8 Digital Advertising Ways that Helped Kuehne + Nagel Enhance Income 229% in Two Years


Kuehne + Nagel generated $21.739 billion {dollars} in 2019.

By the top of 2021, they’d practically doubled their income to $41.285B.

That’s nearly 100% development in simply two brief years. 

kuehne and nagel growth

And far of that development occurred in APAC:

kuehne and nagel profits

And it wasn’t simply income, they grew their revenue over the identical time interval from $0.84 billion in 2019 to $2.771 billion in 2021 – 229% development!

So how did they do it? And the way are they sustaining it?

Certain, a lot of their development got here from easy growth. They made some good enterprise strikes over that point. 

However a whole lot of their development got here from some actually efficient advertising – notably on the digital facet of issues. Our workforce dug into a few of their methods and pulled out 8 good methods and ways they carried out on their technique to colossal development.

Don’t suppose these ways are untouchable by smaller or mid-sized corporations. Most of them are quite simple and may be carried out whether or not you’re doing $10 billion a 12 months or $1 million.

1. Inventive Reductions and Promotional Campaigns

Within the fiercely aggressive logistics {industry}, differentiation is crucial. Many corporations usually shrink back from important promotions, fearing income loss or model dilution. However Kuehne + Nagel steadily affords artistic reductions and significant promotional campaigns. 

For instance, final 12 months they supplied free customs clearance on LCL (Lower than Container Load) freight for brand spanking new prospects.

timely promotions

Firstly, this promotion straight addresses a ache level for a lot of prospects – customs clearance could be a advanced, time-consuming, and dear course of. By providing this service totally free, Kuehne + Nagel not solely gives instant worth, but additionally removes a big hurdle for companies wanting a easy logistics expertise.

As a substitute of a generic percentage-off low cost, which may typically devalue providers, they’ve chosen a selected, value-added service. This ensures they appeal to prospects actually within the full scope of their choices, moderately than simply discount hunters.

To not point out the truth that such a tangible and instant saving can speed up the decision-making course of for potential purchasers on the fence. It may imply the distinction between a possible buyer going with a competitor or selecting Kuehne + Nagel – or it might imply the distinction between a prospect taking 10 months to decide and a couple of months.

Lastly, this tactic serves as a gateway. As soon as prospects expertise the corporate’s effectivity and reliability, they’re extra doubtless to make use of different providers, resulting in a better buyer lifetime worth. Their on-line platform makes these sorts of “upsells” easy and seamless.

How You Can Implement a Comparable Low cost and Promotional Technique

  • Perceive Your Buyer’s Ache Factors: Earlier than crafting a promotion, deeply perceive what challenges your prospects face. For Kuehne + Nagel, it was the complexities of customs clearance. What’s it to your clientele?
  • Provide Tangible Worth, Not Simply Reductions: Fairly than a mere proportion off, contemplate value-adds that make your service extra engaging. This not solely attracts prospects but additionally enhances their total expertise together with your service.
  • Promote Your Promotions: A wonderful provide is of no use in case your audience isn’t conscious of it. Put money into advertising your promotions by way of the precise channels – be it electronic mail, social media, or associate platforms.
  • Restrict Availability: Create a way of urgency by providing promotions for a restricted time or to a selected variety of prospects. This may speed up decision-making and creates a way of exclusivity.
  • Look Past the Preliminary Provide: Take into account constructing a ladder of promotions. As an example, after the preliminary low cost or freebie, you may provide a loyalty program or referral incentives to maintain the momentum going.
  • Educate Your Gross sales Crew: Guarantee your gross sales and customer support groups are well-informed concerning the promotions. They need to be ready to reply questions and convert curiosity into gross sales.

2. Properly-Timed Content material Promotions

Kuehne + Nagel usually aligns content material promotions with present occasions and nationwide/world days. This can be a masterstroke in capitalizing on the facility of the second. 

