The Best Tow Truck Marketing Strategies
In the United States alone, there are more than 46,000 companies that offer towing services. Proper Tow Truck marketing is key if you want your business to be a success. While there are tried-and-true marketing techniques that can benefit virtually all businesses, you’ll also want to utilize strategies that are designed with towing companies in mind. These are some of the best strategies for tow truck marketing.
Develop Marketing Strategies for All Markets
Most towing companies have two distinct markets: business to business and business to consumer. Marketing strategies are often geared towards reaching consumers. However, the B2B market can be highly lucrative for towing companies, which is why it’s smart to have strategies for this segment of the market as well.
Attending trade shows, such as the Tow Expo in San Antonio or the Midwest Regional Tow Show in Cincinnati, can be a great way to meet industry peers and connect with companies that are interested in towing services. It’s also important to be active in your community. Become a sponsor, volunteer, and participate in community events whenever possible.
It’s likely that many businesses in your area already have established relationships with local towing companies. By networking and giving back to the community, you can ensure that businesses think of your company if they’re considering working with a new company. If you combine these techniques with consumer marketing strategies, your company will see a big boost.
Take a Broad Approach
In many industries, targeted marketing is key. Companies focus on a specific audience and try to advertise products and services to that audience specifically. For tow companies, however, hyper-targeting isn’t necessary. 83% of adults drive regularly, which means you can market to a very wide audience.
Casting a wide net isn’t always the best way to utilize your marketing budget, but towing companies can afford to implement broader marketing strategies. Direct mail has proven to be highly effective for tow companies. Recent statistics show that as much as 90% of direct mail is opened.
Identifying and defining your target market can be a long and expensive process, and it isn’t always necessary for towing companies. If you advertise your company to local adults, it’s likely that you’ll see excellent results.
Focus on Branding
When you run a towing business, your trucks are one of your best advertising tools. Countless people will notice your vehicles as they drive down the road. You should treat your trucks as though they’re billboards. This means you’ll want to create clear branding that makes an immediate impact.
You’ll want to make sure your vehicles are easy to identify. Using the right color — or combination of colors — will make it simpler for people to recognize your brand. As an example, painting all of your vehicles a bright shade of blue will ensure that they’re easy to spot when they’re on the road.
You should also ensure that your logo and company name are clearly displayed on your vehicle. When adding a name and logo to your trucks, you’ll want to make sure that they can easily be read. Remember, your prospective customers won’t usually be standing right next to your trucks. You should use a font that can be read clearly from a distance. You may want to place the name, number, and logo on the back of the vehicle so that it can easily be noticed by people when they’re stopped at a red light or stuck in traffic.
When adding a name and number to your vehicle, your first instinct may be to make the number larger than everything else. In the past, this was one of the most effective ways to generate calls for a tow truck company. Now, however, consumers are more likely to search for a company online before giving them a call. You should make sure that the name of your company is easy to read and clearly displayed. You should devote time to online reputation management to ensure that prospective customers find positive information when they search for your business.
Develop a Review Strategy
72% of consumers won’t make a purchase or contact a new business until after they’ve read reviews. 70% of consumers will read at least four reviews before they take action. Positive reviews are an effective way to generate business for your tow truck company.
The majority of your customers will never write a review for your business. However, if you take the right steps, you can prevent many customers from leaving negative reviews and encourage satisfied customers to write positive reviews. Take the time to reach out to customers after you’ve provided a service. Generally speaking, it’s better to do this by email or text than by phone call. If a customer states that they are unhappy with the service they received, you should take steps to resolve the problem before they leave a negative review.
You should also find ways to encourage customers to leave a review. Text message marketing tools like SlickText and Hawks Nest™ make it easy to follow up with customers. 92% of adults in the United States have a phone capable of receiving text messages, which means reaching customers this way shouldn’t be a problem. Send out texts to customers asking them to rate their experiences. If they give you a positive rating, request that they leave an online review.
You should also take steps to show your customers that you appreciate them. Send out a thoughtful email to customers letting them know that you appreciate their business. Encourage the customer to call or send an email if they’ve had a poor experience. If you’re willing to go the extra mile, many customers will also be willing to make the effort to write a review.
Focus On Proactive Online Reputation Management
Encouraging customers to leave positive reviews is just one component of online reputation management. You’ll also want to invest time, money, and energy into reputation maintenance and development.
Closely monitor what people are saying about your tow truck company online. While you should respond to every negative review you see, you should never try to argue with a customer. These comments are public, and being argumentative can make a poor impression on the people that see your comments.
Instead, you should publicly apologize to the customer and listen to what they have to say. You may want to request that the customer follows up with you so that you can fix the situation. In some cases, you may be able to persuade a customer to remove a negative review. Even if this doesn’t happen, you’ll be demonstrating to other prospective customers that you take complaints seriously.
Focus on Local SEO
A staggering 46% of all Google searches are for local businesses. Even more impressive to note is that 80% of local searches result in conversions. People rely on search engines when they’re searching for tow truck companies, which is why local SEO should be the backbone of any tow truck marketing strategy.
