The Middle East market has rapidly emerged as a leading hub for entrepreneurs with a vision to launch innovative solutions and disrupt the norm in sectors to make impactful change. Startups that are building and scaling technologies such as artificial intelligence (AI), machine learning and blockchain are contributing to the UAE’s long-term economic competitiveness.
As part of the Entrepreneurial Nation initiative, UAE aims to become home to 20 unicorns, or startups valued at more than $1 billion by 2031. The initiative also aims to offer support through a series of public-private partnerships that help entrepreneurs set up in the UAE, expand their businesses, export their products and tap into online sales
According to a recent report on UAE’s Freight and Logistics Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 – 2026), the Freight and Logistics Market in UAE is valued at USD 19. 65 billion in 2020 and is expected to reach USD 31. 41 billion in 2026 growing at a CAGR of 8. 41% through the forecast period. The sector is set to witness consistent and fast growth of e-commerce across the region and rising international trade. According to the Federal Competitiveness and Statistics Authority, the logistics sector in the country is expected to contribute 8% to the UAE economy by 2021, up from the current 5.4% listed by the official UAE government portal.
The UAE has one of the most liberal trade regimes in the Gulf region and has launched various initiatives focusing on economic diversification in trade, logistics, banking, tourism, real estate and manufacturing. In 2019, the ease of doing business score in the UAE reached 81. But some of the most common challenges faced by startups relate to access to the market. Anastasiya Golovatenko, Account Director, Sherpa Communications shares some handy tips for entrepreneurs in the logistics sector to address those challenges and live up to the competition in a highly saturated market.
Digital business models are still very much a hype topic in the freight and logistics sector, but they do not seem to have truly conquered the market just yet. Like all other industries, in the logistics sector too, visionary brands will have to go against the mainstream trend and operate in the digital space effectively, but they have to be the first trendsetters who educate the market, develop new channels of communication and push other players on the market for tech adoption. To do so, mastering some of the below tips will help leverage your brand presence much faster.
Master digital marketing
The harsh reality of owning a business in the 21st century is if you don’t have an online presence, you’re doomed to fail. Search engine optimization (SEO) must be part of your strategy to lead customers to your business. Google Analytics continually changes its ranking algorithms as searchers’ online behaviour changes, making SEO an always-evolving set of practices. That’s why you need to constantly review and optimize your content according to the latest best practices.
As many as 14.6% of website visitors who discover websites because of successful search engine optimization end up becoming customers. Creating engaging content that will rank well has the power to bring in a lot more business.
Content marketing as a key tool to build brand awareness
Content marketing continues to be one of the most powerful methods for driving targeted traffic and winning over new customers – and it shows no signs of slowing down in 2022. For new and growing brands, content can be a way to put themselves on the map and ride high on brand awareness.
A report by demand metric reveals companies that blog get 97% more links to their website and 61% of consumers have been inspired by content to make a purchase. According to branding statistics, having an active blog is a way of maintaining customer relations and cultivating your brand’s image.
Positioning and profiling CEOs
A steady hand at the helm gives confidence and brand-customer intimacy. A 2012 study has shown that the success rate of cold calls to transaction is only 0.3%. An overwhelming 87% of B2B buyers said that would have a favourable impression of someone introduced through their professional network. In the UAE specifically, 70% of business deals are done through referrals.
People love to connect with people. Leadership visibility and executive positioning of the modern CEO helps brand build credibility, reinforce that there’s one clear vision and mission driving the company even as that company pivots and navigate any challenges on the way.
About the author
Anastasiya Golovatenko is an accomplished PR professional and business advisor who leads Dubai-based communications consultancy Sherpa Communications. With more than 13 years of expertise developing and executing all aspects of public relations and marketing campaigns, she provides senior counsel to brands of any size and structure helping them achieve business objectives and meaningful results through the strategic use of communication.
Anastasiya and her colleagues also actively support a rising number of startups and SMEs in the UAE and Middle East region providing advice on best practices and tactics for effective scaling up and business growth.
You can reach out to her for entrepreneurial support on the hub, here.