By tying content material to approaching occasions or world observances, Kuehne + Nagel ensures their content material is straight away related to a large viewers. Forward of the Paris Air Present, they well tapped into an viewers already primed to consider aerospace. Their information on unlocking the aerospace provide chain wasn’t simply content material; it was well timed recommendation.

helpful content marketing pushes

World Chocolate Day is well known globally, with tens of millions indulging their candy tooth. By illustrating the journey of chocolate by way of the availability chain, Kuehne + Nagel not solely educated but additionally created an emotional connection. 

chocolate day social media post

Their use of geotargeted LinkedIn Adverts, particularly for occasions just like the Paris Air Present, means they’re reaching the precise viewers on the proper time, maximizing engagement and ROI.

Kuehne + Nagel understands that the very best content material isn’t simply well-crafted; it’s well-timed. By latching onto world moments, they make their model and providers resonate on a a lot deeper degree.

How You Can Make the most of Well timed Content material Promotion in Your Advertising:

  • Map Your Calendar: Begin by mapping out industry-specific occasions, world observances, and regional celebrations related to what you are promoting. Pre-plan content material that resonates with these events. For instance, a tech agency may put together content material forward of main {industry} conferences or product launches. Take into accout, your promotions don’t should be new items of content material – you’ll be able to promote older content material as nicely.
  • Diversify Your Content material: Relying on the occasion or day, select essentially the most impactful content material format. Whereas guides and articles could also be apt for {industry} exhibits, movies or infographics may be extra partaking for broader observances.
  • Geo-Goal the Promotion: Make the most of focused advert campaigns to succeed in the precise viewers. If an occasion is location-specific, akin to a convention in Indonesia, geo-target your advertisements to that area to maximise relevance and engagement.

3. Personalised Content material by way of Tales for Emotional Attraction

In an period the place info is considerable however consideration is scarce, Kuehne + Nagel has successfully employed a storytelling strategy to make their content material each partaking and memorable. 

Fairly than lengthy type weblog content material on considerably boring matters, they discover matters by way of a private lens and inform human tales alongside the best way.

For instance, in a chunk that explores logistics for perishables, they use one in all their workers Marloes to inform the story. She particulars her expertise firsthand.

emotional content marketing

By that includes workers like Marloes, the corporate strikes past the summary idea of “logistics” to the human faces and experiences behind it. It transforms a company entity into a group of passionate people, making the model extra approachable and relatable.

On high of humanizing the model, tales have at all times been humanity’s most popular technique to course of info. They evoke feelings, which in flip foster deeper connections. Readers aren’t simply absorbing information about perishable logistics; they’re journeying with Marloes, feeling her challenges and triumphs.

story-based content

A primary-person narrative affords insights with out sounding preachy.. Fairly than lecturing on the significance of logistics, Marloes’ account effortlessly educates by exhibiting, not telling.

 It builds belief and showcases actual experience. Readers aren’t simply digesting company-crafted content material; they’re studying from people who’re hands-on within the area. This boosts credibility immensely.

How You Can Inform Personable, Human Tales inside Informative Content material

  • Spotlight Actual Individuals: As a substitute of protecting content material summary or overly technical, deliver ahead workforce members, purchasers, or companions who can narrate their actual experiences. Showcase their day-to-day roles, challenges confronted, and options carried out.
  • Construction Like a Story: Construction your content material like a narrative with a starting, center, and finish. Introduce the character, arrange the problem, and conclude with the decision. This narrative construction is inherently partaking and memorable.
  • Use Relatable Themes: Delve into universally relatable themes akin to overcoming adversity, the enjoyment of success, or the worth of teamwork. These feelings make content material resonate extra deeply with readers.
  • Use Multimedia: Complement storytelling with pictures, movies, or audio snippets. A candid photograph of the worker in motion or a quick video interview could make the story much more immersive.
  • Keep Genuine: Be certain that the tales stay real and aren’t overly embellished. Authenticity strengthens belief and credibility together with your viewers..

