Social media marketing can be one of the most beneficial forms of marketing for your company. The highest performing trucking companies have figured out that, when done properly, social media boosts recruiting and generates business. Follow these 7 tricks and you will be on your way to social media marketing for trucking companies.
7 Tricks to Social Media Marketing for Trucking Companies
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Develop a Strong Company Mission
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Spotlight Drivers and Customers
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Testimonials That Earn Trust
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Cross Platform Promotion
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Leverage Communities
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Specific Platforms Require Specific Posts
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Geofencing, Paid Media, and Other Tech
Develop a Strong Company Mission
Having a strong and authentic company mission is one of the best ways for your messaging to strike a chord with your audience.
Another way to look at your company mission is to think of it as your “Why”. It is why you exist to do business. Potential clients or drivers with personal “Why’s” that align with your company “Why” become loyal supporters.
Once you have developed your company mission, broadcast it to all of your followers across all the social media platforms. And NEVER post something that contradicts your mission.
For example, C.R. England’s mission is,
“Our mission is to deliver excellence to our team members and customers.”
When you look at C.R. England’s social media accounts, they are constantly promoting their awards and overachieving team members. They make sure to go out of their way to make it appear as if working for/with C.R. England is the greatest thing since sliced bread.
Spotlight Drivers and Customers
Everybody loves to be acknowledged for their hard work. Each month your company needs to take one day to highlight a high performing driver. Once a quarter your company needs to take one day to highlight one of your clients.
Spotlighting drivers and customers helps your social presence in two major ways.
The first is that it makes your company come off as an enjoyable company to work with/for. Potential drivers will see your posts and want to work for someone who recognizes them. Potential clients will want to work with you because it looks like an enjoyable experience.
The second reason you must spotlight drivers and clients is because it broadens your audience. The drivers you spotlight will share your posts and everyone within their personal network will be exposed to your company. Your clients will also share your post about them which exposes you to all of their professional network.
Spotlighting your company’s drivers and clients attracts more people to work with you and expands your audience.
Testimonials That Earn Trust
Testimonials are one of the most influential pieces of content you can produce. It is one thing for the company to sing its own praises. But it is a completely different thing when other people sing the praises of your company.
Drivers do not fully trust employers; however, they really trust each other. Getting your drivers to discuss how much they enjoy working for you will go a long way in boosting your recruiting efforts.
Potential clients will not fully trust your sales people because they know they have ulterior motives. Seeing other companies talk about enjoying work with your company may be the final piece of content they need to trust your sales people.
Cross Platform Promotion
Each of your social media accounts across all the platforms will have different followers. This can be used to your advantage.
Make it a common occurrence to mention your other accounts on each of the platforms you post on.
For example, you should be posting your Youtube videos to your Twitter account, and on Linkedin post about all the success you are seeing on Facebook.
Doing this will remind people that follow you on one account to go follow you elsewhere. This grows your followers on all platforms.
Leverage Communities on Social Media
One of the best things about social media is that it is filled with groups of people that match your target market. Before you have a single follower, you can post in these groups and reach the people you want to.
If you are looking to hire more drivers, there are groups dedicated specifically to that. If you are looking to connect with brokers, there are groups dedicated specifically to that. There are even social media groups that connect trucking recruiters with each other.
As you begin building your social presence, the first thing you should do is join groups within your target market. Interact with the people in this group and post meaningful content. This will help grow your social media following.
Specific Platforms Require Specific Posts
Creating content can be an exhausting task. Because of this, it is very tempting to post the same piece of content across all platforms.
Do NOT post the same content across all platforms. Each social media platform was built to highlight different types of posts.
Instagram is a very visual platform. Post more photos and videos here and less words. Linkedin on the other hand, is a great place for long form posts that establish your company as a thought leader.
Each time you go to post, make sure you are conscientious of the type of content you are publishing to which platform.
Geofencing, Paid Media, and Other Tech
It is possible to grow your social media presence organically; however, it takes a large amount of time and effort.
Properly using tools that cost little money can kick start your business’ social presence.
Geofencing will place ads for your company in front of people that are physically located in your desired area. PPC advertising will place your ads in front of the people that match your desired characteristics.
In today’s world, social media marketing is a necessary element of good business. Social media is the best way to boost recruiting efforts and generate business. Improve your company’s social presence by following these 7 tricks to social media marketing for trucking companies.