Struggling to attract new customers? A digital marketing plan can help.
Whether your company depends on a tow truck, septic pumper truck, or boom truck to operate, your business grows by getting more people to know about your services. A successful marketing plan can help achieve your goals of getting more calls and commercial contracts.
Here are three tips to help you create a digital marketing plan.
Table of Contents
- Know Your Ideal Customer
- Lean Into Local Search Engine Optimization (SEO)
- Make Sure You Have a Website and It’s Mobile Responsive
1. Know Your Ideal Customer
Every successful marketing plan begins by knowing your target audience.
To properly market your company, you must have the ability to gain revenue from a wide variety of sources. The more you understand the demographics that drive your sales, the easier it will be to focus your marketing efforts.
Invest time learning about what your potential customers need. Start by determining if your customers are more B2B or B2C.
B2B: You sell your services to other businesses. Aim your efforts towards professionals who make purchasing decisions on behalf of their organization. LinkedIn Navigator is a great tool to find decision-makers. Before you put money into digital advertising, remember that you want to target businesses that will need your services and can afford them. Consider location, business revenue, industry, and other factors to refine your search.
For example, a towing company may discover an opportunity to start a B2B relationship by providing private party impounds. Even if there are other towing companies already in the area, reaching out to nearby apartment offices or restaurants may lead to untapped opportunities your competitors aren’t aware of.
For a boom truck company, you might see the highest earning potential from municipal contracts. Target professionals in the construction, tree trimming, landscaping, or cable/internet service industries.
B2C: You sell your services directly to consumers. Aim your efforts at marketing to consumers directly. Social media, Pay Per Click ads, and even digital display ads have been proven to be a low-cost way to get in front of more individuals interested in your services.
For example, a septic company may learn some people aren’t aware of septic services. You could also find new customers by sending direct mail marketing brochures to educate people about preventative maintenance in your local area.
2. Lean into Local Search Engine Optimization (SEO)
Search engine optimization (SEO) isn't as hard to start as you may think. It's a digital marketing strategy that helps your business become easier to find when somebody searches for your offered services on Google.
The more visible your website is, the more likely you’ll receive customer calls.
Because your business may be limited to how far your truck can travel, it’s possible to appeal to more customers in your local area.
- For customers who need help with roadside assistance, they are going to want the nearest tow truck.
- For customers who need help with an overflowed septic system, they are going to want a nearby septic service.
Here’s an easy way to start that takes little professional expertise.
When people search for local businesses, they most likely Googled it using their smartphone.
If someone finds your company on Google Maps with their phone, they’re likely a potential customer looking for your service now. In 2019, 88% of consumer local business searches on a mobile device either call or visit the business within 24 hours.
To start showing up on Google Maps, start by signing up for a free Google Business Profile. Once your business is verified, your business listing will display on Google Maps for everyone to see your service area. If you have a budget for online advertising, you can use Google Ads to target nearby customers in your surrounding area.
Strengthen Your Profile with Customer Reviews
In today’s digital world, online reviews matter for attracting new clientele. In 2021, 76% of consumers trusted online reviews as much as they trust personal recommendations.
Once your Google My Business profile is verified, you can start collecting Google reviews. A great time to encourage your customers to publish reviews is right after you’ve completed a service call. Simply send them a follow-up email with the review link.
3. Make Sure You Have a Website and It’s Mobile Responsive
If you don’t have a website, stop reading right now and start finding a web designer.
Think of your website as your digital storefront. A knowledgeable web designer can help boost your online presence so you can start letting customers come to you.
As people search for your service on their phones, it’s important that your website is mobile responsive. This means the design is optimized to operate on a small screen. If your site is slow to load, the text is too big or too small, or the images don’t fit on the screen, you can frustrate users... and lose their business. By making your website design tailored to their device, you reduce the number of customers who abandon your website.
Get Help From An Expert
If all of this sounds overwhelming, don’t worry.
A great way to get started is to start searching online for an expert who can help your small business build a marketing plan today. Whether your company delivers services via a tow truck, boom truck, or septic pumper truck, a marketing professional can build a strategy for you.
Set a Budget
Budgeting for marketing every month can ensure that your business can keep growing in the future.
Chris Beecher, The Whole Brain Group, explains the importance of setting a budget that gets results. “If you plan to grow by 20%, but only want to invest enough in marketing to get new business cards for everyone in your company, you’re probably going to be disappointed with the results of your investment!” He suggests setting a budget anywhere from 3%-5% of your top-line revenue.
Free Up Capital with a Sale-Leaseback
If 3-5% of your revenue sounds like a stretch, there are equipment financing programs designed to get your business extra cash.
A sale-leaseback is a great financing option that pulls equity out of a truck you already own. By entering a lease agreement with Beacon Funding, you receive cash (which you can use for a variety of business needs), while making small monthly payments over an agreed period. At the end of the term, Beacon Funding releases the lien and you once again own the truck free and clear as before.
And yes – you still retain possession of your truck so you can still use it for generating revenue!