4. “Veiled Promotion” by Placing Companions and Causes Entrance and Heart

Should you scroll by way of Kuehne+Nagel’s LinkedIn web page, you’ll see a whole lot of posts about their companions, purchasers, and causes they’re enthusiastic about. It’d make you marvel, “Aren’t you supposed to make use of social media to advertise your self?”

story-focused linkedin post
linkedin post

However there’s one thing genius about this type of veiled promotion. 

Right now’s shoppers are discerning and crave authenticity. By spotlighting folks, prospects, and society, Kuehne + Nagel crafts narratives that resonate on a private and societal degree, deepening their bond with their viewers.

In an age of ever-present advertising, incessant self-promotion may be deafening and counterproductive. By championing exterior causes, particularly these as universally important as sustainability, the corporate underscores its dedication to bigger goals. This not solely promotes their model not directly but additionally paints them as altruistic {industry} leaders.

It additionally helps to strengthen partnerships. Celebrating purchasers and companions isn’t merely a advertising ploy. It’s an funding in relationships. Recognizing companions publicly reinforces mutual belief and may pave the best way for additional collaboration.

Consider it or not, these outward-focused posts usually outperform conventional company posts. They invite interplay, shares, and discussions, amplifying attain and engagement.

Whereas many corporations narrowly deal with enterprise achievements, Kuehne + Nagel’s strategy crafts a holistic model picture. They’re not simply logistics specialists; they’re world residents invested within the well-being of individuals and the planet. This does wonders for his or her model picture.

The right way to Implement an Outward-Targeted Advertising Strategy

  • Determine Core Values and Align with Causes: Decide your core values and beliefs. From there, determine societal causes, themes, and companions that align together with your ethos, be it sustainability, group improvement, or technological innovation. 
  • Rejoice Partnerships & Consumer Successes: Dedicate a portion of content material and social media technique to focus on collaborations, joint ventures, and the achievements of purchasers. By celebrating their milestones, you inherently showcase the supportive position your organization performs.
  • Contain Workers: Empower workers to share their tales, involvement in group service, or participation in sustainability initiatives. This not solely amplifies the corporate’s dedication to exterior causes but additionally provides a private contact.

5. Dedication to ‘Worth Promoting’ or ‘Resolution Promoting’

Kuehne & Nagel just lately started to emphasise the concept of “worth promoting” or “answer promoting” over working to get a fast sale utilizing conventional ways or stress. 

Their pivot in direction of this type of worth promoting exhibits a deep understanding of the evolving B2B panorama – in ASEAN and past. 

Their Senior Vice President of International Gross sales noticed, “Right now our salesforce is targeted on methods of ‘worth creation’ for our prospects.” This shift in perspective exhibits that they notice transactions are now not easy, linear interactions; they’re multifaceted relationships constructed over time.

The times of the short sale and excessive stress ways are gone. “The day of fast closes is a factor of the previous,” the Senior Vice President stated. Issues are extra advanced now. Companies now not function throughout the confines of single decision-makers. As a substitute, selections are often the product of “committee consensus.”

This holistic technique not solely positions Kuehne & Nagel as a associate moderately than only a service supplier, however it additionally aligns completely with their aspirations: “Our methodology to hunt options and discover options for these prospects should additionally change to ensure that us to proceed our double-digit development.”

This shift has to play a task not solely in how gross sales reps go about their work, however how the advertising workforce promotes services as nicely. Kuehne + Nagel doesn’t simply blast their promotions to everybody in all places. They rigorously roll out campaigns concentrating on the precise folks on the proper time.

The right way to Implement ‘Worth Promoting’ in Fashionable B2B Gross sales

  • Deep Dive into Buyer Wants: As a substitute of main with what you provide, begin with understanding the particular challenges and wishes of the shopper. 
  • Create In-Depth Purchaser Personas: Do that for every individual / position on the resolution making desk. Get detailed and ensure each your gross sales and advertising groups are clear on these.
  • Domesticate a Consultative Gross sales Power: Prepare your gross sales workforce to behave extra as consultants than conventional salespeople. Equip them with expertise to investigate advanced issues and design customized options.
  • Embrace Collaborative Choice-Making: Acknowledge that right now’s selections usually contain a number of stakeholders. Foster an setting that encourages collaboration, each internally inside your organization and externally with purchasers. 

