Trucking companies can be elusive creatures. Marketing to them is difficult. Learning how to marketing to trucking companies is essential. You might be a truck or trailer dealership trying to sell your equipment, an insurance company looking to onboard new clients, or a truck stop looking for partnerships. Whatever market you’re in, if you need to sell to trucking companies, you know how stressful it can be.
We’ll highlight the most effective way in 2018 to market to trucking companies.
Marketing professionals have a lot to consider when attempting to approach trucking companies. A few of the factors include:
- who in the organization you’re trying to reach
- where they’re located
- how you should be approaching them
- when the best time to reach them would be
- what will catch their eye
- why they need you
It always sounds corny, but you’ve got to believe in your product in order to be able to sell it. If you’re not fully confident that you can benefit a motor carrier, you won’t be able to convince them.
Running through the who, what, when, where, why, and how can seem trivial. It is, however, always crucial in order to structure an effective campaign. After answering the critical questions, you can begin structuring the channels you’d like to hit. The most effective channels in 2018 are much different than even ten years ago. Most people are moving away from print, guerilla, and other offline methods and gearing toward digital and social methods. These methods have, in fact, shown to be much more effective than most offline channels. Depending on your niche, a good offline channel may end up being trade shows and conventions. Even so, the amount of attendees at trade shows is vastly smaller than the amount you can reach online. They also come at a much higher cost.
The Important of Data in Marketing
Gathering and maintaining accurate data is essential to effective marketing and learning how to market to trucking companies. With the help of many tools on the internet, it’s never been easier to do so. Importing all your contacts into a CMS platform makes it easy to keep track of active, questionable, and inactive contacts. Updating contact info (phone numbers and email addresses) immediately will ensure that you’re able to reach someone if necessary. It will also lower the chance of an email blast landing in ‘spam’ if their old email address was bounced. Correctly setting up Google Analytics, call tracking, Facebook pixels, and email funnels are the foundation of tracking viewers and customers. These functions can help you better gauge how and when you engage with your audience most effectively.
Email marketing is continuing to see a rise in the number of emails sent. Being so, you’ve got to be sure that the content you’re sending over is of the utmost quality. Sending high-volume, low quality content is a recipe for blacklisted emails and terrible response rates. Email blasts MUST contain a compelling subject line. A good subject line is succinct, piques interest, and explains what the email will provide in just a few words. Adding the recipient’s first name to the subject line is a great way to gain a bit of trust. A great subject line, though, does not equal a successful campaign. You need quality, up-to-date contacts (and a lot of them).
That is where Transportation Data Source comes in handy. With TDS, you can export all of the contact details of the decision maker at every motor carrier in America. You can use these exports to create a list of email addresses to send marketing materials to. Customers of TDS have sworn by this tactic, as you can filter records by fleet size, equipment used, state of headquarters, lanes used, age of equipment, violations given to drivers, and much more. All of this creates an avenue to cultivate your exact target audience. This paves the way for you to operate the most quality email list possible.
It’s no secret that social media is being used heavily by the marketing industry. But for business-to-business companies, social media can prove extremely difficult. LinkedIn is usually their go-to, but even then is a hit-and-miss. We’ve found that the most effective use of social media is paid ads. All of the people you’re needing to reach are on Facebook, but it can be difficult to really get in front of them without paying for it. With the help of detailed targeting or custom audiences, you can reach trucking decision makers for much cheaper than you may be used to.
Facebook and LinkedIn both provide very detailed targeting options that allow marketers to target specific industries, job titles, and geographic areas. When attempting to target companies in particular, LinkedIn comes as the clear winner. Users of LinkedIn tend to be much more active in updating their employer than on Facebook. Facebook, however, is typically less expensive in terms of reach, clicks, and impressions. For most campaigns, both platforms work incredibly well to reach your goals. If you’re a mobile truck repair service in Georgia, you should be targeting your ad to the state of Georgia or your location +150 mile radius, with job titles relating to dispatch, owner-operator, or those having an interest in the trucking industry. Doing this will put your ad in front of exactly the type of people you’re wanting to get in front of.
As mentioned above, using good email lists allows you the flexibility to execute many different marketing campaigns. Filtering your results from Transportation Data Source down to the exact carriers you’d like, you should then export the list, including full name, email address, phone number, and company to a spreadsheet. Facebook, LinkedIn, and Google all give the ability to upload that information to create a “custom audience” as Facebook calls it, or a “Customer Match” according to Google. While Google has recently proven to outperform the others in this function, all platforms are still viable resources. Google is able to match over 50% of these records on average, meaning that uploading a list of 10,000 records will connect you with around 5,000 real people that fit your target audience. After you’ve created your custom audiences, your ads can show exclusively to that audience, driving your costs down and increasing your conversions.
Other Marketing Verticals
While email marketing and paid social are often the most effective ways of how to market to trucking companies, they are by no means the only ways.
Transportation Data Source’s happy customers also utilize direct mail by exporting the address of each carrier’s office, cold calls by exporting company phone numbers, and relationship-building at trade shows and conventions. Trade shows, while expensive to plan for and attend, are highly effective at giving the opportunity to personally speak with a large amount of decision makers in a short amount of time and build quick rapport.
Summary: How to Market To Trucking Companies
Trucking companies are not as elusive as they seem if you learn where to look. Purchasing quality lists from companies like Transportation Data Source allows you flexibility to execute on many different marketing channels, including social media, paid ads, search, display, and email marketing. Cold calling, direct mail, and tradeshows are less used but are still effective in reaching who you need to be reaching to grow your business and relationships. If you’re in need of obtaining contacts in the transportation and trucking industry, get a free personal demo of TDS by clicking on the link here or filling the form below.