3 Must Have Marketing Tactics for 2017

2016 saw a huge increase in transportation companies embracing new marketing strategies, such as Content Marketing, to find and retain not only new business but also new drivers.  With the rise of digital marketing and users becoming constantly bombarded with messaging, marketing is becoming more personalized and focused to attract and retain both the perfect customer and the perfect driver.  The following 3 marketing tactics are 2017 game changers for creating successful, targeted marketing strategies:

  1. Social Media Advertising

 

Advertisements on social media platforms such as Facebook come in a variety of forms.  Often, they are designed to resemble native content, so it blends seamlessly into the newsfeed without disrupting the user experience.  The social media audience is passive audience rather than an active audience.  By advertising with a passive audience, companies increase their brand exposure and identity without the user actively searching for them.  You can read more about passive vs. active advertising HERE.

 

An advantage to social media advertising is the audience targeting options available.  Advertisers can create their ideal audience by choosing a combination of geographical locations and areas, user interests, demographics, etc.  No more budget wasted on viewers that will never engage with the ad.  Advertisers can also target current followers with an offer or specially curated content to further them along your sales funnel, retarget website traffic to continue brand exposure, or encourage brand new prospects to ‘Like’ your page.

 

  1. Video

 

Content Marketing covers a variety of activities including blogs, podcasts (listen to our podcast HERE), visuals such as infographics, and the newest start on the scene: videos.  Video is proving to be a powerful story telling channel.  Hubspot has found that videos posted through social media “generate 1,200% more shares than text and images combined”.  It’s hard to beat that kind of organic engagement and brand exposure.

 

The key to creating successful video content is like creating any other quality content- it must resonate with your intended audience and their goals.  KJ Media has created several driver recruitment videos for clients that allow potential drivers to gain a better sense of the company before applying as well as see some of the faces they will be working with/ for.

 

Expert tip: Using some of your current drivers in company videos will help with both recruitment of new drivers and retention of current drivers.

 

  1. Personalization

 

With an increasing number of resources now bring invested online, consumers are growing wary of mass marketing efforts.  Personalization marketing is a marketing strategy used to create and deliver individualized messaging and offerings, which increases statistics across the board.  For example, Experian found personalized promotional mailings had 29 percent higher unique open rates and 41 percent higher unique click rates.

 

Personalization marketing gives the prospect a sense of identity amongst the masses.  With an individualized approach, leads are more likely to convert and stay loyal to your brand leading to future business.  For example, use personalization in marketing and recruiting emails to increase your open and click rates.  Personalization can also be used in a broader sense- if your company is looking to hire drivers in multiple locations, create an email custom to each location rather than one mass email.

 

If you’re looking to increase your business or add drivers to your roster, contact KJ Media today HERE!

5 Tips to Build Your Brand with Social Media

Have you ever unfollowed a business, organization, or even a friend on Social Media?  Most likely, you have and most likely, it was due to irrelevant or annoying content, an inauthentic voice, or inconsistent brand.  Creating a brand for your business can be difficult, but is well worth the effort.  Below we discuss 5 ways to help build your social media brand.

  1. Be consistent across your social media platforms

Post consistently on all your social media platforms.  Your followers like to know what to expect when.  Don’t feel that you must sign up for every social media platform out there- determine where your audience is located and use those platforms.  For example, if your audience is Males (35-50), your audience is more likely to be on Facebook rather than Instagram or Snapchat.  Pick 2-3 platforms and create a monthly social media content calendar to plan your content ahead of time. This will save you lots of time and frustration later trying to post every day.

  1. Use the 30/30/30 rule

While you want to use social media to promote your business, your followers don’t want a giant advertisement popping up on their newsfeed constantly.  The 30/30/30 rule is 30% of your posts should be entertaining, 30% should provide value to your followers, and 30% should be promotional.  Of course, this isn’t a hard and fast rule, test out different balances to find what resonates for your audience.  You may end up with 20/30/50 but 30/30/30 is a great place to start.

 

  1. Use Influencers

Social Media is all about networking!  Much like how Nike uses athlete endorsements to promote their products, you can do the same for your industry.  Do some research and see who your target audience is following on social media- it may be an individual providing quality content or an organization that is involved in your industry.  Start developing an online relationship with the influencer by actively engaging with their content- after some time you can reach out and see if there is a mutually beneficial campaign that gets your service or product in front of your audience via the influencer.

