Effectively marketing your trucking operation can improve your professional reputation, attract new customers, and land you exclusive contracts. With a multitude of social networks and free content creation tools just a few clicks away, there are more options to publicize your business—at no direct cost—now than there have ever been before.
With this post, let's go over some steps you can take to promote your trucking business without spending a single penny!
Network to Net Work
Making professional connections, whether at trade shows or online, can secure word-of-mouth marketing that's as glowing as it is free. There isn't an advertisement in existence that's as trustworthy as the recommendation of a good friend.
In order to prove that your trucking business is worth sharing, it's best to network with forethought and creativity: When seeking out potential customers, don't hesitate to personalize your messages. People like to see that you've taken the time to consider their unique interests, and will therefore be more willing to hear you out. Focus on building a few solid connections first, then expand from there.
Likewise, there's no need to go to every trade show you hear about; pick the events that best meet your needs with respect to cost, focus, and scale. Speaking of trade events, consider starting with the American Trucking Associations' event page to get an idea of some of the options available to you. It's also worth noting that the ATA regularly offers webinars that can be a great way to learn more about the transportation sector.
Outside of trade events, you can add to your professional network through LinkedIn (more on that in a bit), trucking message boards, and even SubReddits for truckers.
Start Socializing
As of 2018, as many as 68% of adults in the United States self-report as Facebook users. With social media, you can share your business with a potentially massive number of active users without having to take on any direct costs.
Let's take a look at four of the most popular social media platforms available today, both in terms of why they may and why they may not be the best fit for promoting your trucking business.
Facebook: Ideal for reaching the widest audience possible. Don't recommend for those looking for niche audiences with higher engagement rates.
Instagram: Ideal for providing visual updates. Don't recommend for those who post infrequently or prefer not to invest in high-quality graphics or images.
LinkedIn: Ideal for engaging with a professional/industry-specific audience. Don't recommend for those looking for a broader audience or a more informal approach to social media.
Twitter: Ideal for interacting with others and sharing opinions on the transportation sector. Don't recommend for those who don't want to commit time to conversations/discussions with other users.
To start, try picking one or two from the above based on what most aligns with your target audience and vision for your business. Remember, growing your social media presence takes time, so don't be discouraged if you don't see immediate results. That said, gauging progress is important, so why not take a look at this guide from Buffer that you can use to calculate your social media return on investment?
When it comes to actually using social media, there's no shortage of approaches you can take. Here are just a few to consider:
Post important updates/news about your operation
Celebrate the accomplishments of your business and/or drivers you employ
Provide links to other content you create (see below)
Share quotes/reviews from happy customers
Ask your followers interesting questions—or even create a poll
Share Your Thoughts, Trucking or Otherwise
After reading Relaymile's blog, you may even be considering setting up one for yourself. Go for it!
There are multiple options available if you're interested in creating a blog for free, including WordPress, Blogger (which is owned by Google), and the open-source Ghost. What's more, blog content can be easily repurposed on your social media accounts—or even made into a script for a video or podcast. You don't even have to write about your trucking business specifically. Any topic of interest to you could be made equally fascinating to your audience so long as you draw on your experiences as a trucking business owner.
Speaking of sharing your thoughts, why not leave a comment below? We always appreciate fresh ideas and perspectives!
Are you interested in an alternative to the conventional trucking business model? If so, take a look at how Relaymile is reimagining trucking to provide drivers with a healthier, more consistent standard of work.
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