Marketing can be a complicated world. It’s difficult to market a small business – there are a lot of moving parts. Towing businesses offer a unique set of services, and it’s important that you get in front of customers and get the word out there about your business. While tow business marketing is tricky, there are a few “dos” and “don’ts” that you should know about to make things a little easier. Today we’re going to focus on some of the “don’ts” when it comes to marketing a towing business.
6 tow business marketing mistakes to avoid.
1. Thinking that SEO isn’t a big deal.
Okay, so one of the big things you have to understand about tow business marketing is that SEO is kind of a big deal. It stands for search engine optimization, and basically what that means is how search engines (i.e. Google) will look at your site and how well your site will rank among the pages and pages of results these engines spit back to internet users.
Maybe you’re not convinced that SEO is important. You have a website, right? Isn’t that enough? Well, your website needs to do a few things to make it do better on Google. You need to provide content that is relevant to the terms that your target audience will be searching for. If your content isn’t going to be valuable to them, you might not rank as well in search engines. Having this sort of content can also help you build authority, which is really important.
A tip is to make sure that you understand the customer’s needs, and then make content that can help fulfill those needs. What will be helpful for them? What will provide value? When you’re creating your content, you also need to optimize it by including keywords that your target audience will be searching for (you may have to do some keyword research to figure out what these phrases are). However, you can’t just willy-nilly throw these phrases all over the place. You have to use these phrases naturally.
You want people to spend more time on your page, after all. If you have a lot of visitors who spend time on your page, that signals that you’re providing helpful, valuable content. And that can help your case when it comes to SEO.
2. Not having a marketing plan that’s tailored to your business.
You need to make sure that your marketing plan fits your business. Marketing isn’t something with a “cookie-cutter” solution. If you’re going to enlist some help with your tow business marketing, make sure that the person or agency assisting you really gets the towing industry. It’s a very unique field in which to work, so you need to have someone who understands that. They need to understand your target audience and the ins and outs of your business.
Also, make sure that you have goals to come out of your marketing. And whoever’s helping or advising you about your marketing gets those goals, too. The marketing folks have to know what you expect to come out of your marketing efforts so that everyone’s on the same page. That way they can help you set about achieving those goals.
3. Not having efficient PPC.
If you’re running pay-per-click (PPC) campaigns, you might only want to spend a little bit. You might want to cap your daily spend. But understand that advertising on Google is expensive. You might need to be prepared to throw a little more budget towards AdWords campaigns – just a head’s up. If your budget is too low, the campaign might not be effective. (Also, make sure that your campaign is optimized.) You’re spending money on it, so you want to maximize the results, right?
4. Not keeping your social media interesting.
You need to keep track of the comments on your social media. Be sure that you’re engaging with your audience, and keep things interesting. Yes, you’re in the towing world, but that doesn’t mean you have to post about tow trucks all the time. Keep things fresh.
5. Not having an optimized website.
This goes back to what we were talking about with SEO. If your entire towing business website isn’t optimized for SEO, that’s not going to help you get people to find you in the endless abyss that is the internet. Yes, optimizing your website might seem like a daunting and frustrating process, but all the little things can make a difference. That website needs to pull its weight, right?
6. Being too heavy-handed with your sales pitch.
You also have to make sure that people trust you. And you might not achieve that trust if you just bombard them with your sales pitch over and over – that might end up coming off as self-serving. You want people to know that you’re in it to help them, and you want to showcase why you’re the best tow business for them to choose. Let potential customers know that you’re on their side.
So, there you have it – some tow marketing mistakes to avoid as you embark on your tow business marketing quest. Marketing is an important part of helping your business thrive, as is having the right insurance. You can get started with tow truck insurance quotes by filling out our online form, giving us a call, or messaging us on LiveChat.