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.

1. 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.

2. 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

3. 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.

4. 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

5. 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

6. 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 

7. 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

8. 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

9. Develop strategic partnerships:

• Build relationships with other companies in the industry to generate more business and/or attract more drivers

10. 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