Potential truck drivers spend a lot of time on Facebook. Not only is it by far the most popular social network, but the world’s gone mobile — it’s so fast and easy to pull up this social media app at a rest stop, in line at the grocery store, or before getting some shut eye in a sleeper cab.
Facebook advertising campaigns are a great way to find drivers. Today we’re discussing a highly effective method to target driver prospects on this channel who’ve shown interest in your trucking company before: retargeting.
Say a qualified driver is considering driving for your company, but they aren’t quite convinced yet. They’ve looked around your site… thought about it… but for some reason didn’t apply. Later, you can retarget that driver who’s already familiar and shown interest with your brand. This significantly helps bring visitors back to your site and increase conversions.
Check out these 3 steps to retarget your website visitors:
Step 1: Create Your Audience
This may sound complicated, but it’s actually pretty simple with Facebook’s available tools. Through the Custom Audience feature, you can place a small piece of code on your website. The code–or pixel–creates a list of people that visit your site by placing anonymous retargeting “cookies” in their browser. This list allows you to display ads to potential drivers as they visit this popular social network.
Facebook provides clear instructions (even though we can all relate to feeling more comfortable with the company computer guy!) So as we mentioned above, the first step is to create your Custom Audience. Here’s how.
Step 2: Set Up Your Retargeting Code
After you’ve created a Custom Audience from your website, you’ll have to install the pixel across your website and then verify that it’s working properly. You can choose whether you want to set it up on your site yourself or have someone else (your resourceful web developer) do it. Here’s the info you need.
Step 3: Target Your Ads
Ah, the easiest step! When you’re ready to create your ad, you can choose to target the campaign to your Custom Audience (your website visitors). It’s just the click of a drop down menu. But wait, there’s more! In addition to reaching your site visitors, you can even add other targeting options such as age, gender, location.
Now that’s smart recruitment advertising.
Let’s recap. Imagine… every time prospective drivers see your ad, your brand gains traction and better recognition. This means improved traffic and conversions, generating qualified leads to fill those trucks!
Those drivers being targeted are interested in your company, so you just need to give them a little push. Consider retargeting truck drivers on this popular social network – this powerful recruiting method could end up being your top advertising channel!
Interested in driver recruitment advertising? The Hightower Agency, the Leader in Recruitment Advertising, would love to chat! Contact us here and let’s discuss ways to optimize your strategy and recruit truck drivers on a more effective level.