6. Well Utilized LinkedIn Carousel Posts 

The LinkedIn Carousel is a function much like a slideshow – or like flipping pages of a guide. Every swipe bringing ahead a brand new aspect of a narrative. Kuehne + Nagel steadily make the most of the carousel, reworking the best way they current content material on LinkedIn, each organically and thru LinkedIn Adverts. 

carousel post
carousel post

These posts persistently get extra likes and shares than their single, static posts. Why is that this the case?

  • Tales and Narratives Interact: Conventional LinkedIn posts may be monolithic and one-dimensional. Nonetheless, with Carousels, Kuehne + Nagel weave narratives. 
  • Visible Engagement: Carousel posts cater to our love for visuals. Kuehne + Nagel craft a group of pictures, graphics, and textual content, making certain that their message isn’t just heard, however skilled.
  • Tailor-made Messaging: With a number of slides at their disposal, they’ve the flexibleness to delve deeper into matters. This implies nuanced messaging, segmented info, and structured presentation. They will start with an issue assertion, dive into statistics, and conclude with an answer — all inside a single put up.
  • Interactivity Increase: The act of swiping itself is interactive. When customers actively interact with content material by swiping, they’re extra more likely to retain the knowledge introduced. To not point out, LinkedIn is extra more likely to reward these posts of their algorithm.
  • CTA Endings: Typically, they use the ultimate slide of the carousel as a call-to-action, guiding the reader in direction of a subsequent step, whether or not it’s visiting their web site, downloading a useful resource, or getting in contact. 

Kuehne + Nagel’s use of LinkedIn Carousels isn’t just about adopting a brand new function. It’s about reimagining how tales are instructed and data is introduced within the digital age, making certain messages resonate deeply with the supposed viewers.

The right way to Implement LinkedIn Carousel Posts into Your Social Technique

  • Inform Tales: Identical to any good story, your Carousel ought to have a transparent starting, center, and finish. Plan out every slide’s content material, making certain a logical move and narrative.
  • Put money into Nice Design: The fantastic thing about the Carousel is its visible enchantment. Be certain that your graphics, pictures, and textual content harmonize nicely. You might be able to use design instruments, however should you don’t really feel assured, rent somebody. It’s value it.
  • Finish with a Sturdy Name-to-Motion: After taking the viewer on a journey, information them in direction of a desired motion. Whether or not it’s visiting your web site, signing up for a webinar, or studying extra a couple of product, ensure that the ultimate slide provides clear route on the subsequent steps.

7. A Sturdy Library of Content material Throughout A number of Mediums

Kuehne + Nagel have a strong library of content material – weblog posts, lengthy type articles, whitepapers, webinars, a podcast, a YouTube channel, social platforms, electronic mail newsletters, and extra. They do a superb job of repurposing each bit into the subsequent in order that it doesn’t matter what medium their viewers prefers, they will simply discover and devour it.

content library
youtube content

By offering a various vary of content material varieties, Kuehne + Nagel cater to completely different studying types and preferences. This strategy additionally helps them keep related in an ever-evolving digital panorama. With their weblog posts, they provide well timed {industry} insights and thought management. The long-form articles delve deeper into advanced matters, demonstrating their experience. Whitepapers present in-depth evaluation and analysis findings. 

podcast episode

Their webinars provide interactive studying experiences, whereas their podcast delivers audio content material for on-the-go consumption. The YouTube channel showcases visible content material, offering a extra partaking and dynamic expertise. Their energetic presence on social platforms ensures they will join with their viewers and foster significant conversations.

