, will they buy directly from you in-person? Will they buy online? Will they purchase from your partners, distributors, etc.



Providing offers through your business is a great way to entice customers to make a purchase. Consider offering discounts for first-time buyers or loyalty rewards for frequent customers. 

Another strategy is to offer bundled products or services. For example, you could bundle shipping services with storage services. Or, you could bundle transportation services with packaging services.

The key is to create offers that are appealing to your target market segments and that will help you achieve your business goals.


Marketing Materials

Your marketing materials should be based on your unique selling proposition and target market segments. They should be designed to grab attention and generate interest in your business.

Some of the marketing materials you might want to create include product brochures, flyers, and website banners. You will also want to make sure your branding is strong and consistent across all of your marketing materials.


Promotions Strategy

Your promotions strategy includes the methods you will use to attract new customers. It should be designed to generate excitement and encourage customers to try your business. 

Freight brokerage businesses should consider the following promotional strategies: 

  • Offer discounts for first-time buyers
  • Give loyalty rewards for frequent customers
  • Provide promotional items such as coupons or free samples
  • Bundle products or services together


Digital Marketing Plan

In today’s digital age, it’s important to have a solid digital marketing plan. This will help you reach a wider audience and drive more traffic to your business.

Some of the digital marketing tactics you might want to use include search engine optimization (SEO), pay-per-click advertising, social media marketing, and email marketing. You will also want to make sure your website is mobile-friendly and easy to navigate.

Download our Ultimate Marketing Plan Template to quickly and easily complete your marketing plan.

Conversion, Referral, and Retention Strategy

Your conversion, referral, and retention strategy should be designed to keep customers coming back. Consider offering loyalty rewards, discounts for referrals, and other incentives to encourage customers to continue using your business.

You will also want to make sure your customer service is top-notch. Respond quickly to any complaints or concerns, and always go above and beyond to exceed customer expectations.


Financial Projections

Last but not least, you will need to create financial projections for your business. This will help you track your progress and ensure you are on track to meet your goals.

The key information to include in these financial projections are your monthly marketing expenditures and expected sales. Be sure to update your projections on a regular basis to reflect any changes in your business.



By following the tips we’ve provided, the process of developing a marketing plan should be easier. Focus on your unique selling proposition and target market segments. Then create marketing materials that are designed to grab attention and generate interest in your business.

Just remember to be creative, think outside the box, and always put your customers first. With a little hard work and dedication, you will be well on your way to success!