The auto transport industry is a multi-billion dollar business and it’s ripe with opportunity. Waiting for customers to come find your organization amongst the competition won’t cut it. In an effort to grow your business and find your piece of the multi-billion dollar pie, marketing efforts are essential. With these tips to kick off your marketing machine, you will enable your business to grow, build greater brand awareness, gain more and better quality leads, improve your credibility in the industry, and create a network of existing and prospective customers.
In today’s digital age, if you don’t have a website, you don’t exist. Google searches are our yellow pages now, it’s how customers find a solution. An informative website that is clear and easy to navigate is how a customer finds how to contact you, additional details on your services, and an understanding of your credibility.
Your website should also be mobile friendly. As a community on the go, it’s critical that your website is optimized for mobile browsing. A website that isn’t optimized for a phone will not display your information clearly and makes it difficult to use.
Don’t give your audience a reason to leave your website. Give them the most important information on the homepage, make your content interesting and concise, leverage professional photos and graphics to keep content minimal, and have a call-to-action (CTA) to contact your team on every page.
An important aspect of effective marketing is finding out where your customers exist. What websites or apps are they consistently operating on? With an estimation of over 240 million Americans on a social media network, it’s safe to say that a good percentage of your audience is on social media. Everyone has their own opinion on social media, but either way, it’s a necessary and excellent way to reach your existing and potential customers, if you do it right.
Build out your social media presence with interesting graphics about shipping a car, promote a quote calculator, or run a campaign giving your followers special offers on your services.
The more you can get your name out there, the better. Another effective way to build awareness around your auto transport brokerage is to build out online advertisements. A great way to begin with your ad experimentation is on Facebook. You can easily use your business page manager on your account to create your Facebook ads plan. Extend past your known network with Google ads. Within Google Ads (formerly Google Adwords), you can build out display and pay-per-click ads. This is an effective way to help your business gain awareness on google search results.
It’s important to drive people to your website and help move them through the buyer's journey. Valuable content with tips and tricks about your industry, or specific challenges your audience faces, will help move the customer to learn more about your organization and thus that much closer to purchase.
A good way to achieve this is through a blog and a Frequently Asked Questions (FAQ) page on your website. By building out content that provides the answers to questions your customers frequently search for will help elevate your business as a trusted solution.
Also, the more you implement key search words like “car shipping” or “auto transport broker” on these pages, the better your search engine optimization (SEO). SEO is the process of increasing traffic to your website by making your website more visible to the user. This means that if you implement best SEO practices, like keywords, the higher your website will rank when those words are searched.
A customer relationship management system, or CRM, is a software built to make your life easier and marketing to your customers headache-free. A CRM will help your business manage customer relationships with automated and integrated systems. A good CRM takes an incredibly manual process and automates it, making your team look like a professional marketing machine.
A CRM like jTracker helps your team streamline your process of receiving, quoting, and working leads to receive more business faster. Also, save time and improve your deals with automated emails and automated quoting setup based on your custom preferences.
Still intimidated by social media? With a CRM like Salesforce, you can setup, schedule, and automate posts for all your social media accounts with just a click of a button.
A critical element that too many brokers overlook is having a TMS that can integrate with a CRM. What this does is sync the business critical information from your TMS with your CRM to give your business better data, increase visibility into your shipping processes, improves productivity, and builds a better customer experience.
Just like you might ask a friend for a restaurant recommendation, hearing about a business from someone you trust has more credibility than any other content you can create. The key to a good case study is to avoid the temptation to overly promote your business and to instead focus on the customer’s journey.
An easy guide to building an effective case study is to first identify the customer’s business challenge, what the solution to the challenge was (your business), how they implemented the solution, and what success they saw after.
Use this as part of your online advertisement, in your social posting schedule, or in your automated emails.
Building out your marketing efforts can be intimidating, but a little goes a long way. Start with these first few tips and learn what works for your business and how you can do them better. As you begin to build your marketing efforts, your business’ brand will be better known and the leads will start to roll in.
To learn more about how Super Dispatch can help enable your business to grow, start your free Shipper TMS trial.