You should ensure that your Google My Business account is verified and includes as much information as possible. Take the time to share your business hours, accepted payment methods, website, and other important pieces of information. Add your logo as well as images of your tow trucks. Taking the time to complete your directory listing will cause Google to rank your business more highly.
It’s also crucial to specify your location when selecting keywords. For example, if you operate a towing company in Winona, MN, keywords like “tow trucks Winona” and “Winona towing companies” are ideal. You should always consider prospective customers when selecting keywords. Use the same search phrases that consumers are likely to be using.
Optimize for Voice Search
While voice search functionality was once seen as a novelty, it’s recently seen a surge in popularity. Recent statistics show that 41% of adults use voice search at least once daily. Those numbers are expected to rise in the years to come, which is why you should optimize for voice now.
People using voice searches often phrase queries in the form of a question. Instead of searching for something simple, like “tow trucks,” a person might ask “where can I get a tow?”, or “who offers emergency towing services?”
Voice searches often have a conversational tone, and people usually use voice search technology when they need information quickly. For example, a potential customer might use voice search to find out what your business’ hours are. You should make sure that these voice searches are giving customers the answers they are looking for.
Experiment With Blogging
A business blog can be an incredibly effective way to increase search traffic, boost visibility, and attract more customers. Adding a blog to your towing website is a simple process, and it can be an incredibly effective business tactic.
Blogging is an excellent way to answer customer questions, hit on valuable keywords, and improve your search engine rankings for your business. Businesses with blogs receive 55% more traffic than businesses without blogs, which is why blogging is more than worthwhile.
People often associate blogs with personal journal entries. However, a business blog is all about consumers. Blog entries allow you to answer questions like “how long should I wait for a tow truck” or “when do I need to call for a tow?” Your blog content is a way to provide valuable information while advertising your services, which can increase your company’s bottom line.
Use Social Media More Effectively
Social media is one of the most effective marketing tools available to small businesses, but unfortunately, many businesses wind up utilizing this tool in the wrong way. If you’re able to correct social media mistakes, you’ll get more mileage out of your social media content.
While you can and should advertise your services on social media, that shouldn’t be the only thing that you do. 50% of consumers have said that they unfollow accounts that post advertisements too frequently. Make a point of sharing entertaining or helpful content that is in line with your brand.
You should also ensure that customers are able to connect with you via social media. For example, it’s common for people to use Facebook Messenger to initiate conversations with businesses. Consumers may also try tweeting at a business when they need help. Monitor your notifications closely and ensure that you’re able to respond to messages in a timely manner.
71% of consumers are more likely to make a purchase when they’re referred to a site via social media. Figure out what you’re doing wrong on social media and take steps to correct those mistakes. Develop a solid strategy so that the time you spend on social media will deliver a strong return on investment.
You should also make sure that you have full control over your brand online. Claim and verify your Google My Business Listing. Create social media accounts for your business on all major platforms, even if you don’t intend to maintain the accounts. Register the .com, .net, and .org versions of your domain name. You can redirect the domains so that they all lead to the same site.
Create A Customer Referral Program
Word-of-mouth is still one of the best ways for a towing company to attract new customers. 74% of consumers state that word-of-mouth marketing plays a key role in their purchasing decisions. While offering excellent service is the best way to encourage people to recommend your business and services, you can see even better results if you develop a program that rewards customers for referrals.
A referral program doesn’t have to be complex. For example, you could offer customers a discount on future services, or you could enter people into a contest if they refer new customers to you. If one person recommends you to a friend, that person might recommend you to one of their friends, and so on. A referral program is a great way to attract new customers and foster a better reputation for your towing company.
Get More From Email Marketing
Email marketing provides an excellent return on investment and is used throughout many industries. However, many companies with a mailing list make key mistakes that reduce the effectiveness of emails. No one wants to receive spam in their inbox, which is why you should confirm that every email you send out has a purpose. All emails should also include a clear call-to-action.
It’s also crucial that the emails you’re sending out are mobile friendly. 72% of people only access the internet via mobile devices. If your email does not display properly on smartphones, you’re cutting yourself off from a large segment of your market. Take the time to test emails before sending them out. Ensure that they display properly on all devices.
Apply for Business Awards
You’ll be able to attract more business if you’re able to earn consumer trust. Winning industry awards can establish your business as trustworthy, and it can even provide some positive press for your company. AAA has a prestigious Roadside Excellence Award, but there are also smaller and less competitive awards that your company can apply for, such as the American Towman Trust Award.
Applying for awards usually won’t take more than a few minutes, and it can be an excellent way to improve the reputation of your business. If a prospective customer visits your website and sees that you are an award-winning towing company, they’ll be far more likely to use your services.
If you use the right techniques, tow truck marketing can increase credibility and improve sales. Even if you have a limited marketing budget, you can develop a strong strategy that will greatly benefit your business.