 

  1. Build your audience organically- don’t buy lists

While it may be tempting to buy a list of followers from a service, often times you end of wasting money on a dud list.  Very often, these lists are full of fake profiles or consist of people that ultimately have no interest in what your business has to offer leaving you with lots of followers but low-to-no engagement.  Would you rather have 1,000 followers and 1% engagement or 300 followers and 10% engagement?  True fans of your page are better ambassadors for your brand by engaging with your posts by sharing, liking, and commenting.

 

  1. Develop your voice

In a perfect world, we would know our brand’s voice right from the beginning.  A strong voice for your brand and business takes years to develop- fret not! The most important step is to get started.  In the chart below, you can see four distinct areas of what makes up a brand’s social media voice.  Determine what mix of the options below would resonate best with your target audience and reflect those choices in your posts, content, and ads.

 

SocialMediaBrandVoice

 

Want to increase your brand awareness and attract more drivers? Contact KJ Media today!

Why Use Retargeting to Recruit Truck Drivers

Why Use Retargeting to Recruit Truck Drivers

You may have heard of retargeting advertising as a hot tool for attracting customers, but retargeting is now one of the most effective tools to recruit qualified drivers to your company.

Recruiters are beginning to realize that they need to implement digital marketing into their recruiting efforts, and retargeting has proven to be one of the most useful tools in digital marketing.

Below is a list of questions and answers to help you better understand what retargeting is and the positive impact it can have on your company when it comes to recruiting qualified drivers.

What is retargeting?

Retargeting is the practice of serving display ads based on prior engagement. While there is more than one form of this technology, the most frequently used is site-based retargeting. (Other forms include search retargeting, email retargeting, and CRM retargeting.)

Site-based retargeting is the practice of serving display ads to people who visit your website after they leave. These display ads appear on a variety of other sites around the web, keeping your employer brand in front of your bounced site visitors in an attempt to bring them back.

Can you explain why retargeting is important for recruiting drivers?

Retargeting is important for recruiters/employers because it helps them stay top of mind with passive candidates and allows them to tell a story about their employer brand.

What pain and urgency does retargeting help solve for recruiters?

Retargeting helps recruiters stay in front of passive candidates and increases application completion rates.

Is retargeting another argument for recruiters to focus more on their own careers pages than external job boards?

Job boards can be a great way to find candidates, but you have less control over the experience and it does remove the possibility of retargeting.

Can you retarget candidates through Facebook?

Through the Facebook Exchange which launched last summer, employers can now serve ads on Facebook to candidates that previously visited their career site or engaged with their employer brand online.

What’s the most useful metric to consider for retargeting candidates?

Generally speaking, the most useful metrics to consider are click through rates versus your other display campaigns and application completion rates.

Want to learn more about retargeting?

Contact KJ Media today 800-620-9967 or contact us HERE .

 

Get ROI on Facebook ADs

Get ROI on Facebook ADs

Want to have a greater ROI on Facebook ads than a standard Facebook ad and target highly qualified prospects?

Welcome to Facebook Custom Audience and Custom Lookalikes. One exceptionally powerful tool toward this end is Custom Audiences, which allows you to create Facebook ads specially targeted to your existing audiences. The other is Customer Lookalikes this allow you to dramatically grow your audience based off of custom audiences.

How does Custom Audience Work? It gives you the ability to advertise on Facebook to specific people who’ve interfaced with you online: those who’ve visited your website or who’ve shared certain kinds of contact information with you—phone numbers and email addresses. Facebook then matches the file with profiles in its database and presents you a ‘Custom Audience” set that can be used for AD targeting. With this tool you can send a Facebook ad out to all your existing customers—or, conversely, exclude those customers to try to reach new ones with special deals and marketing campaigns.

Custom Audiences are a great way to:

  • Lead people down the sales funnel
  • Retarget visitors to your sales page to increase conversions
  • Convert people who don’t open your emails
  • Recover lost customers
  • Build interests in your products/services

How does Lookalikes work? This feature involves Facebook compiling users who are similar to your existing audiences so that you can target more people who are likely to be interested in your services. This Lookalike Audience can be developed by people who’ve visited your website, signed up for an email newsletter, or current customer. You can also target based off of location, demographics, interests, behaviors or any of the options Facebook provides you with.

You’ve often got a better chance at higher conversion rates and increased return on your advertising expenditures than with other targeting methods alone.

 

Custom Lookalikes are a great way to:

  • Increase conversion rate
  • Increase ROI
  • Target users that are more likely to buy
  • Increase Leads

 

For more information on these two methods contact us today 800.620.9967 or contact us HERE .