The number one method of advertising used trucks for a while has been classified ads and listings and we’ve seen the stats that prove this.
According to a recent Successful Dealer survey, 87% of dealer respondents find classified ads and listings are somewhat or very effective.
But now that dealers’ advertising reach has been greatly expanded by online marketing, the opportunities for used truck sales are endless. With almost 90% of Americans adults using the internet, it’s safe to assume at least some, if not the majority, of the people you want to reach are a part of that percentage. And with the ability to connect with your audience on multiple platforms on multiple devices using an array of targeting options, the question is no longer, “should you be advertising online?” but “what forms of online advertising work best for you?”
The most important factor to consider when answering that question is finding the specific channels that can connect you with your specific audience. Let’s be honest. When it comes to targeting on social media or Google AdWords, you won’t find criteria like used trucks, route, propensity by used, or warranty cycles. So the best thing to do is to build your list of prospects first and then upload that list onto your chosen advertising channels.
This list can come from CRM data, trade show contacts, lead lists, or third-party sources. For example, you can build a list using contact information from badge scans or business cards collected at trade shows. Or you can use an online tool tailored to compile a specified list of contacts for you.
An example of such a tool is RigDig Business Intelligence. It gives you access to heavy and medium duty trucking prospects operating in the U.S. With filters like fleet size, CSA history, location, etc. you can zero in on the exact type of prospects you’re looking for, while eliminating those who don’t fall into your criteria for potential customers.
Once you have your list of prospects, what channels allow you to upload your list and offer strong targeting options?
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This is the most popular social media platform in the world with over 1 billion daily active users worldwide and 68% of all U.S. adult use it.
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Of all social media platforms, Facebook is the number one pick for your audience. According to our research:
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Through the use of relevant keywords, such as “used Class 8 trucks,” “2013 Freightliner Cascadia,” etc. potential buyers can find you in the first few search results on a search engine (e.g. Google, Yahoo, Bing, etc.). Once a prospect clicks on your ad, this is a good chance to direct them to a landing page where they can browse your used truck inventory in exchange for basic contact information. Thereby securing leads.
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This form of targeting allows you to reconnect with your website visitors. Code placed on your website allows your ads to appear on other websites your website visitors go to. These ads can promote your used truck inventory or even the specific product the website visitor showed an interest in on your website.
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A combination of these 3 channels provides increases your chances of reaching your specific audience. So take advantage of these online channels in your campaigns. They could be the missing link in your marketing.
