Trucking companies are before anything else a company. It’s in the name for a reason. And like other companies, it is important for motor carriers and fleets no matter the size to reach new customers. As such, if you want to grow your business, you need to use marketing strategies specific to your business. This is how you reach a wide audience.
Some worry about time and expertise. They say they don’t know what they’re doing or don’t have time to do it. Let us dissuade you of those notions. It may seem daunting or time-consuming, but simple marketing tactics need not be expensive or arduous. Let’s start with the basics that most trucking companies should be using from the start.
Start With the Basics
Do you have a website? If so, is it optimized? An online presence is critical to appealing to potential clients. You can either hire an agency or use an online service to create a website. You will need to put a bit of investment into creating a domain name. On WordPress, for instance, you can use a template to create an aesthetically pleasing and useful website.
Add information about your company to your website, including your services and contact information. If you want to get into advanced web building or hire an agency to build you a killer website, those are also options.
You will also want to make sure you set yourself up with a Google listing. When someone is searching for your business, Google is usually the first place they look for information. You need to make sure your business is listed on Google. When people leave reviews for your company – which should be 5-star – you want to make sure they leave those reviews on Google.
Also consider other listings online. Companies offer directory listing services for monthly fees. You want to make sure you are listed in the Yellow Pages, Chamber of Commerce, Bing, Yahoo, and the dozens of other directory listings out there today. These listings are like digital phone books and offer additional pieces of online real estate for potential customers to find you on.
Trucking Load Boards and Ads
When marketing your trucking business, you need to go to where your customers are. Seeking out and preparing for your customers is what will lead them to your lap. This is where trucking load boards come into play. They are where your customers are. Trucking load boards make it easy to promote your business and network with other like-minded individuals and company owners. These are people looking for your services.
You may also want to consider advertising as an effective way to market your business. The first advertising strategy you should consider is print advertising. Print ads still play an important role in the trucking sector. Trade publications are education readers who work in your line of business. When these individuals see your ads, expect the phone to ring.
Like all things, you must make sure you do your research. You want to consider which publications would be best for you advertising strategy. If you are looking for new drivers, consider advertising in trucking industry publications. These publications, which offer both print and digital options, are seen by people you want to hire.
But for more in-depth search queries, we’ve got an insider tip for you. Use this database of trade publications to find the ones you need to reach the right audience.
Invest in a Digital Marketing Strategy
We live in the 21st Century. Nowadays, you’ve got to have a digital marketing strategy if you want to succeed. And since most trade publications also have an online component, this is the only way you will reach that audience.
Whether it be through social media or Google advertising, digital marketing is the way of the future. Many trucking companies rely on boutique offerings such as whitepapers, landing pages, and lead magnet campaigns. Others utilize email marketing, infographics, or case studies. Just be careful to check reviews and evaluate pricing.
Still, make sure you conduct proper research before you settle on a vendor or partner. There are plenty of horror stories about marketing companies who overcharge and underdeliver. You must be careful because not every marketing company knows what they are doing. Check reviews and don’t hesitate to ask for case studies.
Get Involved with Trade Associations
Trade associations are groups committed to helping their members develop their businesses. They usually provide education, networking opportunities, resources, and discounts with preferred vendors and partners. While trade associations might not be considered a necessity by all trucking companies, those that invest time and energy into trade shows often reap rewards from their labors.
Trade shows also represent a perfect petrie dish as you test your marketing strategies. What better place to learn about your trade and put your marketing materials to the test? In many cases solid business opportunities also come out of trade shows. Individuals attend trade shows to make these connections and do business. If you aren’t doing business with them someone else will.
Consider making business cards, or even signing up for a digital business card, which is a potential way to adapt in a COVID-impacted world. You could also go with flyers, magnets, or other souvenirs branded with your company logo. People love taking this stuff home, and if you are strategic with how you utilize it, people may utilize the items when they get home and remember to call you to do business.
Utilize Networking Events and Conventions
When it comes to networking, events, and conventions, it is all about getting engaged with the right audience. You want to stand out in a crowded field that includes you and your competition. And now that we live in a new era where the COVID-19 pandemic has changed the rules, digital conferences reign supreme.
Still, in-person events still occur, and like trade publications, you need to be active where the people are. Just as you would advertise in a publication truck drivers read to find new drivers, the same goes for trade shows. Investigate shows and conventions where you know truck drivers will be. Networking events and business socials are also good choices when it comes to scaring up new business.
Now, you are probably thinking, “How do I find out about where the trade shows are?” Don’t worry, we’ve got you covered there as well. Check out this comprehensive list of annual trade shows that may be applicable to your business. Once you have decided on a trade show, spend some time coming up with visually appealing displays and create promotional material that will get you noticed. When you’re competing with other exhibitors, it is critical to put your best foot – and look – forward.
One thing to consider is that trade shows are not cheap. Make sure to properly budget for such events. You don’t want our bottom line to suffer as a result. Or, if budget isn’t an issue, you could consider sponsoring one with promotional ads or company swag bags. The next time attendees need the services of companies like yours, they’ll remember you.
Research What Your Competitors Are Doing
Digital marketing companies worth their salt will conduct competitor research. Researching what your competitors are doing will help influence what you should do. And it should. One of the best ways to succeed in business is to outdo your competitors at what they do best.
Is your competitor a bigger company offering an incredible deal? If so, can you beat it somehow or outdo them with an even better offer? Can you toss in an additional perk or discount? Fall back on what you do best. Remember, bigger companies aren’t all that great when it comes to customer service. Differentiate yourself in a common area.
So, in the end, there are many areas you could focus on. If you can’t beat your competitors in price, beat them in customer service, innovation, and responsiveness. You are in ultimate control of your success when it comes to marketing your trucking company to the outside world. U.S. trucking companies have too many options at their disposal to fail in this area.
Sponsored Content and Specialized Marketing
Industry boards, publications and events are all great, but social media sponsorships represent the front-line in digital advertising. Are you posting to Facebook, LinkedIn, Twitter, and Instagram? It may sound like a lot, but this is where you market your company and share your prices. You can put additional information on your social media sites so that potential customers can learn more about your business.
Did you know you can sponsor ads on Facebook? That’s right. To make the most of your social media advertising budget, consider sponsoring a post. You can choose the target audience you want to see the post down to a very granular level. Whether it be geographic location, profession, interest, or behavior, you can reach an audience ideal suited to your company.
There are also trucking blogs and online article sites that trucking companies post white papers and case studies on. Or you can buy customized email lists of potential clients in the supply chain and transportation sectors.