The growing need for truck drivers in the United States continues to surpass the number of incoming applications. This shortage is creating separation between small trucking companies with limited resources and their larger competitors.
This talk outlines some new digital marketing techniques that can be used to increase driver applications. Approaching the shortage as a marketing problem helps identify a bridge between the firm's value proposition and the target user through new digital channels.
2. ABOUT TONY PASSEY
Co-Founder and CEO of PoleVault Media – Creative agency
focused on the trucking industry.
• Branding and Image
• Design and Development
• Marketing, PR and Advertising
Assistant Professor, Lecturer – University of Utah, MBA
Program
• Digital Marketing
• Entrepreneurial Marketing
3. CHANGES IN RECRUITING
• The next generation views trust differently than the
current or previous generations
• Expectations are changing around information
• Scarcity is high -- so competition is elevated
6. HOW SEARCH WORKS
1. Search Engines read as much as possible of the Internet
and as often as possible.
2. They file the information into an index. (like the card
catalogs at the library)
3. We people type searches (keywords), a query is made
against that index.
4. Results are displayed in an order determined by an
advanced algorithm.
5. The factors in the algorithm change almost daily.
• Factor Weights
• Factor Characteristics
7. STEPS TO AN ORGANIC
STRATEGY
1. Know what people search for.
2. Provide information closely related to your targeted
search terms
3. Technically optimize your web presence
4. Drive traffic
8. CREATE A PAGE FOCUSED ON
ORGANIC SEARCHES
Website
Links to Website
THE HOUSE-
WARMING PARTY
Traffic
9. What do you think potential drivers search?
GOOGLE KEYWORD PLANNER
13. ORGANIC VS. PAID
Organic Traffic / Inquiries
• Highest Quality
• Highest Converting
• Takes longer to build trust with the search engines
Paid Search Ads
• Ads up and running in 24 hours
• Google Adwords – Highest Volume but more expensive
• Bing Ads – Lower Volume but less expensive
16. QUESTIONS?
• Contact Info
• Tony Passey
• 801-819-3575 cell
• tony@polevaultmedia.com
• Come see us at our table – Free scan of your site
• Toby Eborn
• 480-251-9594 cell
• toby@polevaultmedia.com