Do you want send more traffic to your website and generate more truck driver leads? How about give your company a voice and share your company’s story in a fun and engaging matter? Of course you do! This is all possible with blogging.
If you're here to learn how blogs generate more truck driver leads, you've come to the right place. First, let's list out some reasons why you should be blogging:
- A blog is a simple, easy-to-use platform for recruiting truck drivers by connecting with them and sharing timely and relevant information. It’s your direct communication channel.
- Your blog fuels SEO. Search engines love valuable content and will reward you for it.
- Nearly 40% of U.S. companies use blogs for marketing purposes (are you?)
- It's the heart of all of your content marketing efforts. You can incorporate Facebook, Twitter, LinkedIn, email newsletters, eBooks, etc.
- It gives your company a voice. A blog creates a place to talk about new happenings or services. It’s also the place let your brand’s personality shine and show people what you’re all about.
- Blogs share your expertise. You know about trucking, so why not write about it?
- It builds confidence, relationships and qualified applicants. Prospective drivers will look to you as a reliable resource for information on your industry, then come to your site to apply for a driver position.
- Blogs help you stay ahead of the curve. You have to stay on top of news, trends and competitors to be a successful blogger.
- Blogs are cost-effective marketing investments. Every post you publish is a long-term asset that helps build brand awareness and promote your trucking company.
- They give you insight into your audience. Blog analytics allow you to track readers, click-throughs, popular topics, shares and comments.
Now that we've covered the benefits of blogging for your trucking company (and as you can see, there are a lot!), it's time to focus on how blogs generate more truck driver leads:
- Write Consistently.
Writing one blog post every two weeks won’t cut it. And certainly writing a blog post a month won’t cut it either. If you want to move the SEO needle—that is, get people to your website organically—and then generate leads from that content, you have to write regularly.
Here is a great example: one company decided to go on a serious blogging frenzy and published 150 blog posts in 50 days -- the traffic results are astonishing. The company's traffic went up, organic traffic went up, referral traffic went up, search queries went up... everything went up! Check out the study here.
Now, we're not saying you need to write 150 blogs in the next 10 weeks, but you get the idea. The more frequently you blog, the more traffic to your website which results in more truck driver leads. We suggest blogging at least 2x week.
What is content marketing and how is it used in blogging?
Blogging is a great example of how to incorporate content marketing. Content marketing is a marketing technique of creating and distributing relevant and valuable content (content = blogging) to attract, acquire, and engage a clearly defined and understood target audience.
Content marketing’s purpose is to recruit and retain drivers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It's an ongoing process that's best integrated into your overall marketing strategy.
Basically, content marketing is the art of communicating with your drivers and prospects without sounding pushy or “salesy.” Instead of pitching your company products and services, you're delivering information that answers drivers’ questions.
The essence of this content strategy is that if your trucking company delivers consistent, ongoing valuable information to prospective drivers, they ultimately reward you by filling out an application in hopes they come drive for your company in the future.
- Write Useful Content.
It is wonderful if you are blogging twice a week, but it's important that your content is useful and engaging for your readers. Your content needs to empower the reader. It needs to teach them how to do something. It needs to solve a problem for the reader or improve their situation in some way. Before you write a blog, ask the following questions:
- Would I read this post?
- What does this teach my audience?
- Does this help them make more money?
- What problem does this post solve for my audience?
- Is it interesting yet useful?
Another point we'd like to make is that your blog needs to be informal and easy to read. It's not a term paper; it is a fun way to get prospective drivers to your site and help them learn something or solve a problem.
So you are consistenly blogging intriguing and helpful information for your readers. The big question is, how to I get my readers to become truck driver leads? Here is the answer...
- Include a Call-to-Action on EVERY Blog Post.
A call-to-action (usually abbreviated as CTA) is an image or line of text that prompts your visitors, leads, and potential drivers to take action.
The action you want people to take could be anything: download an eBook, sign up for a webinar, enter a giveaway, attend an event, etc. A CTA can be placed anywhere in your marketing -- on your website, in an eBook, in an email, and of course, at the end of your blog posts.
Here is an example of a CTA:
But here’s the catch with getting started with CTAs: you can’t just slap “Click Here!” on a neon button, insert it on your website, and start racking in the clicks and leads. There are several crucial elements you need to include in a CTA if you want to entice people to actually take an action from your content (to learn more about this, HubSpot has a good overview on creating effective CTAs here.)
Consistent blogging and call-to-actions within your blog posts are a great way to generate more truck driver leads. Keep in mind blogging to generate leads is a marathon, not a sprint. Yes, it takes time, creativity and someone who can write well and in a timely-manner. But trust us, it is 100% worth it! Over a few months you will see more traffic and more driver applications coming through on your site.
As one of the top recruitment agencies in the trucking industry, The Hightower Agency offers a wide variety of driver recruiting services, including blogging. Our driver recruitment consultants can get your company where it needs to be.
Learn why blogging is an excellent recruiting tool and provides a unique opportunity to promote your services to potential drivers by downloading our Business Blogging eBook: