A potential driver visits your website or driver recruitment page. You’re almost sure that the job seeker will join your pool of new applicants soon. Unfortunately, the job seeker abandoned the page or left the form unfinished.
So what went wrong? It could be that the job seeker got lost or frustrated during the applying process. There are many reasons, actually. The point is, you have to find ways to reengage with job searchers and potential employees. And this is where retargeting comes in.
Trucking companies use various channels to drive traffic, drive awareness and ultimately help potential drivers discover their brand. The traffic you acquire as a result of these efforts is then taken to your site, where you can hopefully capture and convert that user. Just because a user doesn’t convert, however, doesn’t mean they can’t now become a part of your online audience… When visitors leave your site, a retargeting service will then try to get them back to your website through online ads on other sites they visit. Executed effectively, the process can drive traffic back to your recruitment page.
Most marketers and executives who encounter the term would ask: how is retargeting different from buying regular display ads? The difference basically lies in who you’re targeting. Regular display ads normally target users in the initial stages of the online process. Retargeting ads, however, only targets users who have already visited your page and already know your company and brand. All you need to do is convince them to go back and finish their application.
Both B2B and B2C marketers use retargeting techniques simply because they work. A basic retargeting service, in fact, can increase lead conversions up to five times and decrease bounce rates up to 20 percent. And because it targets a very specific niche, which in your case is a group of potential driver applicants, retargeting makes much more sense than traditional approaches. Think about it… the searcher has actually landed on and visited your site at this point. Once they do so, you can tag them and follow them around the internet with your messages. This is a great way to reach drivers who have heard of you, then reminding them again who you are and what you have to offer.
There are other advantages to using retargeting ads or banners. Besides encouraging job seekers to apply for a trucking position, they can also help build brand awareness and attract new leads down the recruitment funnel. Make the most out of your recruitment process with these tips:
- Create a personalized story. Since you already have an idea of who your target users are, it makes sense to tailor your messages to their expectations. Start with a compelling banner story. Users will likely recall your brand and click on the banner display to your call-to-action.
- Capture as much relevant data as possible. The better you know your audience, the more effective your retargeting campaign will be. You can, for instance, check which particular page drives the most traffic and which page is usually abandoned.
- Finally, test your own campaign. Check if it’s posted on enough website so as to reach your target audience and make an impression.
Retargeting is one of the fastest growing types of marketing mechanisms and has proven to have some of the highest returns. It will be well worth your efforts when you see the applications coming in and potential drivers becoming more and more engaged with your trucking company. Retargeting can save hundreds of good prospects otherwise lost in the recruitment process.
The Hightower Agency is one of the best driver recruitment agencies. With over 25 years in the industry, we offer a wide variety of effective and affordable driver recruiting advertising solutions. Get in touch today for a free consultation!