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Marketing Strategies for Profitable Commercial Truck Dealers

Marketing Strategies for Profitable Commercial Truck Dealers

There are some obvious online methods and some not-so-obvious marketing strategies that can be put to work to make commercial truck dealers more profitable. Heavy-duty trucks are a niche market – perfect for digital marketing that lets you target your content and how you deliver it in great detail.

Rather than just dumping out a load of gravel and hoping to find a gold nugget in the pile, you can drive straight to the vein of gold and scoop from there. Those veins of gold are your core audiences. You’re targeting government entities, private contractors, transportation companies or other types of customers — specifically the decision-makers and even those who influence their decisions, like drivers, mechanics and budget-minders.

Marketing strategies that speak to each of your audiences boost sales and build loyalty

PEER Strategy | Evolve | Social Media | Loyalty BoundSocial Media

Your Google+ profile makes it easy for people to contact you and find your dealership for a personal visit. LinkedIn keeps you in touch with industry colleagues. Twitter, Facebook and Pinterest give you ways to interact with prospects and customers.

Social media supports and enhances your traditional advertising and email communications. You can attract new prospects by associating your dealership with the OEM brand and products you carry and reinforcing your own brand as the dealership of choice. You can nurture existing leads with timely posts and links to your website, blog, etc.

Generate conversations between you and customers and among your customers with surveys and contests, by posing questions, soliciting stories and photos, even videos you can re-share or use as a foundation to create new content.

“Check out this picture of me in the XXX truck’s newly designed cab. You have to see this for yourself!” With one quick post, you’ve introduced a new product, used an enticing visual and humanized your dealership and your products. Take the next easy-but-super-strategic step, and add “What do you think?” to start a conversation.

PEER Strategy | Evolve | Blogging | Loyalty BoundBlog

This is your most strategic way to deliver engaging information that goes beyond specs and stats. Blog articles can promote products, but focus on the benefits of your brand and your dealership – how you and your products are helping customers operate more effectively and cost-effectively.

Smart marketing strategies establish you as a coach and mentor, a “trusted authority.” Do that by giving your audiences savvy guidance like maintenance and repair tips, or sharing testimonials about how your trucks have made customers more efficient, more comfortable, more competitive. You’re demonstrating – and freely sharing — your expertise. And you’re underscoring your understanding of their daily business needs.

PEER Strategy | Retain | Customer Loyalty | Loyalty BoundRewards

Business customers appreciate business-like rewards. A program that offers tangible incentives for repeat purchasing can be especially meaningful for anyone who depends on heavy trucks. With fuel prices, drivers, dollars and other resources all at a premium, and margins ever smaller, your bottom-line-friendly rewards program will be highly appreciated.

  Value-added programs.

Smart marketing strategies establish you as a valuable working partner. So help your customers extended warranties that provide protection and greater peace of mind. With insurance programs. Or financing.

Whether you offer these products directly or serve as a matchmaker, you’re demonstrating your understanding of what your customers need to keep their businesses thriving. You’re proving your willingness to go above and beyond to help them achieve their goals. When they know you care about their prosperity, they see you as that valuable working partner. A friend in business. Someone they can count on.

In the end, people buy from people. Marketing strategies that help you create stronger, more personalized relationships are most likely to attract and retain truly loyal customers.

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