Marketing to the Mobile Trucker

Marketing to the Mobile Trucker

With the rise of smartphone popularity and cellphone providers increasing their networks, 95% of truck drivers now have smart phones and 65% of drivers use their phones to search for new job opportunities. The rise of smartphones allows drivers to access job postings almost anytime, anywhere. Thus, recruiting efforts are changing from traditional methods such as Craiglist and online job forums to places like social media and email.

A drastic change from desktop computers, smartphone job seekers can view potential jobs when out on the road as well as at home.  This offers trucking and transportation companies increased opportunities to reach these drivers with job info and application.  But how do you reach these drivers through their smartphone?

Thanks to the rise of smartphone usage, new types of marketing have also increased in popularity.  These types include:

  • Social Media Management
  • Facebook Targeted Advertising
  • Email Marketing
  • Customized Driver Landing Pages

 

Social Media Management:

It’s a common practice to have a company Facebook page, but are you utilizing it to recruit and retain your drivers? Posting engaging content attracts potential drivers and posting driver appreciation content can help to retain your current drivers. Planning a monthly social media calendar is any easy way to organize your accounts and determine your strategy.

Another opportunity available for recruiting is social media advertising.  Facebook has fine-tuned their advertising to look like native content, meaning that ads blend into the Newsfeed so it doesn’t disrupt the user experience. 

Here at KJ Media, we have found Facebook advertising to be especially impactful when bringing in numbers of qualified applicants due to the viewer targeting capabilities.  Facebook Targeting Advertising means that advertisers can directly target their intended audience by geographic location, job titles, and interests.  Trucking and transportation companies can easily focus on potential driver leads in their ideal area.

Email Marketing:

Due to email now being available anytime, anywhere, email marketing is particularly effective in introducing your job info to large amounts of drivers.  From the email itself, it’s simple to link to either a landing page or the actual job applications.

Customized Landing Pages:

So you send out emails, post job openings on social media, and advertise to potential drivers- where does that send potential drivers? Customized Landing Pages are optimized to capture driver info for further follow up while presenting your company and brand.  Each landing page is tailored to your company’s specific hiring requirements so you only receive qualified leads- saving you valuable time following-up with unqualified leads.

Design & Optimize for Mobile

Since most web users are on either smartphones or tablets vs. desktop computers, make sure your website is optimized for mobile.  This means that your website can detect which device the viewer is using and adjust accordingly.  Mobile websites are optimized for the smaller screens and are often simpler than traditional desktop websites. 

When linking to either your website or a custom Landing Page designed to capture job leads info, after being directed to a company website or a custom Landing Page designed to capture job lead info from    drivers want to see a seamless, easy to use website or landing page. 

 

Interested in reaching more drivers and receiving more qualified applicants?  Get in touch with KJ Media HERE.

 

 

 

Facebook AD Targeting Is Your Biggest Recruiting Tool

Facebook AD Targeting Is Your Biggest Recruiting Tool

Facebook AD targeting is your biggest recruiting tool.

Recruiting through “word of mouth” has been and will always be the number one method to recruit drivers. With the overflowing increase usage of social media however, Facebook has officially become the “new word of mouth.”

In order to recruit and retain today’s CDL driver it is important not only have a Facebook page but critical to effectively maximum it to develop an effective inbound recruiting strategy.

Follow these five steps to gain success with your Facebook recruiting campaign:

1. Create a content calendar and post regularly

With a content calendar, you can plan and use different messages to connect with your target audience consistently.

Facebook also notes that you can use a content calendar to:

  • Schedule posts for when most of your target audience is online
  • Highlight days for major business events or product news
  • Create targeted messages that tell your story

A topic-driven content calendar is valuable, especially for those who want to post fresh content every day. With this calendar, you can stay on track and make sure that you connect with your target audience.

But don’t forget – a content calendar is only as good as the messages you deliver, and every News Feed post should give important information to your audience.

2. Target your posts

Want to recruit drivers in a specific area? How about drivers that have worked with specific companies? Thanks to Facebook, you can better control your posts to make sure that only members of your target audience see them.

Targeting your posts can help you reach your audience and gauge response.

3. Provide relevant content to your audience

Relevant content is your best friend, especially when it comes to Facebook.

Thankfully, Facebook provides several suggestions to help you create new, engaging posts:

  • Post timely content (e.g. holiday or special event posts)
  • Find out which posts work best and check their performance regularly
  • Create different posts with the same goal, but switch the photos and copy
  • Respond quickly to comments on your posts to let fans know that you’re listening to feedback; ideally, you should try to respond to comments the same day if possible

No one wants to deal with trolls on Facebook, either, but keeping a positive outlook can also help you craft News Feed posts that your audience will enjoy.

4. Use both words and images

In addition to telling your audience members about a new product, why not show them a picture of it?

A picture is worth a thousand words, and marketers who recognize the value of including images in their News Feed posts are more likely to get their desired results.

Finding the right combination of both words and images is vital, and here are four tips from Facebook that you can use to make your News Feed posts more effective:

  • Use high-quality photos that showcase your business or products, or lifestyle images of people interacting with them.
  • Keep your sentences short and instructive. Get to the point quickly and tell people why they should pay attention to your post.
  • Avoid promotional phrases such as “buy now” and “shop now,” as this language may make it harder for your post to reach the people you care about
  • Test different photos and messages to see which ones your audience responds to most

Also, here’s a great example from Buffer that shows how you can use both words and images to promote just about anything on Facebook, including blog entries.

Include relevant words and images in your News Feed posts to capture your audience’s attention.

 

Shamrock2

5. Review your performance

Are your News Feed posts up to par? Find out by reviewing their performance; otherwise, you’ll never know how well they’re doing.

Facebook makes it easy for marketers to check their News Feed post performance, and you should evaluate the following criteria:

  • Post engagement, such as the number of people who saw your posts, likes, comments, shares and more
  • People who like your Facebook page and other demographic information, including their genders, ages and locations

 

Of course, learning Facebook’s Page Insights can help you become a better marketer, and ultimately, gain a competitive advantage over your rivals too. Use these insights to your advantage, and you can quickly find out which of your Facebook posts hit the mark with your target audience (and which ones didn’t, too).

 

Gear up your Facebook marketing in 2015 with improved News Feed posts that will garner your audience’s attention!

Building an efficient and effective marketing strategy for customers and drivers is crucial in today’s market. Social media and marketing is about building and sharing information within our industry. Whether your goal is to increase brand recognition, ignite your driver community, or increase website traffic through social sharing, we will customize a marketing strategy that’s right for you. We can assist in developing content that is alluring for both your drivers & customers based on your specific industry within transportation.

With one of the largest driver and operator followings in the nation, they rely on our team to deliver today’s most trusted transportation companies. We pride ourselves on building our customers brand and we treat our customers as if we were their direct employee.

Do you have a marketing company in Rolodex? If not give the KJ Team a call today 800.620.9967.