Marketing a commercial trucking company is similar to marketing any other business, but there are multiple components that make it a little more involved. For instance, you’ll not only be marketing your services, but you’ll also need to market your company to potential employees.
If you’re strategizing a marketing plan for your trucking company, these tips will help you get the most out of your efforts.
1. Cut Costs to Spend More on Marketing
Professional marketing services cost money, so you’ll need a fairly big budget to accomplish your goals. If you don’t already have a sufficient marketing budget, cut costs in as many areas as you can and redirect that money into your marketing budget. For example, instead of buying new semi-trucks, buy used trucks from Canada. When the exchange rate is considered, you’ll save about 30% on each truck.
Another way you can save money is by using fuel cards to save on diesel. Diesel prices are getting higher and higher these days, which makes saving money on fuel important. When you use fuel cards to purchase fuel, you’ll get rewards that can be redeemed for cheaper fuel. Some programs are better than others, but they all have something of value to offer.
2. Get Clear on Your Marketing Objectives
Before you can launch a successful marketing campaign, you’ll need to get clear on your objectives. Is your goal to attract new drivers? If so, what are your desired qualifications? Are you trying to source new clients? If so, do you prefer transporting goods from manufacturing plants to distribution centers?
Get clear on your marketing objectives before you start marketing your company. If you’re using a professional marketing service, they’ll help you come up with strong objectives. However, if you’re taking a DIY approach to marketing, then you’ll need well-defined objectives.
Having well-defined objectives will ensure your plan and efforts align with your goals. Without objectives, you won’t know if or when you’ve gotten off track.
3. Attract Drivers with More Than Just Better Pay
When trying to attract CDL holders for employees, you’ll need to do more than just market your company’s “competitive pay” or “higher pay.” Commercial truck driving is a highly stressful job and sometimes a higher salary isn’t enough to interest drivers. That’s because a higher salary doesn’t always mean more pay. With long hours, higher pay ends up being less per hour.
To get drivers interested in working for your company, try offering more than just a better salary. Yes, you’ll need to offer a good salary, but use that in combination with other perks. For instance, try offering better routes that won’t keep drivers away from their families longer than necessary, especially around the holidays.
Try offering a sign-on bonus and consistent raises so your drivers will feel valued continually. Getting consistent raises is a great way to attract and keep drivers within your company.
Also, remember to place ads in trucking publications both in print and online. There might be a small fee, but it’s worth it to reach your intended potential employees. You can find trade publications by industry on WebWire.
4, Market to Existing Relationships
While it’s important to acquire new clients on an ongoing basis, it’s equally important to maximize your existing client relationships. Don’t forget to market to the freight brokerages and manufacturers you’re already working with when you have more capacity than they’re utilizing.
Doing this is cost-effective and it works well. It costs less to work for an existing client than it does to generate a new client.
6. Upgrade Your Website
Your website is an important part of your online presence and should support your business objectives. For example, if you want to attract new drivers, your website should advertise open spots and entice CDL holders to apply. If your goal is to acquire new clients, your website should also demonstrate your worth to potential clients so they’ll be more likely to contact you.
Marketing Basics Apply to Every Industry
When creating your campaign, remember that marketing basics apply to every industry, including commercial trucking companies. Make sure you spend enough time defining your market first so that you can be sure you’re reaching the right people with your ads, especially PPC ads online.
Most importantly, don’t hesitate to spend money on professional marketing services. DIY marketing isn’t impossible, but it’s difficult without extensive marketing experience; you’ll get better results working with a team of professional marketers.
