Hemisphere Freight Services

As Hemisphere headed into the new era of the business post Covid with an ever growing sales and new business team, upgraded website and brand positioning, there was a renewed focus on customer-centric lead generation.

With the aim of refining and harnessing engagement with their core audiences, the leadership team at Hemisphere Freight commissioned a detailed insights project focussed on outlining persona focussed content that would facilitate organic growth of high intent traffic.

Informed by a new level of competitor and audience research we challenged and redefined Hemisphere’s buyer types. Creating a persona led strategy that detailed the effective prioritisisaiton of efforts by channel thus informing website, content and search strategy.

Underpinned by the persona research and directed by the SEO team a content roadmap was created. Leveraging powerful keyword research we are able to align content creation with the website needs and sitemap whilst also empowering reactive content driven by growing search intent.

With the logistics world (and core audiences) searching for answers to critical topics such as LCL shipping, duty relief schemes, Brexit shipping and legislation changes, huge opportunities were identified.

High impact content resources were created to around rising search traffic, capturing new audiences and market share whilst providing detailed downloadable guides that not only answer critical questions but positioned Hemisphere as a leader in their field.

The Knowledge Hub approach has been so successful that alongside position one ranking for key topics, the website regularly out ranks power house websites such as .Gov and DHL.

Not all the impact was driven by written content. Alongside the effective content and SEO strategy photography and video was deployed to empower the wider digital marketing and channel strategies.

The ‘what’ was covered with new imagery to showcase the growing team, facilities and infrastructure behind the group, raising the profile and visibility expertise and service capabilities.

To answer the ‘why” full production video was created, filming on location, working with clients, on ports and with the transport network to show why Hemisphere Freight are the end to end, from truck to port, logistics partner.

Every element and project was planned, scheduled, filmed and edited with the core marketing channels in mind, ensuring that asset created could be amplified to the right audiences, on the right channels at the right time.

Overhauling the web architecture to take the UX and UI to the next stage we defined a user centric navigation which aligned with the core personas such as Commercial Directors, Operations Managers and Finance Directors. Making discoverability and access to the information they need as frictionless as it working with the team at Hemisphere.

Further developing in line with their global ambitions we created a new track my shipment function called Compass. Incorporating warehouse, truck to port tracking visibility functionality seen only on some of the largest providers in the world.

Lastly the addition of multisite functionality facilitates the continued growth of HGL (Hemisphere Global Logistics) based in New Zealand and with a new careers section to assist in driving down recruitment costs and supporting their future growth.