A marketing plan is critical as part of any scaling motor carrier’s growth strategy. Below we will tackle the main components of deploying a successful marketing strategy for both attracting both new business and prospective drivers.
- Define the target audience:
- Shippers: Companies who require freight transportation services to move goods across the country.
- Brokers: Third-party logistics companies who act as intermediaries between shippers and carriers to help coordinate freight shipments.
- Drivers: Experienced and qualified truck drivers who are looking for new job opportunities.
- Determine the marketing budget:
- Allocate a percentage of revenue towards marketing efforts (e.g. 5-10%)
- Determine which marketing tactics will deliver the highest ROI for the budget
- Develop a unique value proposition:
- What sets your trucking company apart from competitors? This should be the focus of your marketing messaging. Maybe it’s your niche (ex: frac sand) or commitment to on-time delivery, for example.
- Create a website:
- Develop a professional website that showcases the company’s value proposition, services, and contact information
- Include a driver application portal and other relevant resources for shippers and brokers
- Leverage search engine optimization (SEO):
- Use targeted keywords in website content to improve organic search rankings
- Implement a local SEO strategy to target shippers and brokers in specific regions
- Implement a content marketing strategy:
- Publish regular blog articles and social media posts about the industry, company news, and other relevant topics
- Your content should speak to the tone of your target audience
- Establish a strong social media presence:
- Build social media profiles on platforms where shippers, brokers, and drivers are active (e.g. LinkedIn, Twitter, Facebook)
- Engage with followers by sharing industry news, company updates, and other relevant content
- Attend industry events:
- Attend industry trade shows, conferences like MATS, and other events to network with shippers, brokers, and potential drivers
- Host events (e.g. driver recruitment fairs) to attract qualified job candidates
- Develop strategic partnerships:
- Build relationships with other companies in the industry to generate more business and/or attract more drivers
- Analyze and adjust strategies:
- Continuously monitor and analyze marketing efforts to determine what is working and what needs to be adjusted to achieve the best ROI