The big variety of content material varieties helps them:

  • Keep relationships with current purchasers and companions
  • Appeal to new prospects and leads
  • Complement gross sales conversations with content material
  • Keep top-of-mind with contacts and subscribers not able to make a purchase order resolution

This strategic strategy to content material not solely solidifies their place available in the market, but additionally permits them to adapt to rising tendencies and applied sciences. As their viewers’s wants and preferences evolve, Kuehne + Nagel are well-equipped to ship the content material they crave, making certain continued engagement, retention, and buyer development.

The right way to Keep a Sturdy Content material Library of Your Personal

  • Guarantee You Have the Sources: Loads of corporations plan on working the content material flywheel solely to understand they don’t have the assets or bandwidth to maintain up with their content material calendar. You probably have the assets, ensure that folks’s roles are well-defined and that clear objectives are set. Should you don’t it’s okay to begin small.
  • Repurpose Content material: Don’t begin from the scratch with every content material concept. Begin with a protracted type article or video after which parse it out into social posts, emails, shorter movies, and so forth…
  • Make Certain You Hit Every Buyer Objection: A good way to plan content material is to contemplate widespread buyer objections and triggers that cause them to working with you. Create a number of completely different items of content material round every objection and set off.
  • You Don’t Should Publish on Each Platform: Select your platforms and mediums properly. It’s okay to not have a presence completely in all places. Take into account the place your viewers is to have the largest affect.

8. Testing a Vast Vary of Advert Variations: Audiences, Copy, Imagery

Everybody who has some expertise with digital advertisements is aware of that testing variations of advert copy, imagery, and audiences is smart. However Kuehne + Nagel takes it to the subsequent degree. 

They’re ruthless about nailing down the proper copy, imagery, and message. Simply check out one in all their current Fb Advert campaigns:

digital ad variations

It takes a while, effort, and assets, however it permits them to ship the proper message to the precise individual on the excellent time. 

This advert specifically is a hiring advert in Germany concentrating on potential workers. They performed round with a handful of various messages targeted on a number of completely different promoting factors:

  • Nice colleagues
  • Being part of a worldwide workforce
  • Enjoying a task in sustainability / CO2 neutralization

In addition they rotated between not less than 4 completely different visuals, and examined the viewers every was proven to. 

Testing advert variations slowly over time may be useful, however this type of fast experimentation helps you land on conclusions quick, and decide which variables are best as shortly as potential – saving you money and time.

The right way to Quickly Take a look at Advert Variables Like Kuehne + Nagel

  • Rent Specialists: In the beginning, until you could have a background in digital promoting, don’t attempt to grasp digital advertisements by yourself. Rent specialists or a digital advertising company who’re in advert platforms on a regular basis. It will likely be value it.
  • Decide Your Variables: Step one is to determine the variables you need to check. You might already know from earlier campaigns your picture is ideal for the audience. So don’t check it – deal with what you don’t know but.
  • Make Certain Your Assessments Are Important: Operating a $100 marketing campaign most likely isn’t sufficient to find out the very best copy for an advert. Take into account your experiment and be sure to get sufficient information to attract a conclusion.
  • Don’t Take a look at A number of Variables at As soon as: The hot button is to isolate your variables. Should you’re making an attempt to find out the very best copy, use the identical pictures and viewers sort – solely fluctuate the copy. You received’t know which variable is resulting in the outcome in any other case.

The Fundamental Rules At all times Win Out

What’s fascinating about Kuehne + Nagel’s success is that they don’t do something revolutionary. On the coronary heart of their digital advertising technique are only a few primary tenets:

  • Know your viewers deeply
  • Tells tales that resonate with folks
  • Roll out promotions on the proper occasions
  • Create content material that gives actual worth
  • At all times be testing

They’ve seen colossal development not as a result of they’re on the frontlines of promoting expertise or rolling out never-before-seen advertising campaigns. They’re sticking to the core ideas which have at all times succeeded in gross sales and advertising – and so they’ve executed them with excellence.

If you wish to develop like them, do the identical.


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