Transportation Marketing Tips and Tricks
Effective marketing in the ultra-competitive transportation industry means far more than just producing some solid ads, and keyword research is exactly where to start. Now that you’ve downloaded that lovely list of industry-relevant keywords for your business, which ones are you supposed to bid on? To decide this, there are a few different things you should think about.
First, understand that the best way to reach your customers is to think like your customers. What do people most frequently buy from you? What are some differentiating products or services you can offer? The answers to these questions should be the keywords and search terms that take priority in the bidding process.
If you notice you’re generating a lot of traffic with little relevance to your offerings, implementing negative keywords is a solid way to work towards ensuring you’re driving worthwhile traffic to your site. Bidding on brand-terms and high-intent keywords is another good way to optimize your PPC budget. If your services are local, you can use geographic targeting to guarantee you’re getting in front of the right audience.
If you’re bidding on the best keywords for your business, including those same terms throughout the ad copy, landing pages, URLs, headers, etc., can do wonders for your ad rank. Don’t overdo it or get too heavy-handed, but if it flows appropriately and is relevant in the space, your keyword should be there. We’re sure you’ve heard it before, but producing quality content is another great way to assist that SEO. Every piece of content you publish contributes to your sites ad rank, so producing solid stuff on a regular basis is a sure fire way to increase traffic to your site, while also engaging and exciting your customers as well!
A study by Hubspot found that companies that blog get 55% more website traffic than those who don’t, so I’d say blogging is a good place to start! Think about common questions in your or relevant news within your industry, and publish/share your blog on social media channels as well. The more traffic, the better. High-quality content can come in the form of more than just blogs and articles; videos, infographics, guides, white papers, the list goes on and on. In whatever form it may be, it aids your SEO and helps build a personality for your brand to engage with customers: No harm, no foul.
Speaking of sharing your content on social media, are you optimizing your social media usage for the benefit of your marketing campaigns? Social media platforms are a great place to grow customer engagement through posting promotional contests or polls, and exciting your target market about your brand. Stay up to date, post regularly without clogging the feed, and communicate in a timely manner with your audience.
Think about streamlining your message across the different platforms to create a consistent voice for your brand. You can reach different audiences within your target market on different platforms, so your message can vary a little bit across them, but don’t let it get too inconsistent. Creating a voice and personality for your business establishes stronger brand recognition and trust with your market.
For more transportation marketing tips, tricks, and trends, check out the WordStream blog.